The Tamworth economy will kick a winner this weekend as the city swells for the annual National Primary Games, as the chamber warns local businesses not to miss out.
The three-day event, an initiative of the Northern Inland Academy of Sport (NIAS), is set to attract a record 2300 athletes, with parents, supporters and team staff bringing that figure to well over the 5500.
The NPG also saw 150 gymnasts compete in Tamworth last weekend to avoid a scheduling clash.
NIAS chief James Cooper estimated the games would pump $2.3 million into the local economy.
Tamworth Business Chamber president Jye Segboer urged local businesses to be at the top of their game this time, after receiving some negative feedback following Scully Park hosting an NRL match in April.
"With the region in drought it is extremely important to make the most of events like this," he said.
"The feedback after the NRL was that many cafes weren't open for coffee and breakfast on Sunday morning - we turned away 100 people at the CH Boutique because we were full, and other places were forced to do similar.
"That three or four hours of extra trade could provide a much-needed cash injection."
The Destination Tamworth equation estimates every visitor to Tamworth spends an average of $144 a day, with Mr Segboer suggesting that equates to $700,000 a day this weekend.
Mr Cooper said the games are not just about profiling the academy, and exposing young athletes to opportunities, but also about "profiling the beautiful city of Tamworth to families from across the Eastern Seaboard of Australia".
Mr Segboer echoed those sentiments, using the games to illustrate the importance of council coming to the table with a new event attraction strategy, and funding it, following the the rejection of the proposed event's levy by the Independent Pricing and Regulatory Tribunal (IPART) in May.
"Chamber has been pushing council on this, however there hasn't been much movement," he said.
"Events in winter, and outside of the major events, are so important that we can't wait until after the next council election."