Pubs and clubs are gearing up for an influx of people when the Tamworth Country Music Festival kicks off.
More staff will be put on across the city to cope with the extra patronage.
Craig Power, who runs The Pub Group with his family, said the business would put on about 20 per cent more staff over the festival and a large number of those would continue working for the group in some capacity.
"The amount of staff we employ is significantly increased [during festival]," he said.
"They're all locals as well. A lot of the guys are younger and being employed for the first time, or coming home from university for the holiday periods."
Along with extra staff, more security will also be on hand at venues.
AHA NSW liquor and policing director John Green said the annual event was a great time of year for the hotel industry and wider community.
"The country music festival is a highlight on the social calendar for many people in rural and regional areas, and in this time of drought and bushfires, never has it been more important," he said.
"Bushfires and the drought continue to impact upon many parts of NSW and this is a welcome opportunity to inject some much-needed revenue into the regional economy.
"Just like every year, licensees in Tamworth have been working closely with local police and stakeholders to ensure this event is enjoyable for everyone.
"Extra staff and security are on, and intoxication and bad behaviour will not be tolerated - if a licensee or staff member says 'enough is enough', it's time to move on."
Mr Power, who is also part of the festival organising committee, said with everything prepared it was now up to the community to get behind the event.
"The preparations are all in place - we've worked closely with police, council and the committee to ensure that the event runs smoothly," he said.
"All we need now are the people to come to Tamworth. Our message is clear: the Tamworth area has been heavily impacted by the drought and fires, so we need the community to come and support the festival.
"Many of the hotels across town have a great line-up day and night, so make sure you check hotel websites and social media to see when your favourite performers are on."
Mr Green said extended trading had been approved by the NSW government for both Sundays of the festival, January 19 and 26, from 10pm until midnight.
In another boost for the festival, bottleshop trading hours across the state have now been relaxed to midnight Monday to Saturday and 11pm on Sunday.