The Main Street Cultural District is kicking off its summer event schedule this Thursday with the first performance in a 10-week concert series titled Tune into Main Street.

The concerts, held downtown in Tom Evans Plaza, offer a fun outdoor atmosphere to enjoy warm summer weather.

But the events also serve a serious purpose: promoting the businesses in downtown Ames.

“They’re image campaigns,” said Jayne McGuire, director of the Main Street Cultural District.

Many of the stores in downtown Ames will be open late on Thursdays, closing at 8 p.m. instead of the usual 5 p.m. Events like Tune into Main Street are meant to draw a pedestrian crowd.

“I think on any given week there will be 2[00] – 500 people downtown,” McGuire said.

In addition, the concert series offers sponsorship opportunities.

“Each week we have a business sponsor. They usually set up a tent and a table, and they get some mic time,” McGuire said.

But concerts aren’t the only draw.

The Main Street Cultural District is also organizing an art walk to display the works of local artists, and a summer sidewalk sale.

The Cultural District also has a hand in planning Ames’ Fourth of July celebration.

“That will be an all-day event,” McGuire said. It will include a pancake breakfast, a parade and a concert by local rockers The Nadas.

McGuire said she expects about 10,000 people to take part in the festivities.

For residents, this means a great summer afternoon. But for businesses, the bottom line is more pedestrians, more shoppers and more sales.

“They’re absolutely thrilled to have the extra exposure,” McGuire said.