Wake Forest business owners say 'Friday Night on White' concert series impacts bottom line

June 13, 2026 - 06:25

For more than a decade, the "Friday Night on White" concert series has drawn crowds to downtown Wake Forest during the spring and summer months. Now, local business owners are speaking out about how the monthly event directly impacts their bottom line.

The free outdoor concerts, held on White Street, have become a staple for the community, bringing hundreds of residents and visitors downtown for live music, food, and shopping. Business owners say the steady foot traffic has been a lifeline, especially after the challenges of recent years. Restaurants and retail shops report a noticeable spike in sales on concert nights, with some seeing revenue double compared to a typical Friday evening.

"It is not just about the music," said one shop owner. "It is about creating a reason for people to come downtown and stay. They eat dinner, they browse, and they come back the next week."

However, the success of the series has also brought new challenges. Parking can be tight, and some business owners worry about the cost of hosting such a large event. Still, the overwhelming sentiment is positive. Many say the concerts have helped build a sense of community and turned downtown Wake Forest into a destination.

As the series continues to grow, local leaders are exploring ways to expand the program while addressing logistical concerns. For now, business owners are grateful for the boost and hope the tradition continues for another decade.