The Juno Awards celebrations are underway in Hamilton.

With tents going up outside of TD Coliseum, where the final night will be held Sunday, and downtown businesses bracing for a busy few days, the downtown core is in full Juno mode.

The several days of events officially kicked off Thursday evening at the Music Hall on Main Street. Earlier in the day, on King William Street, known for its restaurants and cafés, staff were getting ready for the rush.

“We’re expecting just a lot of people coming through, not just to get coffee, but also because we are one of the places [where] Heated Rivalry filmed,” said general manager of Relay Coffee Roasters, Nicole Perri.

Perri said Relay is buying “a lot” of supplies and preparing their staff for the influx.

“We have no idea what to expect, so we’re just kind of like bracing for waves and doing what we can,” said Perri.

The city is expecting thousands of visitors over the weekend and a $12-million spending bump at local hotels, music venues, bars and restaurants.

The Juno Kickoff Concert Thursday was expected to feature James Barker Band, Robyn Ottolini, Sacha, Kalsey Kulyk, and The Redhill Valleys.

The weekend culminates with the awards show Sunday, starting at 8 p.m.

There are many events happening in between, including Junofest on Friday and Saturday. It’s a series of concerts across multiple Hamilton venues, including Mills Hardware, Corktown Pub, Ooey Gooey’s and more.

‘The traffic… has been a lot’

Some people in the city are looking forward to the awards show and also the buzz it has generated around the city.

“I’m excited for the performers and all the festivities around it, like going on on James Street and all that. And then a bunch of smaller shows are happening too, which is super cool,” said Aiden Mendoca, a St. Catharines, Ont., resident who is coming to the city to attend the awards.

“I’m excited for Silverstein,” said Mendoca. The band is among many performers Sunday, including Alessia Cara, Jully Black, Shawn Desman, Tanya Tagaq, the Arkells and more. Canadian comedian Mae Martin hosts the event.

Some others, meanwhile, are not happy with the way that newly renovated TD Coliseum has been drawing crowds into downtown.

“I live in the area, so the traffic and the stuff that happens during events … it has been a lot,” said Aine Fata. “I think that the city has more important things that they should be funding.”

Fata’s friend, Phoebe Mecca, said in the past, she has been stuck standing still in the bus for half an hour while trying to get home because of events at the arena.

Mecca also worries about the gentrification that a development like the TD Coliseum and big events like the Junos could bring to the city.

“There are so many people that are struggling right now, it’s more important to help out the people in Hamilton instead of trying to bring a bunch of publicity and people into the city,” said Mecca.

‘Time for Hamilton to be showcased’

Mike Middlemost, who owns fine dining restaurant Conversate on King William Street, said hosting the Junos is “huge” for the city.

“It’s time for Hamilton to be showcased again with the TD Coliseum being a newly renovated,” he said. “I think it’s big for Hamilton and the future with the downtown core, for sure.”

Ian Biglete, 22, has been living in Hamilton their whole life. They said Hamilton needed something like the Junos to come along in order for more people to take the city seriously.

“I want Hamilton to be known as more than, like, a terrible, grimy city, because there’s people here,” they said.

Biglete says they hope after the Junos are gone, the music scene takes a boost and more music venues open.

“Hamilton’s a little grimy, but that’s why I love it. Grimy town makes music that means something,” they said.