WACO, Texas — Downtown businesses expect more foot traffic this weekend as the “Deep in the Heart Film Festival” centers its events on Austin Avenue.

The weekend-long festival features events at local businesses including Anthem Stories, the Hippodrome Theatre, Cultivate 7Twelve, and Stay Classy Waco.

Stay Classy Waco hosted the film festival after party on Thursday night. Co-owner Jacob Green was preparing for the party on Thursday afternoon and said last year the festival brought a lot of traffic to the area.

“This year, we’re now seasoned, grizzled veterans,” Green said.

Stay Classy opened barely a year ago.

With fewer people in town during the summer, Green said business can be slow. He hopes the event will liven up the city’s downtown district.

“This little area is about to get all the boost it needs,” Green said. “Summer is slow. The students are gone. So it’s a nice little injection for the economy.”

Anthem Stories had the chance to show off their newly renovated space to festival attendees on Thursday afternoon during a red carpet event.

Hannah Bowman, events manager for Stories, said it was the highest-profile event the space has seen since it opened last fall.

“It’s fun to be able to invite all these people, who have been excited, to this building in space,” Bowman said. “They can celebrate its restoration with us.”

She said she hopes the festival helps show the changing landscape of downtown Waco.

For more information or to find a schedule of events for this weekend’s film festival, visit ‘Deep in the Heart Film Festival’ website.