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For most, the 4th of July means fireworks, BBQs and a whole lot of red, white and blue. But in Roswell, this weekend has people thinking green—as in little green men.
This year marks Roswell’s 14th annual UFO festival, which plans to draw an international crowd.
Festival coordinator Renee Roach said Thursday, "We were given the gift of having a unique heritage, and we use that heritage to leverage ourselves with that brand."
Organizers say the economy appears to be no match for curiosity; demand for lodging is up from last year.
The Sussman family from Gilbert, Ariz. Made the festival part of their family vacation.
"We heard the alien festival was going to be in town so we had to stop by Roswell," Mike Sussman said.
Along with the annual parade, visitors can expect to see more than just aliens.
Roach said, “We have Marvel Comics characters coming, we have Jefferson Starship, which will be amazing.
Organizers hope to bring more than 50,000 people to Roswell over the weekend.
The festival wraps up Sunday.