MANKATO — The business leaders of Belgrade Avenue in North Mankato have a clear, concise objective: showcase the street’s four blocks of retail space. Thick in the middle of the summer festival season, what better way to entice potential patrons than to stage a day of free live music located literally on Belgrade?

Such is the inspiration behind Saturday’s second annual Belgrade Avenue Blues and Jazz Festival, presented by Business on Belgrade (B.o.B), the city of North Mankato and Radio Mankato.

“We want people to know we are viable businesses,” said Jim Whitlock, president of B.o.B and owner of Brick House Graphics.

“We want people to come down and stop and smell the roses in lower North Mankato. Belgrade is a gateway to North Mankato. People come through here all the time, but a lot of them don’t stop and really look at us. We want them to take a little time to see who and what we are. And the music helps gets them down there,” he said.

 The inaugural Belgrade festival was located on the then-vacant Marigold lot next to the Circle Inn, which technically lies on Wheeler Street. Because of construction there, however, the stage this year will be on the 200 block of Belgrade, facing west of the Minnesota River and the Veterans Memorial Bridge.

“I think being on Belgrade this year will be good for a street party-type atmosphere, said Mark Levitt, a member of B.o.B and owner of Christy’s Cafe. “I’m sure there will be a lot of people who haven’t spent much time in lower North Mankato. It’s great for the businesses because we’ll be right there.”

The stage, provided by the city, will be able to occupy more musicians than last year, when some members of The Echoes jazz group were forced to play off-stage because of lack of space.

“Last year was a lot of fun,” said musician Billy Steiner, the festival’s self-described “spiritual adviser.”

“It was under the radar, but everyone involved was pleasantly surprised. It had a warm, comfortable small-town vibe. It’s festival time, and I’m so glad we’re doing it again.”

As for the music, the event boasts an eclectic blend of music ranging from rustic Americana (Joe and Vicki Price) to big band (The Echoes) to free form be-bop jazz (Real Easy Jazz Quintet), and harmonica blues (Boom Boom Steve V and the Knockouts). The Butanes, an established blues outfit based in the Twin Cities, will headline the festival, which runs from noon to 9 p.m.

 “I think this is a very diverse lineup,” said Steiner, who will be playing a rare gig as part of the Minnesota Barking Ducks/City Mouse All Stars. “Steve (V) is a really fine harmonica player and an MSU grad. Joe and Vicki Price were here last year and they killed it. People were blown away by them.”

Belgrade vendors will be selling food and beverages, arts and crafts booths will be present, and the Children’s Museum of Southern Minnesota will also have an exhibit.

“We’ve got a lot more for the kids this year,” Levitt said.

Levitt, who handled booking the bands and worked with the production company, lauded the city’s contributions to the festival.

“The city has been committed in a big way,” he said. “They’ve done everything and more that we’ve asked in terms of providing support and financial help.”

In addition, Radio Mankato’s contribution of handling promotions turned the event into a collaborative effort, he said.

“There have been no roadblocks here,” said Steiner, a North Mankato City Council member. “The city had no problem blocking off Belgrade and rerouting traffic. We try to grease the wheels. The city is so behind this festival. We want to make it work.”

Steiner’s only disappointment: He was scheduled to share the festival bill for the first time with his son, Dylan, the Real Easy Jazz Quintet’s drummer.

“But he broke his hand and won’t be able to play,” Steiner said. “It would’ve been cool. I was really looking forward to it.”

Steiner shrugged, adding with optimism, “There’s always next year.”

With another year under their belt, Levitt says he and his fellow organizers hope the festival will become a summer mainstay on Belgrade.

“We’re hoping this becomes something that people will look forward to,” Levitt said, “and gets a little better year after year.”