OXFORD — Tubs of peanut butter cup ice cream, dozens of strawberry rhubarb pies, firewood, popcorn and “tobacco” pipes all have one thing in common this weekend — “Nateva Feva,” as one local business person put it.

The Nateva Music and Camping Festival put on by Nateva Festivals LLC of Newton, Mass., is expected to draw up to 15,000 people to the Oxford Fairgrounds just off Route 26 on the Oxford/Norway town line from Friday, July 2, through Sunday, July 4, Dozens of bands, including Further, Jakob Dylan and the Flaming Lips, are on the schedule to play. Tickets have been sold to people in every state in the country, plus Japan and England, said festival President Frank Chandler.

And as perimeter fences, rows of Porta Potties and stages begin to appear around the fairgrounds on Pottle Road, many local businesspeople and residents have developed creative ways to make the most of the surge of concert-goers who are beginning to converge in the Oxford Hills region.

From the “Welcome Deadheads” banner advertising specials at the Irving Gasoline and Lil’ Mart on Route 26 in Oxford to the 84 apple and strawberry rhubarb pies that Patricia Valley on Pottle Road in Oxford has been cooking up for days, the ideas are innovative and fun.

“We’re excited about it,” said Valley’s daughter, Robin Millett, who has a front row seat through her picture window to the concert’s main stage. Although Chandler has given every Pottle Road resident a free pass to the festival to help compensate for the inconvenience of shutting down their road, Millett said she may be happy just to sit and watch the show from her front yard while she helps her mother sell her pies and she sells her cookies, brownies and whoopie pies.

“She’s been awake at 2 o’clock in the morning making pies,” Millett said of her mother.

Millett is just one of many in the area who are anticipating the financial benefits of the situation.

At Cafe Nomad in Norway, chef Erik Person said they will open for this Sunday only with what they are calling the “Nateva Feva” brunch from 8 a.m. to 1 p.m. Additionally, some 1,000 menus, with a coupon for a small free coffee with a purchase, have been printed up for distribution throughout the fairgrounds by employees and friends.

Konehead Ice Cream in Oxford Plaza, an easy walk for concert-goers, will open Sunday from 11 a.m. to 9 p.m., a day it generally is closed.

Teira Durgin said the business, which also sells food such as hot dogs and lobster rolls, has stocked up with 17 extra 3-gallon tubs of ice cream — mostly the peanut butter cup flavor that appears to be a favorite, she said.

Others in the nearby Oxford Mini Mall are also readying. “We’ve doubled up most of our stock and have everyone coming in,” said Subway Assistant Manager Randi Mack, who plans on leaving her home in Woodstock several hours early to make it to work on time.

When asked what the biggest item they overstocked was, the answer came quickly. “Oh, chicken. Everyone loves chicken,” she said of the variety of sandwiches the company makes from chicken.

At Flagship Cinema in Oxford Plaza, the mega hit “Twilight Saga: Eclipse” opened at midnight Wednesday and continues through the weekend.

“This is our busiest weekend of the year anyway,” Assistant Manager Adam Ames said. Like many other business owners, Ames said he is unsure what to expect. “We’re a bit worried about the parking situation,” he said of those who may try to park in the plaza lot while they attend the concert.

Ames said a couple arrived Tuesday night to watch a movie and asked if the Oxford Fairgrounds was behind the theater. When told it was, Ames said they smiled and said “’This is our home.’”

South on Route 26 in the village of Welchville, Caldwell Jackson, owner of a flower and produce stand at the intersection with Route 121 has placed bundles of firewood out for sale for campers going to the concert. He will also extend his hours of operation,  opening at 8:30 a.m. instead of 10 a.m.

Advertising banners have been placed on the front yard of The Maine Bookhouse on Route 26 to help showcase other area businesses such as Creative Media, Frost Farm Gallery, Painted Mermaid Gallery, and the Western Maine Arts Group. Others such as Ari’s Pizza in Norway will bring in extra help.

At Hannaford supermarket on Route 26 in Oxford, employees are not allowed to talk to the media, but one said simply, “We’re planning on being prepared. We are stocking up on provisions.”

Even the 1st Amendment Adult Book Video shop on Route 26 in Welchville is set to use the occasion to advertise an expanded inventory: “tobacco” pipes and other smoking paraphernalia.

The list goes on and on.

Chandler has made a very public effort to assure that his neighbors are happy, not only providing those most affected residents with free passes to the concert but stopping by to make sure things are going smoothly or just to say hello, Millett said.

He has encouraged them to take advantage of the event by selling camping spots and parking spaces or having bake sales or other events.

His reasoning is simple.

“I want to come back,” he said.

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