THE biggest annual event in Casino is shaping up to attract a crowd of more than 20,000 from May 20 to 30.
Presented by the Northern Co-Operative Meat Company, Casino Beef Week celebrates its 35th anniversary in 2017 with more than 100 activities during the 11-day festival.
On the program are fashion parades, Beef Meets Reef, a rodeo, family fun day and the popular grand parade.
Casino Beef Week president Stuart George has been involved since 2007 and in the chief role since 2009.
This year, he says, there's more emphasis on the beef industry and cattle producers, with a marquee in the main street on the Saturday and guest speakers.
"Every year we tweak different events how we know will improve them," Stuart said.
"It's still community-based and family focused.
"After Bluesfest, it's the biggest event in the Northern Rivers.
"We do get a lot of support from the community and volunteers."
On the main Saturday, May 27, an estimated crowd of 15,000 people will line the street.
"Beef Week attracts a lot of people from out of town," Stuart said.
"It's a great opportunity to show off Casino."
The "Step Back In Time" themed Beef Week will host cattle competitions, busking and dress-up competitions, art exhibitions, a fitness challenge, rural ladies' high tea, markets, food stalls and street parade - as well as the Beef Week Queen and Mr Beef crowning.
Cattle will be primped and preened as usual on the Saturday to make sure they look their best for the live auction on the day.
Follow Casino Beef Week on Facebook and join in the celebration of the Richmond Valley's signature event.