ROCKFORD — People flocked to local businesses to buy up Rockford-themed merchandise Thursday for the fourth annual citywide celebration known as Rockford Day.

Dozens of stores across the city offered specials and discounts based around the city's main 815 area code. Customers responded, filling places like Bygone Brand, 3600 E. State St., which sells clothing centered around Rockford nostalgia, and Rockford Art Deli, 402 E. State St., a downtown apparel store known for its 815 shirts. Lines wrapped around the outside of RAD as people waited to pick up Rockford Day shirts.

Mayor Tom McNamara kicked off the day, also known as 815 Day, outside Culture Shock, 2239 Charles St., which sells records, clothing and other novelties.

"There is greatness for us to experience in what we have already, and there is greatness in what we are willing to discover," he told a crowd that had gathered outside the business for the beginning of daylong activities.

Other activities included a pop-up event hosted by Transform Rockford next to Wired Cafe, 414 E. State St., for networking, giveaways and fun. There was a concert in Davis Park downtown and rapper Snoop Dogg performed at Rivets Stadium in Loves Park.

The annual celebration is held on Aug. 15, or 8/15.

Scott P. Yates; 815-987-1348;; @scottpyates