It’s like summer in the middle of the winter. Well, not the temperature, but the buzz and bustle in downtown Traverse City. Crowds during Restaurant Week, Feb. 23-29, actually compare favorably with the throngs of patrons in July or August.

“This is the tenth year. It’s been recognized throughout the state that this is the place to go in February,” says Jean Derenzy, CEO of Traverse City’s Downtown Development Authority.

A record 40 restaurants are participating this year, at two price points - $25 and $35. “We do the $25. We felt the upper tier wasn’t for us,” says Dave Denison, owner of Amical.

Some participating restaurants choose to take part even though the $35 level point is lower than their standard price point. “It’s a better price point” for customers, says Doug Kosch, owner of The Boathouse. “We maintain the same standard. The goal is to get as many people through the door and hope they have a great experience.”

Some restaurants have been part of the program since it began a decade ago. “We were on board when it first (debuted). We looked at it as a way to say thank you,” says Denison. He notes that it’s not the most profitable week for the restaurant itself -- but it is a boon for staff during a season when business is slower. “We get to see a lot of people. Servers get busy, cooks get more hours during a slow period. It’s a shot in the arm.”

“We’re relatively new, so for us it’s especially important,” says Soon Hagerty, owner of The Good Bowl, which will be participating for the second year.

Some 2020 participants are outside the typical restaurant profile: Rare Bird, 7 Monks, Mammoth Distilling and Fustini’s will all take part this year.

At Fustini’s, several chefs will offer cooking classes, where patrons get to eat what they learn. Laura Cavender, former NMC culinary head Fred Laughlin, and Lisa Robinson and Ryan Moberly from Rad.ish Street Food will all be preparing and demonstrating at Fustini’s.

“Cost is typically $60 to $70,” says Cavender. Fustini’s will be at the $35 price point. “It’s fun for people to be part of the story of the food,” she says.

That will also be the case at Forrest, a Food Studio. Nicole and Forrest Moline (pictured) will be joining the event for the first time, as the establishment wasn’t yet open last February. The couple vacationed in the area years ago in the summer, but wanted to partake of the culinary adventures offered during Restaurant Week, so they returned in winter to visit some of the restaurants.

“We really enjoyed it. With the business, we had to be part of it,” says Forrest.

Like Fustini’s, the price point of $35 is far below the establishment’s typical price of $80 for a four-course meal. “People love dining in a home,” says Moline, who as a private chef frequently prepares and serves food in people’s homes. “We create that experience here.”

Though Mammoth Distilling primarily operates as a tasting room for its spirits, Hospitality Director Stuart Hickman says he relishes the chance to expose patrons to something new. “We have two or three personal chefs/caterers and can book events,” he says.

While each restaurant has its own prix fixe menu, they also accommodate those with dietary restrictions, such as vegan/vegetarian or gluten-free. At the Good Bowl, Hagerty says its popular noodle bowls can be made with a vegan broth rather than a bone broth.

“Last year we had four items that were gluten-free,” says Denison of Amical. “We always have a vegetarian entrée or one that can be prepared meat-free.”

“It’s the ability to be part of something together, be part of the overall restaurant scene,” observes downtown TC’s Derenzy. “It’s not a competition. They get to be part of the food culture.”

For some, that food culture lasts beyond Restaurant Week: Amical extends its program for an additional week, while The Boathouse adds an extra day on either side.