Thousands of people filled the streets, scoping out the live music, art and, of course, all the food and drink options.
"(The Italian Market) is becoming more multicultural. I think that it's probably a richer market because of it," said attendee Steve Altomari. "As an Italian person, I can speak on behalf of the whole Italian community, this is second to none, this is great."
"It's amazing — tons of people, lots of color, diversity, food, smiles," added Celia McCauley-Wittle.
She and her husband, Derek, were in town for the weekend from Virginia. Their mouths were turning different colors as they ate their first authentic Philly-based Italian ice.
"It's awesome," said Celia.
"We have a place in Roanoke that sells it, but this is the first time we've had it here," said Derek.
Of course, Roanoke's Italian ice isn't quite as good as the one he was eating at the Italian Market.
"No, it's not," Derek agreed.
The festival continues until 6 p.m. Sunday.