LISBON

Love or hate the bitter soft drink that is the namesake of the annual festival filling Lisbon with thousands of people this weekend, Moxie has a special place in the hearts of those who call Lisbon — and Maine — home.

“What it means for us,” said Deb Wagner, chairwoman of the 2013 Moxie Festival Committee, is “we’re a small old mill town that is looking toward better days. And a better day happens when the Moxie Day Festival occurs.”

With the potential to bring thousands of people to town, this weekend’s 31st annual Moxie Festival is marked by traditions of the past and hope for the future in Lisbon.

The theme “Moxie: A Maine Tradition” was created by contest winner John Hardesty of Dallas, Texas, who has deep roots in Lisbon and will be a judge for the parade.

Former U.S. Sen. Olympia Snowe regularly walks in the parade and Saturday will be the 2013 Moxie Day Parade Grand Marshal. Many other elected officials, including Gov. Paul LePage, are expected to march in the parade, which will have more than 100 participants.

The fun kicks off today at the high school, including an 8 to 9:15 p.m. performance by the Bath Municipal Band, before the fireworks display starts at 9:15 p.m.

The parade, road race and dozens of other events are scheduled for Saturday, and the festival kicks into gear again Sunday morning with the Moxie Car Show and Chief Worumbo Androscoggin River Race.

This year, Wagner said, the Moxie Recipe Contest will be held Friday night at Chummy’s Midtown Diner, where celebrity judges will choose the winner.

Wagner said the committee has planned to have more than 40,000 people in attendance at the festival over the three days, though the weather will determine just how many people come to the rainor shine festivities.

The town comes out to celebrate a soft drink “and says it’s all OK. We’re happy, and Lisbon is a great place to work and a great place to live, and the Moxie Festival puts us on the map,” within the state and nation.

Two years ago, the Moxie Festival was featured in the Chicago Tribune as the festival of the month of July, Wagner said, and has been featured in Yankee Magazine, so “lots of people know about Lisbon. We hope to carry that enthusiasm for Lisbon throughout the year.”

Wagner said there are more community groups getting involved in the festival this year and the festival committee has received a lot of support from the town council. There was a renewed focus on getting more input from businesses, the town and the core community groups.

The Topsham Trail Riders club will hold its first-ever ATV charity ride at 1 p.m. Saturday, on trails that will allow participants to see Lisbon in a way they can’t from the road.

The cost is $5 per machine, with proceeds to benefit children’s charities.

Wagner said there is a new group that started in Lisbon last fall called Positive Change Lisbon made up of local businesses and citizens looking to improve the community.

“Yes, I think there is a revival going on” in Lisbon, Wagner said.

“We’re working hard to generate enthusiasm for Lisbon, and that spills over directly into the Moxie Festival,” said Ross Cunningham, president of Positive Change Lisbon. The group has taken over the Lisbon Concert in the Park series and, for the second year in a row, has a special Saturday night Moxie Concert scheduled, this year featuring the ’80s hair band Twyce Shy.

“They’re fantastic, loud, exuberant, high energy” and draw a large crowd, Cunningham said.

The concert helps cement the festival into a three-day event.

“I think there’s a lot of energy happening,” Cunningham said. “I think this festival is going to be a great way to recognize what we’re doing, and bring people back.”

dmoore@timesrecord.com