ROTHBURY, MI -- Hometown, quiet, laid back, small. These are words some of the 432 inhabitants of Rothbury use to describe their home.

When 40,000 people become temporary residents of the small West Michigan community for Electric Forest, things change. A population the size of Muskegon swarms the city for five days.

"It's a madhouse," said Kevin Jones.

He spent Friday afternoon selling "Electric Forest Tribute" rolling papers outside his truck at the corner of Winston Road and South Michigan Avenue, the nexus for festival-goers in need of supplies. Local businesses and road vendors were busy throughout the day capitalizing on the steady influx of customers.

"(Electric Forest) helps the community," he said. "The local businesses do very well."

Across the street, a sign at the Wesco gas station read "WELCOME FOREST DWELLERS." Inside, a line of customers wrapped around the store, continually being refreshed by an unyielding stream of people in need of the most valuable items in town: Ice and beer. Some spent up to $100 on both.

Wesco attendants were so busy they declined comment, but down the street at Dollar General, Store Manager Sharon Woodward said they sold more than 60 22-pound bags by noon.

"We've been restocked (on ice) twice already today," she said. "It's so busy, we love it."

The store has only been in Rothbury for two years. Woodward said they learned quickly to attract the festival attendees. A roadside sign welcomes non-residents in neon highlighter and staff wearing printed electric forest invite customers to sign a board on the wall with their hometown.

The pink neon poster had signatures from Texas, Alaska, Canada, Florida and Europe, also containing some little nuggets of wisdom like "spread love, show love."

Rothbury resident Lorie Jager sat outside the town's True Value Hardware selling hamburgers and a taffy recipe that has been in her family for more than 100 years. The town is a good place to raise a family, she said, and nice because everyone knows one another.

Jager lives five miles away from the festival grounds and can hear the music throughout the day. At night, the bass drops shake her house.

"(Electric Forest) is certainly interesting," she said. "My favorite thing to do is sit and watch people. When you're from a small town, some people can get scared because they're not used to seeing this many people. Especially when some are half-naked."

Rothbury Police Chief TC Hasper has 10 officers on duty serving liquor violation when attendees venture outside the 71 acres designated for alcohol at the festival. He said generally the festival goers don't cause the town any trouble, except when it's time to leave.

"It takes them two days to get in and two hours to get out," he said. "That can cause a problem with lines at the gas pumps."

Jones enjoys talking to the temporary visitors, who he said don't cause many problems in town.

"It's like they're all happy in their own little world," he said with a chuckle.

Malachi Barrett covers community news for MLive Muskegon Chronicle. Email him at mbarret1@mlive.com and follow him on Twitter @PolarBarrett or on Facebook.