Rural festivals emerge in numbers, scale and variety. They contribute to the attractiveness and viability of rural places for residents as well as visitors. Typically, festivals are deeply embedded in local ecosystems of sports, cultural, business and other types of associations, while they deliver elements of coherence, commitment and meaning, and sometimes economic benefits as well. This study aims to showcase the business entrepreneurship aspect of festivals in Danish rural areas, and it is based on primary data from 315 festivals. The special emphasis is put on the nature, prevalence and importance of business activities at such festivals, and on the opportunities for entrepreneurs to utilize festivals as a means of business development in relation to sales, marketing, product testing, and customers' feedback. The results show that, on the one hand, only very few of the surveyed festivals are entirely commercial, and the commercial objectives are, due to ideological and relational reasons, generally low-ranked by organizers. On the other hand there is strong evidence that local businesses actually participate in rural festivals' ecosystem, and that there are numerous mutual interactions between local business, festivals and residents that altogether create an excellent means for entrepreneurial drive. It is delicate undertaking to strengthen partnerships with entrepreneurs without compromising the community ingredients. Several potential courses of action are proposed.