MADISON, Wis. -- A six-mile stretch of the Isthmus, usually filled with drivers, welcomed only bikers, walkers, skaters and strollers on Sunday.

The goal of the car-free, carefree celebration was to promote a healthy lifestyle, but it provided a boom to some downtown businesses.

"Every Sunday on the Square should be like this," said business owner Kathie Retelle.

Retelle welcomed the additional traffic outside her French card, gift and wine bar – Savoir Faire.

"It's bringing a lot of people in for coffee and doughnuts and bloody mary's and then they check out the gift shop that we have," she said.

Retelle said the Ride The Drive event was exactly what was needed in this economy.

"It was definitely a lot of exposure on a Sunday that we don't normally get," she said.

"I'm looking to spend some money," said participant Terrence Clark. "I assume everything is (open) but we brought a pocket full of money for that reason."

And businesses welcomed that money.

"Hopefully, as they breeze by and they take the time to come by and get a cup of coffee and see what we're all about -- it's just wonderful. It just really helps," said Retelle.

Ride The Drive was the first one held in Madison. It was free to the public. The event did create traffic backups in several locations.

Organizers said they city is considering making the celebration an annual event.