Rochester, MN (KROC AM News) - The popular SocialICE event begins its three-day run in downtown Rochester Thursday.

The event is held at the Peace Plaza and will run from 5 - 9 p.m. Thursday and 4 - 10 p.m. Friday & Saturday.

The event features unique themed ice bars, each with its own signature drink. There will also be full-scale illuminated ice sculptures.

One of the activities scheduled Saturday is a beard contest. Prizes will be given to the person with the longest beard and the one with the most unique beard.

Organizers are predicting turnout for the 12th annual event could be as high as 50,000.

Check here for more information.

News update:  Winter storm headed this way.

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