LA QUINTA, Calif. -

It's a busy week at Old Town La Quinta as golf lovers fuel up on food and a little retail therapy during the Humana Challenge Golf Tournament. Businesses are happy to have them.

"It's fantastic. We absolutely see an influx of business," said manager Kristin Hunt at Stuft Pizza Bar & Grill. "We get a lot of golfers and celebrities who are in town."

"A cold beer and a patio some place is what I want,"said golf fan, Rich Burlingame from Washington.

With more than 140 menu items, Hunt said the restaurant sees nearly a 30 percent increase during the Humana. It's a plus that all 3 courses played in the tournament are in La Quinta.

The pizza place actually gets more customers this week than during Coachella Music and Arts Festival in April.

"For sure. The Humana brings in more people here to Stuft Pizza than Coachella. You'd think it would show an influx, but not so much," said Hunt.
   
For golf fans around the world, the Coachella Valley is the place to be this week.

"I think it's beautiful. It's sunny and warm," said Burlingame.

"I think everyone in the Valley really looks forward to it because it helps everyone. Not just us, but all of the restaurants, shops. It's great to get a bunch of people from other areas to visit us."