Whole Foods Market opens its Lincoln, Neb., store today with live music and product giveaways.

The festivities will kick off at 8:45 a.m., with a bread-breaking ceremony and remarks from company and city officials. The doors will open at 9 a.m.; the store’s first 100 customers will receive free goodie bags. The grand opening event also will include a complimentary photo booth, product samples, and a performance by the Toasted Ponies.

The 30,000-square-foot store, at 6055 O Street, is Whole Foods Market’s second Nebraska location.