It’s that time of year again in downtown La Mesa, when priorities shift to polka, pretzels, pooches, pints and partying.
From Friday, Oct. 2 to Sunday, Oct. 4, Oompah music will serenade beer-stein holders as they watch dachshunds race in between bites of schnitzel at La Mesa’s annual Oktoberfest celebration.
The event, in its 53rd year, has far surpassed any run-of-the-mill German-themed celebration.
The beloved multi-block community festival has proved a vital economic engine for the city.
“I think what makes La Mesa Oktoberfest so special is the tradition behind it,” said Laurel McFarlane of The National Center for Community Enhancement, the nonprofit that produces La Mesa Oktoberfest. McFarlane is also founder and producer of The Shift Studio, a design and management agency that organizes, shapes and manages events.
“We hear from people every year who came with their parents when they were kids and are now bringing their own children,” said McFarlane. “There aren’t many events that get to be part of a family’s memories for more than five decades.”
City staff and political figures are typically part of the scene every year. La Mesa City Councilmember Genevieve Suzuki said that after many years of attending the Oktoberfest as a citizen, only recently has she been able to up the ante on dressing for the occasion.
“It’s ironic,” said Suzuki, who was sworn in as a councilmember in December 2024. “I was always brave enough for a chicken hat, but it took getting elected to work up the nerve for a dirndl…. More than anything, I’m glad to see Oktoberfest growing again and welcoming visitors after the pandemic. It’s a joyful reminder of what La Mesa does best.”
While admission to the festival is free and open to all ages, the event’s impact on the local economy is a force.
A March 10 City of La Mesa staff report to the City Council featured a Feb. 27 letter from McFarlane’s National Center for Community Enhancement, which found the number of out-of-towners who visited the East County city jumped from 31,400 on a typical day to 42,692 during the event.
The letter also shared a 75% business spike for hotels and casinos, a 41% boost for shops and services and a 25% uptick in dining during La Mesa’s Oktoberfest weekend.
The city council unanimously approved a three-year special event permit through 2028, and a 50% city cost recovery reduction capped at $40,000 annually to offset police, traffic control and inspection costs.
“One of the biggest benefits of Oktoberfest is the exposure it brings to La Mesa Village,” McFarlane said. “We have people coming from all over San Diego County who may not otherwise spend time downtown, and the festival gives them a chance to discover our restaurants, shops, bars, coffee shops and other businesses. The weekend itself obviously brings a lot of people into the Village, but we also hope that people find a business they like and come back.”
Three Biergartens, two stages and nonstop music
This year’s adult beverage events include the ceremonial keg tapping at 6 p.m., Friday, Oct. 2, at the Hofbräuhaus Bier Garten, officially kicking off the weekend. There will also be two other distinct biergartens: the Hop Haus on Palm and the Craft Bier and Seltzer Garten.
While general festival admission is free, entry to the biergartens is $8, with various VIP upgrades available offering special bars, commemorative steins, and front-of-the-line privileges.
The entertainment lineup might feel more like a street fair than a strictly traditional Oktoberfest vibe.
Along with traditional accordion-driven polka, the two stages will feature rock acts, cover bands, and DJs, including Detroit Underground, Santana Pa Ti and Paging the 90s.
“One of the things we’ve really focused on is creating more throughout the Village rather than having everyone concentrated in one area,” McFarlane explained. “Between the three biergartens, multiple stages, family activities, dog programming, shopping and food vendors, there are more places for people to explore and spend time.”
Dachshunds, games and artisans
Beyond the bites, beer and musical beats, the festival leans heavily into all-ages activities.
The “paw-pular” Dackeldorf Dachshund Village returns at 5 p.m., Friday, Oct. 2, featuring wiener dog races, pooch-powered fashion shows and a howl-deling/trick contest open to all canine breeds.
This year will showcase a new competition: “Planking with a Dachshund,” where participants hold a plank while a plush dog sits on their back.
Competitive events for humans will be at the event’s Glücklich Games and will feature beer stein holding, bratwurst tossing, Bavarian pretzel eating, and chicken hops. Family-forward visitors can visit the Kinder Village for pumpkin activities, flower-crown making and a Ferris wheel.
For shoppers, a dedicated Artisan Alley on Allison Boulevard will offer vendors selling handcrafted products.
“I think one of the things that makes Oktoberfest special is that we’re always trying to keep the traditions people love while adding something new each year,” McFarlane said. “Even if someone has been coming for 20 years, we want there to be something new for them to discover.”
Crowds and logistics
No one ever seems totally certain about the attendance numbers at the La Mesa Oktoberfest. While promotional materials and vendor applications boast expected crowds of more than 100,000, the March city staff report cited annual attendance at just over 50,000.
“Because La Mesa Oktoberfest is a free, open festival throughout the Village with multiple entrances, we don’t have a traditional ticket scan that gives us an exact attendance count,” McFarlane said. “The 100,000-plus figure is based on historical attendance and visitation patterns over the three-day weekend. I think the important distinction is that we are talking about visits to the festival rather than necessarily 100,000 individual people, since many of our guests come back for more than one day.”
Whatever the exact headcount, residents and businesses know to prepare for major impacts.
Street closures in the Village will begin at 2 p.m., Thursday, Oct. 1, and last until 7 a.m., Monday, Oct. 5.
Because parking will be heavily impacted, attendees are wise to use public transit.
The Metropolitan Transit System’s Orange Line drops riders off directly at the La Mesa Boulevard Trolley Station. With the Spring Street Trolley Station currently closed for construction, attendees should utilize Park & Ride lots at the Grossmont Transit Center, Amaya Drive, El Cajon Transit Center or Massachusetts Avenue.
“For someone coming for the first time, I hope they leave surprised by how much there is to do,” McFarlane said. “It really is so much more than a beer festival.”
Suzuki said the city is ready for a big crowd and she hopes more brave people will attend in lederhosen, a dirndl or a chicken hat.
“I’ve done two of the three, and this community will cheer you on in all of them,” she said.
Hours are 4 to 10 p.m., Friday, Oct. 2; 10 a.m. to 10 p.m., Saturday, Oct. 3; and noon to 8 p.m., Sunday, Oct. 4.
