The Santa Maria Valley Strawberry Festival returns this weekend, and for the first time, admission is free.
The three-day festival, which celebrates Santa Barbara County’s top crop, runs Friday through Sunday at the Santa Maria Fairpark, 937 S. Thornburg St.
Gates will be open from 6 p.m. to 10 p.m. Friday and 2 p.m. to 10 p.m. Saturday and Sunday. Parking is $10 per vehicle.
The event is presented in partnership with the Santa Maria Valley Visitors Bureau and the Santa Maria Valley Chamber of Commerce.
“The Strawberry Festival is a celebration of everything that makes Santa Maria Valley special — agriculture, culture, and community spirit,” said Todd Ventura, Santa Maria Fairpark interim chief executive officer.
“Partnering with the Visitors Bureau and the chamber allows us to expand that impact, drawing visitors from across the Central Coast and beyond while supporting our local economy.”
Ventura said free admission is part of an effort to reestablish the Fairpark as a community gathering place.
“We view the Fairpark as a community asset,” he said. “We really want to engage our community and make them feel like this is their place, like this is their home.”
Megan Hook, who handles publicity and marketing for the Santa Maria Fairpark, said the move to free admission is the biggest change this year.
The festival features more than 25 rides from Helm and Sons Amusements, along with games and “wall-to-wall” vendors and concessionaires, she said. Hook said the festival has nearly double the number of rides it had in previous years.
Ventura said organizers also have made changes to parking this year, including three incoming lanes to help move vehicles onto the property more quickly.
New this year, Hook said, are beverages from Coca-Cola and beer brands including Modelo and Pacifico.
Festival organizers say the weekend will include three days of entertainment on the Community Stage and Game Show Stage, with live entertainment including Polynesian dancers, local school performances and artists.
Pie-eating contests are scheduled for 4 p.m. Saturday and Sunday.
Free unlimited ride wristbands, game passes and food passes also will be given away daily at the Game Show Stage.
On Sunday, a series of performances are planned starting at 2 p.m. by Banda Cuisillos, El Jerry, Banda Machos, El as de La Sierra, El Chalinillo and Leonel El Ranchero.
Paid admission to the concert $56.95 including the ticket and handling fee with online purchases available by clicking here.
Unlimited ride wristbands cost $55 and front-of-the-line wristbands cost $85. Ride and game credits are $1 each, with rides costing 3 to 12 credits and games costing $10 each.
For more information, visit santamariastrawberryfestival.com.
