About Oktoberfest
Born in Munich in the 19th century, Oktoberfest first made its way to La Crosse in 1961. What started as a simple community event has turned into decades of tradition and good, old fashioned fun.
About Oktoberfest USA
Our Origins
Oktoberfest USA in La Crosse first came to life on October 13–15, 1961, though the idea had been in the works for months prior. In 1960, civic leaders recognized that La Crosse needed a community-wide celebration, something the city hadn’t hosted since a winter carnival in 1921. While winter events posed challenges—unpredictable weather, high costs for artificial ice and snow, and competition from other regional festivals—the fall offered the perfect solution.
At the same time, officials from the G. Heileman Brewing Company were exploring ways to create an annual promotion. Inspired by Munich’s Oktoberfest, two employees of German heritage suggested an autumn festival. The timing was ideal: October brings brilliant fall colors and marks the end of the harvest, offering a perfect “relief valve” for the community.
Recognizing the scope of such a celebration, it was decided that Oktoberfest should be a fully civic endeavor. Brewery officials approached the La Crosse Chamber of Commerce, which agreed to sponsor the festival. By 1962, the name “Oktoberfest” was officially registered with the State of Wisconsin, followed by “Oktoberfest USA” as a federal trademark in 1963. In 1965, La Crosse Festivals, Inc., became the sponsoring organization and continues to steward the festival today.
Our Founding Goals
From the beginning, an Oktoberfest Committee set forth five guiding objectives:
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Promote local pride in La Crosse
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Attract national attention to the city
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Encourage tourism to La Crosse and the Coulee Region
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Involve a large number of community members
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Operate as a financially responsible, non-profit organization
Vision
Oktoberfest USA strives to be the premier regional festival, emphasizing community engagement, celebration of cultural heritage, and the spreading of Gemütlichkeit year-round.
Mission
Highlighting the spirit of the region, Oktoberfest USA hosts a premier fall festival that supports the local economy, promotes tourism, honors German heritage, and fosters fellowship.
Our Values
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Spread Gemütlichkeit (friendliness and German heritage)
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Engage and celebrate the community
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Support the community through philanthropy
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Promote tourism to the region
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Embrace change and remain relevant
More from Oktoberfest
Community
More than fest, see how we support the greater La Crosse Community.
Learn more »
History
The history of the longest-running Oktoberfest in the USA
History »
Royal Family
The people who bring the Gemütlichkeit
Oktoberfest Royalty »
Board of Directors
Fest with the best: our directors
Board of Directors »
FAQs
Festing from A to Zett!
Be ready to fest »
Ein Prosit
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