Growing up: From tapping of the Golden Keg to the Golden Can

It started as a radio station promotion in the late ’80s — a tongue-in-cheek nod to the region’s largest festival as it entered its fourth decade. The Tapping of the Golden Can — a takeoff on the Tapping of the Golden Keg — helped propel Oktoberfest’s opening day festivities to the festground’s busiest day decades later.

The Tapping of the Golden Can started in 1987 at the WKTY Radio substation south of the city of La Crosse on State Hwy. 35, near the Goose Island exit. The can — a 12-ounce, aluminum Old Style can painted gold with the year scripted in black — was the brainchild of radio show “Lead Balloon” hosts Mike Kearns and Roscoe Short. They invited local personalities and friends to witness the revelry, a staple of the show started by Kearns’ father, Charlie.

In the mid-90s Sue Drake, a sales associate for Midwest Radio, saw an opportunity to step-up the rising, in-studio popular tapping. She persuaded American Legion Post 52 Manager Dan Evenson to host the event for $580. Following two successful years, Evenson decided the event had run its course at the 6^th Street location.

Drake then approached Dave Berger, owner of Sloopy’s Alma Mater. Berger agreed to host the event across town with the same terms of $580. The Tapping of the Golden Can had found a new home at 163 Copeland Ave. Since then, the revelry has continued to grow.

Berger believes the event called Sloopy’s its home because of the bar’s location between the northside and southside festgrounds in its early days. Sloopy’s also sponsored many sports teams and other activities which made it popular among diverse crowds. And Berger was also involved in many civic and public organizations, bringing the business attention.

The early morning Tapping of the Golden Can was not only appealing because of its uniqueness but also became a way for festgoers to experience and share Gemütlichkeit — and make new friends.

 

Making friends and the ‘The Button Lady’

Many who’ve gone to the early-morning fun have become long-time attendees, along with friends of Sloopy’s early tappers. One of those is Julie Geiger-Schutz, who in the past decade has become affectionately known as “The Button Lady.”

Geiger-Schutz, who lives upriver in Fountain City, attended the Maple Leaf Parade for years, handing out homemade buttons to friends. The longtime graphic artist recalls hearing about the tapping on the radio for years. Finally in 2011 she, along with friends Matt and Jackie Jurvelin, decided to head to Sloppy’s to see it in person. She brought along 100 buttons that said, “I TAPPED THE GOLDEN CAN 2011.”

The next year along with “I tapped” buttons, she started bringing ones with funny, creative sayings to choose from too — usually six different styles, 50 of each. Some include: “Shut up liver, you’re fine,” “These pretzels are making me thirsty” and a maple leaf in rainbow colors.

“I love making the fun buttons so people have a choice; something to say what Fest means to them,” she explains.

Geiger-Schutz and her friends originally walked around the bar handing out all the buttons. But in recent years, they walk around with the tapping buttons and people come to their table to choose a fun one.

“I have gained so many new Fest friends and have made a place to meet up with old friends who come from out of town,” she says. “I have people that come up to me every year with a hug wearing all the pins I have made.”

Geiger-Schutz doesn’t charge for any of the buttons, something that confuses some of first-time tappers. Rather, she says it’s the joy that is Oktoberfest that makes people happy —mainly her.

“I have given away thousands of buttons so that’s thousands of smiles in my heart,” she notes. “I’m pretty sure I’m ahead on the deal.”

That Gemütlichkeit and popularity caught attention. Oktoberfest officials floated the idea of making the can tapping an official event, but Berger decided to keep it separate. Instead, along with the new tradition laid out, Berger helped create a special tribute to Oktoberfest. He dedicated the back room of his bar, displaying official Oktoberfest plates and other memorabilia, along with photos and plaques recognizing the fest’s royal family members.

After Berger, who was named 1997 Torchlight Parade Marshal, sold Sloopy’s the plaques in the room remain. Every year, names of the newest Royal Family members are added, and photos are changed out to include the current Royal Family members. In summer 2024, Berger and others from the festival raised money to add a plaque recognizing the Special Festers from the festival.

 

‘On Tap’ back on the grounds

In the late ’90s Oktoberfest focused on an official tapping of the Golden Keg on the southside fest grounds. It has grown since and in 2024 an estimated 7,000 people walked through the festground’s gates for the official Tapping of the Golden Keg to experience Gemütlichkeit and a chance at free beer from the special keg. The numbers continue to grow.

But the fun has extended beyond the festgrounds and Sloopy’s. Many bars in the downtown area open by 6 a.m. for drink specials. Some sell Bloody Marys that include early-morning bratwurst. But since 2013, the biggest early morning bratwurst is served at the American Legion Post 52, a former home of the Tapping of the Golden Can.

The Legion’s “Slicing of the Golden Brat” features a large bratwurst nicknamed the B-52 that’s eight feet long and weighs approximately 80 pounds. Legionnaires cook the brat on a specially made grill throughout the night so it’s ready for the breakfast crowd.

In 2017, it was left unguarded in the early morning for a few minutes and was stolen. The brat was recovered a short distance away, but it wasn’t edible. It was only used for photos and regular brats were served instead. Since, the now closely guarded brat has become another opening day tradition.

So while the Golden Keg originally highlighted the special Gemütlichkeit Oktoberfest exudes, the Golden Can helped expand the festival’s Friday fun — and growing friendships and Gemütlichkeit cheer.

The sign outside Sloopy’s Alma Mater on Copeland Avenue announces the annual Tapping of the Golden Can in 2004. -photo by Dave Berger, 1997 Torchlight Parade and Owner of Sloopy’s, 1969-2009.

Sloopy’s Alma Mater on Copeland Avenue has been the home to the “Tapping of the Golden Can” for decades, where Gemütlichkeit and a little Old Style flow each Friday of Oktoberfest.  -photo by Dave Berger, 1997 Torchlight Parade and Owner of Sloopy’s, 1969-2009.

From left, Tim Larkin, 95.7 The Rock radio station, and Radio Station WKTY “Lead Balloon” hosts Roscoe Short and Mike Kearns gear up for Tapping of the Golden Can at Sloopy’s Alma Mater. The popular annual event was started by Short and Kearns in the late ’80s. -photo by Dave Berger, 1997 Torchlight Parade and Owner of Sloopy’s, 1969-2009.

 

The ‘Button Lady’

Buttons at Oktoberfest are a tradition as long as the fest itself. So the moniker “Button Lady” can’t be taken lightly.

Julie Geiger-Schutz, from Fountain City, Wis., has taken on that title in the past decade with her creative Oktoberfest Gemütlichkeit. The longtime graphic artist gave homemade buttons out to friends along the Maple Leaf Parade route on Copeland Avenue for years. But it was when she started attending the Tapping of the Golden Can up the street at Sloopy’s Alma Mater in 2011 when she became a renowned fester.

When she attended her first can tapping, she brought along 100 “I TAPPED THE GOLDEN CAN 2011” buttons. In subsequent years, she brought six different styles — 50 of each — to share with festgoers.

“I love making the fun buttons so people have a choice; something to say what Fest means to them,” she says. “I have gained so many new Fest friends and have made a place to meet up with old friends who come from out of town. I have people who come up to me every year with a hug wearing all the pins I have made for them.”

In Oktoberfest spirit, Geiger-Schutz doesn’t charge for the buttons. “I have given away thousands of buttons so that’s thousands of smiles in my heart,” she explains. “I’m pretty sure I’m ahead on the deal.”

A few years ago, Geiger-Schutz started making official Oktoberfest buttons too — the larger, three-inch buttons Royal Family members wear as part of their official Oktoberfest gear. She is paid for that as part of her professional job, which is making giftware for gift shops. Her business is saycheesedesigns.com.

Her Oktoberfest Gemütlichkeit doesn’t stop with creative buttons. It includes a special place to watch the Maple Leaf Parade. She remodeled an old horse trailer and converted it into a bar that she and friends park in the same spot on Copeland Avenue every year. They offer a large group of friends a featured cocktail, along with a standard beer or Bloody Mary.

“If you can’t tell, I love Fest,” Geiger-Schutz confesses. “I loving seeing old and new friends, retelling old stories and making new ones. Gemütlichkeit is real.”

Julie Geiger-Schutz, right, is known as “The Button Lady.” The Fountain City, Wis., longtime graphic artist gave homemade buttons out to friends along the Maple Leaf Parade route on Copeland Avenue for years. She moved the distribution up the street in 2011 after she began attending the Tapping of the Golden Keg at Sloopy’s Alma Mater. The renowned fester is pictured with 2016 Mrs. Oktoberfest Sue Wiedemann and Jackie Jurvelin, one of Geiger-Schutz’s friend who joined her when she attended her first Tapping of the Golden Can at Sloopy’s Alma Mater.

Oktoberfest Gives Back!

Oktoberfest USA Donates $216,618 Back to Local Organizations in 2025

Oktoberfest USA announces a total of $216,618 in direct donations to local veterans, volunteer organizations, marching bands, non-profits, and school groups following this year’s festival. Each year, the event relies on hundreds of volunteers and community partners to help bring the fest to life — from parade participants and grounds operations to musical performances in the parades and event support services. These donations represent a direct reinvestment in the people and organizations that make Oktoberfest possible.

In addition to these direct donations, Oktoberfest contributes nearly $26 million in annual economic impact to the La Crosse region through tourism, local business spending, and hospitality revenue. The direct donations announced this month are separate from that economic activity and represent funds going directly back into the community.

For information on how to get involved with Oktoberfest, visit www.oktoberfestusa.com/get-involved

Oktoberfest Board presents check to Coulee Region Organizations, October 2025

Oktoberfest Parade Marshals present check to La Crosse Confluence Band and La Crosse Logan Physical Education Program, November 2025

Oktoberfest Board and Staff present donation check to The Hunger Task Force, November 2025

 

2025 Group Donation Recipients:

7 Rivers Big Brothers Big Sisters
Altra Foundation
Amanda’s Dance Academy
Angel’s House of Healing
Aquinas Dance Team
Aquinas High School – Marching Blu-Golds
Arcadia High School – Arcadia High School Marching Band
Black River Falls High School – Marching Tigers
Blue Stars Alumni & Friends Drum & Bugle Corps
Boys & Girls Club of La Crosse
Caledonia Founder’s Days
Caledonia Jr. Prom
Caledonia Senior Party
Caledonia Soccer
Causeway Givers
Camp Decorah Ranger Crew
Crucifixion School
Dazzler Dance Team
Emerson Elementary PTO
Gale-Ettrick-Trempealeau High School Red Hawk Band
GECU Credit Union for Kids
Gemütlichkeit Foundation
Hmong2Hmong
Holmen Dance Team
Holmen High School Marching Vikings
Holmen Middle School Marching Band
Holmen Peru Trip
Holmen Show Choir
Holy Trinity
Hope Restore
Hunger Task Force
Knights of Columbus
La Crescent High School Band Boosters
La Crescent PTO
La Crescent Rotary Club
La Crescent-Hokah High School – Marching Lancer Band
La Crescent-Hokah Middle School Marching Lancers
La Crosse Area German Relations Association
La Crosse Builders Exchange
La Crosse Central High School – Central Riverhawk Marching Band
La Crosse Confluence
La Crosse Mississippi Sisters
La Crosse Show Choir
La Crosse Symphony Orchestra
La Crosse Logan Physical Education Program
Lancer Volleyball
Logan High School Marching Band
Longfellow Middle School – 8th Grade Marching Trojans
Luther High School – Marching Knights
Marine Credit Union Foundation
Mary Mother of Church Men’s Club
Melrose-Mindoro Mustang Marching Band
Mental Health Coalition of Greater La Crosse
Miss La Crosse Scholarship Organization
Miss Wisconsin Scholarship Organization
North American Versatile Hunting Dog Association
North Side Business Association
OHS Band Parent Support Group
Onalaska High School Band Boosters
Onalaska High School – Marching Hilltoppers
Onalaska Show Choirs Parent Group
Rotary After Hours
Rotary Club of La Crosse
Rotary Works Foundation
River City Rough Riders Football
RUSH WI West
School District of La Crosse
Seven Rivers Disc Golf Club
Sparta High School – Sparta High School Marching Band
Sparta Show Choir
Star Center
St. Boniface School
St Joe’s Lions
Tabby Town
Tri-State Toe Picks
UW La Crosse – UWL Alumni Band
UWL Best Buddies
UWL Chemistry & Biochemistry Club
UWL Marching Band
UWL Psych Graduate Program
UWL Screaming Eagles
UWL Triathlon
UWL Women’s Frisbee
UWL Women’s Hockey Club
UWL Wrestling
WAFER
Warriors Baton
Warriors Performing Arts – Warriors Performing Arts
West Salem High School – Marching Panthers
West Salem Middle School Marching Panthers
West Salem Parents Class of 2026
Westby High School Marching Norse
Women’s Fund of La Crosse
Winona Humane Society

Karl Friedline – Remembering a Fest Icon

By Brad Quarburg, June 2024

Longtime Festmaster Karl Friedline is being remembered for his powerful bass voice at iconic Oktoberfefst events, as well as his humor and love of the community. Friedline, 94, died at his home May 30, 2024. He was the 1991 Festmaster. Friedline, known for his passion for music, performed at many weddings, funerals and venues. Most notably, he sang the German National Anthem every year at the festival’s Festmaster Ball and Tapping of the Golden Keg. As much as Friedline loved people, they loved him just as much. “What other 94-year-old man would be recognized on the stage here, the day of the tapping with thousands of young people chanting, ‘Karl,’” 2017 Festmaster Brain Rude told WXOW-TV 19. “I mean, what a legend.”

To many, Friedline was referred to as the embodiment of gemütlichkeit, the German word for good life. Friedline came to La Crosse in 1965 from Pennsylvania. He was going to manage a La Crosse TV station but, according to historian and 1997 Festmaster Duane Moore, it burned down and then Friedline didn’t get the job.

That turned out to be a lucky thing for La Crosse. Eventually Friedline started TV education programs at UW-La Crosse and Western Technical College. He taught and mentored thousands in the media field for decades.

Photo by: BVisions Media

Memorials may be given to the charity of your choice, including Oktoberfest’s Gemütlichkeit Foundation, https://www.festfoundation.com.

See the story about Friedline on WXOW-TV 19: https://www.wxow.com/news/though-gone-karl-friedlines-legacy-lives-on/article_4808294c-1fa2-11ef-9962-875ffeb8dc1e.html

See WKBT TV-8’s remembrance: https://www.youtube.com/watch?v=M46I1itGzXw

Read this WIZM News article about Friedline preparing to his singing at the 2023 Tapping of the Golden Keg: https://www.wizmnews.com/2023/09/27/la-crosse-legend-93-year-old-karl-friedline-ready-to-sing-at-oktoberfest-usa/

auf Wiedersehen

Read his full obituary at: https://www.schumacher-kish.com/obituary/karl-friedline

The History & Role Of Our Oktoberfest Grenadiers

Our festive Grenadiers, also known officially as the Grenadier Corps are the most visible and spirited group of the Oktoberfest Royal Family. They consist of up to 25 married couples who escort the Royal Family to parades and events throughout the year. They are the bringers of fun, dancers to polka, clappers, and marchers of many parades. The Grenadier Corps was formed in 1971 with the primary purpose to enhance the pageantry and support the functions of Oktoberfest USA.

Pictured above are the Grenadier men with 1971 Mrs. Oktoberfest Betty Stoll, seated left, 1972 Festmaster Walt Hammond, and Miss La Crosse Oktoberfest Linda Deitte. Standing from left, back row: Burt Nelson, Mike Core (1972 General), Bob Burns, Clyde Benjamin, Jack Custer, Fritz Schubert, Al Poser, Karl Paasch, and Wally Lorenz. 

The need for the Grenadier Corps was first discussed by Jerry Miller, Bob Mullally; then President of the Oktoberfest Board of Directors; and Jack Custer on a train trip to the St. Paul Winter Carnival. They indicated it took so much time and effort to organize people, appearances at events and prepare the float for the many area parades during the summer. On April 21, 1971 , the proposed duties, organization, uniform, etc. for the group to be known as the Fesmasters’ Grenadiers were proposed and approved by the board. The name Grenadier first originated with the French army in the 1700s  and also among the British Grenadier Guards who help guard the Buckingham Palace in London.

Pictured above from left: Festmaster Bernie Degen, Grenadiers Art Fahey, John McConaughey, Mark Kerrigan, Pete Stinson, and Al Poser

The cold weather at St. Paul Winter Carnival doesn’t stop the Grenadiers from wearing their shorts. From left: Keith Ryan, Dan Gundlach, Artie Schock, and Robert Richardson. 

Each year, a Grenadier general is elected by members of the Grenadier Corps and can be identified by the gold chord on his uniform shoulder. Meet our current Grenadier Generals, Marty and Jane Frank pictured below.

The Oktoberfest Grenadier Corps is always interested in fabulous couples to fill their roster by submitting their interest here. Couples must be married and willing to commit to at least three years. Their election to the Corps is then voted upon by the current members and then presented to the Board of Trustees for final acceptance. Approved couples are required to attend at least nine parades from a total schedule of 16-25 parades annually. The Grenadiers are incredibly generous volunteers of their time, effort, and money. They are involved not only with Oktoberfest events but also numerous community charities and causes.

The Grenadiers thrive on fun, family, and friendships and are always there to extend a helping hand where and when needed. The Grenadiers have an unwritten vow: “Once a Grenadier, always a Grenadier.” Below is the current roster that makes up Oktoberfest USA Grenadier Corps:

Eric Bashaw & Debbie Neitzel
Bill & Dani Baxter
Lance & Karya Eitland
Marty & Jane Frank
Chris & Susan Hoghaug
Scott & Jenny Jackson
Zach & Margy Krogman
Matt & Kristina Meitner
Sam & Megan Pierce
Justin & Jessica Putnam
James Richgels & Katie Wilhelm
Sam Schmidt & Linh Nguyen
Adam & Stephanie Stevens
Chad & Angi Tamke
Mike & Lauren Tiggelaar
Cody & Marie Zimmermann

Mrs. Oktoberfest, Darryle Clott’s Letter To The Editor On How Oktoberfest Makes Our Community Stronger

Our beloved 2019 Mrs. Oktoberfest, Darryle Clott shares her letter to the editor of the La Crosse Tribune on how Oktoberfest makes our community stronger. And with this week being what would have been the week of Oktoberfest, we thought this would be a perfect time to share this and how Fest touches so many lives and hearts within our incredible La Crosse community.

“I have loved Oktoberfest since coming to La Crosse State, now UW-L, as a freshman in 1962 when Oktoberfest was only two years old, and I have experienced 57 of 59 fests. I have enjoyed them as a college student marching in the Maple leaf Parade with the Marching Chiefs as a pom pon girl and enjoying visits to the fest grounds and the beer tents.

As I outgrew my college fun fest times, I became a parade spectator and enjoyed the camaraderie of locals and having family and friends flock to La Crosse for the fest with only an occasional visit to the tents. When I became a young mother, my interests switched to taking Hans and Aimee to the carnival to enjoy the rides and watch the parades. I had a three-year stint as a grenadier and really began to see the work of hundreds of volunteers behind the scenes. Throughout the years as my interests changed, I found there is something for people of all ages and interests to enjoy at the fest.

Ten years ago, I returned to the Maple leaf parade with the Alumni Pom Pons marching with the UW-L Alumni Band. Every time I marched down the parade route, I felt like I was 20 years old again. It was a family affair as my husband Marv was a Pom Daddy marching alongside the poms in case any frisky festgoers caused problems which, by the way, they never did.

Flash forward to the present. I now have the honor of being Mrs. Oktoberfest 2019 helping our community to celebrate “Fest with das Beste”. All those years ago when I was a grenadier, I was in awe of the Royal Fest Families, never daring to dream that one day I would be part of one. Throughout the short time since becoming Mrs. O, it is impossible to truly put into words the respect I have for the thousands of unpaid volunteers it takes to plan and orchestrate Oktoberfest. It is over in a week, but it takes a year of preparation and tens of thousands of hours.

Our Royal Family consists of festmaster Terry Cowgill and frau Shelly, my husband and me Mr. & Mrs. Oktoberfest, Miss La Crosse Oktoberfest Jordenne Butler, our Special Fester Danielle Lass, Torchlight Parade Marshall Scott Skogan and his wife Debby and Maple leaf Parade Marshal Joe Heim and his wife Pat. Twenty-three grenadier couples, led by Generals Justin and Katie Drury, escort the royal family to all fest events and to the 22 parades and other occasions they attend throughout the year. They are excellent ambassadors for our community and the only payment grenadiers receive is gratitude from the Royal Family.

The grenadiers and the Royal Family are the people the public sees. Unseen are those who work behind the scenes to make the fest run seamlessly. Seven hundred volunteers from 80 non-profit volunteer organizations get paid to work at the fest, and $84,451.00 was given to these organization by the fest last week. These non-profits re-invest their share in charities in the community. A Board of Directors, Trustees made up of past festmasters, the past Mrs. Oktoberfests and the past parade marshals all work tirelessly to continue the proud traditions that began in 1960.

Fest has a significant positive impact on our community with an influx of approximately 50,000 visitors. Riding the Royal Family Float surrounded by singing, dancing grenadiers interacting with children along the route at the Torchlight Parade was pure magic. Riding the float in the Maple Leaf Parade with 100,000 people in attendance was a mountain-top experience.

Often all the public hears about are stories about beer drinking, and granted that takes place, but that is a minor part of the fest. For example, during fest week our Royal Family took part in two activities most people do not even know about. We went to the La Crosse Public Library to award prizes for the Photo Contest. I was amazed at the quality of photos submitted by people from teens to elders in their 80’s. We went back to the library a different day to judge the needlework contest. Again, the contest is entered by people of all ages. I could not believe the works of art that residents spend untold hours creating, and I came away with a whole new respect for those artists.

The Royal Family had a splendid time during fest week as we spent anywhere from eight to ten hours a day attending a myriad of functions. An especially heartwarming visit was made to the Northside Carnival which that afternoon was reserved for children with special needs. As great as fest week was, by far the greatest part of the fest happened the following week when we visited schools and rest homes. This was truly “the giving back” part for us. Seeing the excitement by students when our polka band, for the past 26 years led by Crazy George, leads us out onto the floor is something I wish everyone could experience.

As wonderful as those visits were, the best of all takes place at rest homes where we take the fest to those who can no longer attend but have vivid memories of festing when they were young. We heard stories from residents about how they wait all year for the visit by the Royal Family. Once our polka band strikes up, we engage the residents in dances, wheelchairs and all. Seeing faces lit with joy is our reward. We always paid a special salute to veterans present and there were tears all around.

George Bernard Shaw in his book Man and Superman wrote these words which I love and strongly relate to, “I am of the opinion that my life belongs to the community and as long as I live, it is my privilege to do for it whatever I can. I want to be thoroughly used up when I die, for the harder I work, the more I live.”

I hope to use Shaw’s words this coming year as I serve as a representative for the La Crosse area and the Oktoberfest Royal Family in my role as Mrs. Oktoberfest.”

Darryle Clott

The History Of Oktoberfest’s Torchlight & Maple Leaf Parade Marshals

Our Royal Family Torchlight & Maple Leaf Parade Marshals embody the spirit of Oktoberfest and lead our parades that Fest-goers line the streets each year to anxiously see. The Maple Leaf Parade kicked off Oktoberfest’s first year in 1961, while the Torchlight Parade was first held in 1971.

Pictured above is 1961 Parade Marshal Esther Domke awarding a special button to 1969 Maple Leaf Parade Marshal Kootch Carroll. 

Pictured above is Marshal Ed Quillin in the 1971 Maple Leaf Parade

Pictured above is 2001 Maple Leaf Parade Marshal Roger Harring, his frau, Mary, and granddaughters, Allysa & Michaela.

Pictured above are 2000 Torchlight Parade Marshals Dave Loomis, Sharon & Bud Loomis with Festmaster Lyle Quillin & frau, Sandy.

Pictured above is 1999 Maple Leaf Parade Marshal Dolly Ozburn. 

Parade Marshals give an “Ein Prosit” at the dedication of a marker in Copeland Park in 2006. They planted and dedicated 24 sugar maple trees along Copeland Avenue in honor of all past, present, and future Oktoberfest Parade Marshals.

 

 

The Torchlight Parade kicks off Oktoberfest on Thursday evening at 7 pm with the route below.

How Miss La Crosse Oktoberfest Became An Area Ambassador

The belle of the ball, Miss La Crosse Oktoberfest is a role model, an ambassador, and public representative for the La Crosse community and our Oktoberfest Royal Family in the Miss Wisconsin and Miss America organization. She is confident, poised, talented, intelligent, an activist on issues, an eloquent communicator and takes personal pride in physical fitness.

In 1961, Marlene Schultz (pictured above) was crowned the first Miss Oktoberfest, but halfway through the year, she got married and Diane Morgan stepped in and finished out the year as Miss Oktoberfest. In 1962, Bob Larson; the first pageant director; planned a Friday night program at the Mary E. Sawyer Auditorium that drew in a huge crowd. 29 women competed in the pageant and were judged based on these categories: informal dress, evening gown, Oktoberfest costume, and oral competition.

Pictured above is an overhead view from the Mary E. Sawyer Auditorium showing a candidate in front of the orchestra, judges, and audience.

Over the years, this pageant became known as the Miss La Crosse Oktoberfest Scholarship Program, an official preliminary to both the Miss Wisconsin and Miss America Organizations. Miss La Crosse Oktoberfest Scholarship Program awards thousands of dollars in cash and in-kind scholarships plus many gifts and benefits every year. Miss La Crosse Oktoberfest also travels to many festivals and appearances each year with the Oktoberfest Royal Family.

Pictured above in 1994 from left, Pam Hagen, Katherine Theisen, Abigail Meisch, Jeanie Hankey, Jaine Jessesski, Kristina Kruse, and Krista Clements.

Miss La Crosse Oktoberfest’s Marilyn Brahmsteadt (1967), Gail Soller (1981), Barabra Mullally (1983), Kristina Smaby (2006), and Kate Gorman (2011) have all become Miss Wisconsin during their reign. Kristina Smaby was also awarded over $30,000 in scholarships and headed West to compete at Miss America in 2010.

Pictured above from left, Jim Garvalia (1968 Fest president), Joan Mary Engh Gillete (1962 Miss Oktoberfest and first runner-up in Miss America pageant), Marilyn Brahmsteadt (1962 Miss  Oktoberfest and Miss Wisconsin), and Jack Martin (1967 Festmaster).

In order to be eligible to become Miss La Crosse Oktoberfest, you must:

• be a young woman between the ages of 17 – 25
• be 18 years of age by July 31st of Miss Wisconsin competition and no older than 25 by December 31st of Miss America competition
• be a high school graduate at the time of the Miss Wisconsin competition
• live, work, or go to school in La Crosse County
• never have been married or pregnant

Pictured above are Miss La Crosse Oktoberfest contestants in 2004 from front row left, Amber Brand, Beth Bruzek, Kristina Gross, and Katie Rick. Back row from left, Erin Peterson, Lauren Buelow, Katie Ekern, Ashley Salzmann, Maggie Lee, Rachel Collins, and Trisha Zweig.

Meet our 2025 Miss La Crosse Oktoberfest, Vivian Stephenson (pictured above) and see the full list of former titleholders.

The Traditional Oktoberfest Song Playlist

While the decades have changed since our beginning, the traditional Oktoberfest songs remain the same. From our favorite German drinking song to a diddy written JUST for our beautiful fest—with our handy song playlist below, you won’t miss an “Ein!” or a “Drei!”

EIN PROSIT!
Ein prosit
Ein prosit
Der Gemutlichkeit
Ein prosit, Ein prosit
Der Gemiitlichkeit
Ein! Zwei! Drei!
…Prost!

 

EDELWEISS
Edelweiss, Edelweiss, ev’ry morning
You greet me
Small and white, clean and bright
You look happy to meet me
Blossom of snow, may you bloom and grow
Blossom and grow forever
Edelweiss, Edelweiss
Bless my homeland forever

OKTOBERFEST IN LA CROSSE
Oktoberfest in La Crosse
What a wonderful time of the year
Oktoberfest in La Crosse, friendship, gemutlichkeit, and cheer
Oktoberfest in La Crosse
Ein Prosit, to everyone here
Oktoberfest in La Crosse
We do it with love each year

SUCH A HAPPY DAY
Been looking at the sky, for a little while watching the clouds roll by
And I start to smile and as a plane flies past, I give a friendly wave hello
And then I think about you
What a happy day

And I fly, fly, fly, like a pilot
I’m as strong, strong, strong as a lion
I’m as high, high, high as a mountain
In the sky -ay, ay, ay

And I jump, jump, jump like a kangaroo
I swim, swim, swim to be close to you
I shake, shake, shake you by the band
We’ll be friends till the end

This is such a happy day
Sha la la la la
This is such a happy day
Sha la la la la
Hey what a happy day
Sha la la la la
This is such a happy day
Sha la la la la

REPEATED 3 TIMES

This is such a happy day
Sha la la la la
This is such a happy day

Find our downloadable lyrics of Oktoberfest songs here.

The Role Of The Royal Family’s Mrs. Oktoberfest

Mrs. Oktoberfest is the pillar of our community and to our hearts. The role of Mrs. Oktoberfest was first established in 1968 to complement Oktoberfest’s new “Family Fest” image. Jim Garvalia, President of the Board of Directors was asked by his wife Maxine, “How can you call it a “Family Fest” if there is no Mrs. Oktoberfest?” That question led to the addition of the new role to Oktoberfest’s Royal Family.

Pictured above is the very first Mrs. Oktoberfest, Joyce Lindseth passing off the jeweled Mrs. tiara to her successor, Leisel Peterslie in 1969. 

Pictured above is a past Mrs. Oktoberfest float in the 1975 Maple Leaf Parade.

The requirements for a nominee should be a person who is:

• Actively involved in the La Crosse Community
• Married
• At least 50 years old
• Living within 20 miles of La Crosse
• Able to devote her time to numerous Oktoberfest activities throughout the upcoming year
• A La Crosse and Oktoberfest enthusiast
• Aware that you are nominating them to be Mrs. Oktoberfest

Prior to 1974, a tea was always set up to meet all the nominees and inform them of their duties and responsibilities of the role. Publicity photos were taken and interviews were conducted of all nominees by a panel of judges. Later, all would appear on stage at the Mary E. Sawyer Auditorium where a Mrs. Congenality, first runner-up, and the new Mrs. Oktoberfest were introduced.

Pictured above attending the Mrs. Oktoberfest luncheon in 1972 from left, Ruth Ellen Bryham, Inez DePaolo, Anna Mae Kenyon, Irene Lynch, Mrs. Oktoberfest 1971 Betty Stoll, Bernice Delius, Alice Jean Herold, and Janet Jansky. The photo appeared in the La Crosse Tribune, October 3, 1972.

Pictured above is Mrs. Oktoberfest 1971 riding with other nominees of the competition. 

The process for selecting the new Mrs. Oktoberfest has since changed to provide the community with a greater role in providing nominations. The nomination form can be found on our Oktoberfest website for Mrs. Oktoberfest and must be submitted by April 1st. Nominees are sent to all of Mrs. Oktoberfests and then narrowed down to a ballot of 5 nominees to be voted on again by all of the Mrs. Oktoberfests. The final votes are counted and the results will only be known by the two mentoring Mrs. Oktoberfests in a private meeting. The two mentors are:

1. Chair: the person who served as the Mrs. Oktoberfest three years prior to the one to be selected;
2. Second mentor: the person who served as the Mrs. Oktoberfest two years prior to the one selected

The mentors carry out the process of orientating the new Mrs. Oktoberfest and their husband about their roles as Fest royalty. The new Mrs. Oktoberfest is announced the week of Fest at the Mrs. Oktoberfest reception held at the UW-Lacrosse Student Union.

Photos above taken from 2019’s reception introducing the new Mrs. Oktoberfest, Darryle Clott (Husband aka Mr. O – Marv). 

Since a Festmaster’s wife is called ” Frau,” it became apparent that Mrs. Oktoberfest’s husband should also have a title. He became known as “Mr. O.” Every woman cherishes being selected for this community honor and the close circle of friends made within the group.

Photo above was taken prior to the Mrs. Oktoberfest reception Wednesday, September 28, 2009. See the full list of past Mrs. Oktoberfests here and to get to know our 2019 Mrs. Oktoberfest, Darryle Clott. (Pictured below with Mr. O, Marv Clott)

Which Side Do I Tie My Dirndl?

For ladies attending Oktoberfest in La Crosse, the dirndl costume is the traditional and trendy fashion of choice. It represents the appreciation and celebration of the Bavarian culture. But be careful which side you tie your dirndl on as this tells men about your relationship status! Part of the dirndl is the apron tied around a woman’s waist in a bow or knot. The placement of your dirndl’s apron waist bow or knot in particular has a significant meaning. It’s an easy way to know whether the woman is single and ready to mingle, in a relationship, married, or even widowed.

Tied on the Left
If the knot of the apron is tied in the front, towards the left side, it means that a woman is single.

Tied on the Right
However, if the knot of the apron is tied to the right side, it means that the woman is either married or in a relationship.

Tied in the Middle
Their relationship status is none of your business.

Tied on the Back in Center
The knot tied in the center on the back of the apron is for widows, waitresses, or children.