Businesses in downtown Hickory, North Carolina talk about the impact of Oktoberfest

The annual event, celebrating its 37th year, began Friday.

Amy Fauquet, executive director of the Hickory Downtown Development Association, said the layout of the event has changed over the years.

“Some of the complaints that have been heard over the years have been that it has become too carnival-like,” Fauquet said. “We have tried to weed out some of the commercial suppliers that are more suitable for trade fairs than a family event, but we still want to make sure there is something for everyone.”

Changes to the event have attracted more people.

According to the city of Hickory, almost 50,000 visitors came to Oktoberfest 2023. Foot traffic to the festival was 22% higher than 2022 and 17% higher than 2019.

Most event attendees in 2023 were local, with 85% reporting they lived within 30 miles of downtown. According to the city, about 4,600 people traveled more than 50 miles to Oktoberfest, up 30% from 2019.

“What we want to increase (for the festival) is that people come to use it as a getaway weekend, so to speak, and they come to stay in our hotels and increase the economic impact of the hotel business and the tourism business,” said Fauquet. “We were there before COVID and I think we’re slowly making our way back.”

While the event may have more space for vendors and attendees at a different location, Fauquet believes it's important to host the festival downtown.

“The economic impact on downtown in general is that it sometimes has some of the best weekends that our retailers have all year,” Fauquet said.

Some downtown businesses agree that hosting Oktoberfest downtown is beneficial.

Merle Harmon Fan Fair owner Milton Wrike, whose store is located in Union Square, said he sees a benefit for Oktoberfest.

“Even if you don’t sell someone anything, they have a chance to come to your store and visit again later,” Wrike said.

Businesses away from Union Square say they also see increased traffic during Oktoberfest.

Nancy Bledsoe, co-owner of Tastebuds Popcorn, said business doubled during last year's Oktoberfest. She said the company had a booth at Oktoberfest and will have one again in the Kidfest area.

Jon Brown, bar manager at Japanese-style restaurant Cowa Saké, said the business has seen increased foot traffic, but not necessarily increased business.

He said he still supports Oktoberfest.

“Almost everyone wants a turkey leg (from the festival),” Brown said with a laugh. “Who can blame them, it’s pretty much the only time of year you can do something like this.”