Here’s everything you need to know about this weekend’s Watsonville Strawberry Festival

The streets of downtown Watsonville will turn into a berry-fused carnival this weekend, as the city’s annual Strawberry Festival returns for its 32nd iteration. 

Pajaro Valley’s most popular event dates back to 1994, when it was first held to raise funds to help the city recover from the devastating 1989 Loma Prieta earthquake. The festival celebrates the region’s largest and most valuable crop — the strawberry —  while also raising money for local nonprofits throughout the three-day event. 

But before you make a trip to Watsonville’s downtown plaza this weekend, here’s everything you need to know to make sure you have a “berry” good time. 

Strawberry Festival days and times

The festival runs from Friday to Sunday, July 31 to Aug. 2. Festivities kick off Friday from 5-9 p.m., where attendees can enjoy live music and carnival rides. On Saturday, the festival will run from 11 a.m. to 8 p.m., and on Sunday from 11 a.m. to 7 p.m. 

While the festival is free to attend, festivalgoers looking to enjoy the carnival rides will need to purchase tickets — either in person or online. Unlimited ride wristbands are available to purchase online through 10 p.m. on July 30. 

The city will also make available two of its parking garages downtown for festivalgoers: the Civic Plaza parking garage, at 275 Main St., and the West Beach Street parking garage, at West Beach St. Parking at either garage costs $10. 

Santa Cruz METRO is also offering free bus rides Saturday and Sunday from the county’s service facility at 500 Westridge Drive, from 10:30 a.m. to 9 p.m. (until 8 p.m. on Sunday). Buses will depart every 30 minutes, dropping festivalgoers off near the festival. Parking is free at this location. 

A community mural and honoring the region’s farmworking community

This year, festivalgoers of all ages have the opportunity to contribute to a community mural, said Jessica Beebe, recreation supervisor for the City of Watsonville. The piece “Every Strawberry Tells a Story” is a new feature to the event, said Beebe, and people are encouraged to paint their own strawberry. 

Beebe told Lookout that she wants community members to paint what Watsonville means to them and what aspects of the Strawberry Festival bring them joy. The mural is led by nonprofit Pajaro Valley Arts and local artists Vanessa Ledesma, Josefina Rocha and Priscilla Martinez. 

The festival will also feature an exhibit exploring the region’s strawberry industry and honor the farmworking community, said Beebe. The Japanese American Museum of San Jose has loaned a few historical farming and harvesting tools to put on display, she said. 

In addition, there will be several screenings of “Dear Watsonville,” a documentary that explores the lives of three Filipino fathers who migrated to Watsonville as part of the Manong Generation through the perspective of their children. The screenings will be held at the Watsonville Center for the Arts just across the street from the plaza. 

Strawberry Jam Fun Run

For any running enthusiasts out there, the Friends of Watsonville Parks and Community Services is hosting its 5th annual “Strawberry Jam 1K/5K Fun Run” at Landmark Elementary School, at 235 Ohlone Parkway in Watsonville.

The event starts at 7:45 a.m. Saturday morning with the kids race, and the adult race begins at 8 a.m. Registration for the event is available online and onsite on race day. 

The food and festival favorites return

As always, festivalgoers can expect to see food vendors offering their own takes on the region’s signature crop — from strawberry tacos and pizza to berry-spike beer. 

Those dressing up in their “berry” finest are welcome to participate in the “Berry Best Dressed Contest,” happening both Saturday and Sunday afternoon. Pie eating contests are also on the schedule this weekend. 

For a detailed list of live entertainment and cultural performances throughout the weekend, visit the city’s website.