Oktoberfest Denver – which was started 38 years ago this fall to stimulate economic growth in Larimer Square – is leaving the upscale dining-and-shopping district for the burgeoning Ballpark neighborhood.
The annual celebration of German beer, food and entertainment has outgrown Larimer Square as development has boomed, according to Larimer Square Management, which owns and produces the event. It attracts roughly 350,000 people over two fall weekends.
“Larimer Square and downtown are very different than they were 37 years ago,” said Margaret Eberling, marketing director for Larimer Square. “So many things have grown up around us, we felt that Oktoberfest had to grow too.”
Oktoberfest costs about $500,000 to stage but had an economic impact of $11.4 million in 2004, according to an independent market-research study.
Still, some Larimer Square merchants said they are happy to see it go.
“It wasn’t good for me,” said Stacy McElhany, owner of Violet, an upscale women’s boutique. “My regular customers weren’t interested in coming down here at all during it, so I wouldn’t do any business over two peak fall weekends.”
Others lamented the loss of an event that helped shape the area.
“I’m sorry to see it go,” said Mark Greenberg, who has owned the Market for 24 years. “I think it will lose some of the families that like the tradition of it being on Larimer Square.”
Oktoberfest will be Sept. 21-23 and Oct. 5-7 this year.
At its new location on Larimer Street between 20th and 22nd streets, Oktoberfest’s event space will triple to 150,000 square feet. Organizers hope that will help it attract at least 150,000 more attendees.
The Ballpark Neighborhood Association said it is happy to give Oktoberfest a new home.
“We’re definitely excited because it will bring some attention to the revitalization of this neighborhood,” said group vice president Jon Schlegel, who owns Snooze, a restaurant at 22nd and Larimer streets. “We hope it will help us draw more amenities to the area.”
Larimer Square said the event’s three main sponsors – Coors Brewing Co., Paulaner and Pepsi – support the move.
“They realize that it’s going to help increase overall attendance and really help grow business in that area as well,” said Eberling.
Staff writer Julie Dunn can be reached at 303-954-1592 or jdunn@denverpost.com.
