Arroyo Grande is rebranding its annual Strawberry Festival.
Starting Memorial Day weekend 2020, it will be known as the Strawberry Celebration.
There are other changes, as well.
Hours on Saturday will be from 10 a.m. to 6 p.m. with Farmer's Market from noon to 2:30 p.m. and a Strawberry Blonde Contest at 1 p.m. at the "car corral" in the Village of Arroyo Grande.
On Sunday, hours will be from 10 a.m. to 5 p.m. with concerts in the park starting at 1 p.m.
On Monday, there will be a Memorial Day tribute at the park.
There will also be local vendors with strawberry-themed items for sale at the car corral parking area throughout the celebration.
The Strawberry Celebration will also include local music and art at businesses throughout the Village, and local restaurants will feature special strawberry-themed drinks and dishes.
In the past, the Strawberry Festival has shut down roads throughout the Village. After the Arroyo Grande Village Improvement Association, which previously organized the Strawberry Festival, was dissolved, the South County Chambers of Commerce began working with merchants in the Village to rebrand the festival and redirect the focus of the event to supporting local merchants and locally-grown produce.