This summer, Pueblo celebrated the 30th anniversary of the Chile & Frijoles Festival, a signature event that highlights the region’s agricultural heritage and the renowned Pueblo chile. First launched as a one-block gathering in 1994, the festival has grown over the past three decades to cover 10 blocks along Union Avenue, and has become a fall staple that attracts more than 150,000 visitors each year. The event serves as a vibrant celebration of Pueblo County’s culture, traditions and local economy, drawing attendees from across Colorado and beyond.
This year’s festival, organized by the Pueblo Chamber of Commerce, promised a lively weekend filled with entertainment, food and festivities. In addition to fresh chiles, attendees found roasted chiles and a variety of chile-centric products, including salsas, sauces and spices that capture the region’s flavors. The centerpiece was the farmer’s market, where visitors could buy directly from local growers who offer freshly harvested produce and regional goods that reflect Pueblo’s agricultural roots.
The festival lineup included a mix of live entertainment, chile cooking competitions and crowd favorites like the jalapeño-eating contest, which tests the heat tolerance of bold participants. Other featured activities included the Chihuahua and Friends Parade, the Chile and Salsa Showdown and cooking demonstrations, all aimed at spotlighting the versatility and culinary appeal of Pueblo’s prized crop.
The Chile & Frijoles Festival has become a significant driver for Pueblo’s economy, drawing more visitors and stimulating local spending. The event’s economic impact has only grown over the years as the festival has expanded its footprint and reputation,
Although the festival experienced a slight dip in attendance this year due to rainy and cooler weather, it still drew an impressive crowd of approximately 30,000 people. Out-of-town visitors accounted for 15.7% of attendees, with a notable 4.8% increase in non-local attendance over 2023. The visitor demographics underscore the festival’s broad appeal: 7% of attendees traveled from other states, including Arizona, Texas and Kansas. Additionally, Chicago and Kansas City made the list of top visitor markets, reflecting the festival’s growing reach and popularity.
The demand for vendor spots is a testament to the festival’s reputation and economic potential. More than 200 street vendors lined Union Avenue, offering an array of goods, from handcrafted jewelry to culinary treats. Vendor interest continues to exceed capacity each year, with waitlists forming well in advance.
Beyond its economic benefits, the festival plays an important role in promoting Pueblo chile on a broader scale. The Colorado Department of Agriculture reports that brand awareness of the Pueblo chile has increased by more than 40% since 2016, driven in part by the festival’s growing reputation. This has translated into increased sales for local growers and heightened interest in Pueblo chile products, which are now recognized throughout the region and nationally. The festival has become a powerful marketing tool for Pueblo’s agricultural identity.
For Pueblo residents, the festival is a time-honored tradition that celebrates local pride and fosters community connections. For visitors, it’s an opportunity to experience Pueblo’s unique flavor and culture. Each September, the festival brings together farmers, artisans, performers, and visitors in a shared appreciation for Pueblo’s agricultural legacy and the distinctive Pueblo chile that has become a regional icon. The event continues to be a defining feature of Pueblo’s identity, showcasing the city’s commitment to its agricultural roots while fostering economic growth and community engagement.
Donielle Kitzman, vice president of the Greater Pueblo Chamber of Commerce, says, “It’s always in the best interest of the community to have such a long-standing, sustainable event that brings in the amount of visitors and economic impact that the chile festival does for Pueblo. We are very proud of that!”
For more information, visit: pueblochilefestival.com
