Chadwick Williams fears that some folks have Oktoberfest all wrong.
“A lot of people think it’s just a beer-drinking festival, and it’s not,” said Williams, the German Honorary Consul for Colorado and Wyoming, and a fourth-generation Coloradan. “It’s actually about building relationships.”
In the U.S., business people make high-level deals on golf courses, he said. In Munich, home of the original, 215-year-old Oktoberfest, they’re posting up in VIP sections to broker multi-million-dollar arrangements, then going on to drink beer and celebrate amid the 6 million or so others who flock there.
They all end up sitting at the same long tables together, Williams said, but there’s nothing quite like that in Colorado, at least not yet.
That led him to create The Denver Wiesn Oktoberfest, which brings its spin on traditional Bavarian culture to the National Western Center, Oct. 16-18 and 22-25.
It joins an already crowded landscape of more than a dozen established Colorado Oktoberfests — including the 56-year-old Denver Oktoberfest, which wraps up in the Ballpark neighborhood Sept. 25-27 and draws an estimated 350,000 attendees annually. And that doesn’t include the dozens of smaller events held by breweries all over the state, some of them in parks or on closed streets.
Williams wants his event to really focus on creating a business-friendly atmosphere with a strong emphasis on authentic Bavarian culture, amid the märzen-filled custom steins, giant pretzels, oompah music and dancing. “We’ll even have a 108-foot-tall Ferris wheel at the National Western Center,” he said. “That’s an iconic symbol of the Munich Oktoberfest.”
Williams is also a real estate agent whose dog Shangela gets equal billing on his consul website as his “honorary furry assistant.” Williams traveled to Munich last year when his honorary consul first launched, taking plenty of notes during his 10-day trip to the original event’s Theresienwiese grounds in Germany, where for centuries tens of millions have filled their bellies, eyes and ears with the bounty of traditional Bavaria.
Here in Colorado, however, neighborhood Oktoberfests such as Cherry Creektoberfest and Highlands Oktoberfest have already come and gone, and another weekend of Denver Oktoberfest is still on tap. The competition is automatically stiffer in Denver than for an event held in a further-flung place, especially since Denver Oktoberfest has all the name recognition.
Despite the glut of other, similarly-themed events, the unique offerings at Denver Wiesn will draw people to the National Western Center’s Main Campus Plaza, Williams said. Even though it hasn’t debuted, it’s already different enough from Denver Oktoberfest that boosters aren’t worried it will dilute the festival-goer pool.
“We see Denver Wiesn Fest as complementary to Denver Oktoberfest, extending the celebration into October and giving people even more opportunities to experience these traditions across the city,” said Kourtny Garrett, president and CEO of the Downtown Denver Partnership, in an email to The Denver Post.
Williams predicts about 40,000 or so total attendees across Denver Wiesn’s two inaugural weekends, which is an ambitious goal for a new event — even one with the backing of authentic German cultural and business groups.
There will be custom wooden huts for artisan vendors, local and imported German cuisine and beer (including a special Hofbräuhaus brew that’s unavailable outside of Germany), family-friendly entertainment, games and, of course, those VIP tables. A $115 table reservation gets you a three-hour seating for 6 to 8 people alongside a traditional German, family-style meal and dedicated table service.
“They’re bringing in a pretty elaborate set-up and handling all the production,” said Jenna Garcia, chief marketing and communications officer at the National Western Center. “It’s a relatively new event in our wheelhouse, but we’re always looking for partners who can bring meaningful and diverse events into the space that are mutually beneficial.”
It’s also customized for Denver in some ways, Williams said, with a performance from Colorado Symphony, a salsa-themed night, tequila offerings, Latin-fusion food and an Indigenous land acknowledgment to open the event.
“Denver is roughly 30% Latino, and we want diversity in music and entertainment, because that’s also super authentic to Oktoberfest,” Williams said. “People think it’s all polka and it’s not. It’s international music and most of it’s cover songs, because in Munich they want the audience engaged and singing along. It’s a very participatory environment. You’re never just sitting there.”
The Denver Wiesn doubles as a fundraiser for the Bavarian Guild of Colorado and Wyoming, and was created to sustain their nascent goodwill and business-development services in the region. The group is the lead partner in the City2City Munich-Denver Economic Partnership, which was formed in 2024 and launched late last year, Williams said.
He isn’t shy about plugging it, but he wants visitors to know that Denver Wiesn focuses on general-audience fun — just with a strong Munich twist. Parking at the National Western Center is $15 per vehicle, and the 48th & Brighton at National Western Center station is one stop from Denver’s Union Station, Williams said. But general admission is free.
“We’ve got a Munich delegation coming in, including the CEO of the Hofbräuhaus, which is owned by the city of Munich,” he said. “They’re really embracing this, so we think the authenticity level is going to be off the charts.”