The Festival is held annually over Memorial Day weekend. It opens Friday evening with the ceremonial cutting of the world's largest strawberry shortcake which is served free to thousands in attendance. The Saturday parade, which starts at 10 a.m. with floats, bands and equestrians, is annually attended by many thousands as well. Admission is free. It's the second largest city festival in the Western United States, held at the Village Green between Main Street and Euclid Avenue in downtown Garden Grove. Annual attendance is over 250,000 people. 44 New, big carnival rides, contests, food booths, games, celebrity autograph signings, and live musical entertainment. Over 100 vendor booths. Lots of delicious strawberry treats. Contests include the Berry, Berry Beautiful Baby Contest, Redhead Roundup, Strawberry Idol Karaoke, and Tiny Tots King and Queen. They draw hundreds to the festival's 550-seat amphitheater every year. Contestants can sign up before each event.