Fiesta - Garden & Food Fair Vendors
Thank you for joining us for Fiesta Hermosa Memorial Day Weekend, happening from Saturday, May 24 to Monday, May 26, 2025! We’re thrilled to have you on board for this ever-expanding fiesta of fun. If you’re curious about all the exciting happenings, don’t be shy—check out our website for more info (and maybe a few surprises) at https://fiestahermosa.net/
Rest assured, we’re keeping the health and safety of you, your staff, and our event guests at the forefront of our plans. We’ll be following all health protocols mandated by the State of California, Los Angeles County Department of Public Health, and the City of Hermosa Beach. So, feel free to enjoy the festivities without worrying about a surprise visit from the health police!
On this webpage, you’ll find essential information to keep you in the loop from now until the big weekend. To ensure everything runs smoother than a salsa dancer on a polished floor, please review this carefully. If you have any questions or concerns before the event, Kim Ruggles is your go-to person at Kim@KimRugglesEvents.com.
Keep an eye on your inbox as well; we’ll be sending out updates faster than you can say “Taco Tuesday.” Let’s make this Fiesta Hermosa a weekend to remember!
current news/updates
- NEW OPERATING HOURS.
- Date: Saturday, May 24 to Monday, May 26, 2025
- Times: 11am - 7pm (Sat & Sun), 11am - 6pm (Mon)
- The Beach Stage setup has been moved to The Garden. Basically it will be more grand with top-notch entertainment.
general info
Day of Event Contact Info
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Kim Ruggles Event Producer kim@kimrugglesevents.com (310) 529-4258 |
Pam Dzierzanowski (or just Pam D.) The Garden Manager pam@reeventdesigns.com (917) 880-9749 |
Lynne LeFleur Food Fair Manager lynnelf1@gmail.com
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Weekend Schedule
Saturday, May 24 - Monday, May 26
Makers Mercado (Art, Craft and Retail Booth Vendors)
The Garden
Food Fair (food court)
Carnival
- Sat & Sun: 11:00am – 7:00pm
- Monday: 11:00am – 6:00pm
* The Garden & Carnival Wine Garden (Sat & Sun) ticket sales end at 6:00pm, last pour at 6:30pm, (Mon) ticket sales end at 5:00pm, last pour at 5:30pm
(Sat & Sun) 12:00 - 8:00pm, (Mon) 12:00 - 6:00pm
Footprint of Fiesta Hermosa
Site Layout
Click on the below button for the pdf version of the site layout. I HIGHLY suggest you download the pdf, open it in Adobe Reader, then zoom in. If you try to open it in an internet browser it will likely be blurry.
Changes to this year's layout:
- We have added in smaller astroturf areas to break up the seating and dining tables.
- The setup for the Beach Stage has been moved to The Garden, this setup will be glorious.
- We shifted the ice truck to go between the restrooms and brewery tent
- Food Fair area is the same with added dining tables in the Guisado's Parking Lot (pending approval)
preparing for fiesta
Go Big: First Impressions Make a Difference
Your booth is the first impression attendees get, and let’s face it, they decide faster than you can say “impulse buy.” Here are some tips that are more effective than a double espresso on a Monday morning:
Branding/Booth Aesthetics. Even if your setup is as simple as a table with great product branding and signage, you can still make waves! Add a funny slogan or pun to your banner or table signage. For example, "Taste the Laughter" or "Food So Good, It's a Joke!"
No Clutter and Keep it Clean. Let’s be real: clutter and dirty display tables are a turn-off in the food & bev industry. SoA tidy booth is like a well-organized closet—much more inviting!
Interactive Elements. Host a "Guess the Ingredient" game or a "Best Food Combo" contest. It's a fun way to engage visitors and make them laugh while they learn about your goods.
Social Media Engagement. Create Instagram-worthy displays and encourage visitors to share photos. Add a funny hashtag like #FoodComaAhead or #HopSnob. Don't forget to post live updates on social media to keep the buzz going.
Consider the Weather. Being near the beach sounds lovely until the wind decides to join your booth party. Bring weights to keep everything grounded—because no one wants their carefully arranged display flying off into the sunset!
Network Like a Pro. Chat with your neighbors, you never know if the company two doors down (or across the way) could be your next collaborative project.
Load-In Madness
What We Provide
- Booth Space: A cozy 10x10 (or 20x10 or 15x10) space for your setup.
- Electricity: Available in certain areas—for those who need power for their electrifying dishes!
- Reusable Cups: for The Garden ONLY
What You Need to Bring
- Tents & Screens: For Food Vendors, HD certified screens are a must—no one wants bugs crashing the party!
- Tables and Chairs: for your booth only
- Signage & Decor: Make sure everyone knows where the good stuff is!
- Biodegradable Paper Products: Think cutlery, plates, napkins—you know the drill.
- Extension Cords: If you requested electricity, don’t forget these!
- And most importantly…your Fantastic Food and Beverages!
Volunteer Help
Just like before, our limited number of volunteers will be around to help make load-in smoother than your favorite smoothie. But remember, they can’t do all the heavy lifting—bring your own staff!
Where to Unload
Event staff will direct you to your unloading area based on where you’re placed in the event venue. Follow their lead; we want to avoid creating a vendor traffic jam that would make rush hour look like a stroll in the park!
Food Vendor Rules/Restrictions: The Nitty-Gritty
- Display Requirements: All displays must be self-contained—nothing tied to plants or structures. Banners can’t exceed 15 feet above ground level (let’s not give the birds a reason to complain), and they must look sharp—no old rags allowed!
- Los Angeles County HD-certified screens that must be in place through the entire weekend. The FCV will be responsible for installation of Los Angeles County Health Department certified screens with the appropriate sized windows for the front of the food court vendor booth at its own expense for the duration of the event.
- Cleanliness is Key: The canopy and screening provided by the FCV must be clean, free of dirt, grime, and grease. Vendors found to be in violation of this policy will not be allowed to open and sell its items until clean replacements are sourced by the FCV. HBCCVB will not refund any fees or loss of revenue. If yours is looking like it just survived a food fight, you won’t be opening up shop until it’s cleaned up.
- Eco-Friendly Enforcement: Vendors found violating Hermosa Beach environmental rules will be temporarily shut down until biodegradable products are sourced. And just so you know, we won’t refund any fees or lost revenue—so let’s keep it green!
Let’s make this event deliciously unforgettable!
getting to fiesta
Location & Directions
There are three vibrant areas in downtown Hermosa Beach that will be buzzing with activities:
- Upper Pier Ave.: Get ready for a Carnival! Expect rides, games, and perhaps a few clowns (the fun kind, we hope).
- Pier Ave. & Hermosa Ave.: This spot will feature Art, Craft & Retail Booth Vendors—perfect for those who appreciate handmade goodies and unique finds.
- 11th Street & Lot A: Welcome to the Food Fair, The Garden, and the Beach Stage! Bring your appetite because there will be plenty to munch on while you enjoy live music.
Need directions? Just click on the link above and add your starting point—easy peasy!
Once booth assignments are finalized, you’ll receive an email with your booth number and details about where to enter the event site.
Load-In/Load-Out & Guidelines
Food Fair and The Garden will load in and setup on Friday, May 23
- Food Fair load in begins at 9:00am
- The Garden load in begins at 3:00pm (but I always try to get you in earlier - wait for my text)
Your booth number and width will be marked on the street with sidewalk chalk (yes, the same stuff you used as a kid). If you’re having trouble finding your space, just look for an event staff member or ask one of our friendly veteran vendors—they're like local sages!
When unloading PLEASE park your trucks as close to your space as possible so other trucks can drive through. Once you’ve unloaded, kindly move your vehicle to a nearby parking lot so we have space for other vendors to load in. We want to avoid long lines of vehicles waiting to unload.
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Starting Saturday, May 24 at 6am we’ll have event staff stationed at four major intersections during load-in on Saturday morning and load-out on Monday night. Here’s where to find them:
- 11th Street/Hermosa Ave.: Close to the big parking lot with The Garden and Food Fair.
- 13th St/Hermosa Ave: Near the Starbucks intersection (because who doesn’t need coffee?).
- Pier Ave./Hermosa Ave.: Near the clock tower and info booth—perfect for those who might lose track of time.
- Pier Ave./Manhattan Ave.: Right by the Javaman coffee shop—fuel up before you start!
When replenishing your booths each morning (6am - 10:15am) with food and beverage please follow the same as load-in. We want to avoid long lines of vehicles waiting to unload, which can be more chaotic than a cat in a room full of rocking chairs. All vehicles must be cleared from the venue by 10:15 AM.
Vendor Parking Info
Vendor Parking Lot: We have a reserved parking lot at Mira Costa High School (1401 Artesia Blvd., Manhattan Beach, CA 90266) in the Student Parking Lot. It's the big parking lot you see from Artesia Blvd., but you enter from South Peck Drive.
Shuttle System
A shuttle will whisk vendors from the lot back to the event site without needing a voucher. The shuttle runs each morning from 6:30 AM - 11:30 AM all three days. The evening shuttle runs 6:00 PM - 9:00 PM on Saturday and Sunday, and 5:00 PM - 8:00 PM on Monday.
- Shuttle Stop #1: Pacific Coast Hwy & Pier Ave.—ideal for carnival vendors.
- Shuttle Stop #2: Hermosa Ave & 10th St.—great for those in The Garden, Food Fair and Hermosa Ave.
We’re working hard with the shuttle company to ensure timely pickups so you won’t be left waiting longer than necessary—unless you enjoy people-watching!
VENDOR PARKING LOT: We have reserved a parking lot for all event vendors located at Mira Costa High School in the Student Parking Lot. Enter the parking lot from South Peck Drive. This lot will be serviced by a shuttle bus.
Important Note: OVERNIGHT PARKING IS NOT PERMITTED! So please plan accordingly unless you want to camp out under the stars (not recommended).
Load-in & Load-out Map
THERE ARE CHANGES TO TRAFFIC FLOW ON UPPER PIER DUE TO CARNIVAL LANE CLOSURE
Please note there are FIVE different entrances for vendor booths coming from different directions at different times.
- Hermosa North - enter & exit from 14th Street and Hermosa Ave.
- Hermosa South - enter & exit from 10th Street and Hermosa Ave.
- Pier Ave. - ENTRANCE ONLY from Pier Ave. heading west from Pacific Coast Hwy. Your best exit is 14th Street and Hermosa Ave. or Pier Ave. & Monterrey Blvd.
- Food Fair & The Garden - enter & exit from Beach Drive (an alleyway) and turn on to 11th Street. This load-in is on Friday (the ONLY load-in on Friday, no other vendor can set-up at this time as the other streets will NOT be closed to traffic).
- Carnival - Nonprofit booths enter & exit from Monterrey Blvd. either on the northside. No parking on Pier Ave.
IMPORTANT NOTE: We want the uhauls and trailers to enter first at 6am so they can unload and get out to make way for the smaller vehicles arriving as early as 7am. ALL vehicles must be off the property by 10:15am, anyone coming after will have to hand truck their items from outside the event space.
Also, the pdf image is blurry, but the text is readable. Sorry I'm not a graphic designer. Carnival load in info is on page 2 of the pdf.
During the Event
Rules During the Event
Welcome to the event! We’re thrilled to have you here, but before we dive into the fun, let’s cover some important rules. Think of them as our version of “The Ten Commandments” — just with fewer tablets and more tents!
Booth Space Shenanigans
- Size Matters: Vendors MUST stick to their purchased booth size — whether it’s 7ft. x 7ft., 10ft. x 10ft., or 20ft. x 10ft. No stretching your booth into the fire lane, folks! We love a good fire show, but not that kind. Remember: NO EXCEPTIONS! If you don’t comply, we’ll have to escort you out faster than you can say “refund.”
Timing is Everything
- Be On Time: Vendors must occupy their booths all three days from 11:00 AM - 7:00 PM. No late arrivals or early exits — we’re not running a pop-up shop here!
- Setup Deadline: All booths need to be set up and cars off the venue by 10:15 AM each day.
Conduct and Compliance
- Keep It Classy: The Chamber reserves the right to remove any vendor for improper conduct. This includes verbal altercations (keep it civil, folks), displaying inappropriate merchandise (family-friendly, please!), or selling items that weren’t approved.
Crowd Control
- Stay in Your Lane: All booth activities must stay within your assigned space. Overflowing into neighboring displays OR pushing booth forward blocking view of your neighbor is a big no-no. Let’s keep things orderly!
Helpful Tips for the Event
- Portable Potty Locations: Check out this Google Map for where those portable bathrooms are located — because nature calls!
- Dress for Success: You’ll be outside in sunny Hermosa Beach, so dress accordingly and don’t forget the sunscreen! We want you glowing, not roasting.
- Stay Connected: Hermosa Beach has decent cellular service but limited Wi-Fi. Bring a backup plan for communication — carrier pigeons are optional.
- Meet & Greet: With over 30,000 attendees each day, this is your chance to shine! Network with fellow vendors; who knows what amazing collaborations could sprout?
Closing Up Saturday & Sunday Night
- We have roaming security overnight. If you want to keep your setup intact, we suggest covering your products or removing valuables. WE HIGHLY SUGGEST: covering up your product with either side walls all the way around your booth OR covering your tables with tarps (secure the tarp to table legs) OR pulling out the valuable items and leaving the structure, tables, shelving, etc. in tact. The most important things is to do what makes you feel comfortable and is best for your company.
- Car Entry: Once the crowd clears out, we’ll let cars in for loading. Patience is key.
- Bring Your Dollies! Have we said this already? Dollies Are Your Friends, they’re great for moving heavy items. Trust us; your back will thank you later.
- Clean Up Crew: Please dispose of trash in the nearest containers and break down boxes. We love volunteers, but we don’t want them cleaning up after you like it’s a toddler’s birthday party!
Breakdown at the End of the Event
- Car Entry. When the event ends, and the vast majority of attendees are clear of the street, we will do our best to allow cars to enter for loading.
- Sand Bags. If you are using sand bags to weigh down your tent and items DO NOT dump the sand in garbage cans. Our event staff will show you the designated drop for sand bags.
- Bring Your Dollies. At the end of the day, dollies are VERY helpful to move heavy items for a distance.
- Trash. Please put your trash in containers nearest your booth. All vendors are responsible for ensuring that all trash is removed from table space, and boxes are broken down. DO NOT LEAVE TRASH for event staff and volunteers to handle.
- Take your time to make sure that you do not forget anything, break anything, or injure yourself during tear down. We are not responsible for items left behind.
Security
- Vendors must secure displays of the booths and remove valuable items when the show closes on Saturday and Sunday evenings.
- 24-hour security is provided for this event. After 8:00 PM there are roaming security guards monitoring the venue.
- Vendor Property: While we provide overnight security, vendor property is left at your own risk. So if you’ve got valuables, consider taking them home for the night! The Chamber assumes no liability for lost, stolen or damaged property. It is highly recommended to remove your valuables at night.
Load Out
- Best Exit Locations. The best exit locations will be Hermosa Ave & 14th Street or Hermosa Ave. & 10th Street. Pier Ave. will be impacted by the lane closure from the Carnival and will be used as an entrance only. Event staff and volunteers will be available to help direct cars safely but Pier Ave will be busier than a bee on a flower farm.
- Before you leave, do one last spot check to ensure nothing was left behind. The Hermosa Beach Chamber isn’t responsible for lost items — so double-check like it’s a scavenger hunt!
Media Resources
Fiesta Hermosa and participating vendors are promoted in multiple formats to enhance the event and elevate your visibility.
Should you want some artwork for the event to post on social, visit our Asset Webpage (this page will have updates to 2025 graphics)
Social Media Promotions. We are promoting the event & your company through Facebook and Instagram. We would greatly appreciate reposts & retweets to help spread the word. Please tag our three social accounts on all posts
@hermosachamber | @trulyhermosa
Again, thank you for your participation in the Hermosa Beach Chamber’s Annual Fiesta Hermosa. We look forward to working with you to create an exceptional event.