FLORENCE, OR — One of Oregon’s most cherished springtime traditions returns this May as the Florence Area Chamber of Commerce presents the 118th annual Florence Rhododendron Festival, set to bloom from May 15 to 18, 2025. With this year’s theme, “Rhodies on the River,” the community is preparing for a vibrant celebration of floral beauty, coastal charm, and small-town pageantry.
Known affectionately as “Rhody Fest,” the event is the second-longest-running floral festival in Oregon, just behind the Portland Rose Festival, and the third oldest on the West Coast, following Pasadena’s iconic Tournament of Roses. This long-standing tradition has drawn generations of families and visitors from across the globe to the Oregon Coast every third weekend in May.
“This will be another exciting year as we honor the natural beauty of Florence and the stars of the season—our rhododendrons,” said Bettina Hannigan, president and CEO of the Florence Area Chamber of Commerce. “We welcome everyone to Oregon’s Coastal Playground to enjoy a weekend full of fun, tradition, and celebration.”
The festivities officially begin on Saturday, May 10, with the coronation of Queen Rhododendra and the King of the Coast at the Florence Events Center, marking the ceremonial start of the festival. The full slate of activities kicks into gear on Thursday, May 15, with the opening of the Davis Shows Carnival, set along the scenic Port of Siuslaw property in Old Town.
The weekend lineup is filled with something for everyone. Saturday, May 17, features the annual 5K Rhody Run and Walk, the crowd-pleasing junior parade, and family-friendly activities around town. That evening, car lovers can enjoy the 31st Annual Rhody Classic Car Show ‘n’ Shine and the ever-popular Coast Radio Classic Car Cruise through Old Town, showcasing everything from gleaming muscle cars to antique motorcycles.
On Sunday, May 18, the festival reaches its floral-filled crescendo with the Grand Floral Parade, kicking off at noon. The parade will follow its traditional route down Highway 101 from 27th Street into Historic Old Town Florence, drawing thousands of spectators lining the streets to enjoy dazzling floats, local marching bands, and of course, plenty of rhododendrons in full bloom.
Throughout the four-day event, visitors can enjoy a bustling vendor fair along Maple Street in Old Town, a world-class rhododendron flower show, and the Florence Regional Arts Alliance arts festival at the Florence Events Center. Live music, food vendors, and pop-up activities will be scattered throughout town, keeping the festive energy high all weekend long.
Three Rivers Casino Resort will provide convenient shuttle service between the casino and Old Town every 15 to 20 minutes on Saturday and Sunday, helping ease parking challenges and encourage festivalgoers to explore more of what the city has to offer.
Hannigan noted that Rhody Fest is more than a celebration—it’s an economic engine that marks the unofficial start of Florence’s bustling summer tourism season. The industry injects nearly $300 million into the local economy each year and supports about 2,700 jobs in the area, nearly half of the town’s total workforce.
“Whether it’s your first time or your fiftieth, Rhody Fest is a special tradition that continues to bring joy to families and showcases the very best of Florence,” said Hannigan. “It’s a reminder of how connected we are to our community, our natural surroundings, and to the generations who have kept this festival thriving for over a century.”
For the full schedule of events, including maps, times, and detailed event listings, visit www.RhodyDays.net, email info@FlorenceChamber.com, or call the Florence Area Chamber of Commerce at 541-997-3128.