For more than a century, the Florence Rhododendron Festival has welcomed families, friends, and visitors to the Oregon Coast for one of the most beloved spring celebrations in the Pacific Northwest.
Affectionately known as “Rhody Fest” or “Rhody Days,” this iconic event is more than a festival—it’s a family tradition, an Oregon institution, and truly a West Coast institution. It is the second-oldest floral festival in Oregon, just one year younger than the Portland Rose Festival and only a few years behind the world-famous Tournament of Roses in Pasadena, California.
Every year, generations gather in Florence—Oregon’s Coastal Playground—to celebrate community, natural beauty, and the simple joy of being together.
A Celebration Inspired by Nature
The festival’s roots are as vibrant as the blooms themselves.
Wild rhododendrons thrive along the Oregon Coast, painting the landscape each spring with bursts of pink and red. These hardy, beautiful flowers are woven into the identity of Florence—and they’re the inspiration behind the festival.
During Rhody Fest, you’ll see them everywhere:
Showcased in stunning exhibits.
Celebrated in parades and pageantry.
Blooming naturally along coastal trails, forests, and scenic byways.
The connection runs even deeper through the American Rhododendron Society, whose enthusiasts and local partners help elevate Florence as a destination for rhododendron lovers and horticultural appreciation.
This is where nature and community meet—and where visitors are invited to slow down and take it all in.
Classic Small-Town Charm—Bigger Than You Expect
If you’ve ever wished you could step into a classic American festival—this is it.
Only in Florence, it’s real.
Throughout the third full weekend in May, the entire community comes alive with:
All Weekend:
- Carnival rides and games in Historic Old Town that begin on Thursdays of Rhody Week
- Rhododendron Court coronation featuring Queen Rhododendra and the King of the Coast on the Saturday night leading into Rhody Week
- Rhododendron Show & Sale with hundreds of blooms on Art shows, vendors, and live entertainment at the Florence Events Center and all throughout town
Saturdays:
- Classic Car Show ‘n’ Shine & Cruise, plus motorcycles and vintage favorites
- display
- Rhody Run & Walk (5K) for all ages and abilities
- Junior Parade & kids’ activities for family fun
Sunday at noon:
- Grand Floral Parade down Highway 101—an unforgettable Sunday tradition
It’s the kind of event where kids experience it wide-eyed for the first time—and adults return year after year to relive those memories.
A Festival That Brings Generations Together
Ask anyone who has been, and you’ll hear the same thing:
“We’ve been coming for years.”
That’s because Rhody Fest isn’t just something you attend—it’s something you pass down.
Families plan reunions around it. Friends make it an annual getaway. Locals and visitors alike become part of the story.
It’s small-town pageantry at its finest—authentic, welcoming, and filled with heart.
The Start of Vacation Season on the Oregon Coast
There’s no better way to kick off summer.
Held each year in mid-May, the Florence Rhododendron Festival is widely considered the unofficial start of the Oregon Coast travel season. The weather is warming, the flowers are blooming, and the coast is calling.
Come for the festival—and stay to explore everything Florence has to offer.
Turn Your Festival Visit into an Unforgettable Coastal Getaway
While you’re here for Rhody Fest, discover why Florence is known as Oregon’s Coastal Playground.
Stay a While Browse places to stay, from cozy inns to oceanfront hotels
Savor Local Flavor Enjoy fresh seafood, farm-to-table dining, and family-friendly eateries
Explore Attractions From iconic landmarks to hidden gems
Find More Things To Do Plan your adventure
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Adventure Awaits Beyond the Festival
Florence is more than a destination—it’s an experience.
Extend your stay and enjoy:
Whether you’re seeking relaxation or adventure, you’ll find it here.
Plan Your Rhody Fest Visit or Vacation Today The Florence Rhododendron Festival takes place every year during the third full weekend in May, with festivities beginning earlier in the week.
Come for the flowers. Stay for the fun. Return for all the experiences.
And once you’ve experienced Rhody Fest, you’ll understand why so many make it part of their lives—year after year.
Check these links for more helpful information for planning your visit! Check our blog page for other topics like sandboarding, horseback riding, golf, and kayaking!
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