The Day of the Dog Festival Hits Santa Monica

Fido gets his own ‘fest …

Every dog will have its day, and this is it!

The largest festival for dogs in North America, The Day of the Dog, is taking over Main Street in Santa Monica on Saturday, Sept. 9, from 12 p.m. to 5 p.m. This free, annual festival celebrates all things canine with a day of unparalleled fun, shopping, and live DJ performances and more.

The Day of The Dog is also a fundraiser for the Just Love Animals Society, a non-profit organization with a focus on community outreach and animal welfare. The afternoon will feature a fun-filled day of activities for all dogs, big, small and in-between. With attendance of more than 10,000 animal lovers expected and their four-legged friends, The Day Of The Dog is an opportunity for dog lovers to connect with like-minded individuals, meet local and national companies, and discover the latest and greatest products from California’s leading pet exhibitors.

The free and dog-friendly day features an outrageous variety of fun and interactive dog activities such as an 80-foot pool party for dogs, including music from DJ Scotty Boy and VIP Canine Cabanas; a Superhero-Themed Photo Booth including capes, masks, and a wind machine; brunch for dogs with a cowboy-chic theme with a lip-licking display from Chef Caroline Artiss of Migos Dog Food.

There’s the running of the bulls for French bulldogs, You Did What with your Wiener – Wiener Dog Races, Corgi Races, Doodle mania, a foam party, and dog blessings. Other activities include a Best in Show Snaggletooth Showcase, Doque Fashion Show, Ball Pit Heaven, Holistic Pawpup, Ride the Wave- a surf machine you can try for free, and a 360 photo booth.

The day also includes yoga with adoptable puppies. Each 30-minute class of light yoga has adorable puppies pounce all over you and ends with a puppy adoption post-event that boasts a 100% success rate. Yoga classes are $20 and early registration is recommended.

The Day of The Dog showcases local service providers, brings animal lovers together, supports small business, assists other non-profits in achieving their fundraising goals, features leading pet nutrition and care information and, most importantly, offers a wonderful fun-filled day out for the whole family.

The event producers, Jordan Illingworth and Lonnie Powell, got their first Great Dane, Floyd, more than fifteen years ago, and their lives changed forever. The former nightclub owners quickly became morning people and now focus on producing events for their four-legged partygoers.

“We are the largest cultural movement celebrating the modern day family,” say Powell. “With pet ownership up over 40% since the pandemic, and over five million dog owners in Los Angeles County alone, there couldn’t be a better place for us to debut in California than Santa Monica, it’s iconic.”

The annual festival, which has expanded over the last decade to include Calgary, Victoria, Vancouver, Santa Monica, San Diego, San Francisco and Scottsdale, Arizona, aims to educate dog lovers on everything from holistic health remedies to safe and ethical dog adoptions.

What started as an idea to host a street party, exploded into a cultural phenomenon. The couple never dreamed it would impact so many people, create so many friendships and allow them to do what they love. It has been named “The Social Event of The Year for Dogs and Their People” by Global Television, ABC, and NBC.

This year’s event is sponsored by BMW Santa Monica, Tilted Barn Pet Co., Lucy Pet Co, Walk & Wags, Orijen Pet Foods, Acana Pet Foods, Bar Dog Wines, Celsius Live Fit, Green Dog Dental, and K9 Sport Sack.

The Day of The Dog Festival will take place on two full city blocks on Main Street in  Santa Monica, between Ocean Park Blvd. & Strand Ave (the streets will be closed). Public parking is located at Santa Monica Beach Parking Lot 5 (2725 Main Street). For more information, visit