Labor Day weekend came and went without the traditional Fiesta Hermosa.

Instead, the Hermosa Beach Chamber of Commerce and Visitors Bureau will host Locale 90254, a new concept that could attract thousands to the city — but with a smaller footprint than Fiesta Hermosa — at the end of the month. Chamber officials say they hope this new event will become a new annual tradition.

The event, which will take place on Sept. 30 and Oct. 1, will feature an Oktoberfest theme, with carnival rides and games, German food and craft brews, shopping, live entertainment with German music and dancing, and various contests.

“It’s about bringing people down here on a slow weekend, and encouraging hyper-local attendance,” said chamber President and CEO Jessica Accamando.

“It’s a family event for all ages,” Accamando added. “It is created to serve the South Bay community, first and foremost.”

Fiesta Hermosa took place on Memorial Day and Labor Day weekends for decades, but the chamber paused the Labor Day Fiesta last year and decided to instead offer a downsized event named Locale 90254.

Earlier this year, Fiesta Hermosa attracted nearly 125,000 over the three-day Memorial Day weekend, Accamando said. But organizers hope Locale 90254, on a non-holiday weekend, will draw 15,000 to 25,000 over the two days, she said. That would be roughly the same attendance as “Hermosa for the Holidays,” which takes place before Thanksgiving.

Last year’s Labor Day Fiesta was hit hard by a heat wave, causing low attendance. A fall event should be cooler, Accamando said.

“We hope that it brings foot traffic on a weekend where there wouldn’t really be a lot of foot traffic,” Accamando said. “If it all works out, Labor Day will prove to be a three-day holiday that gets a lot of foot traffic regardless because it’s a holiday weekend.”

The Locale 90254 carnival will take place on Pier Plaza and tickets will be sold on site, with only cards and Apple Pay accepted, according to the chamber website.

For adults, Locale 90254 will boast three beer tents that will feature live music.

Wristbands are required to buy beer. The wristbands (or event pass) are $20 per day, with fees. That price comes with a reusable stein and allows access to the beer tents. The beer is an additional cost.

A cleaning station will be available to clean the stein.

The south tent will feature Far Field Beer Company, Buzzrock Brewing Co. and Common Space Brewery. The Golden Road Brewing Tent will feature several of its brews. The north tent will include Project Barley, El Segundo Brewing Co. and Hermosa Brewing Co.

There will also be a number of contests to sign up for, including yodeling, costumes, stein hoisting and Dachshund races.

The stein hoisting (1 p.m.), wiener dog races (3 p.m.) and pretzel eating (5 p.m.) will take place on Sept. 30.

The costume contest for kids and dogs (1 p.m.), stein chugging (3 p.m.) and yodeling contest (5 p.m.) will take place on Oct. 1.

“We’re really hoping people get into the spirit and dress up for the costume contest,” Accamando said, “and come out and enjoy both days.”

Locale 90254 could have a new theme in 2024, depending on the success of Oktoberfest, Accamando said.

Hermosa Avenue will be closed between 11th and 14th streets for the event.

The beer tents, food and entertainment will run from 11 a.m. to 6 p.m. both days. The carnival will take place from 11 a.m. to 9 p.m. Sept. 30 and 11 a.m. to 7 p.m. Oct. 1.

For more information, go to hbchamber.net.