Oktoberfest brings business -- not beer -- to Harvard Square

With a plethora of ethnic vendors, this year's Harvard Square Oktoberfest featured an eclectic blend of diversity. Organizers brought over 200 local businesses into the small plaza that is Harvard square. From the far-out Diamond Chiropractic, the feisty Jose's Mexican, and the Wild Child Tie-Dyes clothing, the space glowed with culture.

Yet in the middle of this spirited chaos were guys aggressively handing out - Wrigley's gum. The organization seemed unnatural -- next to an array of Native American carvings sat a sierra mist truck, fried Dough, and hot dogs.

Leading to the peculiar atmosphere was the fact that all vendors had to apply through mainstream corporations to secure a spot on the highly anticipated 25th annual "Oktoberfest". Oktoberfest did not seem genuine - rather merely a creation strung together by the Boston Phoenix Media Group, Legal Seafoods, Nantucket Nectars, and other similar companies.

Absent, in addition, were some traditional Oktoberfest components - beer, pretzels, and beer gardens.

At the Holyoke center outdoor stage, Oktoberfest showcased local musical talent. Playing what can be described as some form of "funk" music, styles included high energy, jazz, and groove. Performers fit well with the atmosphere, embellishing the buzz of the city with upbeat, lively music. In front of the performer Kelly Kaye, small children and adults could be seen dancing together, bringing the hippies out from street corners and onto center stage.

One of the most sought after places for young families was the STAR 93.7 Performance area. For the under five crowd, its multiple moon walks perhaps made it the highlight of Oktoberfest. However, it also demonstrated the Americanization of the event. Oddly, it grabbed more attention than local vendors, of which Oktoberfest sought to spotlight.

For instance, an African vendor, selling unique, cloth homemade journals lacked a steady flow of people. Ambitious and energetic she commented that it was her first year and she was "pleased to be participating in such a festival." She did not seem to mind that her booth was less popular; but rather was content to simply be a part of the festival.

Often the vendors spoke little to no English and exchanged money by simple phrases such as '5 dollar please.' A particular vendor selling clothing from Utso, a local shop along Mass. Ave said that sales were often very high at Oktoberfest. It made the application process competitive. All vendors at the festival had to pass an application process, and then pay a fee to participate. The bill was about $150 to $200, depending on whether the business sold food.

From a customer's view, the festival was highly successful -- despite its initial rain cancellation. A diverse group of punks, families, hippies, and middle-aged businesspeople all perused various carts and displays. Everyone blended into one mass, meandering through the streets together on the same route - instead of running to make the next T or drive home.

Walking down the street one could hear one, two or even three languages on the same block. While it was mostly the venders who spoke assorted tongues, it was a welcomed change from the normal Harvard, Abercrombie, or Gap attitudes usually present.

But, still the festival just seemed a bit off. Another noticeable incongruity was that many of the street vendors were not from the Harvard square area but instead dispersed amongst Boston. This directly goes against the organizer's claim that "Oktoberfest festival celebrates the autumn and the eclectic atmosphere of Harvard Square."

All in all, the heart of the sponsors was in the right place, but the diversity seemed searched for rather than natural. Oktoberfest was speckled with Thai food, and Jamaican tapestries, but thrived under a strictly American atmosphere.