A howling success on Main Street returns this weekend for an integral part of the modern household.
The second Santa Monica edition of the Day of the Dog festival will shut down Main Street on Saturday for one of the world’s premiere pet occasions. Taking place from 12-5 p.m. between Ocean Park Blvd. and Strand Ave., the event has attractions aplenty for furry friends, and will be raising funds for the nonprofit animal welfare group Just Love Animals Society.
Last year’s Day of the Dog showcased the innovation of former nightclub promoters Jordan Illingworth and Leo Powell, who backed up their bark with their bite in terms of elaborate production. Activities returning to Main Street include a 100-foot pool for pups of all sizes, an 80-foot wave machine, various photo booths, dog races and a host of leading pet product exhibitors.
"If there was a perfect ten (event), it was Santa Monica last year, (it) blew our minds," Powell said. "We have a cult following every festival city that we go to … but the first year event, for the community to come out in droves the way it did, it was a true blessing."
Powell added that he learned how to "improve the footprint" at the Main Street space for this year, bringing new attractions such as "Snow Day in Santa Monica." The event producers will be bringing 20 tons of snow for dogs to ski and frolic in, a wintry addition to the popular pool activities.
"In one day in Santa Monica, (dogs) could literally surf, ski and swim, so that’s something that we’re really proud about bringing in," Powell said.
Athletic activities don’t end there, as crowds can cheer on their chosen favorite dogs in various races. The aptly-named "Running of the Bulls" puts French Bulldogs on the makeshift carpeted track, while "If Baguettes Could Run" and Doodle Mania bring Corgis and Doodles to the track, respectively.
Everyone’s favorite low-riders, the dachshund, will also be featured with the "You Did What With Your Weiner?" Races as well as the "Size Does Matter" dachshund parade. During the parade, winning pooches will be crowned as the smallest, longest, shortest and hairiest weenies of the bunch.
Typically associated with fancy restaurants or nightclubs, celebrities will be in attendance, but this time, the big names will be on four legs. With over 500,000 followers on Instagram, Wander with Willow and the "Wolfpack" will be leading a howling "lesson," while the colorful Henry the Liger will be appearing for autographs.
The funds raised for the Just Love Animals Society will go toward a number of worthy causes for dogs, as the nonprofit has donated over $1 million in spaces for local rescues and nonprofits across the country, as well as helping with food programs and other needs.
"One of our things is community outreach, and one of our big things we worked on the last couple years is turning this into a cultural event celebrating the modern family … our foundation is a good one where it kind of umbrellas a multitude of different things," Powell said.
The "modern family" including more "fur babies" is a transition Powell has seen over the past five years, with pet ownership steadily rising since the COVID-19 pandemic. He stated that with more couples eschewing having children, pets can serve in the role of emotional connectivity within a home.
"I think with the mental health issues that are arising, the loneliness … having an animal in your house is just something that’s supportive mentally as well as something that is just a positive experience … people are not having children, they are having multiple dogs, and (they’re) really an extension of their (own) personalities," Powell added.
The trend is especially true in California and the Los Angeles area, where Powell said the state’s "holistic" mentality allows for more responsible dog ownership. According to U.S. News & World Report, French Bulldogs are the most popular breed in Los Angeles, followed by the Golden Retriever, Chihuahua, English Bulldog and Goldendoodle.
"You have (pet owners) that are outside 12 months out of the year, people that are active and healthy and get involved in community things," Powell said of the state. "So I think California is just really a starting point of where the rest of the country is looking to (with) what’s happening in the dog world."
For more information on Saturday’s festival, visit thedayofthedog.com.
