Standing Together for Tradition: A Community Effort Behind This Year’s Cherry Festival
The Dalles, Ore., May 23, 2026 — For the third consecutive year, Tonkin of the Gorge Subaru was proud to serve as title sponsor of the Northwest Cherry Festival—one of The Dalles’ most cherished traditions and a celebration deeply rooted in our region’s agricultural heritage.
This year’s festival faced unique obstacles.
Ongoing construction tied to the City of The Dalles’ First Street Project meant the event could not take place in its traditional footprint. Instead, the festival was thoughtfully reimagined—spread across multiple locations, with a modified layout and a scaled approach to accommodate logistical challenges.
Behind the scenes, The Dalles Area Chamber of Commerce worked tirelessly for months—evaluating sites, coordinating logistics, and adapting plans—to ensure the festival could move forward safely and successfully. Their commitment to preserving this longstanding tradition, even under less-than-ideal circumstances, reflects the very spirit that makes this community so special.
Like many events facing compressed planning timelines, this year’s festival also saw fewer sponsorships than in previous years. But moments like these are when community partnerships matter most.
Tonkin of the Gorge Subaru made the decision early on to remain the title sponsor—not simply out of tradition, and certainly not because it was the easiest year to participate, but out of a belief in what the Cherry Festival represents: connection, resilience, and pride in our community.
“When an event like this faces challenges, that’s not the time to step away,” said Nima Behboodi, the general manager for Tonkin of the Gorge Subaru. “That’s the time to lean in and support the people working hard to keep these traditions alive.”
Despite the changes, the heart of the festival remained strong. From the parade and vendor market to family-friendly activities and live entertainment, the community once again came together to celebrate what makes The Dalles unique. The event continues to draw thousands of attendees each year, with estimates around 15,000 participants, underscoring its importance as a regional gathering.
The success of this year’s festival is a testament to collaboration—between the Chamber, local businesses, volunteers, and sponsors who stepped up when it mattered most.
Tonkin of the Gorge Subaru is honored to play a role in that effort and remains committed to supporting the people, organizations, and traditions that make our community thrive.
