It was not long until other merchants followed suit and each year since then others have given their business places the Swiss treatment and now the entire downtown section has taken on the appearance of a Swiss village. As a result, Sugarcreek has become a tourist attraction far beyond the expectations of the originators of the Festival, and their avowed purpose of publicizing Sugarcreek as a Swiss Cheese center has been realized. The Festival itself is not a commercial venture. Any profit resulting from the sale of food and other concessions remains in the Festival treasury to perpetuate the event. Upwards of 100,000 people jam their way into Sugarcreek the fourth Friday and Saturday after Labor Day each year to enjoy the two day fun fest.
All entertainment is free.
On Friday evening a queen is chosen to represent the Festival for the coming year. A kiddies' parade is held Friday afternoon and the huge Swiss Festival parade gets under way at 2 o'clock Saturday afternoon. The Swiss costumes worn by the entertainers and many of the townspeople and the Swiss music, all in an authentic Swiss atmosphere make this Ohio's most colorful festival. The Sugarcreek Food Processing Company and Swiss Cheese canning plant both operated successfully for a number of years. The number of jobs provided by these and other Sugarcreek industries, along with the retail and service establishments, nearly approximates the total population of the village.