An amusement carnival opens mid-week, and then the weekend kicks off with live music and dancing on Friday. The festival includes 5k and 10k runs, floral displays, the Kiwanis Kids Games, a junior parade, the Queen Rhododendra Pageant and Coronation, a motorcycle race, a classic car show, a rod and gun show, an arts and crafts show, and other children's activities. The festival culminates with its Grand Floral Parade with floats and marching bands. Recognizing that Oregon's central coast would benefit by improving land routes into the area, businessman George Miller originated the idea for the festival to promote Florence. Approximately 1,000 people came to see Laura Johnson, the first Queen Rhododendra, as she and her maids of honor sailed down the Siuslaw River to the city dock to be crowned by the Lord Mayor of Florence, who gave Laura a key to the city carved from Rhododendron wood.
Documentation includes a project report and historic photos.