THE 24th ANNUAL “REGGAE FEST” IS A CELEBRATION OF CARIBBEAN CULTURE IN TREMPEALEAU, WISCONSIN, SATURDAY 17!

TREMPEALEAU — Midwesterners won’t have to travel far this week to feel like they’re in Jamaica.

Reggae Fest, which returns to The Historic Trempealeau Hotel for its 24th year on Saturday, includes three outdoor bars, Jamaican-style food and merchandise, and lots of reggae music. As many 2,000 people are expected to attend.

“We kind of double the population of Trempealeau that weekend,” said Joerg Droll, co-owner of the hotel. “We have regulars for Reggae that have not missed a single one in 24 years.”

Reggae Fest began in 1991, when former hotel owners Jim Jenkins and Bill King were on a bicycle tour of Jamaica. The two created the event to bring the cool vibes and culture of the Caribbean to the Coulee Region. The event proved so popular that it has transformed into an annual Jamaican-style party.

“I love Reggae Fest,” said Beau Janke of Them Coulee Boys, a folk and bluegrass band that will perform the night before Reggae Fest at the hotel. “We have the best crowd at the hotel. The attitude of the people there, they dance. That kind of energy keeps our energy high.”

New to at this year’s festival is a red-striped tent that will cover the hotel’s basketball court to provide shade for festgoers. Reggae Fest also will feature DJ Trichrome, who will spin vintage vinyl.

“We want to keep the party going,” said Amy Werner, co-owner of the hotel.

A variety of reggae-rock bands will perform between the DJ’s sets.

T.U.G.G., whose members are La Crosse natives, will start the party with a performance at 2 p.m. The band has toured as a supporting act for The Wailers and The Dirty Heads, and has opened for such bands as Slightly Stoopid, Cage the Elephant, Pepper and Tech Nine.

“For us, it’s dumb luck to be a reggae band from Wisconsin and have an established festival,” said band member Andy Hughes. “We usually have to travel to play at different festivals.

“This will be our fourth time performing (at Reggae Fest),” Hughes said. “We’ve been honored to be connected with this festival for as many years as we have.”

KingRasJon and the Cooley Connections will take the stage after T.U.G.G. at 5 p.m., with Kojo — a makeup of St. Lucia, Jamaica and Milwaukee musicians that specialize in soca and calypso tunes — performing at 8 p.m.

“Since we have the 24 years of tradition, we get contacted by a lot of bands that just want to play here,” Droll said. “They know that there will be a few thousand people wanting to have a great time.”

Organizers stress that Reggae Fest is a family-oriented event, and people of all ages are welcome.

“We have long winters,” Hughes said. “Not only are we ready to celebrate (summer), but a little reggae festival doesn’t hurt. “It’s a lot of fun.”