When Micole Cohen Richter and Joanna Parker-Lentz first envisioned Rocktoberfest, they never imagined it would grow to this scale. 11 years ago, the two community volunteers and fellow music lovers had a simple idea to create a festival where the entire community could come together around music, food, and fun. Today, Rocktoberfest draws more than 6,000 people, features three stages and dozens of vendors, and has raised more than $1 million for Millburn’s schools. 

A Cause for Celebration

Cohen Richter and Parker-Lentz remain at the center of it all as co-founders and co-chairs, working alongside a large volunteer operation, township departments, the school district, and community partners to bring the annual celebration to life. “We’re supported by a large team of volunteers, many of whom have been with us for years, ”Cohen Richter says. “Within that group are our Zone Captains—volunteers who take full ownership of specific areas like the Kids Zone, Beer Garden, vendors and our Low Sensory space, running each one like its own well-oiled operation.” 

That volunteer spirit has been part of Rocktoberfest from the beginning. The festival launched in 2016 with one stage and food cooked by the organizers themselves. What began as a community-building “friendraiser” quickly developed into something much larger. “11 years ago, a handful of Millburn Education Foundation (MEF) board members and fellow music lovers sat down with a simple idea: create a community event centered on music that anyone could enjoy together, ”Cohen Richter recalls. “Millburn is a town where parents show up for the schools, for the township, and for each other. We wanted an event that channeled that same spirit of involvement into something fun and unifying.” 

Powered by People

The growth of Rocktoberfest has been fueled by the community itself. More than 50 parent volunteers and an equally strong group of teen volunteers help make the festival happen, with many returning year after year. “What’s been amazing to watch is how our volunteer base has evolved right alongside the event, ”Cohen Richter says. Some volunteers have been involved since the first year, while others have taken on increasingly significant responsibilities as their children have grown. 

Over the years, Rocktoberfest has also become more streamlined, with returning departments, board members and volunteers bringing institutional knowledge and expertise in fundraising, logistics, design and operations. “Everyone brings a different piece of the puzzle, “she says, “and it’s that collective expertise, more than any single new attraction, that’s really transformed the event and made it sustainable.” 

In the Groove

Intentionally designed for all ages, families can spend the day in the Kids Zone, teens can discover emerging musicians on the Riverside Stage, adults can browse artisan and retail vendors or relax in the Beer Garden, and grandparents can enjoy live music and food in a comfortable setting. “We think of Rocktoberfest less as one event and more as several experiences happening in the same space at the same time, so there’s a natural entry point for everyone, ”Cohen Richter explains. 

On Sept. 26, three stages kept the music going throughout the day, with genres ranging from indie and reggae to blues, classic rock and Bollywood. The Bauer Center Stage lineup included Local Heroes, Better Late and Rini before headliner Leon & The Peoples closed out the night. The Riverside Stage, meanwhile, put the spotlight on teen bands and emerging performers. 

The festival has also expanded its commitment to inclusion. Its Low Sensory Zone provides a quieter space for children and families who need a break from the energy of the main festival, with support from the Special Olympics of New Jersey and, this year, an expanded partnership with the Paper Mill Playhouse. “We are thrilled that such an esteemed theater has partnered with us to make our event even more inclusive of everyone in our community, ”she says. 

For all its entertainment value, Rocktoberfest has a deeper purpose. It has become the largest fundraiser for the Millburn Education Foundation, helping fund projects and programs throughout the Millburn Public Schools. Among the initiatives supported by Rocktoberfest proceeds are the Millburn High School media and television production studio, VEX Robotics equipment, the new media den at Washington School, and the Millburn Middle School Peace Garden. 

The Beat Goes On

The Rocktoberfest tradition has become a defining part of the community’s fall calendar. “Families who came as young kids are now coming back as teenagers volunteering or interning with us, ”Cohen Richter says. “Neighbors who met at the festival years ago still meet up at the same spot every year.” 

This year marks the festival’s 10th year and, for Cohen Richter and Parker-Lentz, an important turning point. After 11 years of planning, the co-founders are actively looking for the people who will eventually take over the reins. “We love this event, but we know it can’t depend on just the two of us forever, ”Cohen Richter says. 

Rocktoberfest has come a long way from its one-stage beginnings, growing into a festival powered by volunteers, embraced by families and rooted in community. Now, the co-founders are looking ahead to the next chapter, finding the next generation ready to take the stage.

Photograph courtesy of Rocktoberfest