Ken Carll II takes a swig of Moxie to cool off in the hot afternoon sun at the 2009 Moxie Festival in Lisbon Falls. This year’s festival runs July 12-14. Russ Dillingham/Sun Journal file

LISBON — Folks from around the country plan to arrive in Lisbon this Friday for the town’s 40th annual Moxie Festival.

“People reach out to us (about the festival) all year, asking the best places to stay or what events they shouldn’t miss,” said Kate Madore, assistant director of Lisbon Parks and Recreation.

One of those faraway Moxie enthusiasts is a farmer from the Midwest. Madore explained that he called in “February or March” to inquire about the festival’s dates.

Although he always wanted to attend Moxie Festival, the event’s previous dates in early July made it impossible. That’s the time of season when he needs “to bring his hay crop in,” explained Madore.

That Midwestern farmer — and thousands of others — are in for a treat this year: a star-studded Moxie Festival featuring Maine native and “American Idol” star Julia Gagnon.

Not only will Gagnon perform at the festival Saturday at 1:30 p.m., “she’s also going to be hanging out with us for a little while (on Saturday and) saying ‘hi’ to folks,” said Madore.

According to Madore, Gagnon will also be sampling the festival’s iconic and divisive namesake, Moxie.

Gagnon is not the only acclaimed artist set to perform at the three-day festival.

Following Gagnon, the Boston-based country rock band Ward Hayden and The Outliers will perform at 3:30 p.m. Saturday’s night of live music will end with a performance by The Mallett Brothers Band, a group that is “nationally acclaimed and has … a tremendous following … for their Americana rock,” explained Madore.

“And that’s just Saturday,” stressed Madore. “We also have three full shows Friday and three full shows Sunday.”

Madore said that the festival is a “once in a lifetime opportunity to hear some of the best … talent (in Maine) all in one place.”

John Curtis of Lisbon gets a high five from Darth Vader, clad in the iconic Moxie orange,  during the 2023 Moxie Festival Parade in Lisbon. Russ Dillingham/Sun Journal file

She also expects that this year’s impressive musical lineup will make it one of the biggest Moxie Festivals yet.

“These are people who would usually draw quite a ticketed crowd,” she explained.

The best part for attendees is that the performances are entirely free.

 “Just come enjoy your state, your community and the best of what we have to offer — our spirit, Moxie and our amazing local talent,” she said. “It’s all for free.” 

The three-day Moxie Festival schedule includes more than just standout performances. Friday, Saturday and Sunday are so jam-packed with events that there truly is something for everyone at this year’s event.

The festival will kick off Friday afternoon with a fan favorite — a Moxie recipe contest. 

“It’s the only one of its kind that we know of,” said Madore.

Contestants can make any dish their heart desires. The only rule: Moxie has to be one of the ingredients.

Madore waxed enthusiastically about prior years when contestants made Moxie-infused chocolate cake, chicken and waffles and even barbecue sauce.

The event includes celebrity judges “so it’s a bit like a reality TV food show, but it has audience participation,” she said. “You can buy a ticket, taste all the foods and vote for a crowd favorite so that’s pretty awesome.”

Another popular event is the festival’s Moxie chugging competition. At this year’s contest, “an 11-time returning champion” will be fighting to defend his coveted title.

And no Moxie Festival would be complete without the Moxie Day Parade.

“It’s not just any parade,” Madore explained. “It’s the longest parade in the state of Maine (and) this year it’s longer than it’s ever been.”

Not only do these events promise a good time, they embody the festival’s theme: ‘Mad about Moxie!’

Madore said that they struggled to pick a theme for this year’s festival — until, they stumbled upon an old six-pack of Moxie on eBay that featured the brand’s former advertising slogan, “Mad about Moxie!” 

“That’s us,” Madore said of the phrase. “We couldn’t do this if we weren’t mad about Moxie …. We’re crazy about Moxie. We love it. We love what it does for our community. We love the spirit of it. And that is what we want to celebrate this year. Because it’s such a true statement about who we are now. And it’s a true statement about who we were 40 years ago when this festival began.”