Campus Connection

UWL alumni play key roles in La Crosse’s Oktoberfest celebration 

The annual Oktoberfest celebration is a hallmark of the La Crosse region, a tradition many look forward to all year. Behind the scenes, three UW-La Crosse alumni are ensuring the celebration not only continues, but thrives. 

Hannah Amundson, ’17, Jennifer Krisnowich, ’15, and Alex Lueck, ’02, know that Oktoberfest is more than parades and music. It’s a tradition woven into La Crosse’s identity. 

Amundson, who serves as the executive director of the celebration, says her time at UWL provided a foundation that prepared her for the role.

“The sport management program offered unique classes that helped me understand the dynamics of a niche industry,” Amundson explains. “Working as a student employee at the REC also helped me secure an internship in the Milwaukee Brewers’ special events department, which was instrumental in launching my career in large-scale events.”  

That early exposure to managing people and logistics, she adds, has been crucial to running an event of Oktoberfest’s scale. 

After graduation, Amundson could have taken her talents anywhere. La Crosse, she says, offered something special. 

“The Coulee Region’s natural beauty, the close-knit community and the abundance of events and initiatives all make it a wonderful place to live and work,” Amundson says. “It’s also a great place to raise a family, which made the decision to build my career here an easy one.” 

Now leading one of the region’s largest and most beloved celebrations, Amundson sees her work as both a privilege and a responsibility.  

“There’s something almost intangible about Oktoberfest. It’s something you can feel but can’t fully explain,” Amundson says. “To play a role in carrying that tradition forward and helping people celebrate each year is meaningful.”

Krisnowich, vice president of the Oktoberfest Board, shares a similar perspective. Her connection to the event stretches back to her childhood in Holmen, when she experienced firsthand the joy and excitement the festival brought to the community.  

“The energy and buzz that fills our community as Oktoberfest approaches is contagious,” Krisnowich says. “Being part of the volunteer board that makes it all happen is incredibly rewarding.” 

Krisnowich began volunteering in 2017 and joined the board in 2020. Now, as vice president, she says the role has given her opportunities to grow while giving back.  

“This experience has helped me grow both personally and professionally, while also giving me the chance to collaborate with other passionate community leaders,” Krisnowich says. “I’ve loved serving as VP this year, and I’m beyond excited for the opportunity to step into the role of president in 2026!” 

For Alex Lueck, the current president of the Oktoberfest Board, the festival’s legacy is what makes it meaningful.

“Oktoberfest is more than just a festival — it’s a cherished tradition that brings the La Crosse community together in celebration, pride and joy,” Lueck explains. “Serving in this role means helping preserve the legacy of an event that has shaped our city’s identity for generations.” 

Amundson, Krisnowich and Lueck emphasize that Oktoberfest’s impact goes far beyond the four days of celebration. The festival generates roughly $26 million annually for the local economy, supports dozens of nonprofit and school groups, and provides scholarships and community contributions. In addition, perhaps just as importantly, it fosters the spirit of “Gemütlichkeit” — a German word for warmth and friendliness — year-round. 

“Leadership isn’t just about titles, but about making a difference,” Lueck says. “I want UWL students and young alumni to feel inspired to be part of something bigger, to know that their voice and actions matter and to understand that giving back can be both personally fulfilling and impactful for the greater good.”