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It’s the dog days of summer for sure in Newark.

A brand-new festival coming to Brick City this weekend not only aims to celebrate the area’s growing cultural scene but also the bond between humans and their dogs.

Scheduled for June 28 at Newark Local Beer, Bark Chella bills itself as a “vibrant dog lifestyle festival” that will offer a day of “fun, education and community connection.”

Bark Chella – a nod to the name of popular California music and arts festival Coachella – is slated to include:

• Meet-and-greets with celebrity influencer dogs
• A live TV & film casting session with animal talent agents
• Workshops on how to grow your pup’s social media following

The afternoon will also feature Instagram-ready photo ops, luxury lounges, and themed treat bars like the Barkrista Café and Barktenders’ Corner. Local vendors, pet brands, food trucks and pet health experts will be on hand, too.

The family-friendly event will run from 1–6 p.m. Non-dog owners are also welcome.

General admission tickets cost $45 each. Platinum level tickets go for $75 apiece and include a goody bag, one drink voucher as well as access to a workshop.

Pet passion, premium experience

With pet ownership now a $151 billion industry, luxury spending on our furry friends is also skyrocketing.

Given the growth of the industry, animals are able to earn upwards of six figures by promoting brands on social media. A 2022 survey found that 2 out of 5 people prefer to fill their social feeds with pets instead of people and that 1-in-4 people are actively trying to establish an online persona for their fur baby.

Bark Chella’s organizers include Gary George, the longtime co-owner of an event planning and marketing agency that produces conferences across the U.S. Among the programs his company has put together include the Real Cannabis Entrepreneur Conference, which provides business owners, investors and opportunity seekers with information about breaking into the legalized cannabis industry.

“Bark Chella is where pet passion meets premium experience. This isn’t a dog walk in the park—it’s a curated lifestyle event for high-spending pet parents who treat their dogs like family … and celebrities. With immersive, Instagrammable brand activations, Hollywood-insider sessions, and next-level canine experiences, Barkchella draws a who’s-who of pet lovers, media influencers, and luxury consumers,” organizers said, noting the event will coincide with North to Shore Festival happenings in Newark.