The smell comes first; smoky, sharp and familiar.

Before you see the crowds, hear the music or spot the rows of vendors lining Pueblo’s Union Avenue, there’s a good chance your nose will reveal the star of the weekend: chiles.

Roasting over an open flame, their skins blister and pop as its unmistakable scent drifts through downtown.

It’s smoky. It’s earthy. It’s a little spicy.

And if you’ve ever caught the smell of freshly roasted chile while walking down the street, you already know how difficult it is to simply keep walking.

For three days, Pueblo will once again embrace one of its most beloved crops during the 32nd annual Chile & Frijoles Festival, where the humble chile becomes the star of a weekend filled with food, music, vendors, competitions and plenty of reasons to go home with a bag of freshly roasted peppers.

How many chiles does it take to turn the entirety of downtown into a giant celebration?

Thousands of options will showcase Pueblo’s agriculture and the local food scene through this year’s theme, “Chile, Beans and American Dreams.”

The festival will go down from 3 p.m. to midnight Friday, 10 a.m. to midnight Saturday and 10 a.m. to 5 p.m. Sunday, with entertainment scheduled across the entire weekend.

On Friday, Knuckin’ Futz and Gypsy Groove will kick off the weekend, followed by Saturday’s full lineup of live music featuring Two Rivers Band, Shades of Blues Band, Playing With Fire, Exit 101 and Jeffrey Alan Band. Then, Sunday will close out the festival with performances from Evie Valentine, Strange Love and Carlos and the Boys.

Admission is $8 at the gate and $20 for a three-day pass, while children 12 and younger can get in for free.

And while the chile may be the reason for the celebration, it’s far from the only thing happening downtown. Here’s a look at some of the festival’s other highlights.

Look up: Balloons are taking off

While most of Pueblo is still deciding whether it’s too early for coffee, the skies above Langoni Sports Complex will already be celebrating. Starting at 6:45 a.m. Friday through Sunday, balloons will inflate and launch, giving early risers a colorful start to the festival weekend. 

And if you’re not exactly a morning person, there’s another chance to catch the balloons after dark at 7:30 p.m. Friday and Saturday with the Balloon Glow on the Pueblo Riverwalk. 

All balloon-related events are free and open to the public. 

Think your chili has what it takes? Join the Chili & Salsa Showdown

While the Chili & Salsa Showdown takes place Thursday at the Pueblo Convention Center, it’s the perfect start to a weekend of food and fun. 

Entry is $30 for commercial contestants and $10 for noncommercial contestants, with cash prizes for first, second and third place in homemade red chili, green chili and salsa. With all contestants required to use certified Pueblo green chiles, winners will be announced at 6 p.m. Friday at the festival.

How hot can you handle it: Jalapeño Eating Contest 

Think you can handle the heat? The Jalapeño Eating Contest will take place at 4 p.m. Sunday at the Mission Foods Entertainment Tent. Registration begins at 3:30 p.m. and costs $5, with online, in-person and day-of registration available. 

Only 20 contestants will be accepted, with cash prizes for first place, second place and the judges’ choice. 

Aye Chihuahua! It’s the cutest parade in Pueblo

Grab your four-legged friend and get ready to strut your stuff at the Chihuahua & Friends Parade at 11 a.m. Sunday. Costumes are encouraged.

Registration is $10 online or $13 in person at 10 a.m., with gift baskets awarded to five dogs in five different categories. 

Run it off

After a weekend of chile, frijoles and festival food, you might need to work up an appetite again.

Enter the Hot to Trot 5K & 10K, for anyone looking to add a little cardio to their chile-filled weekend. The race begins at 8 a.m. Sunday along the Arkansas River Trail and Pueblo Riverwalk.

The first 350 finishers will receive medals, while registration also includes an official race shirt and entry to the festival. If you’re going to earn your chile, you might as well have a souvenir to prove it.

Stock up on chiles at the farmers market

If you follow the directions your nose gives you, you’ll likely end up at the farmers market and somehow, your wallet is already in hand. 

Meet local growers and vendors while stocking up on dried chile, fresh produce and all kinds of chile-centered products at Pueblo’s farmers market from 7:30 a.m. to noon Saturday at Mineral Palace Park. 

You can also pick up bags of chiles after watching them roast right in front of you — a sight to see and another chile to feast. 

IF YOU GO 

What: 32nd annual Pueblo Chile & Frijoles Festival

When: 3 p.m. to midnight Friday, 10 a.m. to midnight Saturday and 10 a.m. to 5 p.m. Sunday

Where: Historic Downtown Pueblo, Union Avenue 

Price: $8; pueblochilefestival.com