La Crosse's Oktoberfest kicks off Thursday morning with the Senior Breakfast and doesn't stop until Sunday evening.

Hannah Amundson, the Oktoberfest executive director, joined Ken Cooper on WIZM's La Crosse Talk to talk about it all, including what's new -- like buying beer with your wristband and Sunday's free admission -- plus what she loves about fest.

This is Amundson's third year as executive director.