The Australian Wool Fashion Awards, which showcases the use of Merino wool by fashion designers, are hosted by Armidale in March each year. The Autumn Festival is a popular annual event of April in Armidale. The festival features a street parade, stalls and celebrations throughout the city. It is a regular part of the city's attractions, often promoting Armidale's diverse culture (for instance, posters set up by council attempt to attract tourists with the motto "Foodies Thrive in Armidale") and autumn colours. During May the annual New England Wool Expo is staged to display wool fashions, handicrafts, demonstrations, shearing competitions, yard dog trials and demonstrations, a wool bale rolling competition and other activities.