The main topic of this paper is understanding the process of institutionalization of the Grgurevo festival and Aurea Fest Požega. Grgurevo is also known as the Day of the City of Požega and Aurea Fest Požega is marked as a music and cultural festival. In this paper I will talk about the organization of the festival, the influence of the organization on the transfer of tradition and the tourist aspect of institutionalization. Among the participants related to Grgurevo, special emphasis was placed on the experiences of winegrowers and their transmission of tradition and the attitude towards the organization of Grgurevo by the city of Požega. The paper examines in which aspects institutionalization leads in part to the abandonment of traditional elements in festivals. In addition, the paper discusses the events of the COVID-19 virus, which influenced the celebration of Grgurev and Aurea Fest to be limited in time during 2020. The material collected during the fieldwork is based on semi-structured interviews with participants and organizers, while part of the material for the purpose of writing a thesis was provided by the staff of the Museum of Požega.