I'm sure most of you have heard of this competition, it's at my hometown fair. This has been big news all weekend long! And of course I was there!

PETALUMA -- It's been two long years since Dawn Goehring of Gatlinburg, Tenn. came home from the World's Ugliest Dog Contest a disappointing second runner up.

On Friday, Goehring and her homely Chinese crested Miss Ellie were back, this time with legions of fans from Gatlinburg/Pigeon Forge, Tenn.

The mayor vowed upon victory that he would decree Monday "Miss Ellie Day." Goehring's employer has donated $5,000 to the Humane Society and promised another $5,000 if she won the grand prize.

This was no small-town event at the local fair. Instead, the Sonoma--Marin Fair in Petaluma has become a world-famous showcase for the ugliest of dogs -- and the most ambitious of owners -- who have a chance to gain fame on the Animal Planet cable show and even appearances on national TV.

Goehring showed up with a pitch man who handed out Miss Ellie t-shirts, signs and masks, hoping to make her mark in front of television crews from around California, two news outlets from Germany and scores of reporters.

Miss Ellie had her game face on and Goehring had her hopes high. This year, Miss Ellie's fur was grayer, her sight poorer and her warts more plentiful.

She was ugly and she knew it. Everyone at the Sonoma-Marin Fair knew it.

"She is so ugly," a woman said.

"Thank you, she is!" Miss Ellie's human friend, Kevin Griffin replied.

But in a startling development to veteran Ugly Dog Contest watchers, 2009 proved to be the year of the upstart.

Pabst, a boxer mutt with a truly astounding underbite, wowed the crowd with his sly grin and walked away with the 4-foot tall champion's trophy, a cool $2,000 in prize money and a modeling contract with House Of Dog in Los Angeles.

Remember the name: Pabst.

"His personality sure does go a long way," Pabst's owner, Miles Egstad of Citrus Heights, said. "Honestly, the Chinese cresteds, they're hideous."

In the melee after the contest, Egstad was mic'd up, interviewed for an episode of "Dogs 101" on Animal Planet that should air in September and surrounded by camera lenses, held by professionals and amateurs alike.

"I got his picture back when he was an unknown," a woman said quietly, watching Egstad field reporters' questions.

One reporter was mid-question with Egstad when a television crew from Cologne, Germany, interrupted, wondering if they could cut in -- they had a flight to catch.

"You made it! How are you feeling? What do you think is coming up next?" the German reporter asked a still stunned Egstad.

Egstad's answer was unclear but definitely included the word "insane."

Meanwhile, Goehring stood dejectedly backstage holding Miss Ellie, still trying to sort out what happened.

Goehring, who has 13 shelter dogs at home in Tennessee expressed hope that Miss Ellie's first place ribbon in the pedigree class would earn some support at home.

But Pabst won hearts, earning a crescendo of cheers in the final round.

Maybe the reign of the Chinese crested was fated to end after last year's winner, Gus, a one-eyed crested with three legs and skin cancer sparked some concern from the very animal lovers that flock to the 21-year-old contest.

Fair officials instituted a veterinary check this year and even excluded Rocky, after the walk-on proved too frail to compete.

The event featured dogs available for adoption, a fashion show with dolled up models strutting the adoptable dogs down the red carpet and on stage, and myriad pet care booths.

It proved a perfect venue for the Humane Society of Sonoma County to tap dog lovers with an affinity for the quirky, said Angie Bonnert, the group's spokeswoman.

"Ugly is cute for a dog lover," she said. "They are definitely seen as loving companions."

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