The New Taipei Jinshan Sweet Potato Festival is one of Taiwan's famous festivals based on local agricultural products. It's not easy for a local festival that held annually with a 16-year history, and thus it's worth to exploring the marketing and sustainability strategies of the festival. This study undertook literature reviews relevant to local marketing and festival events marketing. Aiming at the case study of the New Taipei Jinshan Sweet Potato Festival, the authors used the methods of participating observation and intensive interview to carry the evidence-based research. The marketing 4P strategies as well as partnership strategies were employed to analyze the festival marketing dynamics. The research findings indicated that the product strategies was concentrate on marketing ＂the high quality＂ feature of the Jinshan sweet potato. The price of the sweet potato went up as a positive result from the marketing activities. The price strategies were dependent upon the combination of the product price and the hidden price when consumers participated in the activities. The final decisions of the price should be acceptable by the consumers. Place strategies included the discussion of information dissemination flows and the accessibility of the activities. However, some interviewees complained about the lack of parking space during the event occurred. Promotion strategies emerged from a series designs of champions and activities as well as the collaboration of partnerships (including local schools, artists, private sectors and community organizations). The various participant involvement enriched the dynamics of the festivals, nevertheless some comments claimed that the characters of the multi-element were too overwhelming to display the local distinguishing features.