HAMPTON BEACH -- Usually, it’s the sandy beaches and strong surf that draws visitors to this seaside town. But this weekend, it was the food.

And there was no lack of it as the Hampton Beach Seafood Festival celebrated its 23rd anniversary. It drew thousands of people to Ocean Boulevard on Saturday for raw oysters, crab cakes, shrimp skewers, chowders and bisques — and endless options of lobster rolls.

While most people leisurely ate their way through the festival, 14 brave contestants attempted to eat as many 401 Tavern lobster rolls as they could in 10 minutes during the 3rd annual Lobster Roll Eating Contest.

This year’s winner was Sao Young of Lowell, Mass., also known as the “Wing King of Worcester” who jammed 13 lobster rolls into his face to break last year’s winning record of 12 lobster rolls.

Young said it was the bragging rights he now owns for the next year more than the cash prize that made it all worth the effort.

Lee Hames, of Sweet & Savory Bakery in Hampton, said she loves to see people enjoying her food, and there is no better place to do that than at the seafood festival. On offer from her bakery was an interesting cookie sandwich option with lobster ice cream, as well as more traditional whoopie pies and blueberry cake with ice cream.

“I just like the creative process and the challenge of feeding this number of people. There is something about watching people eat what you’ve made,” Hames said. “I like to see people’s reactions,” she added as another customer asked, “lobster ice cream” incredulously.

“I hear that a lot,” Hames said.

She said for foodies, it is hard not to participate in the giant all-you-can-eat walking smorgasbord.

Paul Lepere of the Hampton Area Chamber of Commerce said an estimated 150,000 people turn out for the annual event over the weekend, and as long as the weather holds, he expects at least that many people to attend this year.

He said on Friday night they saw a lot more locals, but Saturday was definitely dominated by people from out of town, including a couple from Texas.

But Lepere said locals should not be afraid to venture down to Ocean Blvd. where the festival continues today from 10 a.m. to 6 p.m.

“That there is free transportation is amazing. We couldn’t make it any more simple for people,” Lepere said. “For the locals, it’s a win-win.”

He said it is also impossible to find seafood prices, especially for lobster rolls. “The food is a bargain.”

Much of the proceeds of the event benefit local organizations. Last year, Lepere said about $45,000 was distributed to a local Rotary Club to help the community.

Bob Donahue and his son, Matt, 14, of Brockton, Mass., make the trek up to the beach each year for the food, namely the swordfish skewers prepared by the North Hampton Professional Firefighters Association, but they also enjoyed raw oysters, lobster rolls and other goodies.

“It is worth the trip and whatever you pay to park,” Donahue said. “And then we try and eat as much as we can.”

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Gretyl Macalaster may be reached at gmacalaster@newstote.com.