If could be said that La Fiera evolved from Myrtleford’s support for a motor rally called the Italian Connection Motor Rally in 2007.

This event comprised cars of Italian manufacture. The cars travelled from Sydney to Melbourne and stopped overnight in Myrtleford. The town was approached for the stop because of the region’s strong Italian heritage.

The Italian motoring event attracted considerable interest and it occurred to Noel Stone, a local Myrtleford identity that Myrtleford could draw upon the resources of its Italian community and build an Italian festival.  

Driven by Noel meetings were held at and it was agreed that a festa should be created and would be called La Fiera (The Fair).