The 2013 World's Ugliest Dog Contest will kick off this Friday at Sonoma-Marin Fairgrounds in Petaluma, California. The prizes are impressive and the owners are proud to show off their dogs.

Organizer Vicki DeArmon says she never imagined the contest to be as successful as it has become. The contest, which is celebrating its 25th anniversary this year, is expecting to see over 2,000 people to attend, The Inquisitor reports. Around 30 dogs will compete for the title "World's Ugliest Dog."

"This year there are more pugs than ever," DeArmon said.

Other breeds in the contest are pedigrees and mutt mixes of Chihuahua, Chinese Crested, boxer, terrier, poodles and Peruvian, ABC News reports. Their names include Sophie, Toots, Chupe, Cyndi Loo, Buster, Samson, Trixie, Monkey Man and Poloka.

Last year's winner was Mugly, a Chinese Crested dog from the United Kingdom. There are no dog entries from outside the United States this year.

The contest includes prizes like a basket of dog toys, pet services valued at $250 from Fit 'N' Furry, and $250 in prizes from Paradise Pet Resort, which include grooming, training and day care gift certificates.

The prizes for the winning dog and its owner are $1,500, a trophy, a photo session with photographer Kira Stackhouse, and VIP treatment at the Sheraton Sonoma County-Petaluma hotel, which includes a catered dinner for the dog and the owner in the luxurious Loft Suite. This year's winner will also appear on the Weekend Today Show in New York on the Sunday after the event.

DeArmon says that owners are not embarrassed about winning a title with the word "ugliest" in it.

"In a way, we all love an ugly dog, and we love the underdog," she said. "When you go into a shelter and see a dog that may not normally be adopted, your heart calls to that dog. The contest is a humorous relief that makes the world a little lighter. These are some of the best dog owners in the world. Some of them take it very seriously. I think a few hearts have been broken when they haven't been the winner."

Those interested can see all the contestants and vote on the Sonoma-Marin Fair website. However, online voting doesn't determined the official winner but is instead chosen by a panel of judges.