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About 50,000 people are expected to attend this year’s three-day Something in the Water festival at the Oceanfront, and city and festival officials are busy preparing transportation, traffic, and public safety logistics for the anticipated crowds.
At two informational meetings held Thursday for businesses and residents, several city department leaders addressed efforts to make the event, set for April 28-30, run smoothly.
Atlantic Avenue from 5th Street south to Rudee Inlet will be closed to the public beginning on the Wednesday of the festival week, said Sgt. Nicole Kasmas, who leads the police department’s special event unit.
Throughout the festival, Atlantic Avenue will be closed to through traffic from 17th Street south to Rudee Loop.
But drivers going to hotels and other businesses on Atlantic Avenue will be able to use entry points at 9th and 17th streets to access the area. Pedestrians will be able to walk on Atlantic Avenue and locals are encouraged to use bicycles. A bike parking area will be provided at 15th Street.
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Kasmas said the police department’s strategy will be to gain compliance and educate for minor violations. Independent observers will be present and provide feedback to the police.
“We want everybody to come and have fun,” she said at the first public meeting. “We’re not out here to throw the hammer down and get as many arrests as we can.”
The festival concerts will be held on two stages on the beach and will begin at noon each day. Local musicians will also perform in the public parks, which will be free for spectators.
Several business owners asked for clarification about access to their establishments and any expected road closures. Bill Kelly, assistant resort administrator, said passes will be available soon that can be distributed to customers and employees.
Trolleys will not be operating in the resort area for this year’s festival, but Hampton Roads Transit will offer the usual bus routes in the Oceanfront area, Kelly said.
At the second public meeting, a resident asked what the contingency plan will be for inclement weather. In 2019, a thunderstorm caused the first concerts to be canceled and ticketholders had to quickly find shelter.
David Topczynski, the city’s emergency management coordinator, said Virginia Beach has improved its messaging capabilities and will send alerts to cell phones in a timely manner. Also, he said meteorologists from the National Weather Service in Wakefield will be in Virginia Beach at the city’s central command post to provide guidance.
Organizers are preparing for about 50,000 festivalgoers, over the course of the weekend, far more than the 36,000 people who attended the event in 2019, Kelly said.
Weekend Scoop
This year’s Something in the Water festival is emphasizing collaboration with the community and looking to get local businesses and talent involved.
The festival’s theme this year will be “belonging,” said Robby Wells, a festival representative, at the morning meeting. It will shift from holding panels like in 2019, and instead focus on stimulating opportunities in the community to be part of the festival, he said.
A small business vendor event will be held at Mount Trashmore April 14 and in three Oceanfront parks during the festival. The festival promoters are collaborating with local breweries and retailers on festival-inspired products and with area restaurants for a “Something on the Menu” dining program April 23-30.
Another new element this year is the festival will be live-streamed on YouTube. In between performances, local organizations and businesses as well as scenery around the city will be featured, Wells said.
“The premise of the festival stays the same,” he said. “It’s always been about Pharrell bringing the best and the brightest of what he’s experienced around the world to his hometown, and at the same time shining a light on the best and brightest that’s here.”
The city has created a website, virginiabeach.gov/eventinfo, to provide information about transportation, traffic management, safety and access. Questions about the festival can be emailed to the city at sitw@vbgov.com. Some of the highlights discussed at the meeting and outlined on the website include:
- Heavy traffic and potential road closures or traffic diversions from I-264 on Friday, Saturday and Sunday nights are possible.
- The city is recommending festivalgoers purchase shuttle passes at somethinginthewater.com or use rideshare services. There will be a dedicated rideshare drop off and pick up lot on Monroe Avenue near the convention center.
- Virginia Beach has an app, VBGo, to find available parking and to pay for a space.
- To receive updates and emergency notifications during the festival, text SITW to 67283.
Stacy Parker, 757-222-5125, stacy.parker@pilotonline.com