VIRGINIA BEACH, Va. — All the V.I.P passes are sold out, and it's officially one month away from the inaugural 'Something in the Water' Festival.
Oceanfront businesses like hotels and restaurants are preparing for the crowds.
Victor McElroy is the Area Manager for Diamond Resorts. He oversees five resorts that are part of the event, in some way.
The Beach Quarters Resort hotel is attracting a lot of attention, especially because it’s located where the main stage will go along 5th Street.
McElroy said the rooms sold out within hours, after the festival passes went on sale.
“The fact that [our city] will have a world-class event, I think it just means more people will be exposed to everything the beach has to offer,” said McElroy.
This festival is during College Beach Weekend.
A historically criticized weekend in the community, but Dough Boy’s California Pizza company owner, George Kotarides said Pharrell William’s inclusive festival is re-branding that time of the month as “Something in The Water weekend.”
“This is a transformative event on a lot of different levels,” said Kotarides.
He said he’s now hiring more people to handle the anticipated crowds.
Kotarides is also the President Atlantic Avenue Association, and he believes businesses expect the festival weekend will rival Fourth of July as one of the busiest times of the year.
“It’ll really showcase the talent of our community and honestly I think Atlantic Avenue is a great place to do that,” he said.