VIRGINIA BEACH, Va. — City tourism and business leaders got an in-depth look at the layout for the much anticipated “Something in the Water” festival on Thursday.
Members of Pharrell Williams’ planning team showed off a map which features the Main Stage on 5th Street, a private movie screening area, and even a pop-up church.
The festival will stretch the boardwalk to another stage at 35th Street near the Neptune statue. The events, along with musical acts, are expected to take place from April 26 to 28 with 25,000 people expected each day.
The music and fashion mogul’s team told the Resort Advisory Commission that they want people to think of this as more than just a College Beach Weekend replacement.
"To us, we really don't see it that way,” said Robby Wells, a member of Pharrell’s planning team. “We see it as harnessing the potential of something like Beach weekend that's never been harnessed before."
Wells explained how big brands like Adidas are also coming to the festival to network with young people.
"They are on their way to graduating college and starting careers, and we have to bring this stuff to them,” Wells said. "The brands that we're asking to come in, we're asking them to bring their HR departments."
Some city leaders also asked about transportation and security concerns. Festival organizers said groups have been recently meeting to iron out final details.
One local security company told 13News Now they are already getting requests to staff Oceanfront businesses in anticipation for crowds similar or bigger than College Beach Weekend.
"A lot of loitering, a lot of large groups hanging out [crowds] are pretty much bored. And that's where the problems come from,” said Antone Nixon, Director of Operations for Guardus Security in Virginia Beach.
The company plans to help with crowd mitigation if asked by organizers. Workers said they have staffed similar beach concerts on 5th Street.
"For every one hundred people, you want to make sure you at least have a security officer,” said Nixon.
Tickets for the upcoming “Something in the Water” festival go on sale Friday at Noon. Organizers say a phone app is also in development and should be available for smartphones in ten days.