The coastal city made famous by Pharrell Williams' festival
Katherine MastersThe singer is bringing his music and cultural extravaganza back to his oceanfront hometown, Virginia Beach this 12-13 October – and it will draw fans from all over the world, says festival director Robby Wells
What is Something in the Water all about?
The festival is truly one of a kind – something that can be traced to its origins and remains in its soul five years later. It is an expression of the inspiration, appreciation and unapologetic belief the singer Pharrell Williams has in his hometown, Virginia Beach. Each year, we leverage the beautiful Virginia Beach Oceanfront to highlight and celebrate the best of his hometown and state while bringing the best that Pharrell encounters in his global experiences back to Virginia Beach for a moment on the beach that leaves everyone lifted. This means our line-ups are quite fluid, but also reflective of the moment. We aim for the iconic, the feels-right organic, and of course the provocative as well. Last year, the line-up included Lil Wayne, Mumford & Sons, Kid Cudi, Arcade Fire, Jasmine Sullivan, A$AP Rocky and Grace Jones. The Jonas Brothers even swooped in and had an incredible moment.
What does the Virginia Beach location add to this festival?
I know the answer "One visit to Virginia Beach and you’ll totally understand" sounds like a cliche, but the festival and Virginia Beach are essentially intertwined. The festival is very much Virginia Beach and Virginia Beach is in many ways the festival. The Virginia Beach Oceanfront is a spectacular backdrop for a festival, but the incredibly positive energy that underpins the festival exists here year around. It goes without saying, but we continue to be surprised and delighted that our festival attracts attendees from across the United States, Europe, Africa and Asia.
For those not familiar with Virginia Beach, why should they visit?
We call our festival "Something" in the water because it is actually quite difficult to define the magic that is happening here. Something has drawn people here for centuries now and they just keep coming back. If you were to compare travel destinations with a spreadsheet, Virginia Beach is hard to beat. You have multiple beaches, lots of water and all the fun to be had in it, from simply relaxing to fishing, dolphin watching year-around (and whales in the winter), to kayaking the bay and other waterways. First Landing State Park is very popular with the locals. It is a beautiful state park adjacent to the oceanfront filled with trails for hiking, biking and camping. You cannot miss it on a map.
But for me, the "something" that will always make Virginia Beach stand above the rest is that it has really diverse, world-class natural amenities, and a thriving city and cultural scene attached. World-class food, art, and music. A thriving creative class bursting at the seams with potential, creating new businesses everyday. Incredible new developments and projects that provide a glimpse of the future. Visit for all the city has to offer now, and observe a city experiencing its next great phase.
Where combines well with Virginia Beach for a self-drive holiday?
I moved to the area four years ago, and as a transplant to the area, I am continuously surprised at the historical moments that we learned about in school actually occurred right here. It’s our nation’s origins and the history is well-preserved and makes for great trips from Virginia Beach.
Even after a few years here, my family loves to explore. Some of our favourite places include Fort Monroe and Jamestown for history, Norfolk for the Chrysler Museum and local arts, Newport News for the Contemporary Arts Network. Downtown Suffolk and Franklin are both fun stops. DC is a logical gateway – it’s just a three-hour drive away.
What’s an authentic local experience?
Definitely stay at the Oceanfront, enjoy the beach and best of what the Oceanfront has to offer. I suggest visiting one of the legendary seafood spots sure to top every recommended list, but don’t leave Virginia Beach without visiting one of next generation emerging restaurants. These are typically operated by chefs who’ve travelled and trained around the world but then that strange "something" happening in Virginia Beach brought them back.
Book it: America As You Like It offers a seven-night Virginia Luxury & Wellness fly-drive with two nights’ in Virginia Beach including accommodation, flights and car hire, from £2,319pp; americaasyoulikeit.com
For more information on Something in the Water, see visitvirginiabeach.com
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Katherine Masters
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