American Music Festival
The American Music Festival, formerly known as the Virginia Beach Boardwalk Concert Series, was an annual music event held in Virginia Beach that showcased a diverse range of musical genres, primarily focusing on rock, country, and blues. For decades, it served as a significant cultural and economic driver for the city, attracting large crowds to the oceanfront area. The festival’s evolution reflected changes in musical tastes and the city’s efforts to attract tourism during the traditionally slower fall season.
History
The festival’s origins trace back to 1984, initially conceived as a way to extend the summer tourism season and provide entertainment for both residents and visitors. The early iterations of the event, under the Boardwalk Concert Series name, featured primarily beach music and classic rock acts. These concerts were free to the public and held on stages erected directly on the Virginia Beach Boardwalk. The initial response was positive, with attendance growing steadily over the first few years. [1]
In 1992, the event underwent a significant transformation, rebranding as the American Music Festival. This change coincided with a broader effort to diversify the musical lineup and attract a wider audience. The festival began to feature nationally recognized artists from a variety of genres, including country, blues, and contemporary rock. The move to a ticketed event allowed the city to secure higher-profile performers and invest in improved infrastructure, such as larger stages and enhanced sound systems. The festival continued to be a major draw, contributing significantly to the local economy and solidifying Virginia Beach’s reputation as a destination for live music. [2]
Culture
The American Music Festival became deeply ingrained in the cultural fabric of Virginia Beach. It represented a period of celebration and community gathering, particularly as it consistently occurred in September, marking the transition from summer to fall. The festival fostered a sense of local pride and provided a platform for showcasing the city’s vibrant atmosphere. The event’s free elements, particularly in its earlier years, made it accessible to a broad range of residents, fostering inclusivity.
The festival’s impact extended beyond the musical performances themselves. Local businesses benefited from the increased foot traffic and spending during the festival weekend. Restaurants, hotels, and shops experienced a surge in revenue, contributing to the overall economic vitality of the oceanfront area. The event also provided opportunities for local artists and vendors to showcase their work, further enriching the cultural experience. The festival’s atmosphere was generally family-friendly, with activities and entertainment geared towards all ages.
Attractions
Beyond the main stage performances, the American Music Festival offered a variety of attractions and activities. A designated “village” area typically featured food vendors, craft booths, and interactive exhibits. These attractions provided attendees with opportunities to explore local cuisine, purchase unique souvenirs, and engage in family-friendly entertainment. The festival also often included a beer garden, offering a selection of domestic and imported beers.
The location of the festival, directly on the Virginia Beach Boardwalk, was itself a major attraction. Attendees could enjoy the ocean breeze, the sounds of the waves, and the vibrant atmosphere of the boardwalk while attending the concerts. The proximity to the ocean and other attractions, such as the Virginia Beach Convention Center and Mount Trashmore Park, made it a convenient and appealing destination for visitors. The festival's layout encouraged exploration, with multiple stages and activity areas spread throughout the oceanfront.
Economy
The American Music Festival had a substantial economic impact on Virginia Beach. The influx of visitors during the festival weekend generated significant revenue for local businesses, including hotels, restaurants, and retail stores. The city also benefited from increased tax revenue generated by ticket sales, vendor fees, and visitor spending. The festival’s economic contribution was particularly important during the shoulder season, helping to offset the decline in tourism following the peak summer months.
The event also created employment opportunities for local residents. Temporary positions were available in areas such as event management, security, food service, and retail. The festival’s economic impact extended beyond the immediate weekend, as visitors often extended their stay to explore other attractions in the area. The city actively promoted the festival as a key component of its tourism marketing strategy, highlighting its economic benefits and cultural significance. [3]
Getting There
Access to the American Music Festival was facilitated by a variety of transportation options. The festival’s location on the Virginia Beach Boardwalk made it easily accessible by car, with ample parking available in nearby garages and lots. However, traffic congestion was often a concern during peak hours, and attendees were encouraged to utilize alternative transportation methods.
Public transportation options included the VB Wave, a free trolley service that operates along the oceanfront, and the Hampton Roads Transit (HRT) bus system. These options provided convenient and affordable alternatives to driving. Bicycle parking was also available near the festival grounds, encouraging attendees to cycle to the event. For visitors arriving by air, Norfolk International Airport is the closest major airport, approximately a 30-minute drive from Virginia Beach. [4]