The three-day music festival scheduled for August 9 to 11 in Vineyard Haven now has a name — Beach Road Weekend.
In a press release issued late Wednesday, Innovation Arts & Entertainment announced the name of the three-day festival at Veterans Memorial Park in Vineyard Haven that will kick off with a showing of the movie “Jaws,” with a symphony orchestra playing the Martha’s Vineyard–based film’s haunting score.
Beach Road Weekend, which is being promoted by Island seasonal resident Adam Epstein, has been the talk of the Vineyard since it was first introduced as a concept in December. Proponents have praised it as an innovative idea that will bring visitors to Vineyard Haven and create a showcase event for Tisbury like the fireworks are for Oak Bluffs. Opponents have raised concerns with traffic, possible public drinking, and noise.
Epstein has been working with town leaders to hammer out an agreement to ease fears about the burden the festival will put on public safety and town services. Some agreements have been reached, though there are still loose ends to be finalized, including whether the event will be allowed to serve alcohol.
Epstein has said the show will go forward whether the town approves alcohol sales or not.
The lineup for the event has not been announced. According to the release, anyone interested in getting information about the festival lineup and ticket announcements can sign up for the Martha’s Vineyard Concert E-Club at MVConcertSeries.com.
Meanwhile, Beach Road Weekend is offering two community outreach initiatives — merchant partnerships and Adopt-a-Lot programs. “The MV Concert Series Merchant Partnership and Adopt-a-Lot programs allow local businesses and charities to leverage MV Concert Series events to reach new customer bases, and benefit from the buzz and excitement surrounding the series,” the release states.
Businesses will receive incentives by becoming “official ticket outlets” for the festival during a special two-week presale event. “For two weeks, before tickets are available to the public online, official MV Concert Series business partners will be the only points of sale for tickets, so ticket purchasers will be required to visit Island businesses to purchase tickets,” the release states. “The MV Concert Series will run a comprehensive media-backed advertising campaign promoting the Official Ticket Seller locations that we hope to
drive traffic to our partner stores. Beach Road Weekend tickets sold thru our Official Ticket Outlet sellers will be discounted $10 for the customers who purchase a product from any Official Ticket Outlet during this two-week period, and each Official Ticket Seller will keep the $10 handling fee per ticket they sell.”
The Adopt-a-Lot program offers local charities an opportunity to raise money for their programs by securing parking lots that can hold 20 or more vehicles to provide parking for Beach Road Weekend.