VIRGINIA BEACH, Va. (WAVY) — Tens of thousands of people will be in the region for the Something in the Water festival coming up at the end of the month. Local businesses hope to capitalize on the extra exposure.

The festival is partnering with the Old Beach Farmers’ Market and ViBe Creative District to support small businesses.

The organizers are excited about the opportunity to have new vendors. Plus, all of the vendors and local businesses will be exposed to thousands of people who have never been here before. 

In an area known for its street art and wall murals, local businesses are finding their homes.

“It was just a beautiful incubator space,” saidd Anne Galante, owner of The Stockpot, a restaurant that got its start in the Old Beach Farmers’ Market. “The beauty of the market is that we’re kind of in the hub of the ViBe Creative District.”

Their success is other small businesses and vendors want to replicate using the Something in the Water crowd. 

“They’re all excited to come and participate in the festival and really embrace the crowds that are coming and welcome them and offer them a taste of Virginia Beach,” said Kate Pittman, Executive Director of the ViBe Creative District.

WAVY’s full Something in the Water coverage

Pittman says the district has been around since 2015. “Since then, we’ve seen a huge growth, but we really believe Something in the Water is going to be a catalyst for Virginia Beach and the ViBe District.”

Each week during the summer, they host Old Beach Farmers’ Market. The market is typically open 9 a.m. to noon, third Saturdays in September through May, every Saturday from Memorial Day weekend through Labor Day weekend.

This year, the market will open one week early.  It was a request from the Something in the Water organizers and is a potentially huge opportunity for local businesses and the area.  

“A college student came to visit, or a festival-goer came here, discovered our market, discovered the ViBe, discovered our city, and really set up shop here in the ViBe Creative District,” said Laura Wood Haber, who founded the Old Beach Farmers’ Market in 2008.

The market will feature many of the usual Old Beach Art, Eco and Farmers market vendors, that includes food, art, jewelry, eco-friendly items, and more. 

Plus, young musicians will perform.

“This is a great platform for them to come out and sing and be heard with their music,” Pittman said.

Located between the Oceanfront and the Virginia Beach Convention Center, the Markets will be spread out between the parking lot at Croc’s 19th Street Bistro (19th & Cypress), ViBe Park Virginia Beach (18th & Cypress) and the ViBe Parklet (18th Street between Mediterranean & Cypress).  It will be open from 10 a.m. until 4 p.m. on Saturday, April 27th.

Contact Pittman (kate@ViBeCreativeDistrict.org) or Wood Haber (Info@oldbeachfarmersmarket.com) if you want to get involved.