The Pure Imagination Festival, an all-day musical event, will feature Ziggy Marley, Lucinda Williams, Capital Cities, Allison Russell, Nappy Roots, Los Lobos, Brandy Clark, Ponderosa Grove, Jared James Nichols, The Brummies, Johan Glidden and more, at the one-of-a-kind concert experience at Watson Lake in Prescott, from 11 a.m. to 11 p.m. Saturday, May 20.

The festival has been the work of Candace Devine, frontwoman of Ponderosa Grove and CEO of Further West, the company that produces Pure Imagination Festival. Devine started the festival as part of a desire to see Prescott rise as an epicenter for arts, culture and music in the Southwest.

“I seek to create an eclectic music festival that is really rooted in the heart space of bringing people together by providing a little bit of something for everybody,” she said.

“My hope is that people remember through the universal language of music that we can all get along and find commonalities and find reasons to like each other more than dislike each other.”

The female-led and curated, environmentally forward, all-ages destination festival, Pure Imagination, is now in its second year.

“Last year exceeded the expectations because all of our reviews from the public were, they felt it was one of the most lovely shared spaces with all kinds of people, lots of diversity,” Devine said. “The city told me that of the 5,500 people that were there, not one complaint to the city, which made me very, very happy. So, that’s definitely something I’m trying to duplicate again.”

Pure Imagination saw its inaugural festival in 2022, where the stage was graced by folk rock band Dawes, hip hop icon Talib Kweli, three-time Grammy winner Fantastic Negrito, Nikki Lane, Rising Appalachia, Phantom Planet, Katie Pruitt and more. This eclectic line-up brought thousands of music fans to the field to enjoy Prescott’s weather with a day packed with performances by aerial artists, performance groups, jugglers, art cars and plenty of revelry for everyone. Many of the same experiences are returning to the festival grounds this year.

In addition to the musical performances, this year’s event features “Art Ally” with live painters and projection art, art cars, interactive exhibits and installations; The Hopi Water Clan Dance Troupe; a play area, with bubble games, face painting, kids talent show and a kiddie jam zone (children 7 and younger get in free); aerialists, stilt walkers, dance exhibitions; lounge spaces throughout the grounds; VIP camp experience packages by Noam; VIP lounge with installations by Buckey’s Casino; catered snacks and food by El Gato Azul; a beauty bar by Desert Rose Retreat; and giant field games.

The festival will donate a portion of its proceeds to the Flying Horse Foundation, an organization that is dedicated to supporting arts and music in multicultural spaces.

For information and tickets, visit pureimaginationfestival.com.