Arizona’s Pure Imagination festival is returning for its fourth year, May 17, at Watson Lake in Prescott. This year’s festival is led by Rock & Roll Hall of Fame inductees Cheap Trick, Grammy-nominated artist Matisyahu, and Grammy winning hip-hop group Arrested Development.
Also performing is 80s ska, pop, soul, reggae and punk outfit English Beat, as well as Gone Gone Beyond, Kelsey Waldon, Ponderosa Grove, Bird and Byron, Kids In America, Pijama Piyama and Dutch Holly.
Since its debut in 2022, the female-founded and curated Pure Imagination has become a standout experience, seamlessly merging music, nature, and culture with an eco-conscious ethos. Nestled in the Granite Dells—the traditional lands of The Fort McDowell Yavapai Nation, The Yavapai-Apache Nation, and The Yavapai-Prescott Indian Tribe—the festival fosters a minimal-impact experience where attendees can immerse themselves in live music, interactive art and nature-driven adventures, according to a press release announcing the festival. “Festival-goers can explore scenic hiking trails, on-site kayaking, and the vibrant Prescott Night Market, featuring artisan vendors, immersive art activations, and mesmerizing performances by aerial artists, fire dancers, and more,” they said.
The driving force behind Pure Imagination is Candace Devine, front woman of Ponderosa Grove and CEO of Further West, the festival’s production company. Devine created the festival to help attract outside visitor to Prescott and it’s surrounding 1.3 million acres of the Prescott National Forest, known for its premier mountain biking, hiking, and rock climbing.
“Pure Imagination is about more than just music,” Devine says. “It’s about creating an unforgettable experience where people can connect, be inspired, and celebrate the power of art in one of the most beautiful places in the world.”
Tickets are on sale now at www.pureimaginationfestival.com.
