Pure Imagination, Arizona’s most unique music and culture festival, returns this Saturday, May 17, 2025, bringing a one-of-a-kind celebration to the stunning shores of Watson Lake in Prescott, AZ. Set times and essential “Know Before You Go” details are now live at www.pureimaginationfestival.com, where attendees can plan their weekend adventure.
Headlining this year’s eclectic powerhouse lineup are the legendary Cheap Trick, genre-blending artist Matisyahu, groundbreaking hip-hop pioneers Arrested Development, and British ska icons The English Beat, with a diverse roster of supporting acts rounding out a day full of sound, soul, and scenery.
Since launching in 2022, Pure Imagination has become a standout experience in the Southwest festival scene, seamlessly blending music, nature, and community. Set against the otherworldly granite formations of the Granite Dells—ancestral homelands of The Fort McDowell Yavapai Nation, The Yavapai-Apache Nation, and The Yavapai-Prescott Indian Tribe—the festival offers attendees more than just music. It’s an immersive escape into art, nature, and eco-conscious celebration.
Festivalgoers can enjoy scenic hiking trails, on-site kayaking, immersive art installations, and the vibrant Prescott Night Market, featuring artisan vendors and live performance art including aerialists and fire dancers.
Founder and curator Candace Devine, frontwoman of Ponderosa Grove and CEO of Further West, leads the charge to reimagine what a music festival can be. “Pure Imagination is about more than just music—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,” shares Devine.
Previous lineups have featured performances from The Flaming Lips, Ziggy Marley, Michael Franti & Spearhead, Sylvan Esso, Lucinda Williams, and Los Lobos, establishing Pure Imagination as a destination for music lovers seeking something truly special.
Know Before You Go: Key Details for Pure Imagination 2025
- Festival Date: Saturday, May 17, 2025
- Location: Watson Lake, Prescott, AZ
- Set Times and full info: www.pureimaginationfestival.com
Bag Policy & Prohibited Items
Only clear bags or small clutches are permitted. Prohibited items include weapons, professional cameras, food, drinks, umbrellas, pop-up tents, coolers, wagons, and non-compliant bags. Approved items include reusable empty water bottles, strollers, blankets, chairs, and sunhats.
Parking & Shuttle
Parking is located at 3700 Willow Creek Rd., Prescott, AZ 86301, with entry via Haas Blvd. Shuttles run every 5–10 minutes between Embry Riddle Parking and the festival entrance. Pre-purchased parking passes will be exchanged for physical passes on arrival. There is no overnight parking.
Camping Info
Dry camping (no hookups) is available to registered campers with one vehicle per site. Campers must check in between 9am–1pm on Friday, May 16, and check out by 1pm on Sunday, May 18. All campers must show proof of festival tickets. Quiet hours apply, and dogs are only permitted in the camping area on a leash. Registered service animals are allowed inside the festival grounds. Shower codes and camping passes will be provided at check-in.
With a stunning natural backdrop, world-class music, and a mission rooted in culture, creativity, and connection, Pure Imagination 2025 is set to deliver an unforgettable day of wonder, rhythm, and magic.
Tickets and more information at www.pureimaginationfestival.com.
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