Festival promoters these days seem to be in a constant race to prove that bigger is better with massive lineups, over-the-top production and nonstop hype. Meanwhile, the Pure Imagination Festival in Prescott has spent the last three years following its own muse.

Launched in 2022 by Arizona musician Candace Devine, the annual event is more about vibes. Taking place amid the sun-soaked picturesque landscape of Prescott’s Watson Lake Park, it emphasizes community and creativity while offering one of the most breathtaking backdrops for a local music festival.

“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,” Devine stated in a media release earlier this year.

Pure Imagination’s sound and lineups each year have been wildly eclectic. Past performers have included artists like The Flaming Lips, Bonnie Raitt, Talib Kweli and Dawes. At this festival, genres are blurred and boundaries fade.

Beyond the stages, Pure Imagination's festival experience includes more than epic sets. There are art installations, outdoor yoga sessions and a night market. Elsewhere, aerialists soar overhead and fire dancers light up the evening.

Expect much the same during the 2025 Pure Imagination Festival on Saturday. This year’s lineup is headlined by rock icons Cheap Trick, legendary hip-hop group Arrested Development, reggae artist and rapper Matisyahu and two-tone ska kings The English Beat. Here’s a complete guide with everything to know, including ticket prices, parking info and the complete schedule.

The 2025 Pure Imagination Music Festival is on Saturday, May 17, at Watson Lake Park, 3101 Watson Lake Park Road in Prescott. Camping will be available at the park from Friday, May 16 to Sunday, May 18.

Gates open at 11 a.m. Music will begin on the UP2 Showcase Stage at 10:30 a.m. with performances inside the festival starting at noon. The event ends at 11 p.m.

Tickets are on sale at pureimagination.frontgatetickets.com.

General admission tickets are $155 per person. Children 10 and under are free with a paid adult admission. VIP tickets and all camping areas are sold out.

Here’s the complete Pure Imagination schedule. Performances will alternate to prevent overlapping sets.

Everyone. Pure Imagination Festival is an all-ages event. Anyone 17 and under must be accompanied by a paid adult.

Parking is only available offsite at Embry-Riddle Aeronautical University, 3700 Willow Creek Road in Prescott. (Festivalgoers are asked to use the entrance at Haas Boulevard and Willow Creek Road.)

Shuttles will run every 5 to 10 minutes during festival hours, taking attendees directly to and from the main entrance of the event. Parking passes can be purchased online in advance for $15 or for $20 at the festival. Overnight parking is not available.

Free bike parking will also be available at Pure Imaginational Festival near the entrance to the event. Locks will not be provided.

A pickup and drop-off are for Uber, Lyft and taxi services will be located at Watson Lake Park near the festival entrance.

Vendors at Pure Imagination will only accept debit and credit cards.

The festival's vendor village and night market will be populated by dozens of retailers, artisans, service providers and non-profit organizations.

Pure Imagination will have vendors selling a variety of food and drinks. Full bars are available to those 21 and older with a valid photo ID.

An "all-day catering" add-on is available for $30 per person with vegan, vegetarian and meat-friendly options curated by Chef Barry Barbe of Prescott’s El Gato Azul.

Festivalgoers can kayak on Watson Lake throughout the day via a boat launch located on the park's south side. Sign-ups are available online on a first-come, first-served basis, with a $3 fee to reserve a spot.

Art installations and photo ops will be set up at the park, and aerialists and fire artists will perform throughout the day.

The festival will only allow personal bags no larger than 6 inches by 6 inches, clear plastic or vinyl bags up to 12 inches by 6 inches by 12 inches, one-gallon clear resealable bags, or small empty hydration packs. All bags are subject to screening by security.

The following items are permitted at the event:

Here’s everything you can’t bring into the festival: