Levitt AMP Harrisonburg Music Series Presented by Harrisonburg Downtown Renaissance
Harrisonburg, Virginia
“The Friendly City,” Harrisonburg sits between the Blue Ridge and Allegheny Mountain ranges of Virginia’s Shenandoah Valley. With a population of over 50,000, Harrisonburg serves as a Refugee Resettlement Community, with immigrants from the Democratic Republic of the Congo, Iraq, and Syria calling the city home. Its local Main Street organization, Harrisonburg Downtown Renaissance embraces the town’s cultural diversity through welcoming, inclusive, and family-friendly events and programs.
Harrisonburg Downtown Renaissance applied for the Levitt AMP grant in 2022 after completing an extensive public engagement process around developing a 20-year plan for the downtown’s future. Many residents asked for programming centered around diversity, and for the return of a beloved music series that ended in 2018. These concerts were a source of love and pride in the community, and the Downtown Renaissance was determined to bring them back.
Since receiving the Levitt AMP grant in 2023, the Turner Pavilion lawn (located adjacent to the city’s downtown) has become a mid-week retreat where people can catch up with friends, family, neighbors, and visitors. Harrisonburg Downtown Renaissance Executive Director Andrea Dono says, “Everyone gets to come together and have a nice, relaxed evening. It has been great for our downtown… each week we see groups of chairs getting larger and larger.”
In its inaugural season, Levitt AMP Harrisonburg anticipated 600 people on average per show. By the third concert, they were attracting 1,000 people, with the largest show reaching over 1,600 people. And this past summer, the audience has only continued to grow, deepening relationships among members of the community and strengthening the cultural fabric of the city.
The series is also boosting local economic activity. Downtown Harrisonburg is home to over 35 locally owned restaurants, plus five breweries and a cidery. At each concert, attendees can get a taste of all that downtown has to offer through a rotating lineup of local food and beer vendors. These large audiences are the perfect place for local businesses to share their offerings with the wider community and generate excitement for those looking to expand their reach. “It is more than a concert series. It is more than live music. It really is economic development,” said Dono.