Alive on 25 returns this year with focus on music and Riverhead businesses

Alive on 25 will focus more on music and Riverhead businesses this year, the event’s organizer said during her presentation to the Town Board on Thursday.

The festival is scheduled for July 18 — with fireworks — and Aug. 1, from 5 to 9 p.m. in Riverhead’s Main Street business district. A rain date is scheduled for Aug. 22. 

Diane Tucci, CEO of the Main Street Agency, said her team is “reimagining” the street festival as a “summer block party and downtown crawl” that encourages attendees to visit multiple restaurants and breweries downtown. 

“One of the things I’ve heard people say is there’s not as much music for whatever reason it might be,” Tucci said. This year, she expects there to be 14 different locations for attendees to listen to live music, she said 

Tucci is encouraging attendees to bring their own chairs and visit different musicians set up in the Main Street area and at downtown businesses

“[T]hat’s what’s going to bring people, is these bands [people are] following and promoting,” Tucci said. There will be a “nice blend” of genres, including reggae, country, blues, jazz and classic rock, she said. 

There will be fewer food trucks this year, Tucci said. Most of the food trucks at the festival will be owned by Riverhead businesses or residents, and will be placed “strategically, where there are gaps” on Main Street, she said.

Tucci said some local restaurants have been negatively impacted by Alive on 25, which she said can drive away a restaurant’s Friday night customers. This year, downtown businesses will be allowed to set up for free at the festival, Tucci said. 

Vendor fees have also been substantially reduced, Tucci said. The organizers are trying to specifically attract artisans and craft vendors, as well as local nonprofits and farmers. She said space will not be sold to salespeople, insurance agencies and political committees.

“The vendors are coming in at a very, very reasonable rate. And again, we’re not making a lot of money here, but who will be there will be a lot better quality…” Tucci said.

A new “downtown crawl” will help drive attendees to businesses outside of the street closure zone in exchange for prizes, Tucci said. This year, the road will be closed from Cliff’s Rendezvous on East Main Street to the intersection of West Main Street and Griffing Avenue, Tucci said. 

Tucci also plans to create a Halloween-themed display using coffins from past Halloween Fest coffin races. She said the display will “get people pumped up” for the October event, which the Main Street Agency is also producing for the town. Those with coffins from previous events are encouraged to email riverheadaliveon25@gmail.com.

A car show will take place on both Alive on 25 dates, with classic cars at the first event and race cars at the second.

This year’s fireworks display will launched from a barge on the Peconic River — shifting the focal point toward the waterfront, Tucci said. 

This change will also allow attendees to visit Grangebel Park and the Reflextions immersive art exhibit, which has been closed to the public during Alive on 25 previously because the fireworks launch was set up there.

Tucci said she wants to encourage Alive on 25’s attendees to stay downtown later after the festival ends at 9 p.m. There will continue to be live music in the town square until 10 p.m., and musicians will help attract attendees to nearby breweries and restaurants, she said.

Tucci, who also serves as Town Board coordinator, was among the original organizers of Alive on 25 when it began in 2016. She continued to organize it for several years under the Riverhead Business Improvement District Management Association, where she served as executive director. The event has been organized by the BIDMA since, even after Tucci left her position in 2019.

Riverhead Town Board members applauded the Main Street Agency’s changes to the event. 

“I’m excited about it. It sounds terrific…” Council Member Denise Merrifield said.

“You guys have really put something phenomenal together in such a short amount of time, and the level of creativity that we see here today is just incredible,” said Council Member Joann Waski. “And I really look forward to this event. I’m excited about it. Like I said before, I think downtown Riverhead is just going to shine this summer and [is] moving forward with so much positivity.”

Supervisor Tim Hubbard called the event “a home run.” 

“Just expanding it and going a little bit later, I think it’s going to be great for all the businesses down there,” he said.

The Riverhead Town Board hired Main Street Agency to run this year’s Alive on 25 in April. after a fallout with the BIDMA board halted the downtown business group’s planning efforts. Main Street Agency has also organized the Greenport Maritime Festival and events at Waterdrinker in Riverhead, Tucci said. 

Alive on 25 was modeled after Alive After Five, a similar street festival in Patchogue. Tucci said 

Tucci said she is still seeking event sponsors, as well as volunteers and interns to help staff the event. Those interested can visit aliveon25.org or email riverheadaliveon25@gmail.com for more details, she said.

Correction: This article was amended to fix the incorrect date published for one Alive on 25 event.