New festival to debut on East Avenue

A new festival is coming to the corner of East Avenue and Alexander Street next month, in homage to one of Rochester’s most historic festival celebrations.

Called East Ave Fest, it will bring music to the East Avenue stage for the first time since the last East End Festival in 2015. Started in 1990, the East End Festival shared roots with the Rochester International Jazz Festival and also hosted music during the summer. 

The new East Ave Fest is similarly named, though it should not be confused with the church-led East Avenue Music Festival, a classical and hymnal music festival in Rochester that held its second event in June.

The new event is organized by FGB Property LLC owners Blake and Max Gianniny, who have previously worked on Flower City Thaw and the local Sunday Football Block Party event. It is intended as a party celebrating Rochester’s entertainment district.

East Avenue will be closed from 4 to 11 p.m. on Sept. 12 to make room for a stage near the East and Alexander intersection. Planned festivities include live music, games, and a giveaway event. 

“There will be some unexpected things,” Max Gianniny says. “We have a few tricks up our sleeve.”

The festival will partner with local music venues Anthology, the Local Sound Collaborative, and Filgers East End to host multiple performances simultaneously. Local talent on the bill includes Dirty Blanket, the Medicinals, the Skycoasters, and Rissa the Righter.

The festival’s organizers are also collaborating with local restaurants to provide patrons with a range of food offerings. Participating restaurants include Taco Dero, Lina’s on East, Capones Italian Eatery, and Aubunn Cafe. Other restaurants in the area will remain open to offer more dining and socializing options.

“I think people will walk away very happy they came,” Gianniny says. 

Tickets for the festival can be purchased online for $11.65 or for $22.99 the week of the event.

Brodie Martin is a Rochester Beacon contributing writer and a member of the Oasis Project’s third cohort.

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