ALPHARETTA, Ga. — People who want to party with a purpose have the perfect venue this weekend at the Alpharetta Pop Festival.
The music festival, now in its second year, will be from 5-10 p.m. Saturday, June 15 at Brooke Street Park in downtown Alpharetta. It is a free, family-friendly festival to raise awareness and funds for the Alzheimer’s Association.
The event will feature music from four local artists, including MYFEVER, Beach Tiger, Jive Revival and Sailing to Denver.
It’s a way to have fun in a city that loves music while raising funds for a cause, said Alpharetta Pop Festival Co-Founder Mike Berens.
“We’ve had a lot of very positive feedback for the first music festival,” he said. “People love music. We have a lot of charitable hearts in Alpharetta. People want to see their contributions going to a good cause.”
This year, the festival is expected to see 250-500 people, and organizers said they want to raise at least $10,000.
The need for Alzheimer’s research is growing, according to Amy Johnston, senior director of marketing and communications for the Georgia Chapter of the Alzheimer’s Association.
“It is estimated there are 150,000 people in Georgia living with Alzheimer’s and another 533,000 unpaid caregivers,” Johnston said. “The number continues to rise every year, and by 2050, that number is expected to triple. Unfortunately, at this time, there is no cure, no way to slow down the progression or a prevention. It is a major health crisis both here in Georgia and throughout the country.”
Alzheimer’s is not, as many people assume, a disease you automatically get as you age, and awareness campaigns can help destigmatize it, she added.
The Alpharetta Pop Festival was created by Berens and his wife Jaime after his father-in-law was diagnosed with Alzheimer’s in 2017. The couple wanted to do something positive after hearing the news, and they decided to make the event a music festival in honor Jaime’s father’s love for music.
“It began just as many charitable ideas do — a conversation between two people about making a difference in the world,” Jaime said. “We decided to call it Alpharetta Pop Festival after the iconic Atlanta Pop Festival in 1969 and 1970 that showcased local bands and spread happiness to the music lovers of the world. It all seemed meant to be.”
The music festival coincides with The Longest Day event for the Alzheimer’s Association. The association holds a push for fundraising and awareness throughout June, especially on the summer solstice.
The Longest Day is one of two signature events held by the Alzheimer’s Association. The second, the Walk to End Alzheimer’s, will be held in 20 Georgia communities this September.
To donate or for more information about the Alzheimer’s Association and upcoming events, visit alz.org/georgia or contact its confidential 24/7 helpline at 800-272-3900.
For more information about the Alpharetta Pop Festival, visit alpharettapopfest.com.