It’s time for Pontiac to celebrate again.
The energy drink company Serius Energy is organizing the Serius Art Explosion — an art and music festival with three performance stages, as many as 120 art vendors, a kids’ area, up to 30 food vendors, and an art competition with $4,000 in prizes — on Aug. 23 and 24 in downtown Pontiac.
“This will be the highlight of the summer,” said Peter Whittaker, founder and CEO of Serius Energy. “This is our way to showcase Pontiac.”
The 33-year-old is a Pontiac Central High School and Florida A&M University graduate.
Six nationally known musical acts and 22 local performers are scheduled to play at the event on three stages. An announcement of the performers and the festival’s sponsors will be made in August. Whittaker said he expects a total of 50,000 to 80,000 people to attend the festival.
Thirty percent of the proceeds from the Serius Art Explosion will be donated to a nonprofit foundation the energy drink company is setting up to benefit city services and the school district, Whittaker said.
Admission is $2; children younger than 3 get in free. VIP concert seating is $10, and the entry fee for the festival’s art contest is $25. North Saginaw Street will be closed for the festival from Water to Huron streets, as will Lawrence and Pike from Perry to Wayne.
Festival parking will be available in downtown lots for $7, or attendees can park at the Silverdome for $10, with shuttle buses running downtown every 10 minutes.
Oakland County Sheriff’s Office deputies, EMS personnel and overnight security will be present to ensure a safe event.
Whittaker said he remembers attending festivals such as Arts, Beats & Eats and Jambalaya in Pontiac in the past, as well as the city fireworks and numerous events on the Phoenix Center’s plaza.
“Now there’s none,” Whittaker said.
The company’s former home was in Commerce Township.
Serius Energy is a 2-ounce energy shot costing $2.49, made from green coffee beans with antioxidants, resveratrol (a substance found in red wine, peanuts and certain berries), acai berry, elderberry and pomegranate extracts. It’s been available in metro Detroit, and distribution begins in the Las Vegas and Miami, Orlando and Tampa, Fla. Whittaker plans to eventually distribute the energy drink nationwide.
The 33-year-old moved back to Pontiac from Bloomfield Hills.
“I believe it only takes one company to be socially responsible to rebuild a city,” he said.
