The Grammy-winning musician and Virginia native, Pharrell Williams, has been actively involved in economic development in Virginia, focusing on his hometown of Virginia Beach and neighboring Norfolk. His initiatives include the annual Something in the Water music festival, the Atlantic Park surf park project, and the Elephant in the Room economic conference, which emphasizes equity and diversity in economic development. His nonprofit, Yellow, also launched a pilot charter school in Norfolk with a unique approach to education. Despite facing personal tragedies and challenges with city leadership, Williams continues to champion for social and economic progress in the region. His future plans include further education initiatives, the redevelopment of Norfolk’s Military Circle Mall, and expanding the Elephant in the Room event. Pharrell Williams’ economic development in Virginia is driven by a vision of unity, diversity, and prosperity for all.

Introduction

From Virginia Business By

Pharrell Williams is a 13-time Grammy winner, an Oscar nominee, a fashion designer, a film producer, a music superstar and innovator. He’s also a native Virginian — a point that comes across strongly when he discusses his business ventures and his hopes for his home state.

Williams’ Economic Development Initiatives

Within the past few years, Williams, 48, has focused attention on economic development in his hometown of Virginia Beach and neighboring Norfolk, most famously with his April 2019 Something in the Water music festival and the Atlantic Park surf park project under development now at Virginia Beach’s Oceanfront. He also has become something of a patron for Norfolk State University, delivering commencement addresses in 2020 and 2021, as well as last year launching the Elephant in the Room economic conference, a local event he likens to Davos, Switzerland’s World Economic Forum, but focused on the need for equity and diversity in economic development. Last fall, his nonprofit, Yellow, opened its pilot Yellowhab charter school in Norfolk, with plans to open more in the future, focusing on individual learning styles and preparing students for college and the workforce. 

Challenges and Tragedies

Williams’ focus on his hometown has not been without struggle and heartache. In March 2021, his cousin, Donovon Lynch, was shot and killed by a Virginia Beach police officer, and last August, a special grand jury found no probable cause to charge the officer. Williams and other family members have called for further investigation into the shooting, and the tragedy remains a point of pain for the singer.

Recent Developments and Future Plans

In September 2021, Williams decided to cancel Something in the Water, which had an economic impact of $24 million in 2019, saying in a letter to the city administration that he believes Virginia Beach is run with “toxic energy.” He wrote, “I wish the same energy I’ve felt from Virginia Beach leadership upon losing the festival would have been similarly channeled following the loss of my relative’s life.”

In January, Williams, who primarily lives in Miami, sat down with Virginia Business to discuss his business endeavors in Hampton Roads, the future of Something in the Water, and how he hopes to make the business case for greater diversity and equity — focusing on “green” rather than Black and white, or red and blue politics.

Williams’ Vision for Economic Development

Virginia Business: What are your plans in Virginia for 2022?

Pharrell Williams: I really want to see us do better as people. I want to see programs, activation, businesses and groups really work together to advance us to a higher level. I think in my own prospective businesses, I think it’s just about us working.

Atlantic Park Development and Challenges

VB: How is Atlantic Park, the surf park and entertainment center you’re developing in Virginia Beach, coming along?

Williams: I was excited to be a part of it, and I am still excited to be a part of it, but … I think Atlantic Park was like my first entrée into understanding that there were some systemic issues with the city. Because while it was a beautiful project and it’s destined to be a big attraction for the Oceanfront and the ViBe [Creative] District, we were met with a lot of resistance. The resistance that we were met with was in terms of things that inhibited the momentum.

Wellness Circle Redevelopment Plan

VB: You’re also part of a team proposing the Wellness Circle, a $1.1 billion redevelopment plan for Norfolk’s Military Circle Mall, which would include a 15,000-seat arena and a 1-mile trail to be called the Wellness Loop. There are several competing redevelopment plans, but can you tell us about why you got involved with it?

Williams: I heard about the opportunity and that the city was looking for a partner or partners to come in and bring a fresh vision to the region. I immediately thought about the problems. I love turning problems into solutions and then, therefore, assets.

Yellowhab School and Education Innovation

VB: Speaking of charter schools, how are things going at your pilot Yellowhab school in Norfolk?

Williams: I’m very proud of all the work that the folks over at Yellow are doing. It’s thriving because, again, we planned against the pandemic. We weren’t waiting at the mercy and the hands of what could have and what might happen — at the center of which were the needs of these kids.

Future Vision for Virginia

VB: What do you hope will be different with Elephant in the Room, when that comes back later this year?

Williams: It’s just going to be bigger. There’s going to be full days of caucuses and panels. It’s not just people coming to town and telling us what to do, but it’s people coming into town having conversations with us.

Conclusion

If we do that as a city, well, then we’re the most desired city. If we do that as a region, then we become the most popping place on the entire East Coast.

That’s the region we should be. This whole conversation is a case of better business. So it’s not about red and blue, black and white. It’s about green.

The problem is that I think that there are certain people who don’t care, and they really like business the way it is. They don’t care if they make less money, but they want their business and their environment to be the way they are, the way it is, because [change] just means they lose their privilege.

Question & Answer

What are Pharrell Williams’ economic development initiatives in Virginia?

Pharrell Williams has been actively involved in economic development in Virginia, focusing on his hometown of Virginia Beach and neighboring Norfolk. His initiatives include the annual Something in the Water music festival, the Atlantic Park surf park project, and the Elephant in the Room economic conference.

What challenges has Pharrell Williams faced in his economic development efforts?

Williams has faced personal tragedies, such as the shooting and death of his cousin by a Virginia Beach police officer, as well as challenges with city leadership. Despite these struggles, he continues to champion for social and economic progress in the region.

What future plans does Pharrell Williams have for economic development in Virginia?

Pharrell Williams plans to further his education initiatives, redevelop Norfolk’s Military Circle Mall, and expand the Elephant in the Room event. His vision for economic development in Virginia is driven by unity, diversity, and prosperity for all.