Immerse festival expands as downtown bursts with creativity

The streets of downtown Orlando come alive for not one, but two evenings this weekend as the free Immerse festival of arts and entertainment returns. Nearly 1,000 performers and other artists are expected to take part in Immerse as it doubles its hours — and looks to expand even more in the future.

Don’t think this year’s schedule will dilute the fun.

“We’re not dividing what we did last year in half and spreading it over two days,” said founder Cole NeSmith. “This is to build momentum.”

That momentum is being enhanced by Orange County’s Blockbuster Fund — a special pool of money set aside for cultural events that attract a large number of people to Central Florida but require a major financial investment. Immerse is the first project to receive Blockbuster funds, which come from the region’s tourist development tax.

The Blockbuster concept was first initiated in 2013 and first funded in the 2016 budget, said Terry Olson, chair of Orange County Arts & Cultural Affairs, which oversees the fund. There is currently just under $1 million available.

Immerse, which is produced by the Creative City Project, received $200,000 for this year’s event. That figure could grow in the future, as the event continues to expand. The goal: 100,000 attendees at a four-day festival in 2020.

The money was approved because of the expansion plan, the uniqueness of the festival and the large-scale collaboration it inspires, Olson said.

“Blockbuster programs can bring a positive return on investment through economic activity for our community, but most of our arts organizations do not have the kind of reserves necessary to take the initial risk,” he said.

NeSmith, who founded the festival in 2012, said he is in a “constant process” of working with city officials on parking, traffic, police protection and other government concerns with an expanded festival.

Orlando leaders are enthusiastic about the growth of Immerse. “Reoccurring community events like Immerse bring awareness of the arts to downtown and its businesses, helping to grow a healthier economy and making Orlando an even cooler place,” said Mayor Buddy Dyer.

“The Downtown Development Board strives to incorporate the arts into our community, as well as increase arts and cultural opportunities,” said Thomas C. Chatmon Jr., executive director of the city-managed board and Community Redevelopment Agency.