The Purple Flag festival will see a diverse line-up of artists playing on two outdoor stages and other venues around Southend between 3pm and 9pm.
At 7.30pm, a spectacular firework display will take place, opening Southend’s now famous season of pyrotechnic spectacles which are funded annually by the Southend BID.
The festival has been organised to celebrate Southend receiving a Purple Flag for the third year in succession. This is a national award recognising a town or city's lively and safe night-time economy.
Glyn Morgan, co-owner of Chinnery's pub on the seafront and Southend's Maple Studios, said: “It’s great that Southend has been awarded another Purple Flag and I’m excited to be part of the team giving some great bands the chance to play to big, enthusiastic crowds.
“Our goal was to try and offer a little something for everyone and I believe this has been accomplished with this year’s exciting and eclectic line-up of fresh talent.”
From AC/DC tribute act Pure DC to alt rockers The Scarletts, self-styled gospel trash rockers Longy and the folk-breeziness of Kiss Me Quick, the bill should have something for everybody.
The judges who awarded the Purple Flag said Southend had achieved a consistent rise in the number of people using the pubs, restaurants and other entertainment venues in the town centre and seafront in the evenings, while at the same time enjoying a steady drop in crimes committed in the area.
Since 2007, the programme has awarded Purple Flag status to 56 towns and cities in the UK and Ireland.
Southend BID Chair Dawn Jeakings says “The Purple Flag shows everyone that Southend Town Centre and seafront are safe, clean and fun places to be. The night-time economy is enormously important to our town and what happens between 5pm and 6am is just as vital to us as what occurs during daylight hours.”
For more information about the Purple Flag Festival, presented by the Southend BID, visit www.onsouthend.com and follow the BID’s Twitter page @onSouthend