The third time looks to be the charm for 804 Day, the “celebration of all-things Richmond” scheduled for Saturday in Shockoe Bottom. The weather forecast is showing cooler-than-usual temperatures during the hours of the third annual outdoor music festival and. importantly, no rain.

The self-described “block party,” now an all-day Saturday affair, attracted more than 5,000 visitors to three performance stages in 2023, its inaugural year. But ominous weather kept the crowds down and stopped much of the music and fun last year. Reese Williams says that you can think of 2025 as a rain date for some of the acts on Saturday’s bill.

“We invited back Nickelus F. and Kadencia,” says the communications director for Shockoe Records, returning as the event curator. “They both got rained out last year, as did Los Hermanos Alacranes. So we have returning performers that didn’t make it to the stage last year because of the thunderstorm.”

804 Day will once again be held in the area around the 17th Street Farmers Market, between 16th and17th streets from East Main to East Grace. There will be street closures and food and beer trucks will be on hand for the festivities (the 2025 craft beer is provided by Kindred Spirits Brewing). Nonprofit organizations and arts and crafts vendors will be showcased, the Kid’s Zone area will return, and two new misting tents will be set up to cool down visitors.

On the three stages, there will be fewer performers this year, but the set times will be longer. The performances will also be better staggered. “We listened to feedback from people,” Williams says. “This year, there won’t be as much competing music from the three stages, so you won’t have three bands playing at the same time all of the time.”

804 Day lineup represents some of the best that the city has to offer, she says, performers trafficking in musical styles ranging from R&B to power pop to Bomba. Some are signed to the Shockoe Records label and others are known quantities who have performed on the label’s weekly concert series at In Your Ear Studios, “Shockoe Sessions Live.”

The Shockoe label was started three years ago by In Your Ear’s Carlos Chafin, Craig Martin, host of the PBS series “The Good Road,” and Queon “Q” Martin of Soulidifly Productions. The stated goal was to sign local talent and, in the process, rebrand the Bottom as a vibrant creative hub.

804 Day is key to that effort. But another goal is to showcase the wide variety of indigenous musical talent in RVA. “Diversity of genres is the most important thing,” Williams says about the bands selected to perform. “But we also prefer that they are bands who have worked with us before. We like to make sure that they’re really good performers.” In addition to Nickelus F, Los Hermanos Alacranes and Kadencia (in full orchestra), this year’s block party will feature Vexine, Kaay Taurus, Bucko, Weldon Hill Quartet, Flora and the Fauna, and Høly River.

The latter will be introduced at the festival by Mayor Danny Avula, who will introduce the winner of the Official Dog of 804 Day contest, a promotion co-sponsored by Shockoe with Style Weekly and the City of Richmond. Crowned through online voting, the winner of this ceremonial honor, Marshmallow, is a fluffy 4-year-old white Samoyed with a big smile and a penchant for squeaky toys and squirrel chasing.

There’s another big difference in this year’s 804 Day, one born out of need. “We are leaning into spotlighting more nonprofits this year,” Williams says, adding that no vendor fee is being charged for the 40+ organizations promoting themselves at the event.

“Given today’s climate of cultural divide, and the challenges that nonprofits are facing in terms of funding, we’ve opened up more spaces to allow them to spotlight all of the things they are doing on a regular basis for the local area. We really want the community to know who’s out there doing good things for them, whether it’s a museum like the Valentine or the Poe Museum, or a service helping children, like the Virginia Association for Infant Mental Health or World Pediatrics.”

Best of all, she says, “804 Day is absolutely free. “Richmond has so many great festivals, but they cost money. And this is all about celebrating RIchmond. Between all of the bands, the food vendors, the nonprofits, everyone is from Richmond, everyone’s a neighbor.”

804 Day will be held Saturday, Aug. 2 in and around the 17th Street Farmers Market in Shockoe Bottom starting at 1 p.m. For more information, go to shockoerecords.com/804day. 

 804 Day performance schedule

1 p.m. Kaay Taurus – Lovings Lot Stage

1:30 p.m. Holy River- Franklin St Stage/WNRN Stage

2 p.m. Weldon – 17th Market Stage

2:30 p.m. Vexine – Lovings Lot Stage

3 p.m. Rein – Franklin St Stage/WNRN Stage

4 p.m. Nickelus F – 17th Market Stage

4:30 p.m. Los Hermanos Alacranes – Lovings Lot Stage

5 p.m. Bucko – Franklin St Stage/WNRN Stage

5:30 p.m. Flora and the Fauna – 17th Market Stage

6 p.m. Kadencia – Lovings Lot Stage