Queen City Mischief & Magic festival organizers report growth, plan shuttle and Wharf changes for 10th year

Organizers of the Queen City Mischief & Magic (QCMM) festival told Staunton City Council on Aug. 14 that the event will mark its 10th anniversary this September and that organizers are making route and shuttle adjustments to reduce impacts at The Wharf while keeping the event free for families.

“Since this thing started 10 years ago … we got 8‑10,000” the first year and the event has grown substantially, the presenter told council during the work session. She said the festival now draws a regional crowd and the most recent tracking with heat maps and data from the Virginia Tourism Corporation suggests the weekend’s attendance is “probably approaching 40,000 visitors.”

Organizers said they worked with the city early in planning to reroute shuttle drop‑offs so passengers arrive and depart from an area near Sunspots and to reduce activity at The Wharf while keeping Wharf businesses involved. The presenter said the festival plans to preserve a stage program at The Wharf and to “filter people up toward Beverly” so the four blocks of Beverly Avenue remain the main festival spine.

Speakers emphasized the event’s local economic effects and volunteer base. Organizers noted businesses report larger sales during the festival weekend — one vendor told organizers she had more transactions in 48 hours than in an entire quarter — and said many local businesses use the weekend to stock for the holiday season. Organizers also highlighted an army of volunteers (more than 200), partnerships with Virginia Tourism and Buckingham Branch, and municipal buy‑in from city departments and public safety personnel.

Councilors did not take action on the report. Organizers said they will continue final operational coordination with city staff, public works and police as shuttle and staging plans are finalized.