Reggae on West Beach: A celebration of music, community, and local impact

Here at Groundwork, community and connecting with others will always be the objective. We are supportive, curious and eager to learn from others. Luckily, our community in both New Bedford and Fall River hold these core values.

For the past several years, a FREE event has been held in New Bedford that embodies these values that we hold so dear. We’re talking about Reggae on West Beach.

Reggae on West Beach is hosted by Chakira Gonsalves of New Bedford. Here you can enjoy a curated line up of talented performers and local DJ’s. But what makes this event golden is the platform it provides. Local small businesses, emerging entrepreneurs, nonprofits, and food truck operators are invited to set up space, to share what they do, and to connect — in real time, in real presence.

The heartbeat of this event started in 2016, when visionary Brooke Baptiste dreamed of transforming West Beach Pavilion into a dance floor for the people. With time, grace, and community love — and with support from sponsors, granters, and a whole tribe of local talent — that dream took form. 

“This labor of love is perhaps one of my favorite achievements in life, and that’s in large part due to YOU – the community who keeps showing up time and time again, keeping it real and sharing this beautiful beach in the city I love.”

– Brooke Baptiste 

By 2022, the event had grown in magnitude and magic. As Brooke stepped into a new path, she passed the torch to artist and friend Fitzcarmel LaMarre. Together with Chakira, they expanded the vision — stretching the impact, reimagining the space, and deepening the connection. 

Eventually, Fitz relocated to Los Angeles, and Chakira — ever radiant, ever rooted — now carries the full weight of the legacy. She curates the lineups, handles the logistics, balances the books, and breathes new life into every detail. Under her guidance, the event has remained as magnetic as ever. At its core, this gathering is a living love letter to New Bedford — a reminder of what it means to simply show up for one another.

“Reggae on West Beach is an integral part of New Bedford’s culture and roots. Having the opportunity to showcase and distribute over 70 sneakers to New Bedford’s residents felt like a full circle moment in sustainability.”

– Sheree Andrews, Founder of Communal Sole

This year’s Reggae on West Beach takes place on Sunday, August 31st, from 1pm to 5pm, at 239 W. Rodney French Blvd.

It’s an invitation: to vibe, to nourish, to feel the music stretch across the beach. Come soak up the sound, the sun, the spirit. Bring your people, your energy, your sunscreen — and step into a moment that feels like home.