Somerville Toasting What the Fluff? Festival Turning 21

Things are about to get sticky in Union Square as Somerville’s annual “What the Fluff?” Festival returns Saturday, September 19, from 1 to 5 p.m. (severe weather date: Sunday, September 20).

This year’s theme, “Legally Fluff: A Toast to Union Square,” celebrates the festival’s 21st year. Community members of all ages are invited to join the free festivities honoring the invention of Marshmallow Fluff and the neighborhood’s creative spirit.

“Every year, Fluff Festival arrives with so much fresh energy and joy it’s hard to believe it’s been around for 21 years,” said Mayor Jake Wilson. “That’s a credit to the local businesses, artists, volunteers, and neighbors who keep finding new ways to celebrate Union Square’s sweetest invention.”

Whether you’re a lifelong Fluffernutter fan or just here to see what a Fluff hairdo looks like, there’s plenty to explore:

• Head to the Shenanigans Stage for Fluff Musical Chairs, Fluff Limbo, the Fluff Hairdo Contest, and Fluff Jousting, hosted by the festival’s longtime Archibald Query impersonator. 
• Enjoy electric performances on the Fluff ’N Jam Stage by Magnificent Danger, Camelia Latin Dance Band, Solmaría, and Dom the Composer, with emcee Estefania Ladner of Ebi Sushi. 
• Browse more than 100 vendors offering sweet and savory Fluff-inspired dishes, art, jewelry, clothing, and more. Stop into neighborhood businesses for special treats and limited-edition Fluff goodies. 
• Try your luck at free boardwalk-style games, including Fluff Bowling and Fluff Ring Toss, with prizes to win. For a different kind of challenge, tackle a parkour course hosted by Parkour Generations Boston. 
• Visit Somernova’s Innovation Alley for robots, marshmallow towers, and hands-on activities. 
• Help paint a community masterpiece by local artist Nate Devarie, or strike a pose with colorful Fluff character cutouts. 
• Plus, check out City first responder and DPW vehicles, tap dancing from Yellow Shed, balloon art from Confetti Friends, and demonstrations from EMBODI studios, Villari’s Martial Arts, and more. 

Festivalgoers can also pick up official merchandise featuring this year’s original design by local artist Jen Gubicza.

“The remarkable growth of this community tradition reflects how much the greater Boston region loves the unexpected, its small businesses, art of all kinds, innovation, and community connection,” said Jessica Eshleman, Executive Director of Union Square Main Streets. “These are hallmarks of Somerville and Union Square, one of the region’s most unique and spirited neighborhoods.”

The celebration will recognize Angela Hsuan Chen, this year’s Mayor Joe Flufftastic Innovation for Impact Award honoree. For the past three years, Chen has helped Spanish-, Mandarin-, Taiwanese-, and English-speaking neighbors use the Union Square Farmers Market’s SNAP Match program.

Produced by Union Square Main Streets in partnership with the City of Somerville’s Arts & Culture Division, the festival will take place throughout Union Square, including Union Square Plaza, Bow Street, and Somerville Avenue from Church Street to Union Square.

Sign Up for Emergency Texts

Severe weather and other emergencies can happen. Fluff Festival attendees can sign up for day-of emergency text alerts for this year’s event: text FLUFF26 to 888777.

Getting There

This year’s festival will feature an expanded layout to give attendees more room to explore, improve pedestrian circulation, and maintain emergency access. With approximately 30,000 Fluff fans expected, attendees are strongly encouraged to walk, bike, or take public transit.

Free bike valet service from MassBike will be available at two locations on Somerville Avenue: one near Gracie’s Ice Cream and one near Market Basket.

The event will be held throughout Union Square, including Union Square Plaza, Bow Street, and Somerville Avenue from Warren Street near Gracie’s Ice Cream to Church Street near Market Basket. 

The following road closures, traffic modifications, and parking restrictions will be in effect:

Road Closures: 10 a.m. to 7 p.m.

• Somerville Avenue, from Church Street to Union Square 
• Bow Street, from Union Square to Church Street 
• Union Square Municipal Lot 

Access Restrictions: 10 a.m. to 7 p.m.

• Vehicles on Bow Street Place will not have access to or an outlet onto Bow Street. 
• Vehicles on Kilby Street will not have access to or an outlet onto Somerville Avenue. 

Vehicular Traffic Detours: 10 a.m. to 7 p.m.

• Stone Avenue – no access from Somerville Avenue 
• Warren Avenue – no access to or from Bow Street 
• Walnut Street – no access from Bow Street 
• Wesley Park – no access from Bow Street 
• Summer Street – no access to or from Bow Street 
• Vinal Avenue – no access to Bow Street 
• Carlton Street – no access to Somerville Avenue 
• Hawkins Street – no access to Somerville Avenue 
• Webster Avenue – no access to Bow Street 

Parking Restrictions: 9 a.m. to 7 p.m.

• Both sides of Somerville Avenue, from Church Street to Union Square 
• Both sides of Bow Street, from Union Square to Church Street 
• Union Square Municipal Lot 

Accessible Parking: 10 a.m. to 7 p.m.

• Four additional accessible parking spaces will be available on Somerville Avenue closest to Church Street. 

Temporary Two-Way Access: 10 a.m. to 7 p.m.

• Hawkins Street, between Somerville Avenue and Lake Street, may be used as a two-way street for abutter access only. Please proceed with caution. 
• Stone Avenue may be used as a two-way street for abutter access to Stone Avenue and Stone Place only. Please proceed with caution. 
• Abutters to Giles Park or Hillside Park may use Walnut Street at Columbus Avenue as a two-way street for property access only. Please proceed with caution. 

MBTA buses will be rerouted from 10 a.m. to 7 p.m. For updated stop locations, visit MBTA.com.

For complete festival details, visit flufffestival.com. To view this update and more City news on the City website, visit somervillema.gov/news.

Persons with disabilities can request accommodations to access the programs, activities, and meetings of the City of Somerville by contacting the ADA Coordinator at 617-625-6600 x 2059 or ADA@somervillema.gov in advance of the event.

If you need assistance understanding this information, please contact us at languageaccess@somervillema.gov or call 311 (617-666-3311). The City of Somerville can provide you with an interpreter for free.

These events will be videotaped by the City’s GovTV team. Watch them on-demand with optional closed-captioning (select the CC icon) on YouTube.com/SomervilleCityTV. Or watch on cable TV at GovTV (somervillema.gov/video) Comcast Ch. 22 and GovTV Astound (RCN) Ch. 13 & 613. Videos generally post within one business day of recording.