For many Britons, downing lager in a muddy field while watching a band play is considered a rite of passage But shifting attitudes towards health, alcohol, and the cost of living crisis are changing the festival landscape 🔎 Big Read by luciemheath
For many Britons, downing pints of warm lager in a muddy field while watching their favourite band play is considered an important rite of passage. However, the festival industry is become increasingly worried thatFestivals are being forced to adapt to appeal to a younger generation that not only has less money to spend on entertainment, but isWith many young people having little interest in drinking, organisers are having to introduce other options to entice festivalgoers.
However, now: “No one wants to be seen in a corner throwing up all over social media. It’s now about what you’re wearing, how you’re looking, are you having a great time.” The festival offers a variety of activities in the day, including running, hiking, wild swimming, yoga and kayaking, followed by music from artists such as High Contrast and Biig Piig in the evening.
While Mr Baxter said many Love Trail attendees were older festival goers who had grown out of heavy partying, he believed the popularity of such events would “continue to rise” as Gen Z and younger millennials “prioritise going out and getting drunk less”.,” according to John Rostron, CEO of the Association of Independent Festivals. “They’re always a response to the individuals that run them, the audiences that go and other trends and changes that we have as a society.
Sports activities such as kayaking are enticing health-conscious festival-goers to festivals such as Love Trails, which returns to Worthy Farm later this month, was forced to raise the cost of a ticket from £265 to £335 this year, with co-organiser Emily Eavis blaming the “enormous rises in the costs of running this vast show”.
Among those cancelling were This Is Tomorrow in Newcastle and Brainchild in Bentley, East Sussex. Earlier this week Otherlands, a festival due to take place in Perth, Scotland in August, also announced it would not go ahead due to low ticket sales.
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