The Guardian (United Kingdom) (07/26/19) Hann, Michael

Modest music festivals are proving to be a major draw in the U.K., both for older artists and local bands. Among the largest secondary festivals in Britain is Victorious in Portsmouth, the Neighborhood Weekender in Warrington, and Hit the North in Newcastle. Victorious, for example, offers single-day ticket prices ranging from £25 ($30) to £45 ($55), while early-bird buyers could purchase a ticket for the whole weekend for £80 ($97). “We started with a low ticket price and never wanted to jump up,” says Victorious director Andy Marsh. “We wouldn't want to bring in the Coldplays of this world and then have to charge £300 [$364] a ticket.” The goal of such events is to put on a festival where nearly anyone can find multiple acts they want to see on any given day. “You've got to weigh up how many tickets an act will sell compared with someone half the price,” Marsh explains. Manager James Sandom adds that such festivals are especially valued because they “offer an entry point for younger fans, or for people who don't necessarily want a full weekend of craft beers, luxury camping, and left-field music.”

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