All Together Now takes place for the first time this weekend with a strong line up of acts across music, comedy and the arts taking to a variety of stages at Curraghmore in Waterford.
The Festival has created by POD and there is more than a hint of what the Electric Picnic was all about when they kicked that off back in 2004.
The same promoters are behind the Forbidden Fruit festival which has claimed ownership of the June Bank Holiday weekend and All Together Now could be claiming the same ground for the August one.
It has not reached the same level of fever around tickets as it’s grown up rival in Stradbally but messages coming out suggest that sales have been strong and a good weather forecast for the weekend will doubtless drive more.
When the Festival goers arrive they will discover a range of sustainability initiatives which will play well with the millennial demographic that will likely make up a significant section of the audience.
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There will be car parks but there is a big push towards getting bus transport from Waterford or carpooling via a partnership with GoCarShare.
All traders and vendors are “expected to use fully compostable and recyclable materials during the Festival,” while they have gone one step further in relation to single-use cups with a ban on their use being imposed.
One area that has been a cause of growing concern is the dumping of cheap tents after a Festival and while there is no bar on their being used the organisers have partnered with a company called Good intent to provide an option for using a cardboard tent.
All Together Now has also gone to the trouble of bringing in a new brand of Eco Water, sourced from Germany which will be sold in fully recyclable cartons and refillable at points around the Festival site.
You have to hand it to the organisers, they are making a big effort to tune into the zeitgeist. You have to create a favourable first impression to make a mark on concert-goers who are hardly short of options.
It looks like that is exactly what they will achieve this weekend.