What Reading Festival means for local businesses

There has been a mixed reaction from traders ahead of this year's Reading Festival, its 54th edition since settling in the town in 1971.

Held annually over the August bank holiday weekend at Richfield Avenue, the event runs from 27 to 30 August and is the world's oldest popular music festival.

It is expected to draw more than 100,000 people and while some traders welcome the extra business, others said fears about traffic led to people staying away.

Reading Borough Council said it issued advice and information to residents every year before the festival.

Parmjit Singh, retail manager at the Premier convenience store on Caversham Road, said they had to hire more staff to take advantage of the extra footfall.

"We have more than doubled the amount of staff we usually have," he said.

"We are very excited, so we are offering more food and drinks on stalls outside of the shop - we expect sales to go up by about 40%."

Andrew Becalick, landlord of the Moderation pub on Caversham Road, said he was extending his trading hours, but footfall had been lower over the last few years.

"We will be open in the morning from 09:00 instead of 12:00 because there's a lot of footfall coming from the station and people getting dropped off and many want breakfast," he said.

"We see an increase in trade of about 15%, but we are seeing numbers fall slowly over the years."

Damian Jones, who owns record shop Pop Classics in Caversham, said: "It is now our quietest weekend of the year.

"The locals don't come out because of this traditional fear of traffic, but that's unfounded."

He said because day-ticket holders were unable to leave the festival and return, that had also affected overall business.

"A lot of their needs are now located on site anyway and that never used to be the case, so there is less reason for them to leave," he said.

Festival Republic say day-ticket holders cannot re-enter the arena once they leave.

However, with a weekend ticket, patrons can leave and re-enter the arena and campsites.

"It's a myth that the festival brings big amounts of money into the town, it used to but doesn't anymore, " Jones added.

Reading Borough Council said the information it distributed to residents before the festival included a summary of what traffic levels were expected to be.

This year, residents planning to travel into or around the town centre from Wednesday to Friday are being asked to consider and plan their journeys in advance, leave early and be prepared for longer travel times as festival goers arrive.

The council said Thursday was expected to be particularly busy as it is the day most festival goers arrive.

Friday is also expected to be a busy day for those with day-only tickets.

Festival Republic has been approached for comment.