Bolton Food and Drink Festival 'should be cost neutral'

Celebrity chef James Martin pronounced it the best in Britain, and 270,000 visitors came to enjoy the extravaganza.

But as the dust settles on the 13th annual event with its star-studded line-up of celebrity chefs, the council is being urged to ensure the hugely successful festival pays for itself in future.

For it has been revealed that the net cost of the food and drink festival to Bolton council tax payers council was £517,268.12 in the three years 2015-17.

Despite increased sponsorship revenue, including from supermarket giant Aldi, expenditure has also increased, meaning that between 2015 and 2017, the festival costs the council more than £170,000 on average each year. The festival’s income, which includes stall fees, ticket sales and direct sponsorship, came to a total of £110,271.22 in 2015. This figure increased to £174,992.48 in 2016 and continued rising the following year, reaching £235,855.32.

The festival’s expenditure, which includes artiste fees, equipment hire, marketing, preparation, road cosures and supplies, totalled £288,632.23 in 2015.

This figure increased the following two years, reaching £337,179.52 in 2016 and £412,575.39 in 2017.

Conservative group leader Cllr David Greenhalgh praised the council’s Events Team for building up the festival to become one of the most respected food festivals in the north of England, calling it a ‘fantastic achievement’.

However, he was concerned that Bolton residents are still subsidising the event.

Cllr Greenhalgh said: “At the very least Bolton Food and Drink Festival should be cost neutral, and at its best, and what the council should be striving for, the festival should be making, not losing, money and bringing much needed revenue into the council coffers.”

According to council figures, Bolton’s tourism industry generated £431.8m for the town in 2016, fuelled by major events like the Food and Drink festival.

Cllr Greenhalgh added: “Many other businesses, it is hoped, benefit from the event and the many thousands who visit, but one would also hope that because of the success of the event, many more large businesses would want to be associated with it in terms of sponsorship.”

Sponsorship of the festival has increased over the years, reaching £116,920 in 2017, more than double the amount brought in two years earlier.

Tourism spokesman, Cllr John Byrne, said that he is pleased that the level of sponsorship and overall income has increased annually. He said: “Since it started 13 years ago, with our investment, the festival has grown from a fledgling event to the nationally recognised event it is now. It is now the largest festival of its kind in the North West and puts Bolton firmly on the map. The festival is one of a number of events we host each year to support our town centre and showcase Bolton to potential developers, investors and businesses.”

Moorgarth, which owns Bolton Market Place Shopping Centre, sees the festival as a “real boost” for Bolton. Tim Vaughan, chief executive, said: “Investors are encouraged to attend the event to illustrate how vibrant the town can be."

Cllr Byrne said: “When the festival started, it was never intended purely as a commercial venture and as the event has grown we have increasingly attracted commercial partners. The total cost per household over the three years averages at less than 13p per month. We are continuing to develop the business plan for the festival which will contribute to reducing our costs and bring in more income. We invest in the festival because we believe in Bolton. It has become the huge success it is today precisely because the council is investing in it.”