Debs Armstrong, co-founder of Strong and Co, and Glastonbury’s Shangri-La, has this week revealed details of a brand new “balmy” and tropical experience that will take the events world by storm in December 2016.
Summerland, which has been unveiled by Armstrong and her team, is an immersive festival that will take festivalgoers on “holiday” to a warm and tropical paradise with 40-foot waterfalls, a projection mapped sky and human monkeys.
Taking place from December 12, 2016, until January 8, 2017, the festival is being equity crowdfunded, and Armstrong would like to see investment from the great and good of the events sector.
Summerland has essentially been divided into two – family content will run throughout the day and then at 6.30pm, the festival will change tack, focussing on an adult-only audience with more elaborate and exotic entertainment.
Four, four-hour shows will run each day – during the day, there’ll be capacity for 1,200 guests compared to a capacity of 3,000 in the evening.
“It’s going to be hot,” Armstrong told Stand Out. “People need to bring their summer clothes, get changed in a changing room and there’s even a spray tan booth for the pasty.
“Summerland has been in the planning for a number of years,” continued Armstrong. “We visited the venue with a view to what could be done and in December, people just want to go on holiday. The venue has the facilities to support our immersive sets; jungles and waterfalls. Summerland will be a ‘holiday in a day’.
“Guests will have to check in, go through security and go through a teleporter.”
Armstrong is hoping that events professionals will get behind the project, which is looking for funding. Equity crowdfunded packages are available to purchase with packages starting at £10 and ranging to £150,000.
“It’s interesting for the business end of the events industry that [Summerland] is being done this way, ” Armstrong said. “I’d be interested to get more investment from the events industry. It’s a fun investment: Summerland will be frickin’ cool.”