A new festival in the Southern Highlands of New South Wales has set itself some rather lofty goals - with the confident announcement that The Horizontal Festival is set to "transform Australia's festival landscape".
The new festival, which will debut at Centennial Vineyards on October 4-5 is, apparently "positioned to become a major annual highlight on the state’s cultural calendar".
Big boasts. And the press release carries on in similar vein.
"Horizontal Festival is not just another food and wine event. It is an immersive journey, placing the customer experience at its heart by blending the best of NSW’s food, wine, music, and art in creatively curated spaces."
Sounds huge. But what makes it different?
"Festival-goers will enjoy varietal-led wine tastings, exceptional local cuisine, live music performances and art installations - all designed to foster meaningful connections between producers, visitors and industry."
To be honest, it doesn't sound drastically different to plenty of other festivals.
On we go.
"Horizontal Festival reimagines the festival experience by seamlessly merging the energy of a music concert with the discovery and charm of agri-tourism.
"Throughout the festival, guests will enjoy live performances and curated music in every zone, alongside captivating art installations, interactive workshops, and demonstrations by sommeliers, chefs, and artisans - creating a truly immersive, multi-sensory festival experience that invites exploration and engagement at every turn."
Hmm.
Festival creator and founder Amanda Fry, who I have known for some time, says: “Events have evolved beyond what’s on stage or on the plate - people are craving unforgettable, immersive experiences that engage all the senses.
"I designed Horizontal Festival to put the guest at the heart of the action from the moment they enter the event. Every space offers a multi-facetted experience because I want people to walk away having been part of something fresh, new and exciting.
“By blending the very best of NSW’s food, music, wine, and art in creatively curated spaces, we’re setting a new standard for what a festival can be. A festival that truly puts the customer experience first.
“Across all the events I curate, supporting local businesses and artisans is at the centre of everything we do. So Horizontal Festival is a platform to showcase the extraordinary talent and craftsmanship found right here in the Southern Highlands and across New South Wales.
"We want every guest to walk away feeling inspired, engaged, and part of a vibrant community and planning their next trip to meet the makers in their home towns.
“We’re thrilled that Destination NSW is investing in a regional event of this scale. Their support is instrumental in helping us shine a spotlight on the beauty and potential of the Southern Highlands as a backdrop to celebrating all the NSW makers, creators and growers can offer.”
At the heart of the Horizontal Festival experience are a series of distinct, immersive zones - each "thoughtfully curated" to transport guests on a journey of taste, sound, and discovery.
The organisers are certainly setting themselves a very high bar. And giving potential attendees high expectations.
Check out festival information, program highlights, ticket sales, and updates at www.horizontalfestival.com.au.
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