Council vows to 'keep the spirit of Godiva alive'

The head of events at Coventry City Council said "it's not all over" as Godiva Festival is set to be replaced with a free city centre event over financial issues.

Jon Hogan said residents could still keep the spirit of the three-day annual festival alive, after the council announced its plans to "pause" the event this year.

It said the festival, which has been held at the War Memorial Park since 1997, was no longer "financially viable" - news that Hogan said had been difficult to deliver.

'Godiva in the City' will now place on 4 to 5 July as part of a programme of free and low-cost events, showcasing local musicians and talent.

The plans were announced on Friday as part of budget discussions, with the council confirming the "pause" would allow them to look for new funding opportunities "to ensure Godiva Festival can return in a sustainable form."

Hogan told the BBC on Monday: "Staging large mass gatherings is an expensive enterprise.

"We covered some of that cost with council budget, we also cover it through admissions and commissions on food and drink as well as sponsorships.

"When we don't sell as many tickets as we think we would - that leaves a big gap. It's a risk when you're dealing with public money and it's something you need to mitigate."

Hogan said audience numbers had dropped in the last two years with customer feedback surveys putting ticket costs as the biggest reason why.

He added: "Its a rise of cost and declining audience, and its an audience that doesn't have deep pockets."

Speaking of the costs involved, he said the price of artists, medics on site and even security staff had risen.

Until 2018, entry was free but the local authority started charging people to attend in 2019.

He said delivering the news to residents in the city was a "difficult message" as he thanked loyal festival-goers.

Hogan added: "We make a plea - join us with 'Godiva in the city' - so it's not all over. It is a little pivot to showcasing local bands rather than household names.

"We're bringing down that cost and that risk. We want to celebrate local talent. We are a music city and we will continue to do."

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