The inclusion of Pam Ayres could be viewed as astute marketing.
She may draw a section of the local population to the festival (and it is to be hoped some net profit too) and including the types of people who wouldn't normally 'do' Sidmouth Folk Week. Ditto Rolf Harris and Lonnie Donnigan years ago in the Arena?
Sidmouth is not the only festival where ticket sales are higher than last year - apparently Towersey has the same issue (I'd hardly call it a problem!) except that there are no caravan spaces left at Sidmouth according to the ticket page on the website.
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sj