The new site is a long way from the nice end of town. It seems such a shame not to make use of the many lovely things and places the town has to offer - in particular, the market square, which seems like such a good place to get folk into the open air.

As well as entertainment for the converted, the Festival should have two other major functions.
1) engage the young (or folk dies)
2) engage those who might not normally buy tickets because they don't know what they're missing.

I just hope you do well on the engaging the young bit. There should be artists visiting local schools and performing with the children at the festival.