Council cuts Love Luton festival ticket price to £15

Luton Borough Council said the decision to slash the price to £15 had been made following “a drop in ticket sales combined with feedback from local people indicating ticket prices were too high”.

Under-fives can now attend the contacts for free.

But people who have already bought tickets for the original price of £32 will not get their money back.

Instead, they will be sent “an equivalent number of additional free tickets that can be used for either concert”.

For example, those who have already purchased four tickets for Friday night will now receive four more free tickets in the post that can be used on either Friday or Saturday night.

Everyone who has bought weekend tickets will now be posted an equivalent number of free additional weekend tickets.

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Pete Smith, 22, of Suncote Avenue, Dunstable, said: “I bought them as a present for my girlfriend for our one-year anniversary – we don’t want to take two other people along with us.

“Even if we sell the other two we’re going to lose money – we can’t sell them on for £17 if the council are selling them for £15.”

The council says it is unable to reveal ticket sales figures due to a clause in the artists’ contracts.

Council chief executive Trevor Holden said: “We know other festivals up and down the country, and even the European Football Championships, have struggled in what is a difficult marketplace, with some events having to be cancelled.

“We are not in this position as we have closely risk managed this project throughout, meaning we can compensate for cheaper tickets by reducing our infrastructure costs elsewhere.

“Many people have told us that ticket prices were too high, particularly for families, and those with very young children.

“As the whole purpose of having the festival is so the people in Luton can enjoy a once-in-a-lifetime event, we have made the bold decision to significantly reduce the price of the tickets and allow under-fives in for free.”