29/05/2024
Read this, please!
IMPORTANT ANNOUNCEMENT REGARDING ASCENSION MMXXIV!
We’ll cut right to the chase. Ticket sales are slow - the slowest they’ve ever been in fact. Neither rampant speculation, frenzied research or a crystal ball have provided us with any concrete answers as to why, or much information we’ve been able to take action on.
So, the situation is this - as ticket sales stand now, the festival will proceed at a significant loss. If this is to be the case, it will be the last festival. This is not something we want, and if you’ve reading this, we assume the feeling is mutual.
Therefore, we are taking the following steps in an effort to turn this situation around;
1. Festival passes will again be reduced to half price, and will stay reduced until we are confident we can achieve a survivable outcome. Why take this step? Because it may be possible to compensate with sheer numbers and the added beer, food and merch sales that accompany a higher attendance rate.
2. With that premise in mind, an extra day will be added, making Ascension MMXXIV a 4-day event. The festival will now begin on Wednesday the 3rd of July, instead of Thursday the 4th. This decision however, is not being made exclusively out of the need to increase beer, food and merch sales, it’s also logistically favourable as well. The original plan was for the festival to consist of 21 bands performing over three days, but the decision was made to add to the lineup when it became apparent that ticket sales were unlikely to even reach the same numbers as our 2023 edition (which again, were less than stellar). The final lineup, ended up being 30 bands, which will now be spread over four days, instead of three. To be clear, more bands are not being added. The already announced 30 band lineup is just being spread over more days to allow us a greater to opportunity recuperate costs through beers sales, while also allowing the smoother running of operations, and overall, a more palatable experience.
We could easily make this post an essay, and speak of the difficulties and challenges this festival has faced this year, and indeed over the past few years, but we’ll refrain from doing so. These difficulties are ours to deal with alone and we will not paint ourselves as some victim of unfavourable circumstances. Moreover, it won’t change the situation.
With that said, we are aware that the festival holds a special place in the hearts of many, and would certainly be missed if July 3rd-6th were to be our extinction event. If you believe these sentiments apply to you, then it is within your power to contribute to the survival of Ascension, if you so choose. If you would like to see this festival continue, the solution is simple - put the age old words of ‘support the scene’ into action and purchase a ticket. Come to the festival, buy merch, buy food, buy beer. Now is not that time to wait for that freebie ticket or assume you’ll have an opportunity to go ‘next time’. Action is what’s required here, nothing less.
The steps we are taking are drastic, yes, that is certainly not lost on us, but they are absolutely necessary. So, to those who may be inconvenienced by these measures, all we can do is ask for your understanding. To those who have supported us thus far, you have our eternal gratitude!
Perhaps this plan will work. Perhaps we’ll fill Hlégarður to the brim and not a single consumable will be left by the end of the festival. Perhaps not. But we’re not going down without a fight. And if this is to be the last festival, we intend to go out in a spectacular blaze of glory!
We must move forward, not backward. Upward not…
