Alice Hardaker is the new Director of Primadonna Festival, the festival for people who love books (and more), taking place at the Food Museum in Stowmarket later this month. Here, she explains why it promises to be ‘a little slice of magic and true escapism’
Who are you and what do you do?
I’m Alice (although many of my friends and family spell my name the Welsh way, Alys!) and I am Director of the Primadonna Festival, which is a weekend full of books and writing, ideas, inspiration, music, comedy, wellness experiences and more – all within the beautiful meadows and barns of the Food Museum in Stowmarket. Primadonna aims to spotlight artists, writers and creatives of all genders, ethnicities and economic status, especially those whose voices are often underrepresented. I get to work with some incredibly talented people in a supportive, friendly and collaborative environment. Working in a role like mine means you really have to pull together as a team to make it happen so the sense of achievement is huge. It’s a lovely job and I feel very lucky.
What led you to becoming the new Director of Primadonna Festival – and what were you doing before?
I have always been a bookworm, and studied literature at university for five years, but it’s really my passion for the collective live arts experience that brought me to this role. I honestly think it makes life so much fuller and I want as many people to experience that as possible. I am a Trustee of the wonderful New Wolsey Theatre too, where I get to see the profound effect of live arts on our communities. I also learned that from my career in theatre management on the London fringe, although when I became a parent, I put my arts career on pause for a while and pivoted to roles that I could accommodate within my family life. So, before Primadonna I was Head of Fundraising and Membership at Essex Wildlife Trust and then Development Director at the University of Suffolk.
Do you have strong connections with Suffolk/East Anglia?
I’m from Suffolk – I grew up in the countryside outside of Bury St Edmunds with my three siblings and a lot of animals. For the last nine years I’ve lived in Colchester, just over the Essex border.
What makes Primadonna so special, do you think?
It’s a little slice of magic and true escapism. Primadonna aims to be “The World As It Should Be”, for one weekend. You can either come for one day, or camp (or glamp) the whole weekend, waking up to the chickens and other farmyard animals, before doing a mood-boosting sunrise yoga session. Then you can head off to explore a whole raft of activities, many of them around books, but including things like crafting, comedy, panel discussions, amazing music and dancing, chats with literary agents and fellow writers. There’s plenty for kids to enjoy too. And of course, there’s making new friends.
One of our volunteers said “I have been to many music festivals so I was unsure how a literary festival in a field would feel, but I can say it was the perfect environment for one – like when you find a small tent of friendly people with amazing acoustic music at a big festival and feel like you’ve come across a hidden gem. That is Primadonna. Friendly people, lively music, a great vibe.” I couldn’t put it better myself!
What can people expect this year and what are you particularly looking forward to?
I am really hoping I get the chance to see our stellar “books and big ideas” programme, especially Doon Mackichan spilling the beans in her new book, My Lady Parts, and Irenosen Okojie on her captivating new novel, Curandera. I’d also love to catch our environmental writer’s panel, “Rays of Hope: Writing the Climate Emergency”.
This year we also have ‘Happiness’ as a theme. I can’t wait for the happiness workshops and a bonkers Happiness Disco in the evening. I am a huge fan of cabaret and Primadonna will also be hosting its first Drag Showcase this year so that will be amazing. Meanwhile, my kids are very excited about the packed programme for families.
What are your hopes and dreams for the future of the Festival?
That is simple – that each year, more and more people get to experience its magic, especially people living in East Anglia.
Primadonna Festival takes place from July 26 to 28, 2024 at the Food Museum, Stowmarket. To read up on this year’s Literary Programme, visit primadonnafestival.com.
Featured image – supplied
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