For local businesses in Berry, there was an upside to the return of fans for Red Hot Summer, the touring rock concert series that stopped in town on Valentine’s Day.

Many festivalgoers were returning for an encore after previously attending Red Hot Summer when it took place at Berry Showground in October— and they had learned money-saving strategies that had a positive impact on the local community.

“Instead of buying food in the venue, we arranged to go out to eat in Berry beforehand,” said a festivalgoer in his 70s. 

He had been gifted tickets to the October show by his children and grandchildren for Father’s Day and enjoyed it so much he returned for last weekend’s concert.

Despite paying for ‘fast pass entry’, his group still chose to enjoy a leisurely lunch in Berry before heading to the Showground — proof that, despite an abundance of food trucks on site, the influx of people pouring into town was still spending locally.

“Last time, we rushed to the venue to get good seats, but this time around we wanted to spend time in the town as well as enjoy the music,” he added.

Berry Chamber of Commerce & Tourism secretary Anthony Colfelt said the dual concerts over summer had delivered “a strong economic boost for Berry and surrounding areas”.

“With thousands of visitors in town for the weekend, local accommodation providers often book out, while cafés, restaurants, pubs and retailers benefit from increased foot traffic and spending.”

For local businesses, it’s the ripple effect of the festival which makes the difference.

“Many concertgoers arrive early or stay on after the event, exploring the town and supporting a wide range of local businesses,” says Colfelt. 

“Beyond the immediate impact, events like this showcase Berry as a vibrant destination, attracting new visitors who return again in the future.”

Festivalgoers took to the Ticketmaster website to applaud the event — and air their grievances.

“We have been going to the Red Hot Summer Tours for many years,” wrote one fan. 

“The event was extremely well run, employees were polite and professional, good security was in place and good quality food was available.

And to all the performers — they gave it their all. It was one of the best programs we have been to.”

Others were less complimentary, including a disgruntled attendee who paid for the ‘RocketBar’ package, which cost $299.90 and included access to a bar and a barbecue dinner.

“We really appreciated the fast-pass entry — tick! Tables, chairs and umbrellas — tick! Separate bar — tick! Barbecue dinner — dismal,” they wrote. 

“It was basic at best — sausages, undressed salad and white sliced bread. C’mon guys, if you are offering a premium experience, a lot more thought could have been put into this economically.”

Unimpressed, they chose to leave the private bar to buy food elsewhere.

It’s bad news for the food trucks inside the venue, but good news for the local community — especially with the event expected to return next year.