	{"id":123158,"date":"2025-10-31T04:00:28","date_gmt":"2025-10-30T17:00:28","guid":{"rendered":"https:\/\/timesnewsgroup.com.au\/geelongtimes\/?p=123158"},"modified":"2025-10-30T12:45:10","modified_gmt":"2025-10-30T01:45:10","slug":"music-food-and-the-future-of-festivals","status":"publish","type":"post","link":"https:\/\/timesnewsgroup.com.au\/geelongtimes\/living\/music-food-and-the-future-of-festivals\/","title":{"rendered":"Music, food and the future of festivals"},"content":{"rendered":"<p><strong>Sitting across the mic in our podcast studio, Hugo T. Armstrong speaks with the clarity of someone who\u2019s spent three decades shaping the sound and spirit of the region.<\/strong><\/p>\n<p>From festivals to food trails, few have left a mark on Geelong\u2019s cultural landscape quite like him.<\/p>\n<p>\u201cI never thought I\u2019d live in Geelong,\u201d he says.<\/p>\n<p>\u201cBut once we had a family, it made sense to be somewhere between Melbourne and the coast. And I\u2019ve always believed in Geelong\u2019s potential.\u201d<\/p>\n<p>To call Hugo a veteran of Victoria\u2019s music and events scene is an understatement. Founder of <a href=\"https:\/\/timesnewsgroup.com.au\/surfcoasttimes\/living\/the-blues-train-announces-october-shows\/\">The Blues Train<\/a>, former artistic director of Queenscliff Music Festival, creator of the Motor City Music Festival and longtime radio host on PBS FM, Hugo has been a consistent presence in both grassroots and major event production since the late 1980s.<\/p>\n<p>\u201cI started The Blues Train in 1994, but a year earlier we kicked off <a href=\"https:\/\/timesnewsgroup.com.au\/surfcoasttimes\/news\/students-from-lorne-p-12-college-secure-win-at-queenscliff-music-festival\/\">Queenscliff Music Festival<\/a>,\u201d he says.<\/p>\n<p>\u201cThere weren\u2019t many non-genre-specific festivals at the time. We wanted to put on a celebration of Australian music, whatever the genre.\u201d<\/p>\n<p>As the years passed, Hugo became synonymous with creating inclusive, experience-driven festivals. At Queenscliff, he championed initiatives like digital radio\u00a0 aunches and hosted premiers and ministers at the event. It was a long way from the 1900 info hotlines and paper flyers that once promoted the show.<\/p>\n<p>\u201cWe didn\u2019t even have a website in the early days,\u201d he says.<\/p>\n<p>\u201cNow people expect instant ticketing and reviews. It\u2019s a totally different world.\u201d<\/p>\n<p>Among his proudest moments are booking The Cat Empire before they broke, hosting David Helfgott, and launching DIG radio with the ABC. But Hugo\u2019s emphasis has always been on the audience.<\/p>\n<p>\u201cI spent as little time backstage as possible. I wanted to be among the crowd, see how people were experiencing it,\u201d he says.<\/p>\n<p>\u201cThat\u2019s how you really know if it\u2019s working.\u201d<\/p>\n<figure id=\"attachment_173732\" aria-describedby=\"caption-attachment-173732\" style=\"width: 600px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-173732\" src=\"https:\/\/static.timesnewsgroup.com.au\/prod\/uploads\/sites\/2\/2025\/10\/Hugo-T-2.jpg\" alt=\"\" width=\"600\" height=\"380\" \/><figcaption id=\"caption-attachment-173732\" class=\"wp-caption-text\"><br \/>Hugo T Armstrong founded popular rolling music event The Blues Train in 1994. Photo: MICHAEL CHAMBERS<\/figcaption><\/figure>\n<p>That customer-first mindset has shaped much of Hugo\u2019s philosophy. Whether launching the Bellarine Taste Trail or DJing private parties for Michael Gudinski, it always comes back to connecting people to moments.<\/p>\n<p>\u201cThere\u2019s something slightly evangelical about it,\u201d he says.<\/p>\n<p>\u201cI just want other people to love the music as much as I do.\u201d<\/p>\n<p>His understanding of food and drink culture is just as nuanced. Hugo speaks with enthusiasm about the shift from community group stalls to purpose-built food trucks and local produce showcases.<\/p>\n<p>\u201cBack in the day, if you wanted vegetarian food, you called up a spiritual group,\u201d he says.<\/p>\n<p>\u201cNow we\u2019ve got sidewalk cantinas, bao buns and craft breweries at every event. It\u2019s totally transformed the experience.\u201d<\/p>\n<p>Hugo is full of praise for local operators doing things right: Adam Kirby\u2019s Sidewalk Cantina, the Charquait Tower crew in Point Lonsdale, and the subtle evolution of markets like Nightjar into full-blown festivals.<\/p>\n<p>\u201cThe ones that focus on one or two great dishes \u2013 they nail it,\u201d he says.<\/p>\n<p>\u201cThat\u2019s what people remember.\u201d<\/p>\n<p>Still, he\u2019s honest about the challenges. Central Geelong, for instance, remains a tough precinct for new markets.<\/p>\n<p>\u201cPublic perception matters. Until we address that sense of safety and improve accessibility, it\u2019ll always be an uphill battle,\u201d he says.<\/p>\n<p>His present focus includes projects such as the Geelong Revival and a new appreciation for motorsport culture. But music is never far.<\/p>\n<p>\u201cLive music is struggling,\u201d he says.<\/p>\n<p>\u201cToo much of it is free, and people start to devalue it. You don\u2019t expect free beer, so why expect free music?\u201d<\/p>\n<p>It\u2019s a pointed but fair observation from someone who\u2019s seen the industry evolve from packed radio stations and tour vans to Spotify streams and Instagram reels.<\/p>\n<p>s for advice to aspiring festival organisers?<\/p>\n<p>\u201cDon\u2019t,\u201d he says with a laugh.<\/p>\n<p>Then more seriously: \u201cLearn business skills. It\u2019s 90 per cent compliance and logistics. Passion is essential, but without business sense, you\u2019ll burn out.\u201d<\/p>\n<p>He shares a motto he\u2019s lived by: \u201cYou can\u2019t sell a secret. McDonald\u2019s doesn\u2019t stop advertising, and neither should you.\u201d<\/p>\n<p>In the end, Hugo remains exactly what Geelong needs \u2013 an operator with deep local oots, sharp commercial instincts, and an infectious love for live music, shared food and the vibrant mess of pulling it all together.<\/p>\n<p>To hear the full story, listen to <a href=\"https:\/\/open.spotify.com\/show\/2i0NHwiTJminDVnL49PM3q\" target=\"_blank\" rel=\"noopener\"><em>The Local Palate<\/em> podcast,<\/a> available on all major platforms.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Sitting across the mic in our podcast studio, Hugo T. Armstrong speaks with the clarity of someone who\u2019s spent three decades shaping the sound and spirit of the region. From festivals to food trails, few have left a mark on Geelong\u2019s cultural landscape quite like him. \u201cI never thought I\u2019d live in Geelong,\u201d he says. [&#8230;]<\/p>\n<p><a class=\"btn btn-secondary understrap-read-more-link\" href=\"https:\/\/timesnewsgroup.com.au\/geelongtimes\/living\/music-food-and-the-future-of-festivals\/\">Read More&#8230;<\/a><\/p>\n","protected":false},"author":242,"featured_media":123162,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[18],"tags":[],"post_folder":[],"class_list":["post-123158","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-living"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Music, food and the future of festivals - Geelong Times<\/title>\n<meta name=\"description\" content=\"From festivals to food trails, few have left a mark on Geelong\u2019s cultural landscape quite like Hugo T. Armstrong.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/timesnewsgroup.com.au\/geelongtimes\/living\/music-food-and-the-future-of-festivals\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Music, food and the future of festivals - Geelong Times\" \/>\n<meta property=\"og:description\" content=\"From festivals to food trails, few have left a mark on Geelong\u2019s cultural landscape quite like Hugo T. 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