It's become almost as big a fixture of the summer season at Weston super Mare as the legendary donkeys as T4 On The Beach celebrates 10 yrs. The 3 stage live music extravanganza comes to the resort tomorrow, bringing with it a touch of glamour and a much needed influx of tourism in what's been a rather drab summer so far.
Susan Maxwell, the show's Executive Producer, says it's a great family day out with over 30 acts alongside a crowd of more than 40 thousand people. North Somerset Council also made a unique exemption of its ban on dogs from the beach for Britain's Got Talent winner Pudsey.
And it's backstage that pop stars like Little Mix and their former X Factor mentor Tulisa will be assessing who's top dog from the level of treats left in their dressing rooms. But this year there's only one 'top dog' and that's winner Pudsey who forms part of the bill.
Some of the other big name acts include, The Wanted, Labrynth and rapper Professor Green.
Some who can't get into B & B's in the town have taken to camping at a nearby rugby club a few miles out of town.
It's thought the local economy benefits by as much as 3 million pounds this weekend and Weston's trader's welcome the extra tourism. Jacquie Whelan says her hotel is packed with families going to the event and says it let's visitors see how much the resort has been improved in recent years. But another trader, who runs an ice cream parlour, reckons takings are down by well over half over the last three months, and this event is timely.
While the sun looks set to smile on the event for most of the day, many traders must be hoping that some of that T4 stardust will rub off onto their businesses for the rest of the season.