I would second that in terms of the just how uncertain the short term is, because, as we live through COVID, there are implications and uncertainties on income and how audiences will respond. We are reviewing our marketing strategy in order to look at younger people, because all the research suggests that older people are less willing to attend major events. We are also highly aware of the impact of the Eisteddfod particularly in smashing those clichés around what language and culture mean and providing opportunities for people to experience a living, modern language.
We worked with the Government in Llanrwst to have free entry for one day for people from deprived backgrounds and people who hadn't experienced the Eisteddfod, and the anecdotal response from those experiences included people saying, 'Well, I had some ill-feeling towards the Welsh language because I didn't have any relationship with it.' So, not having attended the Eisteddfod, they had these clichéd ideas of poetry and clog dancing an things that are more traditional. But, in having attended and experienced that thrill of being with 15,000 people listening to an orchestra or to pop music, and everything else, they were asking, 'Why have I always felt that this wasn't for me?' So, if I could steal one of the young farmers' straplines from a few years ago, 'You don't have to be one to be done', in the same way, you don't have to speak Welsh to come to the Eisteddfod and to be part of that experience.
And, for me, what's important as we move forward is to ensure—. We are the main cultural festival in Europe, and we're also a major festival on a global level, and that's because you have those wonderful experiences and wonderful opportunities, and also the Eisteddfod field is a festival field where 1,000 activities and events are held during the Eisteddfod week. For me, it's that experience that means that we can, along with global festivals, say that we have a festival of significance here in Wales. But because of the income uncertainties, we have to look at our priorities, and the concern is that that experience won't be the same.
Also, if we're looking to the long term, I would say that any cultured country should ensure that people can experience their culture. That's the evidence of a civilised nation. So, I would say that a sustainable Eisteddfod should be one of the priorities of the cultural work undertaken. Because, for me, you have to provide people with opportunities to experience their own culture, and, of course, the ticket price can be a barrier to that. I would think that that is a priority in order to reach the million Welsh speakers, but also, to use the language, and that there are opportunities for people to see that they can be on a linguistic journey, that one word means that you have started that journey. And for me, that that experience is inclusive, and that is what the Eisteddfod is; you can come to the Eisteddfod and you don't need to speak a word of Welsh, but you will be embraced and you will experience culture and you will hear the Welsh language and hopefully, you will be enchanted by it.