Words and Pictures with the St Austell Festival of Children's Literature
How literary festivals select authors, what makes an amazing event and what has been surprising about running a festival
This week we’re sharing a fascinating interview with Simon Pollard, a headteacher who set up the St Austell Festival of Children’s Literature in Cornwall two years ago.
We asked him what his motivation for setting up the festival was, how he selects authors and illustrators, why ticket sales are just £1 and what has been the most surprising thing about running a literary festival.
Simon Pollard has worked in primary education for almost 30 years, half of which have been as Head Teacher of Carclaze Primary School. He is passionate about families reading together and developing a community that talks about books and reading.
Simon has just started a new job as Director of Primary Education for Cornwall Education Learning Trust and, with a lot of support from a great team, organises the St Austell Festival of Children’s Literature in his ‘spare’ time.
What do words and pictures mean to you?
Words and pictures are the building blocks of story. They can work independently of each other, alone, and be effective and they can work together to enhance each other, play off each other. I love it when very young children begin to "read" by telling their favourite stories through the pictures in the book.
I've also read some fantastic picture books where the pictures tell a different story to the words. For example, This is Not my Hat by Jon Klassen and The Arrival by Shaun Tan. There is a real art to reading the illustrations in picture books and they can get children coming back to enjoy the same book over and over again.
Both pictures and words can change how we think of character. Often a complaint you hear about film adaptations of books is "that isn't what the character looks like". We are currently in a time where graphic novels are the gateway for many children into reading for pleasure, This has had me reflect on how comics pathed my own way into reading.
As a teacher, what impact have you seen books have on children and families?
There is so much research evidence from fantastic organisations, including the National Literacy Trust and the Book Trust, that shows reading for pleasure is in decline but my experience is that doesn't have to be the case. It is possible through passion and a relentless mission to connect children with the books that are right for them and get them hooked on reading.
Series can spread like wild fire through friendship groups. I've seen children and families spend quality time reading together at school reading breakfasts, book babbles and booknics (picnics with books!).
There is evidence from the Open University and OECD that the impact of children choosing to read on their life outcomes is huge. Reading opens up the world of education and employment and the earlier we can connect families with books the better.
Why did you set up the St Austell Festival of Children's Literature in 2023?
Several sparks happened in quite quick succession. I knew that to sustain the love of reading children need families that encouraged them to read outside of school. I had been to an Open University Reading for Pleasure conference and listened to a talk by a teacher who had started a small reading festival in their town library, then we had a school author visit from the wonderful Naomi Jones.
We chatted over lunch about schools not being able to afford author visits and the importance of connecting children with authors. Naomi gave me belief that a festival in Cornwall could work and even better was able to put me in touch with other friendly authors.
The final piece in the jig-saw was Heather Wright from Reading Rocks. As a book seller and someone experienced in running book events in schools she was able to bring connections and became the official bookseller.
Tickets to the festival have previously been £1 per person - is this something you're continuing and if so, why?
The £1 tickets are very important to me. Having worked in schools in Cornwall for almost 30 years I knew that many of the families we wanted to engage would not be able to afford the ticket prices charged by most established festivals in other parts of the country.
I initially thought events would be free but I also wanted families to commit to coming. So charging £1 made it affordable but also meant parents had to actively buy tickets, therefore giving them value.
We do give schools some free tickets for the family day as they know their children well and we don't want anyone to miss out. I have seen the impact on those that might not have come if schools hadn't actively reached out and talked to them about attending and then putting tickets in their hands.
The returning audience is growing and people are travelling from further afield (last year a family came from India to see 2 of their favourite authors). However, as a community interest company part of our mission is to keep reaching out to those who would not usually be able to attend literature festivals, Therefore we will keep ticket prices at £1 for a long as we possibly can.
From the start we have also known that festival appearances are work for authors and we believe in paying fairly for their events. We aligned our author payments with the Society of Authors recommendations.
How do you select which authors and illustrators you want to invite to the festival?
In 2023 we selected authors through connections - either those based in Cornwall who Naomi knew, some of Heather's connections and others I had met through my work with the UKLA. We approached everyone individually and lots of fabulous people said yes. We were particularly lucky with AF Steadman who agreed to come as she has a family connection with St Austell.
Last year was the difficult second year! We added 2 more days (a Friday for schools and then both weekend days for families). We made a wish list of who we wanted (those we knew were popular with children and those we admired for their writing and we felt deserved to be ore popular) and approached them.
We ended up with so many people and tried to squeeze them all in which meant a few clashes when authors with similar audiences were scheduled against each other.
We always take feedback and we continue to learn. This year we have slightly scaled back and have 1 schools day and 1 community day.
We have also used the name the festival is getting amongst the publishing community and Heather's connections to ask publishers to pitch authors to us. This has meant that we have had more support with travel and accommodation. Very important for keeping ticket prices low.
What do you think makes a good author/illustrator event?
One where the author really connects with the audience. I've seen authors talk and read for an hour with the children eating out of their hands. Equally, there have been many where there is very little talk from the author and a more creative approach linked to the book.
Authors don't need Powerpoints but sometimes one can enhance the event. I've been to draw-a-longs, talks about an authors life, creative writing events, events with magic tricks and glow in the dark paint. All have had the audience buzzing. The most important thing is for the author to engage the audience in a way that works for them.
Has anything about running a literary festival surprised you?
It was really difficult at the start engaging schools. You need to get to the right person who can spread the word amongst pupils, staff and parents.
It's also a full time job and everyone involved is a volunteer who has their own full time job along side it. As soon as one festival finishes we need to start thinking about the next one. We also run smaller events through the year to keep the momentum going. This is brilliant but we need to be mindful of the volunteer team and look after each other.
Which authors and illustrators will be at the festival this year?
Oh wow! I keep surprising myself with who we are able to bring to St Austell.
On the schools day (Friday 13th June) we have AF Steadman (Festival Patron), Steve May, Wendy Meaddour, EL Norry, Laura Ellen Anderson, SF Said, Annika Hussain, Emma Carroll, Kate Pankhurst, Holly Ryan, Jack Noel, Madeline Finlay, Tracy Curran, Cath Howe, and Dr James Greenwood
On the community day (Saturday 14th June) we have Sue Hendra, Steve Webb, Steve May, Kate Pankhurst, Laura Ellen Anderson, Tom McLaughlin, AF Harrold, Alex Falase-Koya, Paula Bowles, and Emma Carrol
What is the hardest bit about organising a literary festival? And what is the best bit?
It has taken us two years to become officially registered a a Community Interest Company. In order to keep ticket prices at £1 we need to raise money. Writing grant applications and being successful has been hard. We have been lucky to have local sponsors return each year and we have had fantastic support from Dannie Price, with marketing and PR.
The best bit has been seeing the joy in children, families and authors.
What are your plans for the St Austell Festival of Children's Literature in 2025 and beyond?
As well as the usual festival events this year we have a fun family fundraising quiz on the Friday evening. This will be hosted by AF Steadman and each team will have a guest author. This is a fundraiser to keep the other events at £1 so we are charging £5 per person. We really are encouraging families to come along.
We also have an event for teachers after school on Thursday 12th. This is a key note talk by SF Said focusing on the life changing impact of reading for pleasure.
We are also undertaking carefully planned research this year into the last effect of the festival on children's reading habits.
After the festival we will continue to run a variety of events each month to keep with our mantra that reading for pleasure is for life, not just a festival!
A huge thank you to Simon for this fascinating behind the scenes insight into setting up and running a literary festival.
The family day at the St Austell Festival of Children’s Literature takes place this year on 14th June in Cornwall and there are still tickets available to book.
You can follow the St Austell Festival of Children’s Literature on instagram and book your own £1 tickets on their website here.
If you want to learn more about literary festivals including speaker fees, how to prepare and what you expect on the day, then this post is you for.
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