When Darren Goulden talks about festivals, there’s a sense that he’s not just producing events—he’s crafting experiences. As the driving force behind The Festival Alchemist, Darren has spent years shaping live entertainment across the UK, earning particular acclaim for Irlam Live, which continues to grow in stature each year. But his latest venture might be his most ambitious yet: Live@TC, a four-day, family-focused festival in partnership with Manchester’s iconic Trafford Centre.

“It actually started as a conversation back in October,” Darren explains. “The Trafford Centre reached out to us about creating something special—something that would bring live entertainment right into the heart of the community.”

Originally envisioned as an outdoor event, the plan quickly evolved. “We all know what Manchester weather can be like,” he laughs. “So after a lot of discussions, we pivoted. Car Park 7 gave us the space we needed, and the Big Top concept just made sense. It means we can guarantee the experience, rain or shine.”

That decision has resulted in a 5,000-seat Big Top hosting two weekends of entertainment, carefully curated to appeal to families and music lovers alike. And in his well-established fashion, the experience begins long before guests take their seats.

“We wanted the journey to feel like part of the festival,” he says. “So with free parking at the Trafford Centre and a land train transporting people to the Big Top, it’s not just about arriving—it’s about entering a different world.”

The programming reflects that same attention to detail. Saturdays are designed with families front of mind, featuring two performances each day packed with energy and colour. A major highlight is a high-impact K-pop showcase, inspired by the global phenomenon of K-pop Demon Hunters, before expanding into performances celebrating some of the genre’s biggest names.

“It’s about tapping into what families and younger audiences love right now,” Darren says. “K-pop is huge, and we’ve built something really exciting around that.”

The first weekend also features familiar children’s favourites, while the second introduces a prehistoric twist with Jurassic Earth. “We’ve balanced it so each weekend offers something unique,” he adds. “There’s a real sense of discovery.”

Sundays, however, take on a very different tone. On 14th June, the Big Top transforms into a celebration of musical theatre, with a line-up inspired by the West End. “That day is all about big voices and big moments,” he says. “It’s a chance to hear some incredible performers bringing songs from shows like Six and Wicked to life.”

A week later, on 21st June, the festival leans into country music for a one-day-only showcase. “We wanted contrast,” he explains. “Country has such a strong and growing audience in the UK, and this line-up really reflects the best of that scene. It’s going to be a proper yee-haw moment.”

But Live@TC isn’t just about what happens on stage. Each three-hour show is designed as a relaxed, all-inclusive experience, with fair rides, a silent disco, and face painting included in the ticket price.

“That was really important to us,” he continues. “We wanted families to feel like they’re getting real value. You’re not just paying for a show—you’re getting a full day out. And compared to a lot of other options, it’s incredibly cost-effective.”

For Darren, that accessibility is key. “Festivals can sometimes feel out of reach for families, whether it’s cost or logistics. This strips all that away. It’s easy, it’s welcoming, and it’s right on your doorstep.”

Despite being the inaugural year, there’s already talk of the festival becoming a regular fixture. “We’re definitely looking at how this can grow,” he reveals. “The response so far has been fantastic, and we’ve got plenty of ideas for how to make it even bigger and better in the future.”

For now, though, the focus is firmly on delivering a memorable first edition.

“You only get one chance to make a first impression,” he says.

“And we want people to leave thinking, ‘That was something
really special.’”

If early signs are anything to go by, Live@TC is set to do exactly that—bringing a touch of festival magic to Manchester this summer and perhaps for many summers to come.

More information: https://traffordcentre.co.uk/live-at-tc