A mammoth 25 tonne delivery of sand is expected to arrive at Kidwells Park on today as a pop-up beach for Maidenhead Festival takes shape.
The temporary sandscape will be 10 metres long and five metres wide creating an eye-catching centre point in the festival site.
Children and adults will be invited to frolic in the free attraction and relax of one of the 40 refurbished deck chairs which once sat on the shores of Southsea in Portsmouth.
To complete the scene 1,500 sticks of Maidenhead rock will be provided for beach-goers to enjoy as they play in the sand to the sound of the day-long live music.
Tokens to claim you free stick of rock can be found in the Advertiser's festival guide, free inside today’s Maidenhead Advertiser.
Cut-out photo boards as seen on many a British pier will provide the perfect opportunity to take souvenir snaps.
This is the first time an attraction its kind has been set up in Maidenhead.
Festival organisers were inspired by other similar pop-up beaches which have been created across European cities including Paris.
Festival chairman Steph James believes the beach is a great way to signify the festival's relaunch and to encapsulate the summer-vibe.
Formerly known as Maidenhead Carnival, the festival has been rebranded this year in order to attract a wider audience.
"The beach is a free activity for kids and parents to enjoy and adds something to this years' festival," said Steph who envisages sunny skies for duration of the weekend.
The beach is being constructed by landscapers ISS Waterers with the help of Bill Traylen, the man behind the festival's funfair.
The beach will be open for holidaymakers to enjoy from 10am on Friday morning.
After two days of live-music, activities, fun fair and stalls an explosive firework finale will be set off from Kidwells Park to close the festival on Saturday night.
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Police officers can be seen at Ten Pin Bowling in Maidenhead tonight following an incident earlier today.