A giant beach is being created at the Isle of Wight Festival to give revellers a place to relax in between the acts being headlined by Bruce Springsteen and the E Street Band, Tom Petty and the Heartbreakers and Pearl Jam.
Promoter John Giddings decided to expand the beach because he wanted to help the festival-goers enjoy the holiday atmosphere of the event.
Creating the artificial beach by the River Medina which flows next to the site at Seaclose Park, Newport, has involved importing 400 tonnes of sand from nearby Bembridge beach. And to recreate the feel of a real British seaside resort it has been fitted out with deckchairs and beach balls.
As well as a beach, Mr Giddings has added a big screen to the site to allow football fans to enjoy the Euro 2012 matches during the festival which runs from June 21 to 24.
Mr Giddings said: "The Isle of Wight Festival is for people who like good music and like going to a relaxed atmosphere at a holiday destination and know they are going to have fun.
"Our audiences like to have a good time. Our very own beach on the festival site is back and bigger than before - a beach by day and a massive party by night.
"There really is something for all ages and it's a great time for festival-goers to celebrate the start of summer. Great music, great atmosphere, great people, great fun, I can't wait."
The line-up features a mix of up-and-coming acts such as Zulu Winter and The Pierces through to well-established names including Katy B, Jessie J and Tinie Tempah as well as Noel Gallagher's High Flying Birds, Madness, The Charlatans, The Stranglers, Primal Scream and Elbow.
Mr Giddings said: "With only a week to go until the Isle of Wight Festival, I'm here on site preparing for another remarkable weekend of music with headline performances from three of the biggest acts in music today - Tom Petty and The Heartbreakers, Pearl Jam and Bruce Springsteen and the E Street Band plus the best of British talent.
"The stages are nearly built and Seaclose Park looks as brilliant as ever. Roll on next weekend."
He added: "Weekend camping tickets to the festival sold out at the start of the week which is great news. If you want to join us there are a limited number of non-camping tickets still available."