A Chance Meeting with Boomtown’s Founder: My Chat with Luke Mitchell

Getting lost is part of the fun at Boomtown. It’s how you stumble upon a hidden rave in the woods or find a secret stage tucked away behind a fake shop front. The festival’s theme, “The Power of Now,” is all about acting in the moment, and I felt I truly embodied that ethos during my last trip. I was grabbing a slice from a pizza stall at the bottom of Letsbe Avenue when I noticed a familiar face just a few tables away, grabbing a slice of his own. It wasn’t a rock star—it was someone even more influential in this world: Luke Mitchell, the co-founder and creative director of Boomtown itself. He was just sitting calmly, watching the chaos unfold, looking just like any other festival-goer. He greeted me with a relaxed smile and a friendly “Alright mate?” and, with an opportunity too good to pass up, I asked if I could have a quick chat with him about the festival.

Me: First off, thanks for taking the time! I know you’re busy. I’m just blown away by how much the festival has grown. From a few thousand people to what feels like a fully-functioning city… what’s that journey been like?

Luke: It’s been a whirlwind, honestly. The whole thing started as a few little raves in the woods and has just grown organically from there. We’ve seen it grow by about 18 to 20 percent every year, and it feels like next year is going to be even bigger. The original idea was simple: we wanted to create a festival that was more than just music. We felt like something was missing, so we wanted to build a world where the experience and the narrative were as important as the bands on stage. It’s grown because people want to be part of that story, not just a spectator. The community built the city just as much as we did.

Me: That sense of community is so strong here. This year’s theme, “The Power of Now,” really seemed to resonate. How do you decide on the themes and the story each year?

Luke: It’s an organic process, really. The narrative is at the heart of everything. We spend a lot of time thinking about what the world needs to hear, and we try to create a story that reflects that. This year, it was about being present, letting go of the past, and embracing the moment. It felt like the right message after everything we’ve all been through. It’s a massive team effort, and it’s a never-ending job to keep the energy and excitement going.

Me: And what about the future? With the festival getting bigger, do you ever worry about losing that intimate, creative spark that made it so special in the first place?

Luke: That’s the constant challenge. It’s a balancing act. It might sound strange, but I have a little bit of what I’d call autism anxiety, and honestly, I’d rather just be at home with my family. But Boomtown helps me, and others, work through that because it’s like a huge, loving family here. We have to be financially viable to keep doing what we love, and that means I’m often splitting my time with our Bristol attraction, Wake the Tiger, which has been open since 2022. We’re even opening another one in London next year, so things are pretty busy. But we’ll never compromise on our core values. I’m always humbled by the number of people who have come up to me and told me that Boomtown has saved their lives. It’s our job to keep that feeling of discovery alive. We want people to feel like they can still get lost and find something new, no matter how big we get. We’re always learning from our mistakes and carrying the burdens to create something even better.

Me: That’s great to hear. You can feel that passion in every detail. Last question: if you had to describe Boomtown in one word, what would it be?

Luke: Hmm… just one word? Probably… “Home.” For so many of us, it’s a place where we can truly be ourselves, connect with others, and feel like we belong. It’s our weird, wonderful, chaotic home, and that’s the most important thing of all.

With that, he gave a nod. “Let’s hope we can do a proper, more in-depth interview before next year’s festival,” he said with a smile. It was a brief chat with a very down-to-earth and humble chap, but it gave me an incredible insight into the mind behind the magic. BOOM! thank you Luke.