As tens thousands of festival goers joined the shuttle bus from Diss station, and on through the narrowing lanes to the coast, Latitude really does feel like a local event.
The first, and still the best, to offer real alternatives to rock and pop music, attendees had the chance to hear writers such as Hanif Kureishi, watch plays destined for Edinburgh, laugh with Alan Davies in the Comedy tent, and even take a dip in the lake.
There was music too, of course. On the main stage was anything from the retro appeal of the Boomtown Rats to trip hop stalwarts Portishead, while tucked away in a forest were secret sets from Ed Sheeran and Thom Yorke.
It’s a stretch to say the festival is East Anglia’s best kept secret, but it’s frankly astonishing that while Glastonbury sold out within half an hour, Latitude tickets were still on sale a week.
At this rate, it may yet eclipse the bigger, better known festival. Throw in perennial good weather, and the fact its only 40 minutes down the road, makes it seem almost too good to be true.