Racing utes is still a mainstay of the Deni Ute Muster in Deniliquin as against all odds, it survives the attrition of music festivals.
First held in 1999, the regional festival, renowned for its true-blue ute culture, is still trucking while Bluesfest, Splendour in the Grass, Groovin' the Moo and the Falls Festival hit speed bumps.
This year's festival will feature musical acts including Amy Shark, Kip Moore, Tyler Hubbard, John Williamson and Amber Lawrence.
The costs involved in staging live music events in Australia have skyrocketed - by 30 to 40 cent in the past three years, according to global live entertainment company TEG - while extreme weather events and cost-of-living pressures contribute to declining ticket sales.
The federal budget in May allocated $8.6 million to support live music venues and festivals however, Creative Australia research reveals the average cost of running a music festival is $3.9 million.
Deni's general manager Vicky Lowry said the festival's good fortune stemmed from having its own permanent home and infrastructure, which saved event organisers a significant sum of money.
"(Because of that), we've been very lucky that our ticket prices remain very low compared to other events," she said.
Roughly 20,000 patrons attend each day, with up to 15,000 arriving early to secure a good camping spot.
"If you took away the music ... I don't believe that Deni would survive," Lowry said.
"I don't know what the answer is to (the cost issues).
"If we knew, then it wouldn't be happening."
The Deniliquin festival is not immune to rising costs, which have forced organisers to get creative with entertainment beyond the musical acts.
From IKEA wars and barrel racing to tradie challenges, a carnival corner and Guinness Book of Records attempts, organisers have thought of everything "just to keep it interesting".
Festival entry is free for children younger than 13, Lowry said, which "makes a big difference to be able to bring a family to an event".
Lowry is particularly excited about a new addition for this year's event - an inflated church housing a DJ curating the soundtrack to 12 weddings a day as love-struck couples line up to "tie the knot" at Deni.
"There's something there for everyone, from one-year-olds right through to 90," she said.
The Deniliquin festival takes place on Friday and Saturday.
