THERE can’t be many live events where strangers become friends before the first song has finished. Or where the dancefloor is full by mid-afternoon, with a multi-generational vibe, and everyone is home in time for the evening.
Welcome to Day Fever.
It began as a few friends coming up with a simple idea - bringing the nightclub vibe to daytime - and has become one of Britain’s biggest live entertainment success stories. As the daytime clubbing phenomenon, on Saturdays from 3-8pm, approaches its third anniversary, it continues to sell out across the UK, creating a community that extends beyond the dancefloor.
Line of Duty actor Vicky McClure, one of the Day Fever co-founders, remembers when it became clear it had struck a chord. “Around six months in, it was seeing how, even in the warmer months, people still wanted a Saturday day out to dance. It became a real talking point when I met people. As well as my work, they wanted to talk about Day Fever,” she says.
The early enthusiasm continued to build. Day Fever has become a destination for birthdays, hen parties and reunions.
“People know exactly what to expect with the music, the vibe and atmosphere...it’s for everyone,” says Vicky.
While the venues, and crowds, have got bigger, she says the biggest change has been in the confidence of participants: “To begin with, dancing on a stage in front of lots of people can be a nerve-wracking concept. Now we have a huge queue! They know the Day Fever crowd are the perfect crowd to totally be yourself and have fun. It catches on quickly.”
That sense of freedom is something both founders believe lies at the heart of Day Fever’s appeal. For Vicky - who shot to fame in Shane Meadows’ This is England and has starred in such TV dramas as Trigger Point and The Replacement, as well as mega hit Line of Duty - Day Fever created a different relationship with the public than the one she’s experienced in her acting career: “I get to connect with people face to face and enjoy the same experience in the music, dancing and escapism. It’s like being out with your mates.
“I’ve always been sociable and Day Fever gives us all chance to connect with people in a space they feel comfortable in. Hopefully leaving feeling like they’ve been able to let go for a few hours, moved their bodies and made new friends.
“Those moments have become some of the most rewarding parts of the journey. I think it’s the best thing that has come out of Day Fever. I know people who’ve faced some of the darkest times in their lives and felt able to smile again, and hadn’t been to a club for 20-plus years and felt like it was only yesterday. We have countless stories of humanity at its best from Day Fever, that’s something we’re all really proud of.”
Jonny Owen says they never imagined how far Day Fever would travel: “I mean, who could have predicted this? It’s become a phenomenon really, hasn’t it?”
The success has come from resisting the temptation to overcomplicate a simple idea. Says Jonny: “I said to the lads and Vicky it has to just be a great venue with brilliant music. That’s it. Don’t overcomplicate it otherwise it’ll just be seen as a fad. When I went out clubbing in my late teens and early 20s I had a favourite club. We all did. That’s what I wanted Day Fever to be. Somewhere you know. Where you feel at home. A place you can keep coming back to.”
That philosophy has created something that feels familiar from the moment people walk in. “We wanted a place people remember instantly. You go, ‘Ah yeah, I know where I am’.”
While Jonny says while the clichés about Glasgow, Manchester and Newcastle loving a party have proved true, he’s delighted by the response elsewhere too: “No-one expected Exeter or Margate to sell out, but they did. People want to show off their home. I love that. There’s pride in saying, ‘We can show you how we have the best time so come back again!’”
He says the events have developed an identity beyond music - Day Fever is “being part of a community”. “Everyone who comes remarks on how friendly and welcoming everyone is. I’m really proud of that the most.”
That community spirit is something Vicky has seen evolve, particularly during the festival season: “In Cheshire we did the Together Again Festival and had lots of children dancing on the stage. It was so lovely to see them discovering classic hits and dancing with family and friends - Day Fever being their first clubbing experience!”
As it continues to expand, Vicky and Jonny insist the original principles remain. “It’s music, people, a good space, great lighting, a big screen filled with nostalgia,” says Vicky. “The stage isn’t Day Fever without the crowd being there to give the energy. Also important we keep the prices reasonable.”
Adds Jonny: “The most important thing for us is the people who come to our gigs. It’s why we’ve kept tickets affordable, even when we were being told we could double or triple the price and profit. That’s not why we started Day Fever. It’s important to us that people have a great time and not feel they’ve burnt a hole in their pocket.”
Looking back over three years, there have been highlights. Says Jonny: “There was a moment at a packed Edinburgh gig. We’d done Newcastle the same day. There were over 3,000 people at them altogether. Irvine Welsh had DJ’d for us and taken the roof off with Born Slippy and I thought, ‘This was in my head a few months ago, this idea of starting a daytime event...and look at this now!’ Amazing really.”
Vicky is excited about what’s still to come: “Christmas! It’s such a great time of year for music and dancing. Home in time for Christmas TV and cracking open the Celebrations.”
It’s a fitting way to describe Day Fever. A few hours in a friendly space where the music is familiar, everyone is part of something that leaves them smiling - and home in time for tea and telly.
- Day Fever is at Project House, Leeds, on September 12. Call 0113 821 4029. Visit project houselds.com