I went to the local village show back up north last summer, £4, I mean FOUR POUNDS, there was no free ice cream
I do think that what is being offered is certainly worth £10 if using many of the features available. Uplift and parking if you have brought your car from further afield.
I do not think it is likely to be good value for passing casual footfall. I would certainly not have paid £10 to enter the tented area previously however there is more on offer if you intend to be biking.
In the past I would taken the family have to support riders and purchase a pizza slice and a coffee and sample the atmosphere. For my wife and I just to enter the village with the kids will cost £20. You then buy a couple of coffees a bite to eat and ice cream for the kids and suddenly you are £40 out of pocket. I can’t see that happening which is a shame.