Organisers of a free princess-themed event designed to bring “magic” and “joy” to a town have been forced to cancel due to council charges.
Bosses at Snow Princess Parties, which holds an annual parade in Maidstone where youngsters can meet their favourite fairytale and Disney characters, say they are “incredibly frustrated” after learning they would need to fork out in the region of £400 for licences.
The children’s entertainment company held its first event in the town in August 2022.
Children of all ages were able to meet and interact with well-known princesses and superhero characters. and people were encouraged to dress up for the occasion.
Since then, it has grown into a popular fixture in the calendar, and last year, there was a picnic in the park at Brenchley Gardens, which included live music performances, party games and photo opportunities.
Kelsey Parker, from Snodland, was just 22 years old when she became the franchise owner for the Kent branch of Snow Princess Parties.
She told KentOnline previously: “Our princess parades began across the UK during lockdown. It was our small way of bringing magic to the community.
“At the time, all we could do was greet the kids outside their houses and give them a big wave.
“It feels so lovely now to be able to accept those warm hugs and continue doing something free for the community and for parents who are unsure of what to do in the summer holidays.”
As the event was a small, informal event with just a handful of children expected to attend, Kelsey says she never believed she needed permission to begin with.
But after the unexpected success of last year’s parade, which drew around 200 people to Brenchley Gardens, this time she emailed Maidstone council a few months in advance to let them know about the plans for 2025.
She said she was quoted around £400, which she understood was for licensing and to play music within the gardens.
The party host added: “I did not realise how big it was going to be, so when it became this massive event, I wanted to make sure I had everything we needed.
“I did not anticipate that it would become as big as it has. In other areas, it is a lot smaller with around 20 to 30 children, but Kent has really gravitated towards it.
“My biggest gripe is we are not bringing in trucks, closing roads or hosting a massive day festival.
“I understand if we were doing licensable activities, but we are a small business just wanting to bring some joy to the high street.
“None of us are getting paid for it. I am running a business, but it is a completely free day.
“I do not want to do anything wrong or get into trouble with the council for just wanting to do something nice for the community. It has been really disappointing.
“People were genuinely devastated, and it was touching to know that they cared.”
In a post online announcing the cancellation, she went on to say: “Without going into too much detail, the logistics of holding the parade in Maidstone have become a little trickier than expected.
“Despite it being a totally free event with no profit involved, there are certain costs being asked of us now in order to host it at the gardens.
“It left me incredibly frustrated because all we want to do is put on an event that is lovely for the community and the purpose of the event is that it is completely free for parents who have princess-obsessed little ones and gives them the chance to meet them.
“I also grew up shopping on Maidstone High Street, and it meant a lot that for one day I could help it thrive.
“It is upsetting that we cannot host a nice free community event without someone wanting their two cents from it.”
Brenchley Gardens, situated between Maidstone East railway station and the town’s museum, is a small park owned by Maidstone council.
The authority also holds its own events there, such as the Brenchley Bandstand Concerts and Art in the Park.
Kelsey explained that the princesses are still hosting parades in Hampshire, North London, Surrey, Hertfordshire, Burham and Pinner, with councils in these areas being “incredibly supportive”.
“You may ask why we have not sought another home for our parade,” Kelsey continued.
“I have, but have been a bit nervous to reach out and ask because from what I have heard I feel the Kent councils will likely all be the same no matter where we go and I have a feeling I might have to source something on private land which feels like it defeats the point of being for the community.”
Snow Princess Parties is “determined” to bring back the event next year and is currently looking for a park, green space, or venue that is willing to host it.
Kelsey says she would love to have it at Rochester Castle Gardens and has been “overwhelmed” with the feedback she has been receiving.
On Facebook, Gemma Louise said: “Absolutely gutted. My little girl still talks of this day and was hoping she’d get another princess day this year.
“Really hope you find another place to host this event.
“Even at a small fee, I would be willing to pay as this event puts core memories into these little children’s heads, and my little girl holds this dear to her heart.”
Maidstone council says all event inquiries for Brenchley Gardens are assessed by the authority, and fees or admin charges are applied to commercial events.
A spokesman said that, since 2022, the costs for this have increased to reflect inflation; however, its policy on charging for events has not changed.
Anyone interested in hosting the parade should get in touch by emailing messengernews@thekmgroup.co.uk
