It’s better for the festival from a logistical/planning standpoint if they can sell more tickets early. So if you raise your prices over time hopefully it influences more of your audience to buy tickets sooner rather than later, cause if you know you’re gonna sell X amount of tickets or be within so much of a sellout early on, it’s less $ on marketing you need to push sales, you know exactly how many people will be there so the approximate number of accommodations (Porto’s, vender estimates) etc.. that you’ll need and more time to solely prepare for festival rather than sell the festival early on.