The man behind the popular Falls Festival is taking his promotional career in a direction that matches his family man status – and loving it.

Simon Daly has created the Lost Lands Festival, which will be held at Werribee Mansion over Melbourne Cup weekend.

After 20 years of running one of the biggest festivals in Australia across three states, he decided it was time to hand the Falls reins over to spend more time with his family.

Camping with family along a river in the state’s south-west, he had a brainwave.

“I thought, wouldn’t it be amazing for the next phase in my life to be a festival experience with the family, adding music, arts, comedy and theatre,” he said.

He researched the idea, travelling to the UK’s Camp Bestival, a family-friendly festival at Lulworth Castle, and what he found validated his scheme.

Deciding on a location, Werribee Mansion made all sorts of sense.

“You’ve got the beauty of the gardens and the mansion, which is like a castle for the kids,” he said.

The program, he says, offers plenty for both children and their parents. Among the artists performing will be Missy Higgins, The Waifs, Architecture in Helsinki, Tim Rogers and the Bamboos, while The Listies, The Teeny Tiny Stevies and the Pants Down Circus will appeal to younger punters.

While camping at the two-day festival is expected to be sold out this week, Daly said day passes to the festival were still available.

Bookings, details: www.lostlands.com.au