© 2016, © The Author(s) 2016. In this commentary, we explore the factors that contributed to festival goers’ choice to attend science-based events at a summer cultural festival. We evaluated the impact of such events on the audiences: their levels of engagement, reasons for participation, and their views on and reactions to the events. Presented with a variety of cultural events, attendances at science-based events were strong, with high levels of enjoyment and engagement with scientists and other speakers. Moreover, audiences saw science not as something distinct from “cultural” events but as just another option: Science was culture.