I was at the first day and I reckon about 75% of the crowd had no idea it was a 10:30 start. I'm not sure how late in the day it was changed but communication was very poor. You get loads of emails promoting the sponsors or 'partners' after you buy tickets but I don't recall one about the change to the start time. When I bought the tickets it was definitely 11am - it says it on the confirmation email.
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