By chance I was reading an article about the spiraling cost of rock concerts and rock festivals in Spain. (El Pais, English edition, 19th June) and noted the following paragraph:
In Spain there is no law that regulates what institutions can spend, and city halls have free reign. They let promoters use municipal land free of charge and provide the security, public transportation and more.
This brought to mind a conversation I heard about the cost of rock groups hired to entertain people at fiestas. Apparently a group which sang in Orba cost some tens of thousands of Euros for one night (I can't remember the exact figure, but it was a lot!)
The 2008 Sant Joan Fiestas feature six different bands - at least two of which (Formula V and Vertigo) are pretty well known. These concerts are free for everyone who wishes to attend.
I know it is acknowledged that Fiestas should gradually become more self-sustaining, and not be financed entirely by the coffers of the Town Hall, but obliging people to pay for something which is currently "free" is a hard sell!
The Group "Formula V" was formed in the 1960's. The regional expat community has a number of highly talented groups hailing from that era (and younger) who do gigs for a few hundred Euros a night. Perhaps Jávea could look to exploiting this talent a bit more ?