Revelry in Reading tends to be associated with the annual music festival which attracts hundreds of thousands of people to the city.
During the past few weeks, it's also been the place to be for football celebrations.
First it was Lincoln City. On Easter Monday, the Imps won at Reading to earn promotion to the second tier of English football for the first time in 65 years, a blissful day in the sun for their euphoric fans.
On Saturday, it was Cardiff City's turn. Another sold-out travelling contingent in Berkshire savouring League One promotion.
And this time, it was done in the most dramatic fashion.
As Cardiff led 3-1 in added time, there seemed to be an acceptance that their return to the Championship was all but confirmed; a formality not yet mathematically official because Stockport County were winning at Exeter City.
But in the sixth minute of added time in Devon, the relegation-threatened Grecians sent goalkeeper Jack Byford up for a corner and his crashing header at the near post snatched a 3-3 draw for the home side – and sparked even wilder celebrations among Cardiff's fans at Reading.
"It was one of those things you couldn't predict," said Bluebirds head coach Brian Barry-Murphy.
"It's the beautiful nature of football and it's a fitting end to what has been a magnificent season for us all.
"It's been an incredible day to see our supporters and those extraordinary scenes towards the end of the game."
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Promotion may not have been as historic an achievement as it was for Lincoln. After all, Cardiff were in the Premier League only seven years ago and had not been as low down as the third tier for more than two decades.
But there can't have been many promotions confirmed in circumstances more thrilling than these.
And once the bedlam subsides, Cardiff will reflect on a moment – and season – to cherish.
Having flirted with relegation for years, the Bluebirds finally tumbled out of the Championship 12 months ago, a dismal campaign set to a backdrop of discord and disillusionment off the field.
By contrast, this season has been a tonic to the misery that came before.
The overhaul under head coach Brian Barry-Murphy has led to an entertaining style of football seldom seen at Cardiff City Stadium or its precursor, Ninian Park.
The Irishman has also built his team around a core of young Welsh players and, most importantly, he has got them winning.
Some supporters who have followed the club for half a century have described this season as the most enjoyable of their lives.
The younger ones who grew up watching Cardiff in the Championship and Premier League, meanwhile, have embraced the novelty of new away days such as Port Vale and Stevenage.
However, the key word there is novelty. Cardiff could not afford to let their stay in League One extend beyond one season – figuratively and literally.
By securing an instant return to the Championship, Barry-Murphy and his staff and players have saved the Bluebirds from further financial damage.
Those are tangible benefits. What this season has also given Cardiff's fans is a sense of joy from following their team that they had not felt for an age.
That was abundantly clear at Reading, as the supporters serenaded the players and staff, singing and dancing, drenched in champagne.
Barry-Murphy had not allowed his squad to plan celebrations until promotion was confirmed, so he did not know how they would mark the occasion on Saturday night.
"I think it's the best way," he said. "Tonight will be unknown.
"I was at a fans' forum at Aberdare recently and they were pretty clear if we returned there after securing promotion, the response would be incredible, so maybe a stop-off there."
On Wednesday, Cardiff can enjoy a party at home when they host Port Vale in front of what will surely be a bumper crowd.
There will then be one more fixture at Cardiff City Stadium, against Northampton on Saturday 25 April, before the Bluebirds finish their campaign at Mansfield Town a week later.
This pressure-free run-in, the football season's equivalent of a lap of honour, is a rare luxury for Cardiff.
In previous eras, this stage of a campaign would prompt fear and anxiety among the club's supporters, who had become used to watching their team suffer the agony of play-off failures and the ignominy of late-season, promotion-busting capitulations.
This time, they can enjoy the ride and take in the sights of League One they hope not to see again for another two decades – or longer.
"It's great for the players," said Barry-Murphy. "We haven't had many players who have experienced this, so for many of our players to have the feeling of performing in the way that we did under such pressure was great for them.
"And it does lead you on to dreaming about next season and what we could achieve."
