The show will not go on.

Rock the Roses: Hair in the Fair, a three-day music festival that was supposed to take over the Niagara Regional Exhibition fairgrounds next weekend, won't plug in a single amplifier or set up any drum kits.

On Thursday night, the promoter posted an update to www.rocktheroses.ca, saying the July 11 to 13 concert has been cancelled, citing "financial hardship" and "low ticket sales" as reasons for the event being officially unplugged.

"We deeply regret this announcement as we were looking forward to a great event for all. In times of economic hardship it is hard to regain stability to provide a properly executed event," reads the statement on the concert series' website.

Organizers also thanked the City of Welland's Special Events Application Review Team, supporters of the event, and the exhibition's board of directors for their efforts.

In recent weeks, several acts backed out of the concert that was announced in late 2018.

The Trailer Park Boys and Sebastien Bach said the promoter, Rose City Sports and Entertainment, did not fulfil contractual obligations – as did a number of smaller bands who also changed their tune and removed their names from the bill.

Motley Crue's Vince Neil was also slated to rock, but he and his team also cancelled the appearance recently.

A Country Jamboree was also being promoted at the fairgrounds by the same organizers on the following weekend, but it has also been cancelled.

Two other concerts are still being advertised on the promoter's website later this year – 'Welcome to Rocktober' in October, and 'Rock the Snowballs' in December.

Numerous calls, emails, and Facebook messages to the organizer have gone unanswered. It remains unclear as to what kinds of refunds will be provided to people who bought tickets.