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mrploddy Thanks for all the tips! It is the Oshiro Festival if it actually the first full weekend in April. If not, still plenty to see in Matsuyama.
I'll shoot an email to Rod Walters to see if he can reserve the Iyonada Monogatari so I can get a good solo seat. Do you know if most people order the ekiben? The meal ticket has to be reserved 1 month - 4 days out and I won't be in the country by 4 days out. I picked up a All Shikoku Rail Pass as they'll remove reserved seating benefit from passes issued in March 2018 & onwards. Happy to pay for Iyonada out of pocket, though, as the pass only covers the base fare anyhow.
The (non-weekend) bus schedule in Iya Valley isn't the best but I think I can make it work with a morning taxi ride to Oboke Station area.