How to make hotel reservation in Tokushima?

This is the 3rd year that I am trying to book a hotel in Tokushima to attend the Awa-odori festival and it seems to be an impossible task and I am wondering if anyone can tell me what happens and how can I make a reservation for that time period.

They tell me to make reservation with at least 6 months before August, when I try to do that, they say it is too early to make reservation. If I try later then ALL hotels are sold out! If I call the hotel to make the reservation they say I cannot make reservation directly with the hotel. This year, I started trying to make reservation in January and it's been impossible to do that.

Any help with be greatly appreciated ! Thanks

Hi!
Awaodori is very famous festival, it comes more than one million visitors.
Hotels are reserved about one yeras ago. And ravel agency is holding hotels. So it is too diffictult to reserve hotels.

I recommend you take part in a tour. (but too expensive...)
For example,
http://www.travel.co.jp/src/dt/213/612/16%88%A2%94g%97x%82%E8/171/2420...

Awaodori 阿波踊り
tour ツアー