Behind the scenes, a group of organisations and business leaders have been meeting for months to plan Dunedin’s response to the influx of visitors.
Enterprise Dunedin director John Christie said the weekend represented a significant economic boost as well as a way to showcase Dunedin to tens of thousands of visitors.
"In addition to the economic boost through spending on accommodation, activities and shopping over Easter, these concerts have the potential to grow Dunedin’s reputation internationally as a fantastic place to visit and attend events."
A dedicated page on Enterprise Dunedin’s website had been built to provide information about transport, parking, accommodation and events in the city.
A social media label "paintthetowned" would also be pushed, so concert-goers could share weekend experiences.
Dunedin City Council events special projects co-ordinator Tammy Jackman said the council aimed to create a festival vibe in the city, through collaborations with local entertainers, artist, community and school groups.
Entertainment would include a 1100-strong Music Education Otago ukulele kids’ jam, a paint by numbers community mural and lunchtime concerts, she said.
Dunedin businesses will be able to open on Easter Sunday and bars will also be able to trade on Good Friday and Easter Sunday mornings after an agreement between the council and reporting agencies.
Sheeran will play three concerts at Forsyth Barr Stadium on March 29, 31 and April 1.
