Glen Christiansen, general manager of the Golden Gate Lodge and a member of Tourism Cromwell and the Cromwell Community Board, is urging businesses to make the most of the marketing opportunity.
"This is an amazing opportunity, so we should be all over it ... How often does an event like this get put on for us? Generally we have to do the organising, but in this case ... all we have to do is market things around it," he said.
"I'm worried that we're being left behind in Central Otago because we're a bit slow off the mark."
More than 200m of bunting featuring flags from all the countries involved in the World Cup was placed around the Golden Gate complex last week and Mr Christiansen ordered another 200m. A giant 3m black rugby jersey is also on display outside the complex, facing State Highway 8.
"There's other Cromwell businesses that also have some bunting up but it would be awesome to see more following suit, and businesses in other Central Otago towns as well entering into the spirit of it."
The aim was to bring more visitors into the area during the time of the World Cup.
"We want to see cars with their blinkers on, turning into Cromwell, to spend some time here."
Promotions groups in Cromwell and the Maniototo joined forces to develop the "Jazz 'n' Jocks" event on September 16 and 17.
The first day of the event involves a jazz concert in Ranfurly. A family gala day is planned in Cromwell the next day, with the highlight being a rugby match featuring high-profile rugby players and identities.
