A total of 11 personalities from Wakatipu businesses, tourism, health and fitness, and media swapped suits and smartphones for wigs, dresses, tights, make-up and mandatory high heels, for the popular annual competition, which many regard as a rite of passage for Queenstown gentlemen.
Freshly daubed with war paint and resplendent in their ensembles, the "ladies" toured the centre of the resort in a vintage open-top bus, waving and cheering bystanders, who cheered and wolf-whistled in return.
The main event at Earnslaw Park saw the "girls" race in heats around a new and improved obstacle course, formed around the caged court for the inaugural dodgeball championships, to the hysterics of a 1500-strong crowd.
Elliot Goldman, of Mactodd was a first-time entrant and proved to be a force to contend with, using a handbag to bat a way through the other competitors.
However, Mr Thomas, as Beach Barbie, proved triumphant and was crowned "Queen of Queenstown".
"Wow, that was seriously handbags at dawn," he said in a statement.
"I shall take my reign seriously and be back to defend my title next year."
The sash for Miss Photogenic was won by Trent Yeo, of Ziptrek Ecotours; the Miss Friendly sash went to first time entrant Wade Cornelius, of Mediaworks Radio, and the Miss Best Dressed sash winner was Richie Heap, of Lakes Leisure.
