In an unusual move, the CEOs of tourism promotion body Destination Queenstown and Queenstown Business Chamber of Commerce have jointly written a letter of support for the event — which attracted about 7000 people, mostly visitors, this year — to be held in the CBD next September to maximise its benefit to the local economy.
In turn, both bodies have also canvassed their members for support.
After holding his first event in 2022 in the CBD, in the Queenstown Primary School grounds, organiser Quentin Nolan hoped to use the Recreation Ground last year, however he was denied by mayor Glyn Lewers who said it needed to be in good nick for the Queenstown Marathon two months later.
Nolan instead ran Snow Machine last year, and this year, in a paddock at Frankton’s Remarkables Park.
Last month he told Mountain Scene the event’s in the financial balance, not helped by this year spending $120,000-$130,000 bussing festival-goers to and from the venue.
Having the event back in town would make it more attractive, he said, and also help CBD businesses more.
In their supporting letter, DQ’s Mat Woods and Queenstown Business’ Sharon Fifield say next year’s event should be at the Rec Ground or nearby Warren Park, "providing downtown businesses the greatest opportunity to leverage the visitation the event drives over this quieter period".
"The 2024 event demonstrated that downtown businesses were not able to adequately leverage the opportunity with the events based in Frankton.
"Transporting event-goers back to Queenstown via bus disincentivised participants spending money shopping, eating and drinking in town pre and post event."
They also note Nolan has agreed to schedule the event a week later to support shoulder season visitation.
And they maintain the event’s important given the loss of local winter events including the Luma light show and Winter Festival.
Woods tells Scene "events are super-important for the district, particularly events that are in the shoulder season".
"Ourselves and Chamber have seen there is support to have the event in town, particularly from the CBD businesses."
Fifield adds: "Obviously with losing Luma we’re really keen to see more events in the CBD, and we know our CBD members feel the same as well.
"And it’s at a perfect time of the year."
Nolan says he appreciates the support he’s getting from both organisations.
And if he gets a CBD venue green-lit, he says he’ll put on a free event for locals on the Saturday involving some of Snow Machine’s artists.
Nolan says he intends having a chat with council soon.
