Mildura Entertainment will host Sunraysia's next hallmark annual music festival following recent endorsement by Mildura Councillors.
The locally-based business will host and manage the event from this year until 2023, replacing previous event managers Chandler Shaw Events, which elected not to host the event following the impacts of COVID-19.
Councillor for Recreation and Events Liam Wood said the decision paved the way for a new hallmark music festival to take its place on the region's vibrant annual events calendar, and the resulting flow-on economic benefit for the broader region.
"When the opportunity arose for another event manager to step in and run one of our region's biggest annual music events, Mildura Entertainment showed it has the expertise and experience to take on such an important event for our region," Cr Wood said.
"This event will fill the void following the completion of the Mildura Country Music Festival several years ago, promising to inject millions of dollars into our local economy each year."
As part of the three-year agreement, Council will provide $50,000 in financial support for the first year of the event, which will be assessed annually.
Mildura Entertainment owner and manager David Storer said he was planning a nine-day festival in late September/early October with the programming split between the Council area and the Wentworth Shire.
"We are thrilled to have the opportunity to deliver this event for the region, and hope to increase the visitation to a more family orientated style of event," Mr Storer said.
"The festival will have many new looks this year whilst keeping past formats of the festival that have been proven winners in the past. An opening and closing concert including Adam Brand and other great Australian acts will be a feature.
"Another feature of the festival will be Nowingi nights, a live music and food event for three nights involving local acts and charities.
"We have received great feed back and interest from all venues and businesses in the region that benefit greatly from the influx of visitors."
Cr Wood said the inclusion of Wentworth Shire venues in the festival would ensure the economic benefits from the expected influx of visitors would be felt across the region, not just the Mildura Council area.
"Mildura Entertainment have already done a lot of work and planning for this event, securing established music star Adam Brand as event ambassador, which in itself will guarantee massive advertising and marketing reach given his 100,000-plus social media followers," he said.
"Based on Mildura Entertainment's plans we're expecting about 5,000 people will attend the festival each year, representing a mix of locals and visitors, which will provide welcome economic stimulus for our economy, and the already impressive events calendar in our region."
