More Than a Festival

Every two years, something special happens in Wānaka. As the autumn colours deepen and the air turns crisp, the Festival of Colour arrives — an unforgettable week-long celebration of performing arts, ideas, and connection.

The town hums with energy as theatre, music, dance, kōrero, and visual art fill venues and spill into the streets. Long-time locals, recent arrivals, and visitors alike are invited to experience something new — to laugh, to cry, to applaud, and to be inspired.

We explored the why, what, and how of the Festival with Executive Director Ruth Heath – from its cultural significance to business opportunities and how to get involved.

Big-city arts made accessible in a small-town setting, the Festival helps define Wānaka not just as a lifestyle and nature destination, but as a hub of innovation and creativity — a living expression of cultural identity.

A Cultural and Economic Asset

Te Kaupeka Rau — the Festival’s Māori name gifted by mana whenua — means ‘turning a new leaf,’ reflecting the energy of autumn and the spirit of creativity and change.

Carefully curated, the Festival isn’t just about big names but meaningful experiences that resonate with place — from spoken word artists to internationally acclaimed performers over a range of genres including circus to children’s theatre, each event sparks emotion and conversation.

“It’s about joy, courage, and connection. People need joy and beauty; they need to see themselves reflected on stage and hear stories that open their mind.”

The Festival adds cultural depth to Wānaka’s identity at the most stunning time of year. Beyond the emotional impact, the economic benefits are substantial: in 2025, it delivered an estimated $2.79 million in regional value. Local businesses—from accommodation and hospitality to retail and creative services thrive as supply chains for audio visual , design, print, catering, and more are sourced locally wherever possible.

By commissioning and showcasing new work, employing artists and crew, the Festival contributes directly to the region’s cultural output and creative economy. This kind of activity is a key reason Queenstown Lakes District ranks second in New Zealand’s national Creativity Index, with 5.64% of its workforce employed in creative industries.

Community Impact

Art connects us and gives us something to look forward to. That energy flows into everyday life in Wānaka — including the business community. The Festival brings people together across ages, backgrounds, and beliefs, creating shared experiences that strengthen community and wellbeing.

85% of survey respondents say the Festival makes the region a better place to live.

A commitment to accessibility and inclusion is important to the festival—ensuring everyone feels welcome. One of the most heartfelt initiatives is Pay It Forward, inviting ticket buyers to donate extra seats to families, youth, and others who might otherwise miss out. These gifts create lasting impacts far beyond a single performance.

The Festival also invests in the next generation: artists visit classrooms to inspire creativity; the Community Whānau Day offers free, family-friendly events; and youth engagement programmes open pathways into the arts — whether as performers, creators, or future cultural leaders.

From Sponsorships to Co-Hosted Experiences

Collaboration is key. Some local businesses dive in with activations, others lend a hand. Every contribution counts.

• Milford hosted a client event with festival artists that left a lasting impression.
• Wai Wānaka, Mint Trust, New Zealand Sotheby’s International Realty Wānaka, Hāwea Store, Aspiring Village, and Wastebusters collaborated with the festival to create memorable team, client and audience experiences deeply connected to place.
• Southern Lakes Tartan, Resene, Roa, Wānaka Hotel and Findex helped bring colour and creativity to life in authentic and meaningful ways in alignment with values.
• Wilson & Dorset made a number of the palace chairs plush with local wool.
• Local cafés, retailers, and accommodation providers benefited from increased foot traffic, buzz, and bookings.
• Aspiring Law doubled its exposure through a sell-out pre-released show they sponsored.

It’s not just about big logos or flashy sponsorships — it’s about shared values: creativity, care, and a deep love of place. We’re lucky here. We have businesses that want to be part of something meaningful. They’re not just sponsors. They’re partners.

Looking Ahead

The Festival creates lifelong memories — whether a first live performance or a moment of inspiration when it’s needed most. Beyond the shows, it supports career pathways for young creatives, boosts wellbeing, celebrates diversity, and fuels the local economy.

Currently, Wānaka’s lack of a purpose-built performing arts venue limits what’s possible. A new multi-purpose centre would unlock year-round opportunities for artists, businesses, and audiences — supercharging creativity across the region and elevating Wānaka’s profile as a cultural destination.

This is about legacy, not just a week of shows.

Make a Difference

Business support is vital to the Festival’s growth — helping pay artists and staff fairly, expand reach, and build profile. Partnerships that grow over time create lasting impact and keep the Festival strong and sustainable.

Whether through sponsorship, event co-creation, or in-kind support, there are opportunities for every business. Early involvement allows tailored experiences for teams and clients that extend beyond the Festival itself.

Key Takeaways

• Think bigger: The Festival builds pride of place that lifts the whole community—and that’s great for local businesses.
• Plan ahead: Early involvement means stronger partnerships, better visibility, and authentic connections with audiences.
• Choose your way: Whether it’s financial support, in-kind help, or creative collaboration, there’s a way to get involved that fits your business.
• Back the vision: Join the movement to make Wānaka a vibrant hub for arts, culture, and community—benefiting everyone.

Contact the Festival team to explore partnership options, brainstorm ideas, or offer support in whatever form makes sense for you and your team.