How creative and cultural events can strengthen communities
When cities invest in creative and cultural experiences, the benefits rarely stop at ticket sales.
A concert may fill a venue for a night. Similarly, a theatre production may draw people into the city centre. And a festival may bring thousands of visitors across a weekend. But the true value of creative and cultural events is often found in what happens beyond the stage. It is the activity seen away from the arena and inside cafés and restaurants, in retail stores, and in public spaces throughout the city.
The impact of creative events should not be underestimated. Positive interactions that spread outward into the wider community build social connection, stimulate economic activity, and attract new visitors. Over time, these activations can also become a lever for reshaping public perception.
With the arrival of major events like Homegrown, the opening of new venues such as the BNZ Theatre, and a strong hospitality and entertainment sector across the CBD and into the suburbs, Hamilton has the potential to emerge as a powerful example of how creativity and culture can become catalysts for wider community growth.
For Andrew Tuck, Chief Executive of Homegrown, one of the clearest benefits of large-scale cultural events is accessibility. After 18 years in Wellington, bringing Homegrown to Hamilton was a strategic decision built around people.
“Within Hamilton’s drive of two hours, we’ve got 2.2 million people that can jump in their car…experience it for a day…and then either stay the night or drive home,” Tuck says.
That access matters in a cost-conscious economy. For many attendees, having Hamilton as a location made a major music festival suddenly achievable without flights, expensive accommodation, or an eight-hour road trip.
“I’ve actually had the ability to experience something I’ve always wanted to, but I couldn’t afford it,” Tuck recalls hearing from festivalgoers.
And while the audience experience is important, the economic carryover is equally significant.
“When you pull those people into a city,” Andrew says, “it puts an injection of dollars and cents into the economy, which is fundamental to why you have events in a city.”
That spending doesn’t stay inside the event gates. Visitors book accommodation. They buy dinner before the show and order drinks afterwards. They visit local cafés the next morning and stop to look at shops.
Tuck says one of the most powerful outcomes of Homegrown has been changing perception. “It was amazing how many people went, ‘I’d never been to Hamilton before. Hamilton’s actually really cool.’” That first visit can often lead to the second. And the second visit may not be for a festival at all.
For cities like Hamilton, cultural events can help break long-held perceptions. For years, Hamilton has often been underestimated nationally, sometimes dismissed by people who have never spent meaningful time here.
These opportunities create longer-term economic benefits that extend far beyond event weekends. A successful engagement can open the door to a much bigger conversation about the future of a city.
According to Michael Lamusse, COO of Homegrown, the value of major events is not isolated, it flows throughout an entire ecosystem.
“That’s the trickle-down effect of scale,” he says. “If you have an event of that size and then that trickles down to the theatre…and then the theatre nails the new events…then it goes down to Clarence Street then to The Meteor…then Last Place, for example.”
It makes sense. Success builds confidence for the next one. A large-scale festival or event proves Hamilton can host large audiences. That encourages promoters to book mid-sized concerts. Mid-sized concerts then support smaller venues. Those smaller venues help emerging artists build audiences.
Lamusse also sees a wider regional benefit. “It’s not only for the city, but also for the whole region,” he says. “Visitors may stay in Hamilton but explore wider attractions throughout the Waikato, including destinations like Waitomo Caves.” That creates tourism value far beyond the city centre.
For Lerryn Hawken of Little Honey, the impact of events in Hamilton is already visible. Even before audiences began arriving, Little Honey benefited from the workers building Hamilton’s new BNZ Theatre.
“We’ve been selling coffee to the workers from when we started,” Hawken says. But once performances began, the impact deepened. “The whole restaurant was talking about the theatre opening,” he says. “What was the best part? What did you like?”
Hawken watched customers who might normally keep to themselves begin interacting with complete strangers discussing performances and continuing the cultural experience over dinner. “Instead of people just coming into the café, ordering, and staying to themselves, the whole restaurant was talking.” For Hawken, this social energy matters as much as the commercial gain.
That sense of connection may lead to longer visits and stronger loyalty not just to one venue, but to the wider city experience.
Alexander Hudson, along with Mat Pedley and John Moughan, operate multiple venues including the Hamilton Hotel under their Overproof umbrella. Hudson believes that cultural investment gives businesses confidence to think longer term. He sees venues like the BNZ Theatre not simply as buildings, but as game-changing infrastructure.
“It’s something that feels generational.”
For businesses like Overproof, regular events help create consistency in foot traffic, new audiences, and stronger spending patterns. But Hudson believes the impact also changes how people think about living in Hamilton.
“Knowing that your city is capable of entertaining you all of the time,” he says, “that’s part of growing up.” That matters when trying to retain talent, attract creative workers, and build a city where people choose to stay.
And forward-thinking hospitality operators in Hamilton’s CBD are increasingly collaborating through cross-promoting venues, supporting events, and helping create a stronger industry.
“My biggest competitors are my best friends,” Hawken says. “We’re all out there to try and help each other out in a really tough business.”
That sense of shared ownership creates resilience.
Overproof’s John Moughan views community building as essential. “It’s a very important part of having a cool city.” But he says cities cannot expect instant results. “You have to put in the effort to build the community.” Moughan compares it to public transport infrastructure, something that requires sustained investment before becoming self-sustaining.
The same principle applies to arts and culture. Build the spaces, support the events and over time, communities begin building themselves around those experiences.
The potential benefits are not limited to the hospitality industry. Across the road from the BNZ Theatre, long-time owner of Trek N Travel, Colin Hancock, sees the changing energy from his shopfront.
“Just seeing more people in the street walking around now…I think it’s great.”
And while he may not always see an immediate sale, visibility matters. People notice stores and recognise businesses, building familiarity. And often, they return later.
Hancock believes the wider business community has an important role in supporting that momentum.
“We can make it a beautiful city if we prepare to just knuckle down and make it.”
Hamilton has both the potential and ability to demonstrate that creative and cultural events are not simply entertainment, but vital as economic and social drivers. Over time, and with support, these events can encourage tourism growth and attract talent to the region.