A promotion grant of $23,000 for the Cromwell and Districts Promotion Group's summer festival was approved by the district's community board earlier this year.
The group recently asked the board for an extension of time to report back on detailed plans and asked if some of the funds could be spent on a feasibility study for the event.
"Although we're yet to get all the pieces pulled into place, we want to do it, and do it well, not have a small unprofessional event but something that truly showcases Cromwell as being the centre of Central Otago's wine-growing and fruitgrowing area,'' group vice-president Andy Wilkinson said yesterday.
"That's still our objective, to hold a world-class event, and we're in conversation with professional event organisers.''
The timing of the event had yet to be decided. It was important not to clash with other events and to time it to suit grapegrowers and orchardists as well as visitors, Mr Wilkinson said.
"One of the things we're exploring is what's the right time, so we can attract people to come here and make it a destination event.''
The promotions grant was conditional on the group being able to demonstrate private sector input and confirm industry support in the form of a minimum of $2 being donated for every $1 given by the board, by June 30.
In its report to the board, the group said it was hoped to have a self-funding festival, with wineries and food stallholders paying to attend, as well as an entry charge for festival-goers.
There was still "much work to be done'' before the group could provide the board with an assurance any board funding would be matched and doubled by industry contributions.
The event could cost between $100,000 and $150,000 to stage.
The community board has agreed to give $5000 of the $23,000 it allocated to promoting the festival to fund a feasibility study into the event.
Mr Wilkinson, a vineyard owner, said he believed the event could be representative of all Central Otago wine and fruit producers. It had the backing of the Central Otago Winegrowers Association, although the association said it did not want to organise the festival itself.
The feasibility study could be completed within a month, he said.
