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Destination Queenstown (DQ), Lakes Leisure and the Queenstown Chamber of Commerce are calling for the Queenstown Lakes District Council to help set up an event management organisation.
A submission to the council's draft annual plan says representatives from QLDC, the chamber, DQ, Lakes Leisure and Winter Games NZ met to set up a working party last month.
"It was agreed there is opportunity for the district to adopt a far more proactive approach to events, in particular in the areas of promoting the Queenstown Lakes as a world-class events destination and attracting new events," it said.
Some of those at the meeting expressed concern about the lack of events during the shoulder seasons.
"Opportunities to bid for new events are lost due to no one organisation in the district having the overall responsibility for securing and supporting new events," it said.
The submission requested funds of $40,000 from the council's 2010 -11 budget to set up the organisation.
Funding would then be sought from the private and public sectors.
About 300 submissions were received on the draft annual plan.
A public hearing will take place on June 2 and 3.