Creativity &
Innovation
Growing the creative economy
of Queenstown Lakes
Queenstown Lakes is home to a growing creative economy: filmmakers, musicians, designers, producers, writers, makers, artists, cultural practitioners, creative businesses and innovators working across the district.
Creativity is more than artistic expression. It is how people imagine, design, make, solve problems, tell stories and create new value.
Discover the people, stories, data, networks and resources shaping Queenstown Lakes’ creative economy and helping it become more visible, connected and supported.
LOCAL CREATIVE STORIES
Creative pathways are already here
Te Ara Ki te Ao Auaha
The Path to the Creative World
Te Ara ki te Ao Auaha shares the stories of local creatives, makers and innovators working across Queenstown Lakes.
The film series was developed to show young people, communities, businesses and decision-makers that creative careers are real, varied and already happening here.
These stories make the creative economy visible - through the people building it.
Individual Stories →
Luke Sergent
Founder, Southern Lite Packs
Luke designs and makes lightweight outdoor packs in Queenstown Lakes, combining practical problem-solving, craft and a deep connection to the landscape.
Watch Luke’ s story →
Philly de Lacy
Film and Television Producer
Philly offers a behind-the-scenes view of screen production and the many creative, technical and practical roles that bring stories to life.
Watch Philly’ s story →
Paris Tainui
Tā Moko Practitioner
Paris explores tā moko as a living cultural practice—grounded in identity, whakapapa, drawing and the responsibility carried through each mark.
Watch Paris’ s story →
Alice Herald
Jeweller and Designer
Alice transforms ideas, drawings and precious materials into finely crafted jewellery, revealing the patience and precision behind a creative practice.
Watch Alice’ s story →
Brad Hurndell
Founder, Immortal Camera Systems
Brad designs and builds specialist camera systems, bringing together engineering, filmmaking & experimentation to capture images in new ways.
Watch Brad’ s story →
Charity Tycer
Co-founder, AWOL
Charity shares the journey of turning an idea into an adventure vehicle business - bringing together design, problem-solving & entrepreneurship in Queenstown Lakes.
Watch Charity’ s story →
WHAT IS THE CREATIVE ECONOMY?
Creatvity extends far beyond the arts
Creativity is how people imagine, design, make, solve problems, tell stories and create new value.
In Queenstown Lakes, the creative economy includes artistic and cultural practice alongside design, production, technology, screen, events, architecture, publishing, product development and the many technical and business roles that help creative work happen.
Innovation is part of this story too - through new tools, new enterprises, new visitor experiences, new ways of working and new ways of connecting people with place.
DATA, VALUE AND STRATEGY
The creative economy at a glance
The creative economy already contributes to the social, cultural and economic life of Queenstown Lakes.
The opportunity now is to better understand its value, strengthen the ecosystem around it and support its future growth.
$234 million
Contributed to the Queenstown Lakes economy by the creative sector annually.
Source: Infometrics, Queenstown-Lakes District, 2024.
No. 2 in Aotearoa
Queenstown Lakes ranks second nationally for the proportion of its workforce employed in creative industries.
Source: Infometrics, Queenstown-Lakes District, 2024.
59%
Of residents participate in creative and cultural activities.
Source: QLDC Quality of Life Survey 2025
5.64%
Of the local workforce is employed in creative industries.
Source: Infometrics, Queenstown-Lakes District, 2024.
65.3%
Of creative jobs are highly skilled. That is more than double the district-wide average of 30.1%.
Source: Infometrics, Queenstown-Lakes District, 2024.
Making creativity visible, connected and supported
Creativity and innovation are already part of Queenstown Lakes, in the people who make, design, perform, produce, build, tell stories, create experiences and develop new ideas.
The opportunity is to better recognise this work as part of the district’s future economy.
Guided by Te Muka Toi Te Muka Tākata, the Queenstown Lakes Creativity, Culture and Heritage Strategy, this work supports the growth of the creative economy by Increasing Visibility, Strengthening Pathways, Building Connections, Growing the Evidence Base, Improving Access, & Supporting Economic Diversification.
This work also contributes to the goals of new pathways to a thriving future, the Queenstown Lakes Economic Diversification Plan, which seeks to build a more resilient, sustainable economy with a wider range of industries, careers and income opportunities.
By supporting creative enterprise, screen, design, technology, production and other high-value creative work, the sector can play an important role in broadening the district’s economic base.
Increasing
Visibility
Making local creative work, careers and businesses easier to see and understand.
Strengthening Pathways
Helping young people explore creative careers and connect with local practitioners.
Building Connections
Connecting creatives, businesses, educators, funders, venues and partners.
Growing the Evidence Base
Building stronger evidence for advocacy, planning and future investment.
Improving Access
Connecting people with resources, spaces, funding and opportunities.
Supporting Economic Diversification
Showing how creativity contributes to identity, place, community and a more diverse local economy
WHY CREATIVITY MATTERS FOR BUSINESS
Creative people and businesses contribute far beyond the cultural sector.
They help shape distinctive visitor experiences, develop new products and services, strengthen local identity, attract and retain skilled people, and create new opportunities across tourism, hospitality, retail, events and technology.
From Arts to Action: The Future Is Creative explores what the growth of the creative economy means for Wānaka and the wider Queenstown Lakes business community and how businesses, employers and investors can be part of it.
NETWORKS AND SUPPORT RESOURCES
Find people, networks and opportunities
Queenstown Lakes has a growing network of creative people, businesses, organisations, spaces and specialist communities across the district.
Whether you are looking for collaborators, professional connections, business support, workspace or new opportunities, these local networks and resources can help.
Arts, culture and creative practice
Connect with local artists, cultural practitioners, performers, musicians, galleries, venues, organisations, events and opportunities.Te Wahi Toi
Te Atamira
Country Lane
Film and screen
Find local filmmakers, producers, writers, directors, actors, crew, production companies, technical suppliers and screen-sector support.Film Otago Southland
Southern Filmmakers Collective
Design, architecture and the built environment
Connect with designers, architects, landscape architects, photographers, illustrators, strategists, interior designers and other professionals shaping how people experience
place.Deep South Design Summit
Technology and innovation
Connect with technology businesses, founders, software developers, digital practitioners, creative technologists and people developing new tools, products and
platforms.Technology Queenstown
Startup Queenstown
Outdoor product, making and enterprise
Connect with outdoor brands, product designers, makers, engineers, fabricators, craftspeople and businesses developing locally designed products and experiences.WildTech
Business and founder support
Access startup programmes, business advice, coaching and information about the district’s wider economic-development activity.Startup Queenstown Lakes
Queenstown Lakes District Council Economic Development
Local business networks
Meet other businesses, take part in events and training, and find opportunities to collaborate across the district.Queenstown Business Chamber of Commerce
Wānaka Business Chamber
Workspace and professional community
Connect with entrepreneurs, freelancers, business leaders and creative professionals through local coworking spaces, events and member communities.Mountain Club
Misfits
General Service
Tourism and visitor experiences
Connect with the district’s regional tourism organisations for industry information, membership, capability development and opportunities within the visitor economy.Destination Queenstown
Lake Wānaka Tourism
Start or grow an idea
Queenstown Lakes also has a wider network of organisations and communities supporting people to establish businesses, find workspace, build professional relationships and develop new ideas.
Help us keep this resource current…
Know a local organisation, network, shared space or resource that should be included?
FURTHER READING
Why Grow Your Business in Queenstown?
Explore Queenstown’s startup environment, technology sector, professional networks, shared workspaces and wider opportunities for business growth.
Read more here:
https://www.queenstownnz.co.nz/live-work/post/why-grow-your-business-in-queenstown/
GET INVOLVED
The creative economy of Queenstown Lakes is already here.
Its future growth depends on people being able to find one another, share opportunities, build partnerships and contribute their skills, spaces and ideas.
Whether you are a creative practitioner, business, educator, funder, organisation, venue, tourism operator or community member, there are practical ways to take part.
Make your work visible
Add your creative practice, business, organisation, service or venue to Te Wāhi Toi so people across the district can discover and connect with you.
Discover what is happening
Explore upcoming events, exhibitions, screenings, performances, workshops, open studios and sector gatherings across Queenstown Lakes.
Start a conversation
Contact Three Lakes Cultural Trust about partnerships, local introductions, research, advocacy or sector development.