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 →
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 →
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 →
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 →
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 →
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.
Second 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% High Skilled jobs
in the Arts and Creative sector, compared with 30.1% across the total Queenstown Lakes economy
Source: Infometrics, Queenstown-Lakes District, 2024.
