New Owner For NZ’s La De Da Festival?

The EDM / alt-rock La De Da launched in 2010 in Martinborough, drawing 10,000 to see major international acts. It hit financial trouble for the past two years and canceled last year. In 2012, promoter Josh Mossman’s company Section Zero went into liquidation owing NZ$140,000 ($109,346), after which he transferred the brand to a new company called Martinborough Experience. Executive producer Joff Rae told the Wairarapa Times-Age he plans to buy the festival’s rights for a 2016 return.

His strategy is to move it to NZ’s second-largest city, Wellington, and rebrand it as a three-day family-friendly arts and music event in various locations. Some of these, like the waterfront, the Mt. Victoria lookout and the Botanic Gardens soundshell, are picturesque enough to be tied in to a global broadcast to cash in on New Zealand being the first major country to herald the New Year.

The Wellington Council is keen for the festival but uncertain that an investment of NZ$250,000 ($195,975) will translate into a NZ$5 million ($3.9 million) return from tourism and auxiliary revenue-spinners.