Greater Shepparton City Council is keen to keep the festival vibes rolling in 2020 and beyond.
Land of Plenty was held at Shepparton Showgrounds on Saturday, November 2 and drew a crowd of more than 3000 attendees.
Council director sustainable development Geraldine Christou said her team and festival organisers Red Hill Entertainment were working through post-event reporting and data analysis, with early indications estimating an economic impact between $750 000 and $1 million.
“Many key services in our region benefited from the event, including local event-supply businesses, while accommodation and hospitality businesses have also provided positive feedback after seeing a significant increase in visitation across the traditionally quieter Melbourne Cup weekend,” Ms Christou said.
“With more than 3000 attendees, this event will help further position Greater Shepparton as a ‘must do’ destination, further enhancing our visitor economy and helping support local jobs and businesses.”
The idea for a festival in Greater Shepparton began in July last year, with a partnership between council and Shepparton Show Me and an expression of interest released to music event organisers.
Red Hill Entertainment was selected as part of the process, which included financial and in-kind support.
Council said the "sponsorship is commercial in confidence", and did not provide a monetary figure.
Ms Christou said there was a three-year partnership in place between council, Red Hill Entertainment and Shepparton Show Me, ensuring two more years of Land of Plenty.
“Council is excited to continue to partner with Red Hill Entertainment to build the event, and looks forward to seeing it grow into an iconic part of the Greater Shepparton events calendar,” she said.
She said the "the positive feedback has been overwhelming" for the festival's inaugural year.
“Congratulations and thank you to the Greater Shepparton community on providing overwhelming support for the event,” Ms Christou said.
“The community asked for a new music festival and really embraced it, and that is something we should all be proud of.”