ABSTRACT
Rural communities in New Zealand have had a long association with festivals and events. Agricultural and pastoral shows (known colloquially as ‘A&P’ shows) – with their displays of farm machinery and animals, and competitions for farm-based prowess, from wood chopping and sheep shearing, to home preserves and baking – have been an annual highlight for many rural communities since the early 20th century (Phillips 2008). Since the 1990s, however, rural festivals in New Zealand have proliferated and diversified in content and audience (Fountain & Mackay 2017; Higham & Ritchie 2001). Nowadays many small towns invest in and host an annual portfolio of events, rather than focussing on a single community celebration. While A&P shows remain important occasions for many rural communities, they now jostle for space in an increasingly crowded rural festival marketplace.
