The future of the wine and music event Brookby Beats remains uncertain after the Marlborough District Council declined a grant application from Two Rivers of Marlborough in March. Organizers are currently weighing whether to move the event away from the annual Marlborough Wine and Food Festival weekend, a shift that council officials suggest could complicate the event’s ability to attract out-of-region visitors.
Why is the future of Brookby Beats uncertain?
Two Rivers of Marlborough, the winery behind Brookby Beats, has not confirmed if the event will proceed this year. According to founder David Clouston, a final decision regarding the event’s viability was still pending as of July 1. This follows the rejection of a multi-year funding request by the Marlborough District Council, which sought $10,000 for 2026, $9,000 for 2027, and $8,500 for 2028 to cover entertainment and marketing costs.
Wine Marlborough’s post-event survey indicates that visitors from outside the region typically stay in Marlborough for an average of three nights during the festival period, even though the main event is only one day long.
How does the council evaluate event funding?
The Marlborough District Council rejected the Brookby Beats application because it failed to demonstrate how a standalone event—removed from the festival weekend—would draw visitors from outside the region. A council spokesperson confirmed that this criteria is a key part of the commercial events fund. Of the six applications submitted during that specific funding round, Brookby Beats was the only one denied.
What is the industry perspective on festival clustering?
Marcus Pickens, general manager of Wine Marlborough, maintains that events stood a better chance at attracting out-of-region visitors if they clustered around the Marlborough Wine and Food Festival. While Pickens stated in May that he remains “absolutely supportive” of Brookby Beats, he noted that the commercial landscape for individual events is “incredibly difficult to make financially successful.”
Pickens highlighted that while he would welcome a full week of events, organizers must navigate the reality that staging events as individual events creates commercial challenges. “It has to tick not just a financial box, [but] all the boxes, for events to decide to keep going,” Pickens said.
Comparison: Festival-Linked vs. Independent Events
| Factor | Festival-Linked | Standalone |
|---|---|---|
| Visitor Attraction | High (Piggybacks on festival traffic) | Challenging (Requires independent draw) |
| Financial Risk | Moderate | High |
Frequently Asked Questions
Was Brookby Beats the only event denied funding?
Yes. According to council records, Brookby Beats was the only application rejected out of the six requests reviewed during the March funding round.
Why did the council reject the funding request?
A council spokesperson stated the rejection was due to a lack of evidence that an independent event could effectively attract out-of-region visitors, which is a key part of the commercial events fund criteria.
Is Wine Marlborough still supporting the event?
Marcus Pickens, general manager of Wine Marlborough, has stated that his organization remains supportive of the event, though he acknowledged that Two Rivers must make their own commercial decisions in a tough events environment.
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