Jim Beam Homegrown brings a big crowd and a big economic boost to Hamilton

Jim Beam Homegrown’s move to Hamilton hit all the right notes, with the festival generating almost $10million into the local economy in its first year in the city. 

New independent analysis by Fresh Info found the 2026 festival attracted more than 25,000 attendees, including 17,885 visitors from outside Hamilton, generating 24,648 visitor nights and $4.8 million in visitor spending across accommodation, hospitality, retail and transport. 

Sean Murray, Hamilton City Council General Manager Destinations, said the event delivered benefits far beyond the festival gates. 

“Jim Beam Homegrown absolutely delivered for Hamilton,” Murray said. “We saw visitors moving throughout the CBD and Claudelands precinct across the entire weekend, with strong spend across accommodation, hospitality, retail and transport.” 

“It also demonstrated Hamilton’s ability to deliver major events at scale through strong planning, transport coordination, city activation and a huge collective effort behind the scenes.” 

The festival’s move to Hamilton also sparked a wider programme of city activations, including Bridge to Homegrown, which transformed Claudelands Bridge into a pedestrian link connecting the CBD and festival site with live entertainment, food vendors and performers. 

The report highlighted strong community support for the event, with 95 per cent attendee satisfaction and 93 per cent resident pride recorded. 

Andrew Tuck, Jim Beam Homegrown CEO said the response from fans and the wider Waikato community has created huge momentum heading into 2027, with more than 1,000 nights of accommodation already booked in the city for next year’s event. 

“The reaction has been massive,” says Tuck. “Loyal fan tickets sold out in 30 minutes, and Super Early Bird tickets sold out the same day. We’re yet to announce a single act for 2027 but we’ve got some good ones!” 

Tuck brought Jim Beam Homegrown back to its Waikato roots after 18 years in Wellington and has confirmed Aotearoa’s largest all-Kiwi music festival is here to stay. 

“We always believed Hamilton was the right move for Homegrown, and this year proved it. What we delivered was just the beginning. The space, the layout, and the support from the city allowed us to take Homegrown to another level. We’ve got bigger plans for 2027.” 

Tuck encourages more Hamiltonians to get behind Jim Beam Homegrown in 2027. 

“This is a festival the city can be proud of,” says Tuck. “There’s nowhere else in New Zealand where you can see this much Kiwi music talent in one place, and it feels like Hamilton is only scratching the surface of what Homegrown can become here. The city got behind us in a big way this year, but there’s an opportunity to make it even bigger, louder and better for 2027.” 

Murray said the success of Jim Beam Homegrown’s first year in Hamilton has given the city real confidence in the future of the festival. 

“We’re proud to support an event that delivers strong economic impact while also creating experiences that people across the region genuinely connect with.” 

To celebrate New Zealand Music Month, Jim Beam Homegrown has announced one final limited Early Bird ticket release, going on sale at 8am on Thursday 28 May. 
 
Jim Beam Homegrown returns to Claudelands Oval in Kirikiriroa, Hamilton on Saturday 3 April 2027. 
 
For more information visit homegrown.net.nz