Europe's biggest winter festival Snowboxx is heading down under next year, and will be setting up stages at two Queenstown ski fields.
But the new venture will put pressure on the town's long-running winter celebration.
Queenstown Winter Festival is set to celebrate its 45th anniversary next year, but the event will now be sharing the stage with new European import, Snowboxx.
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Snowboxx Promoter Aden Levin says the festival combines music and snow sports.
"So it's a combination of some of the best international and local music, combined with snow sports - so skiing and snowboarding on the mountain."
The Queenstown event would see music main stages built at the top of the ski areas, along with entertainment on the mountains, and professional snow sport athletes.
"We're much more focussed towards the music element, with large-scale DJs and acts," he says.
"And definitely, it's also bringing people out who haven't potentially skied before in Queenstown."
Snow events for this year's Winter Festival were held at Cardrona, about halfway between Queenstown and Wanaka.
The new Snowboxx festival is set to be staged at Coronet Peak and The Remarkables, closer to Queenstown.
Organisers of the long-running local event have welcomed the new kid, and believe there's room for both; Snowboxx is targeting a different crowd, and the other end of the season.
NZSki CEO Paul Anderson says the new festival "will bring something big to Queenstown in spring, a different time when skiers start to do other things."
He's confident the event will draw new visitors from across New Zealand and Australia.
"It'll be a real festival with real named talent that they'll come for."
And hosting festivals at both ends of winter is expected to boost business across the region.