Homegrown Events Ltd

What Homegrown Events Ltd does

Homegrown Events Ltd is a privately held New Zealand company headquartered in Hamilton that organizes and operates the Jim Beam Homegrown festival, an annual large-scale live music event positioned as Aotearoa's biggest celebration of local Kiwi music. The event is held at Claudelands Oval, a 9-hectare venue managed by H3 Group (Hamilton City Council's specialist events team), and features multiple stages including a Rock Stage and an Electronic Stage that showcase New Zealand artists across rock, pop, electronic, hip-hop, and RnB genres. The company serves a broad horizontal segment of New Zealand music fans and has operated the festival continuously for 18 years, evolving from the earlier X*Air extreme-sports event into a nationally recognized music property.

The underlying technology is a lightweight event-management and attendee-engagement platform: dedicated iOS and Android mobile applications distribute event information, the official website (homegrown.net.nz) serves as the primary digital storefront for ticket sales, and merchandise is sold through a third-party e-commerce storefront (Trio). Payment processing is handled by Stripe and Payment Express, both PCI-compliant gateways operating over SSL. Distribution and marketing are amplified by partnerships with six MediaWorks radio stations (The Rock, The Edge, George FM, Rova, More FM, Mai FM) and active social channels on Instagram, Facebook, YouTube, and TikTok.

The business model combines three revenue streams: ticket sales as the primary source, sponsorship revenue anchored by long-tenured title sponsor Jim Beam (in place since 2011) with supporting sponsors including Pepsi, Mānīkā Phuel, and Good George, and merchandise sales. Operations are run by a lean team of 6 employees supported by outsourced venue, sponsor, and media partnerships. The company is founder-operated with no disclosed institutional investment, and its sole flagship event cycles annually with a waitlist-based presale funnel for each new edition, including the announced Jim Beam Homegrown 2026.

Name

Homegrown Events Ltd

Legal name

Homegrown Events Ltd

Website

https://homegrown.net.nz

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Homegrown Events Ltd operates the Jim Beam Homegrown festival, New Zealand's flagship annual celebration of Kiwi music, held at Claudelands Oval in Hamilton and title-sponsored by Jim Beam since 2011.

Ownership category

akta.pro rank

Product category

Live Music Festival Events

NAICS

Promoters of Performing Arts, Sports, and Similar Events with Facilities (711310), Performing Arts, Spectator Sports, and Related Industries (711)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Concerts & Music Festivals (THAJAFAA)

Keywords

• Music festival
• Live event management
• Concert promotion
• Event ticketing
• Festival merchandise

Headquarters

HQ city

Hamilton

HQ country

New Zealand

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure

Revenue model

1. Ticket Sales: Primary revenue stream from selling tickets to the annual Jim Beam Homegrown music festival event.
2. Sponsorship: Partnership revenue from title sponsor Jim Beam and additional brand partners including Pepsi, Mānikā Phuel, and Good George brewery.
3. Merchandise Sales: Sale of official festival merchandise through third-party storefront Trio.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

Homegrown Events Ltd organizes and operates the Jim Beam Homegrown music festival, New Zealand's largest celebration of local Kiwi music, held annually at Claudelands Oval in Hamilton. The festival features multiple stages (Rock Stage and Electronic Stage) showcasing top Kiwi artists across genres including rock, electronic, hip-hop, and pop, with supporting digital products including dedicated iOS and Android mobile apps and an official merchandise e-commerce store.

Product overview

Homegrown Events Ltd operates the Jim Beam Homegrown festival, New Zealand's premier celebration of local Kiwi music. The company offers a core festival product featuring multiple stages (Rock Stage, Electronic Stage) with live performances, complemented by digital touchpoints including iOS and Android mobile applications for attendee engagement, and an official merchandise e-commerce store. The festival has evolved from earlier iterations (including the X*Air extreme sports event) and now runs annually at Claudelands Oval in Hamilton, Waikato.

Differentiator

Problem solved

Functional benefit

Products and services

• Jim Beam Homegrown Festival New Zealand's largest celebration of local music featuring multiple stages (Rock Stage and Electronic Stage), held annually at Claudelands Oval in Hamilton. The flagship event showcases Kiwi talent across rock, electronic, hip-hop, and pop genres for New Zealand music fans.
• Jim Beam Homegrown Official Merchandise Official online merchandise store for Jim Beam Homegrown festival attendees and fans, selling branded merchandise including apparel and accessories through a third-party e-commerce platform.

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature2 records

Partnerships

Eleven partnerships are on record, tiered flagship, core and minor.

• Jim BeamflagshipGTM or Marketing Partner · 1 January 2011Jim Beam is the title sponsor of Jim Beam Homegrown, having stood alongside New Zealand's biggest celebration of local music since 2011. The partnership is built on shared values: bringing people together, backing Kiwi talent, and celebrating the spirit of mateship. Jim Beam was present from the first cheers of the day to the final track of the night.
• PepsicoreGTM or Marketing PartnerPepsi is a beverage partner at Jim Beam Homegrown, described as 'fizzing to join' the festival where Kiwi music takes centre stage. Pepsi positions itself as complementing the music experience from the first drop to the last encore.
• Mānikā PhuelminorGTM or Marketing PartnerMānikā Phuel is partnering with Homegrown for the first time. The energy drink brand positions itself at the crossroads of wellness, music and movement, targeting those who live to push limits whether on the stage, in the studio, or on the field.
• H3 Group (Claudelands Oval)coreOthersClaudelands Oval is the award-winning venue for Jim Beam Homegrown, a 9ha green space in the heart of Hamilton. Owned and managed by H3 Group, Hamilton City Council's specialist events team. The festival returns to its roots in the Waikato after 18 years.
• Good GeorgeminorGTM or Marketing PartnerGood George is a local Waikato brewery and partner, expressing pride in having Aotearoa's biggest Kiwi music party on their doorstep. As locals, they support local talent and great beer.
• The RockcoreGTM or Marketing PartnerNew Zealand's biggest rock station, The Rock is a trusted provider of the greatest rock music collection and brings the greatest Kiwi rock to the Homegrown Rock Stage. They support the Rock Stage at the festival.
• The EdgecoreGTM or Marketing PartnerNew Zealand's hit-music station, The Edge covers the biggest hits, biggest moments and biggest events like Jim Beam Homegrown. They are a marketing partner for the festival.
• George FMcoreGTM or Marketing PartnerNew Zealand's dance and electronic music station, George FM is a longtime supporter of Kiwi music and was the first station to play artists like Lorde and Lee Mvtthews. They are a proud supporter of the Electronic Stage at Jim Beam Homegrown.
• RovacoreGTM or Marketing PartnerMediaWorks' on-demand entertainment hub and digital platform, Rova unifies live music and entertainment from 10 radio brands. Rova provides coverage and promotion of the festival across its platform.
• More FMminorGTM or Marketing PartnerMore FM loves supporting local Kiwi music including artists like Kaylee Bell, Cassie Hendersen, and Six60. They are a proud supporter of Jim Beam Homegrown and celebrate at Claudelands Oval.
• Mai FMminorGTM or Marketing PartnerNew Zealand's #1 Station for hip-hop and RnB, Mai FM brings the music they play on air, live to ears at Jim Beam Homegrown. They are partnered with the festival for another year.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Festival One: A New Zealand multi-stage music festival comparable in scale, single-venue outdoor format, and target audience of NZ music fans seeking multi-day live music experiences.
• Electric Avenue Music Festival: A Christchurch-based NZ music festival with multi-stage programming, comparable as a Kiwi festival competitor for headliners, sponsors, and ticket buyers in the same summer festival window.
• Laneway Festival: Australian-origin indie music festival that also runs NZ editions, comparable in multi-stage setup, indie/alternative audience, and urban venue format operated by a touring festival promoter.
• Rhythm and Vines: An iconic New Zealand New Year's Eve music festival held in Gisborne, directly comparable in scale, audience, and sponsorship model to Homegrown as one of NZ's flagship music festivals.
• WOMAD New Zealand: The New Zealand edition of the global WOMAD world-music festival, comparable in multi-stage outdoor festival format, NZ venue (New Plymouth), and audience of music enthusiasts seeking live performance experiences.
• Bay Dreams: A New Zealand multi-genre music festival held in Mt Maunganui and other NZ locations, directly comparable as a domestic summer festival competing for the same Kiwi artists, sponsors, and audience.
• Otherside Music Festival: A New Zealand music festival holding editions in Christchurch and other centres, directly comparable as a competing domestic festival for NZ audiences and headline artists.
• Splore Festival: A long-running NZ boutique music and arts festival comparable in size and ethos, targeting a similar live-music enthusiast demographic with multi-stage programming at a single NZ venue.

Broad incumbents

• Big Day Out: A historical Australian/NZ multi-city touring festival historically comparable in scale and multi-stage format, illustrating the operational complexity of running large ANZ festival tours that Homegrown could potentially emulate.
• Live Nation New Zealand: The NZ arm of the world's largest live entertainment promoter, broadly comparable as a competitor and industry incumbent operating concerts and festivals in the same New Zealand market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCSWHTv7cAR72sWGe-6ndHkQ
• Facebookfacebook.com/HomegrownOfficial
• Instagraminstagram.com/jimbeamhomegrown
• TikToktiktok.com/@homegrown_festival
• LinkedInlinkedin.com/company/jim-beam-homegrown

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Homegrown Events Ltd