The Big Chill Festival has once again proven that regional events are more than just a good time, they’re a powerful force for economic growth and long-term resilience in communities like the Armidale Region.
Armidale Regional Council claims this year’s sold-out festival delivered $3.6 million in total economic benefit, including $2.3 million in direct visitor expenditure. With a 47 per cent increase in ticket sales from the previous year and a sold-out weekend that drew more than 5,000 attendees, Council says the numbers only tell part of the story.
Across Armidale, local businesses felt the buzz. Hospitality and retail operators reported trading levels that rivalled the Christmas rush. Cafés were bustling and local boutique stores thrived as the city came alive.
“The visitors had the cash registers spinning and we had the best sales since Christmas,” said Ross Patch, owner of Lifestyle Outfitters.
“Our store Lifestyle Outfitters catered for the needs of the Big Chill goers with plenty of wet weather gear sold. Sometimes the weather can be an advantage. Looking forward to next year’s gig.”
Local business owner, Matthew Neary, highlighted the importance of events like the Big Chill Festival on small businesses like his.
“During the Big Chill, we had our biggest week we have ever had — the town was electric. Every year that the event continues to grow, the economic flow-on is amazing for small businesses like ours,” said Mr Neary.
“We saw a 30 per cent spike in sales on Sunday alone. The foot traffic was incredible, and it wasn’t just locals—it was visitors discovering our shop for the first time. Events like this are a lifeline for small businesses.”
And it’s not just about the sales said Renata Davis, Manager of Regional Activation.
“It’s about visibility, connection, and showing off what Armidale can do. The festival creates a ripple effect that lasts well beyond the weekend.”
Weekend activities like the Chilly Dip at Dumaresq Dam and local markets gave residents and visitors a uniquely Armidale experience and extended experiences beyond the festival walls.
The event’s reach also extended far beyond the city limits. Some 45% of ticket holders travelled from outside the region, and more than 1 million people were reached across social media platforms, putting the region firmly on the map for future tourism and investment.
“I can’t overstate the importance of these events,” said Mayor Sam Coupland.
“They showcase our region and bring people together while giving a huge boost to our local retailers and business community.”
“The festival is also a fantastic vehicle to promote and support the depth of local talent we have in the Region in music, the arts, food and beverage production,” he said.
Mayor Coupland said the emergence of the festival as a staple event in the regional calendar, and its substantial growth in recent years shows the demand for high quality events like The Big Chill in the region.
The Big Chill Festival will be back in 2026, with dates to be announced soon.
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