Mildura Rural City Council and Mildura Regional Development are keen to hear from event organisers interested in running this year's Mildura Country Music Festival.
Councillor for Economic Development and Tourism Mark Eckel said the long-running festival attracted thousands of regular attendees from outside the district.
"This event has generated a massive fan base over the years, with many regular return visitors to Sunraysia booking it in their calendars 12 months in advance," Cr Eckel said.
"We want to ensure those visitors who look forward to coming to Mildura each year for the festival, and have already booked their accommodation, can return again this year."
Mildura Regional Development Chief Executive Officer Brett Millington said "a number of operators in our region have told us that people are keen to know what is happening with regard to the Country Music Festival; whether in a similar guise or otherwise. We're keen to ensure there's an event to fill that space and continue to draw visitors to our region."
Cr Eckel said that with the Mildura Country Music Festival as we have known it coming to an end, it has opened up a raft of opportunities for an event organiser to take the festival in a new and exciting direction this year.
"Whether it's a tweak to the current format, or wholesale changes to really freshen it up, we're keen to hear from suitably qualified event organisers to hold the event again this year."
This year's event organiser could receive up to $50,000 as part of the upcoming Events Funding and Support Grant program, which opens on 3 February.
Cr Eckel said there would be another exciting opportunity for event organisers in coming months, with the launch of a prospectus showcasing Mildura's significant potential to host hallmark events.
He said the prospectus was aimed at highlighting Mildura's key attributes as an events destination in a bid to attract fresh, new major events or festivals from next year.
"We're looking ahead to 2021 and beyond to realise our city's potential to host hallmark major events," Cr Eckel said.
"Whether it's one major festival, a series of festivals, or something totally new, we want to hear from event organisers both locally and from outside our region to see what is out there.
"It will be the perfect time to launch the prospectus as it will build on the momentum already generated through the recent release of our Events Strategy 2025, as well as seizing on the opportunity for new major music festivals or events in the absence of the Mildura Country Music Festival after this year."
Mr Millington said events are a critical part of the visitor economy.
"Not only do they bring people to the region, but they act to promote all the wonderful attributes our region has to offer to a visitor," he said.
