Tauranga's population base - it is the country's fifth-largest city - suggests it should not be starved of international acts and sporting events.
But that hasn't always been the case.
The most telling example of that was when the city missed out on hosting any Rugby World Cup matches in 2011.
After that low point, Tauranga has since shown it has an appetite for big events and people will turn out to support them.
Last weekend's jetsprints are an example.
Crowds exceeded 6500 last Saturday for the PSP New Zealand Jetsprint Championship series, with at least 10,000 coming through the gates on Sunday to see the inaugural ENZED Stadium Jetsprints.
And, on the back of that success, the finals of next year's World Jetsprint Championships look almost certain to be raced at Tauranga's ASB Baypark Stadium.
The Bay's support for major events was also on display when thousands of people turned out to watch the one-day internationals between the New Zealand Black Caps and South African Proteas at Mount Maunganui's Bay Oval last year.
It was the first major international cricket event in Tauranga in 20 years and the embankments surrounding the oval were filled with people excited at having a major match in their back yard.
Flagship events such as AIMS Games, Port of Tauranga Half Ironman, Tauranga Garden and Arts Festival, Tauranga Arts Festival and National Jazz Festival also attract wide support.
On a local level, events such as the Gourmet Night Markets, Little Big Markets and Dinner at the Domain add to the colour and vibrancy of the city and help foster a sense of community.
Against this background, the council's announcement that it plans to spend more than $9million over the next decade to help bring more major events to the city seems long overdue.
As reported in yesterday's edition, the initiative driven by Mayor Stuart Crosby will grow the council's major events fund from this year's $325,000 to peak at nearly $1.3million in 2024.
A report to the council detailed how the current spending of $325,000 was returning about $2.5million in economic spin-offs for the city. Mr Crosby said the council had grossly underfunded events in the 10 years before 2014-15 and he urged the council to take a leadership role.
Like any new initiative, there are risks. Councillor John Robson, who abstained from the 6-3 vote backing the increase, questioned whether the council was making it clear what its genuine back-stop commitment to events would be and what its expectations were of people who were not direct ratepayer funders.
He called the increase "phenomenal", saying if the private sector said it was skint, the council would end up with the costs.
NO DOUBT the council's decision will irk some ratepayers - especially given the concerns about the council's debt position - but some comfort can be taken from data from other cities about the multiplier effect of public-sector investment in events, which shows $1.3million has the potential to return $9.5million.
A council report from last year on the issue identified major events as an untapped opportunity for Tauranga to play a significant powerhouse role in national and international events.
"Events provide a city with the vehicle to build identity and pride of place for residents, and enhance vibrancy and liveability for residents and visitors alike. It is important that once visitors are attracted to the region by an event, they are enticed to stay longer or return to experience more of the city's attractions," the report concluded.
Some outside the region view Tauranga as an oversized retirement village.
In truth, the city is much more than that. It boasts an innovative business sector, vibrant arts and sporting communities and a stunning environment. We should show it off every chance we get.
The council had made the right decision in this case. The additional funding for events will hopefully help our growing city better display all that it has to offer.
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