"And the proof is in the pudding, with three just-confirmed top acts coming to ASB Arena, which falls under the Bay Venues mandate," he said.
New Zealand acts SOL3 Mio and Brooke Fraser were scheduled to perform in ASB Arena next year, while international reggae act Jimmy Cliff also has a concert scheduled for the area.
Promoter Jackie Sanders, who is bringing Cliff to Tauranga, said she was in the process of finalising other acts to open up for him.
She said Tauranga was a great location to bring international acts to and residents could expect more to come in the future.
"It really helps when the venue is really proactive in trying to encourage different acts to come," she said.
"Tauranga is so well placed. It is just within a couple hours of other main centres and people can easily come here and make a weekend out of it."
However, Ms Sanders warned that acts would only come to the city as long as they were supported by locals and businesses.
"People will need to show their support and go along to the show. It's like everyone needs to get on board. Accommodation needs to be available and businesses also need to get behind the events.
"I think people just need to see these are quality events."
Mr Dawson said the Bay Venues team was working hard to ensure ASB Arena and ASB Stadium were front-of-mind venues of choice for promoters.
"Inroads have already been made," he said.
"All the more impressive is the fact Jimmy Cliff will only be offering two NZ concerts. One will be in Auckland, and he has chosen Tauranga's ASB Arena as his second concert venue."
He also said it was crucial Tauranga people got behind Bay Venues' endeavours.
"Tauranga people are saying they want this - they want big acts to come to their town. We want promoters to keep coming back to us. For this to happen, Tauranga people need to show their support."
Upcoming concerts
*SOL3 Mio: February 26
*Brooke Fraser: April 1
*Jimmy Cliff: March 27
