Its estimated economic impact to the region is about $9 million annually or nudging $160 million over its lifetime.
So far this summer the council-run Bowl has hosted huge crowds for LAB, Synthony and Six60.
New Plymouth mayor Neil Holdom said Kiwi groups were now beginning to draw more fans than some international acts.
"I think what we've seen with some of the emerging New Zealand bands is that they can put on a show that is world class. I think people saw with Synthony and LAB - and I went to both those concerts - and they were fantastic.
"Big stage presence, amazing performers and really good visual shows in a great venue. It's a recipe to make money."
But Holdom said it was hard to know whether it would be enough to soften the blow of losing Womad.
"We love Womad and it is disappointing that we don't have it here [this year] but we all understand the reasons why.
"That's a three-day event and the economic impact from Womad is huge. But certainly having sell outs at the Bowl is making an impact in town that is positive."
Taranaki Chamber of Commerce chief executive Arun Chaudhari was even more upbeat.
"The feedback I'm getting from cafes and from hotel owners is that they are just chocka. They have to turn a lot of people away because they are booked out.
"Just take a walk down Devon St. December has been a great month for business and January continues in the same vein."
EmmaLou Macaron and Coffee House co-owner Zoe Flower was more circumspect.
"The Synthony concert that we had, that was really, really busy because we obviously had a lot of out-of-towners, so we had big weekend that weekend.
"LAB was good, but not anything overly massive and I don't really expect Six60 to be either just due to the fact they are having so many concerts. But it's still better than not having it."
Flower said the impact of a three-day festival simply eclipses that of a one-off concert.
Backstage at the Bowl, Six60 guitarist Ji Fraser said the band's tour was partly about demonstrating what was possible in the shadow of Covid.
"It is important to show everyone that we can do this again and it's exciting to be playing these shows and seeing people out in these numbers and out enjoying themselves after, you know, the year we've had.
"So, it's really important and it's pretty exciting for us to be starting that momentum again. I'm really happy that we're part of that."
Fraser had also been reflecting on news that Six60 was being touted as the biggest touring band in the world at the moment.
"Honestly, hearing that just makes you think how lucky are we. How lucky are we that we are in a country where we can play shows, where we can get together in mass crowds and people can actually go out and enjoy themselves.
"That's probably what a lot of the world is missing right now, so I feel incredibly fortunate to have that accolade."
Meanwhile, out front there weren't too many punters missing Womad.
Deborah was enjoying the show.
"It's pretty good, but Womad is pretty much a highlight of the events calendar here."
Cory was feeling the vibe too.
"It's so good, bro, so good. It's nice having people around getting to see the band and enjoying it.
"It's all good and people in other parts of the world can't have that at the moment, so we can't complain, eh."
Adam was clear which event he favoured.
"They're [Six60] just blowing Womad away. It's just big, better well-known stuff that you hear on the radio everyday. It's gonna crank."
But Chaudhari certainly isn't giving up the Womad returning.
"Whether or not these shows fill the void or don't fill the void left by Womad we want Womad back next year."
Six60's Saturday's tour continues with shows in Christchurch, Wellington and Hamilton this month.
Crowded House wraps up this summer's concerts at the Bowl of Brooklands on March 20.
