For every Rotorua business that we hear about in the news there are dozens more that are quietly going about their work and doing interesting and exciting stuff. It's impossible for media to ferret out all these businesses, as much as we try.
So it was great for them, and all the other category finalists, to get their night in the spotlight on Friday.
There were numerous standing ovations. Tears were shed. More than 500 people in the room cheering each other on - competitors or not.
Darrin Walsh, Steve Pinder, Kathy Hawker and the rest of team at the Chamber of Commerce deserve a shout out for putting on a great event, as do the judges who gave up their time to provide valuable feedback to entrants.
I can't wait to see what other hidden business gems the awards will unearth next year.