Rotorua Chamber of Commerce chief executive Darrin Walsh says entering the Westpac Rotorua Business Excellence Awards provides a good chance for reflection.
They have spent a quarter of a century recognising Rotorua's top businesses.
The Westpac Rotorua Business Excellence Awards is about to celebrate its 25th anniversary.
And according to Rotorua Chamber of Commerce chief executive Darrin Walsh they are hoping the anniversary will prompt some of the city's iconic businesses to enter.
The 2015 awards were launched at Tuesday night's Business After 5 event with details of a category recognising emerging business leaders revealed.
The category had been part of the awards in the past, but has not featured over the past couple of years.
This year they will not have the apprentice of the year category, with those wanting to recognise their apprentice staff being encouraged to enter them in the employee of the year category.
"I think it is a huge achievement and a huge anniversary to celebrate. Over those years we've had some very big and iconic businesses win the awards," said Mr Walsh.
As part of the milestone awards they hoped to recognise businesses which had won the awards in the past, he said.
"We will certainly be looking at what we can do to celebrate and make it something special."
While entries do not close until July, Mr Walsh encourages businesses to start work on entries early.
"There can be a fair bit of work that goes into entering."
He said that while entries needed quite a bit of information such as processes and procedures, all businesses would benefit from entering.
"It's a good way to open your eyes to the business and where there might be gaps."
He said those businesses which made it through to the finalist stages also received valuable feedback from judges.
"There are a lot of learnings through the process. If you are lucky enough to make it through then you get the extra results."
Mr Walsh said there was no reason for businesses not to enter - and all those that entered would gain something.
He said he'd love to see some of Rotorua's bigger and iconic businesses enter - especially any that had been around for the 25 years the awards had been running.
Last year family-run business Evergreen Landcare won top prize after it entered the awards for the first time. The night's other big award, the Business Person of the Year, went to Deryck Shaw of APR Consultants.
The gala dinner will be held on October 16 at the Rotorua Energy Events Centre.
"If you’re loyal to them, they will be loyal to you."