Entries are limited to a maximum of two works per artist.
The biennial awards were reinstated in 2013 after a 10-year absence, and aim to inspire local artists and highlight the wealth of talent in the Bay of Plenty region.
In 2015, the finals night was attended by more than 400 people and more than 10,000 votes were submitted in gallery and online for the People's Choice Award.
"It's a fantastic opportunity to showcase the region's incredible artistic talent, and for artists to profile their work," said exhibition curator Ane Tonga.
This year there is $13,000 in prizes up for grabs - the Rotorua Museum Supreme Award prize of $10,000; the Friends of Rotorua Museum Emerging Artist Award prize of $1000; the Toi Ohomai Innovation in Art Award prize of $1000; and two MORE FM People's Choice Awards of $500 each.
The first three awards will be announced at a gala awards evening on September 8.
The People's Choice Awards will run for the length of the exhibition, allowing visitors to vote for their favourites in the gallery and online.
An exhibition of about 30 finalist entries will be open to the public at the Sir Howard Morrison Performing Arts Centre from September 9 until October 6.
A Salon de Refuse, for works not selected for the finals exhibition, will open at the Rotorua District Library from September 14 to October 8.
Mr Brown said the Art Awards were a great way to engage with the local arts community.
"We had overwhelmingly positive feedback from all involved last time and can't wait to see what our talented region produces this year."
More information about the awards and how to enter will be available soon at www.rotoruamuseum.co.nz. Entries close 5pm, August 11.
The rules for entry will be similar to previous years:
- Artists must be resident in the Bay of Plenty at the entry close date
- The work must:
* Be a one-off original and not part of an edition
* Not infringe upon NZ copyright laws
* Be the sole work of the artist entering (unless it is a listed collaboration)
* Have been created within the 24 month period prior to and including the entry close date
* Never have been exhibited previously
* Be available for photographing and promotion
* Be available for sale
* Not exceed 30kg in weight or 1000mm in any dimension (including frame)