Groove among the grapes

The Linden Estate line-up is designed to appeal to a broad audience.

Rhythm and Vines has taken on a new groove this year, with more people and more concerts, including one in Hawke's Bay on December 28.

Road to Rhythm and Vines, Etiquette and Valley Vibes Entertainment will host major drum and bass act Pendulum, along with supporting local acts Ruffhouse Crew and TREi.

The new Road to Rhythm brand was expected to "cater to a wider range of people", said Rhythm and Vines founder Hamish Pinkham.

"We've made a few changes this year to grow it up a bit and broaden the scope of it that we're offering."

The concert, at Linden Estate, is part of a wider package which includes another concert in Mt Maunganui that night, Giggle and Vines comedy acts, beer gardens and more diverse range of music.

Mr Pinkham described the additional concerts as sideshows to the main New Year's Eve event in Gisborne.

He said they were "curtain-raisers" that people travelling to Gisborne could stop off at on their way. It was also a good opportunity for Hawke's Bay locals who could not attend the Gisborne concert to join some of the festivities.

"We're targeting a whole range of age groups this year," the founder said.

"It's along the lines of the emerging festivals around the world."

Etiquette Marketing and Events spokesman Greg Howie said it was a "just a taster for what we might do next year".

"The region needs events like this, we don't often get access to big acts."

He said tickets were selling well but it was "a chance to see if the Hawke's Bay market will come to the party" so the event could grow bigger in the future.

Hastings man Trevor Linnell, who headlines TREi, had just moved back to the Bay after 20 years and he said the biggest drawcard for him was that it was a "massive opportunity for Hawke's Bay".

"There's not a lot of high-end dance music here, you usually have to go to Wellington or Auckland for that."

"It's a big opportunity to put Hawke's Bay on the map."

Jesse Hunter from Ruffhouse Crew said they were happy to be playing with Pendulum.

"We've grown up with them as our idols and to have them play here is awesome," he said.

In its 13th year, the festival was reverting back to a three-day event after previously being expanded to a week due to popularity. About 1500 people were expected but there was capacity for 3000.

This rebranding comes after the past couple of years ended with tumultuous behaviour and rioting between concert-goers staying in the Baywatch Campgrounds in Gisborne.

Baywatch no longer operates but others were being set up on Waiohika Estate Vineyard, where the concert is held.

There had also been a "boom" in housing and hotel accommodation rather than camping.

Mr Pinkham said the changes in the way people were drinking prompted them to reconsider how the event was run.

Ticket options:

* General admission $65, plus $2.50 booking fee

* VIP admission $99, plus $2.50 booking fee. Includes admission into the VIP marquee and bar - four free drinks.

* All tickets include transport to Linden Estate from either Napier, Hastings, Havelock North or Taradale.

* Concert runs 3pm-11pm. Gates open 3pm.