Graeme "Noddy" Watts is more like Santa Claus than Big Ears' merry wooden companion.
From his sack of gifts he has given Whangamata's children a kindergarten, and their parents New Zealand's biggest rock and roll festival.
The organiser and continual driving force behind the annual Whangamata Beach Hop,Mr Watts is known by the townsfolk as a tireless, inspiring and fiercely humble man.
But his contribution to Whangamata and the wider region was anything but humble, Thames Coromandel District Council mayor Philippa Barriball said.
"Beach Hop is a huge contributor to the economy. Not just for Whangamata but for the wider district as well."
The festival began as a way to raise funds for local coastguard and surf life saving teams in the region. But Mr Watts' infectious enthusiasm and considerable skills have made it one of the biggest festivals of its kind in the world.
Local and international visitors - some 70,000 this year - inject thousands of dollars into the region through their attendance, Mayor Barriball said.
Mr Watts, whose nickname came from his head-jerking running style when young, was constantly playing his role down, she said. But through her work with him she had seen his remarkable ability to motivate people.
The ebullient Mr Watts said his motivation to give time to Whangamata came from the thrill of making "the best community in the country" even better. And he wanted to showcase that community to the world.
There is another reason Mr Watts gives so much for his home town: A teenage rugby injury has left him with scoliosis - his spine being curved from side to side.
He said three spinal operations to try to correct the injury have given him a profound appreciation for the present.
