After five years of spinning wheels and celebrating all things bike-related, the Rotorua Bike Festival is relaunching its brand.

Rotorua Bike Festival Trust chairman Jonathan Dodd said the festival had continued to evolve each year and was becoming an iconic celebration.

"What began as a 10-day programme of events to draw domestic visitors to the region has evolved into a feel-good celebration of all things cycling that Rotorua locals love for its homegrown roots and their chance to participate in the festivities, whether they get on a bike or not."

The trust reworked its strategic plan after feedback from a community forum spurred its decision to move the annual festival from February to October.

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"For the Rotorua Bike Festival to be on par with New Zealand's best world-class festivals, such as New Plymouth's WOMAD or Napier's Art Deco Festival, we needed to get the whole town on board.

"Moving the festival to October allows more of our community to fully embrace the occasion, including schools, clubs, retailers and hospitality providers, as Christmas and school holidays no longer limit what they can do."

Event director Megan Dimozantos said the trust's community focus had resulted in new relationships being formed, adding to the wider festival feel.

"There are lots of people in Rotorua who have talents they can showcase during the festival, including performing artists and food truck chefs who will be a part of the opening events on the Village Green.

"It's certainly not just a celebration for cyclists, but for Rotorua to celebrate our locally-grown talent and what makes us unique."

The new brand was designed by local creative Gaz Sullivan, who hopes it will draw attention to the fun-loving nature of the festival.

As the designer of the original brand and part of the team who established the inaugural festival, he said it was exciting to see the Rotorua Bike Festival being taken to a whole new level.

"Whether you're a cyclist or not, a top-notch 10-day celebration that everyone in town looks forward to is something worth being a part of."

The 2018 programme is still being finalised, however 22 events have been confirmed, including new events like the Maori immersion rides through places of historical significance, and the return of old favourites like the Redwoods Coast and Bike Speedway at Government Gardens.

If you, your club, business or organisation would like to run an event or participate in the Rotorua Bike Festival in 2018, contact Megan Dimozantos at megan@rotoruabikefestival.com.