With Drag Queens on a Farm and DJs on the Slopes, Festival director Sam Coulthard shares what makes Winter Pride so special.
When Sam Coulthard first arrived in Queenstown, he didn’t expect to find a family. But that’s exactly what Winter Pride became for him — a rainbow whānau that gathers every August to celebrate love, inclusivity and the joy of coming together. Now, as the Director of Winter Pride for a second year, Sam is guiding the festival into its 22nd edition with a theme that’s close to his heart: weddings.
“This year there is a celebration of ‘love is love’,” he says. “We settled on a wedding theme because we love how weddings bring everyone together, like family, to celebrate love — and that’s what we want from Winter Pride 2025.”
It’s not just a clever theme. The programming for the 10-day Queenstown festival, which runs from 15–24 August, is steeped in matrimonial flair. “The SKYN men’s and ladies nights are going to be stag and hens do themed. We’re having a wedding expo to give people the ability to meet some celebrants — I’m one of them!” he laughs. “We’ve got really supportive local vendors here who would like to host more queer weddings.”
That support is part of what sets Queenstown apart. “We often hear from Australians coming to Winter Pride that they struggle to find celebrants that are gay-wedding friendly outside of their major cities,” says Sam. “There’s no hate or homophobia or anything like that here. Love is love.”
Winter Pride’s current form — inclusive, festive and internationally adored — has evolved from humble roots. First launched as Gay Ski Week, the event has changed hands multiple times and was rebranded as Winter Pride in 2018. Sam’s own journey with the festival began as a volunteer during those early years.
“I first started helping out when it was owned by Sally and known as Gay Ski Week,” he recalls. “When Mike and Martin took it over in 2018, they needed someone on the ground to do event management and look after talent and tech.” But the COVID years were tough on the team, and the logistical strain of running things from Auckland became too much. “They wanted to sell it, and I wanted to take it on because it’s so important to me.”
Sam’s connection to Winter Pride is deeply personal. “When we moved to Queenstown, this event was where our friend group came from. This was our family. It really helped the queer community here to connect. It was our gay Christmas. Everyone started taking time off work for it. Everyone from out of town comes to stay.”
Queenstown, with its alpine majesty and famously friendly locals, makes the perfect stage for this kind of community-focused Pride. “We’re trying to make Queenstown the queen of the Pride festivals,” Sam grins. “It’s so unique — we’re a small town, but probably the nicest ski destination in the lower southern hemisphere. We have the most beautiful mountains, and all the best adventure tourism you can find — and it’s all here.”
That international pull is real. “Winter Pride attracts people from all over New Zealand, Australia, the US, the UK, and South America. It’s probably New Zealand’s most international Pride festival.”
Despite its global reach, the atmosphere remains intimate and welcoming — particularly for first-timers. “I was one of those people,” Sam admits. “I knew of Gay Ski Week when I lived up in Christchurch and always thought, ‘I’d love to go, but who would I go with?’ So we try to be extra welcoming to those brave enough to come on their own.”
The first weekend is specifically designed to break the ice. “We’ve got casual social gatherings like après-skis, speed mixers, and lunches. This year, we’ve even got drag queen–hosted game shows — and you know how good drag queens are at breaking the ice, right?!”
For those seeking iconic parties and unforgettable moments, Winter Pride’s 2025 lineup is bursting with must-dos. “Our opening party is run by Lavender Lounge,” Sam explains. “They bring this circus and burlesque vibe, which gives the party a real Arts Festival feel.”
And then there’s the Farmyard Drag Dinner. “It’s at Walter Peak, and you have to take a boat to get there — so we’ve included a boat party in your ticket. That’s even before the dinner and drag show at the farm!”
Expect plenty of sparkle, spice, and surprises throughout the week. “We’ve got Suzanne Paul and Anita Wigl’It battling it out in the kitchen for our cooking show!” Sam teases. “And for people who maybe aren’t out yet or are just testing the waters, I’d recommend our Camp Base party — it’s got drum and bass DJs Optimus Grime and Twin Flames, which always draws a mixed crowd.”
Music lovers will also find DJs spinning on the slopes every day, and dancefloor devotees will not want to miss Heaven and Hell — a dual-venue party where guests float between themes. “Rehab is doing Hell and Frisky are doing Heaven,” says Sam. “They’re side by side, owned by the same company, so we’ve got one ticket and one liquor license. If you’re not vibing with one, you can switch it up.”
Then there’s the festival finale. “Our final party is always the big one,” Sam says. “This year it’s run by Rehab, who do all of Winter Pride’s sound and lighting, and SKYN, who produce the men’s and ladies’ nights. It’s going to have a wedding meets frat party vibe!”
Whether you’re a seasoned Pride traveller or thinking of taking the plunge for the first time, Sam promises you’ll be welcomed with open arms.
For more information and to book tickets visit winterpride.co.nz
