We go behind the sequins with the mind behind New Zealand’s biggest drag festival, who talks to Oliver Hall about the biggest challenges of making Palmerston North, New Zealand’s drag capital.
Henrique Beirao – better known in the drag world as the vivacious Rhubarb Rouge – is on a mission. For years, the performer and producer has been turning Palmerston North into a glitter-drenched epicentre of drag through Palmy Drag Fest. Now, with the 2025 festival promising the biggest line-up yet, Beirao is ready to cement the event’s place as a jewel in Aotearoa’s cultural calendar.
“This year, we are going BIGGER than ever before!” Rhubarb beams. “We’re talking international drag royalty like Lawrence Chaney and Kween Kong, alongside Aotearoa’s fiercest local talent. It’s a full week of colour, camp, and charisma, all leading up to our iconic Saturday night spectacular at the Regent on Broadway. We’ve sold out every single year – so if you’ve been thinking about it, this is the year to stop thinking and start booking.”
More than a Main Event
While the Saturday night show is the glittering crown jewel, the festival sprawls across the week with events ranging from Drag Bingo with RubyDax & friends to DJ Kita Mean’s Musical Madness club night. For out-of-towners, Rhubarb insists Palmerston North has more to offer than people might expect.
“Oh, Palmy will keep you busy! We are a lot more fabulous than people give us credit for,” she laughs. “In between the shows, you can wander through the Esplanade gardens, take a walk in the Manawatū Gorge, or lose a few hours poking around the vintage shops on George Street. We’ve got great food – Brew Union for a cheeky beer, and Tony’s Pizza – best I’ve had in NZ! And if you’re a museum person, Te Manawa and the Rugby Museum are both fantastic. Trust me – no one’s getting bored.”
Rainbow Magic for All Ages
The festival’s inclusive spirit is most evident at the Rainbow Fair, a free, family-friendly day event at Fly Palmy Arena that precedes Saturday’s big Main Show. “Expect over 40 fabulous stalls from different community groups and shops, live performances, music, and a big splash of rainbow magic,” Rhubarb says. “It’s a celebration of diversity that’s open to everyone. We want people to feel welcome, seen, and proud – it’s the perfect warm-up to the big show, and it’s our way of giving back to the community.”
Navigating Festival Challenges
Like many large-scale events, Palmy Drag Fest has its share of behind-the-scenes challenges. Earlier this year, Drag Race Down Under winner Spankie Jackson shared publicly that she would not be involved in this year’s festival. Rhubarb addresses this with candour: “We did invite Spankie to be part of it, and we love her. Every line-up is different, and there are a lot of factors at play – budgets, schedules, creative direction, and making sure we’re offering something new. This year, things just didn’t align for the main show, but there’s no bad blood.”
Budget remains the trickiest balancing act. “Any proceeds from the festival are immediately reinvested into the next year’s event. We supplement with funding and sponsorship, but it’s tough out there. Drag isn’t just an art form – for many performers, it’s their job. We respect the right of artists to charge what they’re worth, but sometimes that means we can’t afford everyone.”
That financial pressure could intensify with potential cuts to council funding under new government priorities. “Council support, funding, sponsorship, and our amazing volunteers keep ticket prices reasonable and the festival accessible,” Rhubarb explains. “If council funding were cut, we’d either have to scale back or raise prices – neither of which we want to do. This festival is about bringing
The Making of Rhubarb Rouge
Rhubarb’s drag persona began in 2007, first under the name Lady Madonka – a tribute to Madonna – complete with an elaborate backstory performed in a solo show that toured New Zealand and Australia, even selling out the Sydney Opera House. Over the years, Rhubarb has evolved into a larger-than-life party girl with a flair for glamour and humour. “Think: the talent of Madonna, the glamour of Audrey Hepburn, and the body shape and humour of Melissa McCarthy – that’s Rhubarb Rouge,” she laughs.
Bigger, Brighter, and Always Fresh
Asked if the festival gets better each year, Rhubarb doesn’t hesitate. “Absolutely! Every year we bring something new so the audience never feels like they’re watching the same show twice. One of my highlights is giving amazing Kiwi drag artists the chance to shine on a big stage.”
There’s also a pre-show ritual: “Right before the show starts, we play ‘Wanna Be Startin’ Somethin’’ in the theatre. That’s your cue to run to your seats! I love peeking through the curtain, feeling the buzz in the crowd, and watching the energy lift.”
Palmy Drag Fest begins on Wednesday, 1 October and concludes with its star-studded Main Show on Saturday, 4 October. Tickets are available at palmydrag.com
