Newcastle Show organisers want to include a major music act next year to help broaden the event's appeal.
The show's new general manager, Kathryn Thomson, a former project manager at Racing NSW who grew up in the Hunter, said on Monday that she hoped to stage a "soft launch" of music at next month's show before a more ambitious concert in 2022.
"That's what I'm championing this year. I'm really pushing that," Ms Thomson said.
"I've got board support. It's just obviously a late addition. It's something we're going to do a soft launch on this year hopefully and then build up.
"The rodeo's out this year, so I'm looking to allocate that budget to music."
Music at this year's show, from March 5 to 7, could include DJs and Newcastle bands in a "lawn party" area outside the centre ring.
Ms Thomson's goal is to host a drawcard band "with a bit of wow factor" on a large stage in the show ring on opening night next year.
"We don't want to tread on toes. There's a lot of music festivals around Newcastle and the Hunter Valley, but just a little offering.
"People can be on the Ferris wheel listening to the music. I think it lends itself really well to it."
Adult ticket prices for this year's show have increased $5 to $30. Concession tickets are $15, a family of four $80, family of five $85 and children under five free.
Tickets go on sale on Monday, February 8.
"The value for that ticket, we've really addressed that in the last two years. This year, again, we're delivering a lot for the admission cost," Ms Thomson said.
"Yes, there are people who want to go on the rides and get show bags, and there's a cost with that, but the rest of the show we're putting in a lot of colour and a lot of opportunities to engage."
The show announced on Monday that Greater Bank would be its major sponsor for the next two years and would give away 6000 trees at this year's event.
Ms Thomson hoped the show would draw 25,000 people over three days, 15,000 of them on the Saturday, as one of the first major entertainment events to resume after COVID disruption.
"I think the appetite's there and people are ready. Given people haven't had anything to do, I think it's a really nice platform being a community event, non-profit.
"And we've got no competition. Last year I think there was Surfest and there was a music festival and cricket. This year there's a real clear space. Footy's not going yet."
Maitland Show is from February 19 to 21, but Cessnock Show is off. Tickets to Maitland Show are $20 for adults, $5 for children and $45 for a family.
Newcastle Showground is large enough not to be limited by social-distancing rules unless a crowd of 50,000 turns up, though Ms Thomson said the layout would be designed to avoid bottlenecks.
She acknowledged that the show had lost some of its audience appeal over the years but said her predecessor, Gabe Robinson, who stepped down late last year to manage a building project at the showground, had "made headway on changing that perception".
"It does seem in my short time people do have pretty specific feedback about it, which I see as an opportunity," she said.
"It's stuff we can address, what's not working for people."
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