As of June 1, Nelson’s Maitai Valley Campground is under new management, marking the start of a new era for the popular outdoor destination.
According to an article by Scoop Regional, Kiwi Cash Limited, trading as Penny, has taken over operations from Nelson City Council with a vision of reviving “traditional Kiwi camping” in the region.
“If there was any spot to have it in New Zealand, having one in Nelson—and especially up the Maitai—is just awesome,” said Penny founder Chris Wagner, who noted the site had been on the company’s radar for some time.
Wagner hopes the refreshed campground will draw more travelers to Nelson, which he says is often overlooked by visitors rushing to Queenstown.
He believes the Maitai Valley’s natural beauty, coupled with nearby mountain biking and golf, makes it an ideal setting for a classic camping experience.
“When I was a kid, we used to go out fishing, light a fire, get taught how to make a bivvy out of trees,” he said. “Those kinds of spaces are getting lost, and that’s what we’re really promoting—getting people out of their comfort zones and back into nature.”
Over the past two years, Nelson City Council invested $1.8 million in infrastructure upgrades to the campground, including a complete sewer system replacement, which has allowed capacity to expand from 80 to 400 campers per night.
Other improvements include new picnic and BBQ areas, relocated cabins, fresh water taps, and caravan dump stations.
Penny plans to build on those upgrades with new additions like a playground and digital systems to streamline site rentals.
The company’s pricing model will charge by the site, not per person, with the aim of keeping camping accessible.
Long-term residents of the campground aren’t expected to see major changes, though they will benefit from upgraded Wi-Fi, improved toilet blocks, and new laundry facilities.
The five-year lease, which includes an option for renewal, was signed last week by Wagner and Nelson Mayor Nick Smith.
The rent is set at $40,000 plus GST for the first year, with subsequent years tied to either that base rate or 9.75% of gross income, whichever is higher.
Mayor Smith welcomed the new arrangement, saying it reflects a broader strategy to refocus council resources.
“Running campgrounds is not the council’s core business,” he said. “By investing in upgrades and partnering with experienced operators like Penny, we’re delivering real benefits for the city and our visitor infrastructure.”
This handover is more than a local story—it reflects a broader trend in the campground industry. With growing demand for experience-based, nature-forward stays and limited public resources, partnerships like this offer a path to sustainable campground revitalization.