The biennial Visual Arts in the Valley has attracted more than 600 entries, all vying to share in $18,000 of prizes - a competition funded by local residents.

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Spots for the opening on Friday, October 2, must be booked ahead of time due to COVID-19 restriction, but the remainder of the weekend viewers are welcome to come and go as they please.

The biennial festival has exploded in popularity over the past five years, and this year has attracted household names in the Australian art world, such as Tattersalls Art Prize winner Elisabeth Cummings, 1985 Archibald Prize winner Guy Warren and Euan Macleod.

Visual arts director for the event, Professor Gary Moore, said while the event had begun to attract more out-of-state entries, its success was firmly rooted in the local community.

"In the past this was a regional exhibition, but it's beginning to get on the national radar as an emerging art prize - 15 per cent of entries were from outside NSW this year," he said.

"We want to build on that status, without losing our regional, local flavour. There's something special about the Valley and we want to keep it that way."

Professor Moore said that desire was the inspiration for the salon of local artists. Local artists can also enter their works for the main prize, but the salon ensures a section of the exhibition remains dedicated to showcasing local talent.

He intends to continue the pop-up gallery in future years. The idea was the brainchild of international art dealer Rex Irwin, and will ideally go to a gallery from a different state each year.

The exhibition is also an opportunity for artists to sell their work. COVID-19 restrictions have led to many exhibitions being cancelled, particularly in Victoria.

"Artists, like many others, have been hurting through COVID-19," Professor Moore said.

"We'd love to see as many works as possible sold."

*First published in the South Coast Register