Intervention from the Ombudsman has led to Waipā District Council releasing an event economic impact analysis to The News.
Waipā ratepayer funding goes towards the Waka Ama festival held at Lake Karāpiro. Sheltering from the heat under the Waipā marquee are visiting officials. Photo: Mary Anne Gill
Parts of the report – commissioned by the council in June and produced by Infometrics – have been redacted to avoid unreasonably prejudicing the commercial position of the events involved.
The News became aware of the report when the council’s communications department quoted from it in a media release saying three events had generated $1.6 million in economic activity.
However, the council then declined to release the report citing protection of sensitive third-party information.
The News lodged a complaint with the Ombudsman arguing that withholding the report was unacceptable.
“It means council can ring fence information and quote from it itself – essentially cherry picking – without any independent scrutiny.
“In our view it is akin to propaganda. The only information that can be published is what the council itself chooses to publish,” The News said.
Victoria Street in Cambridge was crowded with visitors during the Maadi Cup parade this year. Photo: Mary Anne Gill
The report assessed five events – the Maadi Cup Regatta, Cambridge Autumn Festival, the New Zealand Sprintcar championship, The Stragglers Charity Car Show and Family Fun Day and the Waka Ama Sprint Nationals.
It was largely funded by the Ministry of Business, Innovation and Employment via its Regional Events Fund focused on capability building initiatives to help boost domestic tourism and support post-Covid recovery. Hamilton and Waikato Tourism administered the funding and the council will use the results to draft its event strategy.
“The purpose of this analysis is to give Waipā District Council an understanding of which types of events make the greatest economic contribution to the district economy to inform where the council should focus future investment to maximise the impact of their events funding,” the authors said in the report.
Around half of all spending went on groceries and fuel.
Visitors mingle on Victoria Square during the Autumn Festival this year. Photo: Mary Anne Gill
“Spending on fuel at national fuel retailers probably does little to benefit the local economy,” the report says.
It recommends council investments focus on activities that increase spending on hospitality and local retailers — such as a “spend local” campaign, targeted advertising for local outlets, and promotion of activities visitors can enjoy before, during, or after events.
“This could be organised through a coordinated effort between council, event promoters, the local tourism sector, and business network,” the report says.
“A spend local campaign could also be a much broader, ongoing campaign that targets spending more broadly and which brings in events as they happen. Encouraging visitors to stay in Waipā for an extra night before or after the event will benefit the local economy,” the report says.
Aucklanders were the big spenders in Waipā – in the 12 months to March 31 this year, they spent $40 million followed by Waikato, Bay of Plenty, Wellington and Taranaki, the report says.
Among international visitors, Americans spent $18 million – accounting for a third of all international spending followed by Australia, United Kingdom, Europe and Africa and Middle East.
View from the top: the girls under 17 double sculls competitors, led by winners Dunstan High School of Otago, return to the jetty after the race. Photo: Mary Anne Gill
