amanda graham sandy hickey - hamilton & waikato · initially based at waikato innovation park...
TRANSCRIPT
Katrina SoepnelMarketing Coordinator
Nicola Greenwell Development Manager
Jason DawsonChief Executive
Jody McGinityConvention Bureau Coordinator
Natalie Dean-Milo Online & Comms Executive
Amanda Graham Convention Bureau Manager
Sandy HickeyMarketing Manager
Amber DoughtyMarketing & Admin Assistant
Denize Bluffs, Hairy FeetPiopio, Waitomo
$1.5 billionVisitor expenditure 5th highest in NZ
Regional Tourism Estimates (year ending February 2018)
Domestic visitors
$1.143bInternational visitors
$357m
HSBC Sevens RugbyFebruary 2018
Waikato RiverActivate the Waikato River across the region
Visitor Brand StrategyCreate a strong positioning & brand blueprint for Hamilton & Waikato
Hamilton City RiverfrontImplement plans to revitalise the Waikato River to create a vibrant visitor hub
Home of KiingitangaCreate a region-wide plan and support for a range of Māori visitor experiences
Regional Major Events StrategyDevelop Regional Major Events Strategy that further secures, develops, promotes and encourages events which generate financial and social benefits
New Zealand Storynzstory.govt.nz
The Waikato Storywaikatostory.nz
DESIRED PERCEPTION
A deeply authentic, easily accessible escape to the strong beating heart of the North Island – packed with hidden discoveries, and a place where you can actually feel the real New Zealand.
BRAND PURPOSE
The Mighty Waikato
VALUES
AUTHENTICMAGICALSURPRISING
TOURISM STORYVOICE MAP
The Mighty Waikato – Where magic runs deep
Come with us, share our waka and feel the strength and passion. For this is a place beyond the expected, which constantly surprises with natural beauty, powerful history and out-of-this-world experiences.
Always far from the ordinary, this is a magical region of villages to play, relax, connect and explore in. Here, our kaitiaki runs deep, our mana inspires and unforgettable discoveries are just around the bend. A welcoming place where our people keep it real – and experiences become unreal.
This is the Mighty Waikato. It’s all yours to discover.
Final Tourism Story
The Mighty Waikato – Where magic runs deep
Come with us, share our waka and feel the strength and passion. For this is a place beyond the expected, which constantly surprises with natural beauty, powerful history and out-of-this-world experiences.
Always far from the ordinary, this is a magical region of villages to play, relax, connect and explore in. Here, our kaitiaki runs deep, our mana inspires and unforgettable discoveries are just around the bend. A welcoming place where our people keep it real – and experiences become unreal.
This is the Mighty Waikato. It’s all yours to discover.
National FieldaysMystery Creek
Showcases
the Waikato
region as a
destination
Grows
incremental
regional
GDP
Contributes to
a vibrant
region & grows
community
pride
Maximises
usage of event
infrastructure,
venues and
spaces
Major event outcomes
Major event enablers
Effective
governance and
decision making
Fit for purpose
staff structure with
sufficient human
resources
Stakeholder
coordination
Funding
Fit for purpose
financial resources
(public + private)
Regional
commitment to
consistent
measurement
framework
Communications
Engage & inform
stakeholders and
ratepayers
Event assessment
0"
10"
20"
30"
40"
50"
60"
70"
80"
90"
100"
Showcase Region
Grow Regional GDP(Key Indicator = Visitor Nights)*
Vibrant Region / Community Pride
Use of Event
Infrastructure,
Venues and Spaces
Event One
Event Two
Event Three
*Other credible methods ofmeasuring wider economic impact may also be considered; e.g. Fieldays
Event classification
TIER 4: LOCAL EVENTS
TIER 3: REGIONAL EVENTS
TIE
R 2
: R
EG
ION
AL
EV
EN
TS
TIER 2: MAJOR EVENTS
TIE
R 2
: M
AJ
OR
EV
EN
TS
TIER 1: ICONIC EVENTS
TIE
R 1
: IC
ON
IC E
VE
NT
S
ICONIC ANCHOR EVENT
SO
CIA
L S
CO
RE
: A
TT
EN
DA
NC
E
ECONOMIC SCORE: VISITOR NIGHTS
Event TypeAttendance Thresholds
Visitor Nights Thresholds
Local Events
0 – 10,000 and / or 0 – 5,000
Regional Events
10,001 –20,000
and / or 5,001 – 15,000
Major Events
20,001 –50,000
and / or 15,001 – 25,000
Anchor Events
50,000+ and / or 25,000+
Event responsibility
TIER 4: LOCAL EVENTS
TIER 3: REGIONAL EVENTS
TIE
R 2
: R
EG
ION
AL
EV
EN
TS
TIER 2: MAJOR EVENTS
TIE
R 2
: M
AJ
OR
EV
EN
TS
TIER 1: ICONIC EVENTS
TIE
R 1
: IC
ON
IC E
VE
NT
S
ICONIC ANCHOR EVENTS
OC
IAL
SC
OR
E:
AT
TE
ND
AN
CE
ECONOMIC SCORE: VISITOR NIGHTS
Hamilton and Waikato Tourism Local Councils
TIER 4: LOCAL EVENTS
TIER 3: REGIONAL EVENTS
TIE
R 2
: R
EG
ION
AL
EV
EN
TS
TIER 2: MAJOR EVENTS
TIE
R 2
: M
AJ
OR
EV
EN
TS
TIER 1: ICONIC EVENTS
TIE
R 1
: IC
ON
IC E
VE
NT
S
ICONIC ANCHOR EVENT
SO
CIA
L S
CO
RE
: A
TT
EN
DA
NC
E
ECONOMIC SCORE: VISITOR NIGHTS
Fieldays
Balloons over Waikato
Garden Arts FestivalHampton 500
Sevens
World Masters
2017
Round the Bridges
Chiefs
Lions Tour
All Blacks test
Establishment board: 6-9 monthsAppointed: Dallas Fisher (Chair), Kiri Goulter, Kim Hill, Chris Joblin (TGH), Blair Bowcott (HCC), Rob Williams (TCDC)
Go live: 1 July 2018
Mandate▪ Attract, retain and grow investment across the region▪ Grow sectors, clusters and business growth▪ Regional tourism & major events to remain with HWT / DC / DGLT
Funding$400,000 councils (9) | $350,000 Waikato RC | $500,000 businesses
Operational model▪ Initially based at Waikato Innovation Park▪ Interim CEO Stuart Gordon▪ Business Growth Team (5 advisors) transfer to new entity▪ Regional reach / co-location: north-west, north-east, central, south-west
Regional projects and capability:Support of economic development projects, feasibility studies & capability building identified by the regions.
Sector investment (including 1b Trees): Investment in initiatives targeted at priority and/or high value economic opportunities.
Enabling infrastructure projects: Investment in regional infrastructure projects that will lift productivity and grow jobs.
Three investment tiers to target investment to lift productivity, create jobs & provide economic benefits:
Limestone coast, Raglan Harbour, Whāingaroa
Lakeview Lodge
Podium Lodge
BrewBus
Electrify.NZ
Taniwha Ventures
The Henley Hotel
Luxury Under Canvas – Soft Leaf Glamping
Waitomo ATV Farm Tours
Nature & Nosh
Raglan R&R Glamping
Brewaucracy
CONVENE 201810 April, Vodafone Events Centre (seven operators)
RTO IBO trade show11 & 12 April, followed by RTO Aussie megafamil
TRENZ7-10 May, Dunedin (10 operators)
eXplore trade show17 April, Eden Park Auckland (15 operators)
MEETINGS 201830 & 31 May, ASB Showgrounds
BUSINESS EVENTS WAIKATO SHOWCASE23 August, Claudelands (hosted buyer famil 21-22 Aug)
4th HALAL TOURISM SYMPOSIUM21st November, Novotel Tainui, Hamilton