Amanda Graham Sandy Hickey - Hamilton & Waikato · Initially based at Waikato Innovation Park ......
Transcript of Amanda Graham Sandy Hickey - Hamilton & Waikato · Initially based at Waikato Innovation Park ......
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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
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Denize Bluffs, Hairy FeetPiopio, Waitomo
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$1.5 billionVisitor expenditure 5th highest in NZ
Regional Tourism Estimates (year ending February 2018)
Domestic visitors
$1.143bInternational visitors
$357m
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HSBC Sevens RugbyFebruary 2018
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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
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New Zealand Storynzstory.govt.nz
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The Waikato Storywaikatostory.nz
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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.
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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.
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National FieldaysMystery Creek
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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
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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
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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
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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+
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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
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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
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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
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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
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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:
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Limestone coast, Raglan Harbour, Whāingaroa
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Lakeview Lodge
Podium Lodge
BrewBus
Electrify.NZ
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Taniwha Ventures
The Henley Hotel
Luxury Under Canvas – Soft Leaf Glamping
Waitomo ATV Farm Tours
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Nature & Nosh
Raglan R&R Glamping
Brewaucracy
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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)
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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
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