Auckland must retain the Ellerslie Flower Show and work to develop a far greater portfolio of major events according to economic development agency AucklandPlus.
AucklandPlus Chair Michael Barnett says the Ellerslie Flower Show and events like it are critical for Auckland’s economic development.
“The Ellerslie International Flower Show is much more than simply a nice-to-have event at the Auckland Botanic Gardens,” Mr Barnett says.
An economic impact report commissioned by Manukau City Council on the 2005 EIFS indicated that the show generated $6.147 million in value to the City, and an estimated $8 million in value to Auckland City. Total attendance was 63,493, with 56% of visitors being from the Auckland region. The estimated total spend by visitors to the show was $6.62 million, with an average spend per head of $165.
But Mr Barnett says these numbers don’t tell the full story.
“The EIFS is one of the few major events that take place in the outskirts of Auckland. It provides economic benefit to a part of the region that does not usually benefit from such events, including the provision of employment opportunities.
“It has also attracted a huge amount of international media profile for the Auckland region and is recognised as a world-class event.”
Mr Barnett says that if Auckland is to boost its regional economy a key platform is to transform itself into a world class destination and major events play a key role in that.
“Seasonality is a key issue for Auckland as a destination and major events such as the springtime Ellerslie Flower Show have the potential to bring visitors to Auckland in the shoulder and off peak times, making the region’s visitor economy a year-round investment prospect,” Mr Barnett says.
“If Auckland has an enhanced portfolio of major events attracting visitors all year round, both the public and private sectors will look to invest in amenities and commercial operations to cater to Auckland’s more lucrative visitor market. And these improved amenities will be here for Aucklanders to enjoy.”
Mr Barnett says major events and the subsequent investment in an augmented visitor market will lead to more employment opportunities for Aucklanders and greater opportunity for the vast range of businesses that benefit from the visitor economy.
“The Ellerslie International Flower Show is an Auckland event. We need it and more authentic Auckland events to make the region a desirable destination rather than simply a gateway to other parts of the country,” Mr Barnett says |
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