Lake Taupo District, New Zealand

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IFEA World Festival and Event City Award Australia/New Zealand population under 500,000 LAKE TAUPO DISTRICT NEW ZEALAND CONTENTS CONTENTS

APPLICATION FORM AND MEDIA CONTACT LIST

INTRODUCTORY OVERVIEW

SECTION I: Community overview

SECTION II: Community festivals and events

SECTION III: City/Governmental support

SECTION IV: Non-governmental community support

SECTION V: Leveraging community capital

SECTION VI: Extra credit APPLICATION FORM AND MEDIA CONTACT LIST IFEA World Festival & Event City Award© – 2010 APPLICATION

Application Due Date: August 2, 2010 Announcement of 2010 Award Recipients: August 19, 2010 Presentation of 3 Top Population Category Awards: September 16, 2010

City Applicant Information

Applicant City Name (If including information from surrounding market or suburb communities, please note those in parenthesis):

______Lake Taupo District

State, Province or Territory: ______Waikato Region

Country: ______New Zealand

Global Region: (Choose one) Africa Asia ✓ Australia/New Zealand Europe Latin America The Middle East North America Note: Politically connected islands and territories should choose the region of their most direct affiliation. Other (If you choose ‘Other’ please clearly specify location below.)

Population Level (select one): ✓ Under 500,000 500,000 to 1 million Over 1 million

Media: All applicants are requested and encouraged to include a mailing list of local media contacts for use by the IFEA in announcing our selected recipients. Primary Contact Information

The following information should pertain to the primary individual with whom the IFEA should communicate with, as necessary, throughout the award judging and selection process.

Name: ______Warwick Hall

Title: ______Event Marketing Manager

Organization: ______Events Capital, Destination Lake Taupo

Mailing Address: ______Private Bag 2005, Taupo Mail Centre

City, State, Country, Postal Code: ______Taupo 3352

Phone (Business): ______Phone+64 7 3760401 (Mobile): ______+64 21 736901

Fax: ______E-Mail:+64 7 3760410 [email protected]

Note: The Applicant City will receive a complimentary membership for one year in IFEA World through our appropriate global affiliate. To whom should this membership be directed? ✓ Check if same as above or complete information below.

Name: ______

Title: ______

Organization: ______

Mailing Address: ______

City, State, Country, Postal Code: ______

Phone (Business): ______Phone (Mobile): ______

Fax: ______E-Mail: ______

If our City is designated as an IFEA World Festival & Event City Award recipient, all those involved with this application agree to follow and protect the IFEA’s rules regarding the use of the IFEA and IFEA World Festival & Event City logo, both registered trademarks of the IFEA.

Applicant Signature: ______

Name (please print): ______Date:______

MEDIA MAILING LIST

Taupo Times Mary McCarty (Editor) PO Box 205, Taupo 3351, New Zealand +64 7 378 9060 ext 7258 +64 27 204 2903 [email protected]

Taupo Weekender Rebecca Malcolm (Editor) PO Box 108, Taupo 3351, New Zealand +64 7 378 3240 +64 21 378 906 [email protected]

The Dominion Post Mike Watson (Reporter) PO Box 475, Taupo 3351, New Zealand +64 7 376 8143 +64 27 240 3759 [email protected]

New Zealand Press Association Lianne Fraser (Reporter) PO Box 242, Taupo 3351, New Zealand + 64 7 377 0783 +64 7 27 452 5456 [email protected] [email protected]

Radio Works Dougal Morison (Reporter) PO Box 393, Taupo 3351, New Zealand +64 7 906 7500 ext 7561 +64 27 413 8292 [email protected]

Radio Network Brendon Weatherly (Breakfast announcer) PO Box 967, Taupo 3351, New Zealand + 64 7 376 0550 [email protected] [email protected]

Radio New Zealand Matthew Farrell (Regional Correspondent) PO Box 13-626, Tauranga 3141, New Zealand +64 7 579 4895 +64 27 240 9595 [email protected] The New Zealand Herald [email protected]

Waikato Times [email protected] Nikki Preston (Reporter) Private 3086, Hamilton 3240, New Zealand +64 7 849 9680 +64 27 217 4963 [email protected]

Newstalk ZB [email protected]

One News (TVNZ) General News Television New Zealand Ltd, PO Box 1910, Wellington, New Zealand +64 9 916 7000 news@tvnz.co.nz (Auckland Newsroom) [email protected] (Wellington Newsroom) Alexi O’Brien (One News reporter) +64 4 914 5037 +64 27 4468864 [email protected]

TV3 News General News Private Bag 92624, Symonds Street, Auckland 1150, New Zealand +64 09 928 9000 [email protected] Laura Turner (3 News reporter) +64 928 9000 +64 21 668 145 [email protected]

Maori Television News Mere Mclean (Te Kaea reporter) PO Box 113-017, Newmarket, Auckland 1149, New Zealand +64 9 539 7000 +64 21 229 0899 [email protected]

Prime News Sky Television, PO Box 9059, Newmarket, Auckland 0800 759 759. [email protected] INTRODUCTORY OVERVIEW INTRODUCTORY OVERVIEW IFEA World Festival and Event City Award

Australia/New Zealand population under 500,000 Lake Taupo District, New Zealand

LAKE TAUPO DISTRICT, NEW ZEALAND

The Lake Taupo district of New Zealand is heralded as the country’s festival and event capital and, it’s no secret why, when you take a close look at the portfolio of events hosted in the district.

Sport, art, music and culture all feature in a carefully crafted annual schedule. All festivals and events occur under a watchful eye ensuring the guiding principles of reputation, quality, balance and relationships are not only observed but are breathed, along with passion, into each and every one.

Lake Taupo hosts a mix of world events, many of which are the biggest of their type in the southern hemisphere; New Zealand’s biggest one-day international event; a number of events which are the largest of their type in New Zealand; and a raft of unique festivals and events which all add colour to the weave of the district’s social fabric.

The community as a whole is passionate about producing and supporting quality celebrations for all to enjoy. Our people engage keenly in all aspects of the festivals and events hosted by the Lake Taupo District – from volunteer support person to active participant – which gives each event a sense of belonging in our district and ensures its ongoing success. INTERESTING FACTS AND FIGURES

• The greater district population sits at 32,500 with 23,000 residing in Taupo township.

• Over 75,000 competitors visit Taupo each year (this figure excludes supporters, officials and crews).

• Lake Taupo Cycle Challenge brings over 27,000 both participating and non-participating visitors to Taupo. This figure far exceeds available commercial accommodation. However, with local residents opening their homes, all all visitors are easily accommodated.

• A total budget of NZ$320,000 assists in the generation of approximately NZ$20million in economic return.

• Volunteer programmes sponsored by Taupo District Council increase personal skills and enhance individuals ability to work with events.

• All volunteer groups are paid a stipend for their support services at festivals and events. Wthout this opportunity, a number of critical social agencies would lack sufficient funds to operate.

• Innovative policy has been implemented ensuring a very high quality standard and reputation is maintained. Other regions throughout New Zealand are yet to take this step as the policy is considered risky.

• An events resource facility has been built by Taupo District Council. This houses all manner of equipment from sound systems to traffic cones, barriers and finish gantries. Festival and event managers are able to access the majority of equipment needed to run their fixture from this one facility. This equipment is free to all local events.

• A forward-thinking Taupo District Council commissioned facilities far beyond that which a town of 23,000 could ordinarily expect. This has enabled the district to host all nature, size and stature of festivals and events.

• The festival and event capital of New Zealand has been built on a collective pride and passion which has been unable to be equalled anywhere else in the country. Through our guiding principles it continues to grow and florish.

SECTION I COMMUNITY OVERVIEW COMMUNITY OVERVIEW The little New Zealand town of Taupo is considered a giant tourism and event mecca.

The Taupo district is in the centre of New diverse as deerstalking, powerboat racing, Zealand’s North Island and includes Lake karate, golf, badminton, darts, rock climbing, Taupo; the towns of Taupo, Turangi and tramping, rugby, netball and swimming. Mangakino; and rural, lakeside and riverside Local government (Taupo District Council) settlements. The land is predominantly provides ten hectares of public open covered in exotic pine forest and farmland, space, such as parks and reserves, per but also includes native forest and parts of 1000 residents. This is above the national Tongariro National Park, the Kaimanawa average of six hectares per 1000 population. Ranges and Pureora Forest Park. The district This additional space is necessary because has hydroelectric dams on the Tongariro of high visitor numbers during the holiday and upper Waikato rivers, and substantial seasons. geothermal resources. More substantially, Taupo District Council Because of its physical environment, which provides a wide range of recreation, sporting includes mountains, lakes, forests and native and leisure facilities, including swimming bush, Taupo is renowned internationally for pools in Taupo, Turangi and Mangakino. its recreational opportunities and healthy, Owen Delany Park accommodates rugby, active living. The district was recently cricket, athletics, netball, cycling, archery awarded ‘Safe District Accreditation’ from and dog training facilities as well as hosting the World Health Organisation officially other sport and recreation activities. recognising it as a safe place to live, work In February 2010, the Council adopted a and play. International sporting events such walking and cycling strategy which establishes as Ironman New Zealand and the Lake Taupo its commitment to promoting these activities Cycle Challenge also encourage residents through the provision of infrastructure that and visitors alike to participate in world-class supports walking and cycling for transport, sporting events. and for physical and recreational activity.

The district has more than 115 sports clubs and organisations engaged in activities as More detailed information is provided overleaf. Current city population Taupo district has a total population of 32,400, with just over 23,000 residing within Taupo town. “Absentee ratepayers” make up 43 percent of the district’s ratepayers most of whom are holiday-home owners. During summer almost 60,000 people can be in the district, half of whom are on holiday. The Taupo District as at 2006 census ranked 37th in size of population out of 73 districts in New Zealand.

Current SMSA (standard metropolitan statistical area) population A usually-resident population of 32,400. However, during summer, almost 60,000 people can be in the district due to the influx of holidaymakers.

Population within a 50-mile radius of Taupo (80km) Tokoroa: 55km from Taupo - population 15,000 people

Primary festival and event venues available and capacities

Great Lake Centre Indoor events, expos, conferences, theatre, trade shows, seminars, plus outdoor concerts.

Total floor Room Banquet Cocktail Classroom Theatre area

Hall 250 500 150 400 414m2

East wing 150 250 100 100 182m2

Hall & East wing 400 750 250 650 596m2

Theatre 358

Designed to meet the requirements of event organisers, the Great Lake Centre offers exceptional support for events including: equipment hire, ticketing, security, advertising, event personnel, accommodation, free parking and activity bookings.

Adjacent to the Great Lake Centre is the Tongariro North Domain parkland which is perfect for adding an outdoor environment to events. The flat land is ideal for marquees making it an excellent space for outdoor exhibitions or can be incorporated with the Great Lake Centre’s indoor facilities for large-scale indoor/outdoor events. Tongariro North Domain With over 2.5 hectares of green space, the parkland adjacent to the Great Lake Centre hosts many large festivals, sporting events, outdoor exhibitions, and open-air performances. There is a power supply available on the domain as well as accessible water. Previous events have included: Ironman New Zealand, Circus Aotearoa, Mahons Circus Amusements, the New Balance Great Lake Relay and the Taupo Home and Garden Show.

Unison Amphitheatre and Riverside Park Located in the centre of Taupo’s CBD, adjacent to Tongariro North Domain, lies Riverside Park. Within the grounds of the park is the Unison Amphitheatre. The amphitheatre is on the banks of the Waikato River - a picturesque setting, with large mature trees and an outdoor stage. The grassed amphitheatre provides seating for approximately 15,000 people and hosts a variety of large-scale outdoor concerts, festivals and events each summer. (Power supply - 500kvA)

Taupo Events Centre Taupo Events Centre offers a substantial sports stadium, versatile function room, clubroom, fitness suite and rock climbing wall. It hosts large festivals, events, ceremonies, holiday programmes, expos, shows and banquet dinners. It is a flexible, versatile and quality venue that can be easily transformed to meet any requirements. A cafe, shop and physiotherapy clinic are also located within the complex.

Total Class- Room Banquet Cocktail Theatre Floor room Area

Stadium 1800 5000 800 2200 1855m2

Function Room 80 120 60 120

Club Room 20 25

Theatre 358

AC Baths and Hot Pools The AC Baths features a huge outdoor leisure swimming pool linking to an indoor leisure swimming pool, so swimmers can move from indoors to out without leaving the warmth of the thermally heated water. Other facilities include a national standard short course 25m pool, lane training pool, hydroslides, private thermal hot pools and sauna. Alongside are large changing rooms and bleacher seating to hold approx 400 people as well as an aquatic clubroom and a control room for swim meets. The private natural mineral water pools are ideal for sporting groups, injury recovery, apres-skiing, and people who just want to unwind. Owen Delany Park An international standard sportsground, Owen Delany Park can offer: • a floodlit international size playing field with stadium • two corporate lounges – upstairs/downstairs • five practice fields • access to club facilities on site • 1km from Taupo Events Centre and AC Baths (indoor stadium with gymnasium and aquatic centre • Power: two transformers to accommodate large crowds on the stadium and second- tier levels as well as car park

Grandstand 980 covered seating 770 uncovered seating

Class- Lounges Banquet Cocktail room Theatre U-Shape Floor area

Corporate 70 70 40 60 25 108m2

Clubroom 120 180 80 150 45 235m2

• Spectators: 35,500 on the embankment of the main ground • Corporate tents: 2,000m2 land space available

Taupo Museum The Taupo Museum and award-winning Ora Garden hosts events, art exhibitions and private functions. The garden, with its remarkable New Zealand style, was a gold-medal winner in the coveted London Chelsea Flower Show in 2004. It is referred to as the ‘100% Pure New Zealand Ora - Garden of Wellbeing’, complete with special Maori cultural design elements and birdsong sound track. It was the first garden taken by Tourism New Zealand to showcase ‘a slice of New Zealand’ in London as part of its international marketing strategy. It has been recreated permanently at Taupo Museum to showcase central North Island flora and provides a wonderfully unique environment for events and celebrations. The attractive courtyard space alongside the Ora Garden is used for workshops, as a classroom space, functions and is also available to hire.

Lake Taupo Lake Taupo is situated in the North Island of New Zealand. With a surface area of 616 square kilometres (238 square miles), it is the largest lake by surface area in New Zealand, and the largest freshwater lake by surface area in Oceania. Lake Taupo has a perimeter of approximately 193 kilometres, a deepest point of 186 metres. Length of 25 nautical miles and width of 18 nautical miles. It is the site of numerous swimming and boating and water sport events and, with its pristine water quality, considered one of New Zealand’s most valuable natural assets.

Spa Park Spa Park grounds host many outdoor events and festivals as well as attracting avid mountain bikers of all ages and skill levels. Forest tracks, downhill runs, challenging single tracks and magnificent scenery alongside the Waikato River are all key drawcards for cyclists. There is as much action off the track as on it, as the Spa Park venue is transformed into a magical “tent-city” during mountain bike events where 3000 mountain bikers and their support crews all set up camp. They remain at the venue for the duration of the action that always provides hilarity, challenges, sweat, toil and above all – a level of enjoyment second to none. The park has freshwater and bathroom facilities.

Digger McEwen Motorcycle Park The Digger McEwen track is the home of the Taupo Motorcycle Club and is situated on the outskirts of Taupo, yet only five minutes from the CBD. The circuit features many obstacles which see the riders flying high in the air, and jumping through the legendary sawdust pits, and hosts both national and international motocross events. Water, bathroom and power facilities are available on site.

Hickling Park Home to Taupo district’s two artificial hockey turfs, Hickling Park covers 2.5 hectares. It has flood lighting, full freshwater access, changing/bathroom amenities and power facilities on site. Adjacent to the hockey turf on Hickling Park is Taupo’s skate park facility.

Taupo Motorsport Park Taupo Motorsport Park is New Zealand’s premier driver training and motorsport facility. As an international qualifying race circuit and NZDRA approved drag strip, it plays host to top world motorsport events making Taupo the ‘Home of New Zealand Motorsport’. As a venue for conferences, corporate functions, driver training, race experience and a specialist motor industry business centre, Taupo Motorsport Park brings a total driving experience to New Zealand. The motorsport park is 8km from the central business district of Taupo and is easily accessed by visitors traveling from Rotorua, Auckland and Napier.

Crown Park This 10.3 hectare park includes three large football fields, cycle centre, power access, flood lighting, changing rooms, meeting facilities and water access for both drinking and irrigation.

Wairakei Mountain Bike Park Just north of Taupo, near the popular Huka Falls and Craters of the Moon tourist attractions, is Wairakei Mountain Bike Park. With tracks ranging from gentle to heart pumping, many follow beautiful bush trails, offering glimpses of the lake, river and mountains. There are many biking and cycling options for all ranges of fitness with the park boasting some 90kms of single track riding experience and budgets. Taupo has some of the best mountain bike trails in the world. Wairakei Golf Course Wairakei International Golf Course was rated by the prestigious US Golf Digest magazine to be in the top 100 courses in the world outside of the USA. It was designed by Commander John Harris, Michael Wolveridge and Peter Thomson with the aim of producing New Zealand’s first internationally recognised golf course. It is located amongst 450 acres of Taupo district’s spectacular scenery leaving little doubt in any New Zealanders mind that this trio exceeded all expectations.

Water and power accessibility in outdoor venues As indicated in each of the above venue descriptions.

Hospital and emergency response availability • St John Ambulance Services: 24 hour emergency and non-emergency ambulance services; emergency care and first aid at public events • Taupo Hospital: centrally located and easily accessible, with heliport facilities for rescue helicopters. • Youth Town Trust Rescue Helicopter: an emergency rescue helicopter has been operating in the Central Plateau region since 1985. The Taupo-based rescue helicopter, now known as the Youthtown Trust Rescue Helicopter, covers the Taupo, National Park, Taumarunui regions and sometimes well beyond.

Total number of hotel rooms available Total of approximately 8,500 beds in 4,000 rooms available in commercial accommodation. In addition, 40 percent of private residences in Taupo are holiday homes which are often hired to visitors during major events. Combined this allows us to cater for an influx of 25,000 visitors for festivals and events.

Public transportation options Taupo is a compact town with most facilities and destinations within five to ten minutes walk, or one to two kilometres, from the CBD. Taupo has a walk and cycle friendly culture which can be seen in the community spirit of those who are involved with the many walking and cycling events. The Taupo Connector is a friendly, convenient town bus service which travels in a circuit connecting the southern and northern areas of Taupo town and passes through the town centre stopping at convenient sites.

Parking availability (paid lots, meters, and free) Taupo town has approximately 1400 parking spaces available in the town centre. All parking is free of charge and over 300 of the provided spaces have no time restrictions. During major festivals and events, all parking becomes time restriction free. Most parking is within walking distance of Taupo’s central venues such as the Great Lake Convention Centre and surrounding domain and parks. The Great Lake Centre also has 89 unrestricted vehicle parks situated next to it. During event times, local schools situated close-by to venues allow parking on school grounds. North Domain is also often used for overflow parking.

Walking paths and bicycle lanes • Total length of shared cycle paths (off road): 6.4km • Total length of cycle lanes is (on road): 31.2km • Total length of footpaths: 281km • Cycle racks in Taupo town centre: 40+

Walking and cycling future vision Taupo is currently implementing a proposal to upgrade its walk paths and cycle lanes. This includes slowing of car traffic on streets shared with cyclists, widening footpaths and providing more areas for bike parking. A bridge for both cyclists and pedestrians is to be constructed over the Waikato River which runs from Lake Taupo alongside the CBD. The bridge will connect the CBD and Riverside Park with adjacent western residential suburbs. Taupo actively encourages cycling in the region by holding promotional activities such as ‘Cyclemania Week’ which includes various cycling events, displays and shows, as well as an annual challenge to break the Guinness Book of Records Longest Parade of Bikes record. The lakeside Lions Walk is an easy, flat walk on a pathway that borders the lake edge and connects the CBD with the housing and accommodation on the lakeshore south. Kowhai trees have been planted along the way to provide shelter for local wildlife and various lakeside parkland areas provide space for recreational enjoyment. As part of the Walking and Cycling Strategy 2010, Taupo’s goal is to create a shared track around the entire perimeter of Lake Taupo. With a recent grant of NZ$2.5million from the Government’s Ministry of Tourism, another 65km of lakeside, off-road cycling track is to be constructed over the next two years.

Off-road walking tracks Taupo is surrounded by numerous off-road walking tracks which are used for both events and leisure. Many of the tracks feature lake, river and/or mountain views, and pass through native bush and geothermal areas.

Estimated city visitors annually attributed to festivals and events Taupo is heralded as the “Events Capital of New Zealand”. Due to its central location in the North Island, Taupo hosts many of the nation’s major walking and cycling events, as well as cultural and arts festivals, concerts and events. Visitor numbers per event range from as small as several hundred to a whopping 25,000 and include participants, supporters and spectators. In total, an estimated 350,000 people visit Taupo each year for festivals and events contributing approximately $20 million towards Taupo’s multi-million dollar visitor industry. Not bad for a town of 23,000 and a country of 4.1 million.

* All information provided in this section was sourced from Taupo District Council reports current as at July 2010.

SECTION II COMMUNITY FESTIVALS AND EVENTS COMMUNITY FESTIVALS AND EVENTS Community and infrastructure in place to host and/or support those producing and attending events.

0perating Festival Number of Numbers of Years in Dates and Operating Contact Organisation name Venue Type revenue Other relevant data or Event entrants volunteers operation recurrence expenses information (income)

North Island 600-700 Plus local expenditure by www. Cross country Every year in Cross Country Taupo Harriers Club Spa Park runners with 35 20 $10,915 $8,074 teams & support on Accom taupoharriers. running July Championships supporters etc com

150 – 200 Fortnightly Coincides with IronmanNZ www. Northern Series of 5km Starlight 5k Series Taupo Harriers Club runners and 50 15 from late Jan to $1,655 $1,032 with one race including the taupoharriers. Domain races walkers March annually ironmen com

100 – 150 www. Harriers Charity Wharewaka – Every year, Gold coin donation entry Taupo Harriers Club 10km Fun Run runners and 10 15 $100 - 250 Financially Nil taupoharriers. Quarter Marathon Four Mile Bay mid to late June fee with proceeds to charity walkers com

Prize money For Pros World Triathlon Ultra Distance 1st Saturday in Info@ironman. Ironman NZ Lake Taupo 1500 2000 27 $1,500,00.00 $1,400,00.00 World champ qualifier Corporation Triathlon March co.nz Aged groups

Great Lake Centre $920,000 (as at Final figure still Marketing Events 100km Charity (2nd weekend Oxfam Trailwalker Oxfam NZ & greater Taupo 1044 250 5 21/5/2010 and tbc (invoices nil Manager, +64 9 358 walk/run April) region still counting) still arriving) 5909

First week in Veterans 5 days Golf info@taupogolf. Taupo Golf Club Taupo Golf Club Veterens golf 144 14 41 November $9,000 $7,000 tournament co.nz annually

Womens Teams February info@taupogolf. Taupo Golf Club Taupo Golf Club Golf 132 8 5 $8,000 $6,500 tournament annually co.nz

info@taupogolf. Womens Pairs Open Taupo Golf Club Taupo Golf Club Golf 160 8 15 August annually $6,400 $5,000 co.nz

Open strokeplay January info@taupogolf. Taupo Golf Club Taupo Golf Club Golf 320 10 35 $14,400 $12,000 tournament annually co.nz

info@taupogolf. Open Mixed Pairs Taupo Golf Club Taupo Golf Club Golf 160 6 25 June $5,600 $4,600 co.nz

* Due to commercial senstivities, not all information was available for inclusion in this section. Great Lake Lake Taupo Arts Erupt Lake Taupo Lake Taupo Arts Pan-artform 6 – 16 May Centre, Taupo, 200 artists 40 16 $726,000 $726,000 Festival Trust, PO Festival Festival Trust festival 2010 NZ Box 1324, Taupo

Bay of Plenty/ Stephen Taupo Waikato Taupo Cycling Club Team time trial 100 8 1 October $400 $400 Holdsworth +64 Velodrome Championships 21 394 849

Bay of Plenty/ Stephen Taupo Track Every second Waikato Taupo Cycling Club 80 6 3 nil nil Holdsworth +64 Velodrome championship February Championships 21 394 849

National Sprint First or Second Tri Sport Taupo and Supporter\competitor ratio Tri Sport Taupo Distance Triathlon Kinloch\Taupo Triathlon 600 + 100-150 27 weekend in $60,000 Triathlon NZ approx 2\1 or Triathlon NZ Champs February

Youthtown Taupo Awards Winners have opportunity christineb@ Taupo Great November District Sports Sport Waikato ceremony and 73 10 34 $23,600 $23,400 to represent Taupo in sportwaikato. Lake Centre annually Awards gala dinner regional sports awards org.nz

168 teams National Jump Jam Taupo Event November 85% of NZ schools partake Challenge-idol@ Kidz Aerobix Youth aerobics plus 79 10 6 $30,000 Idol and Challenge Centre annually in Jump Jam. kidzaerobix.com individuals

Kinloch Residents Annual Kinloch Running and Dec/Jan Fundraiser for local and Ratepayers Kinloch 158 5 6 $1,200 $250 [email protected] Plods walking event annually community Association

Lake Taupo Across Lake Taupo Taupo Moana Rotary Open-water February Deficit made up with www.acrossthe (Acacia Bay to 3 350 27 47 $17,000 $22,000 Swim Club swimming annually sponsorship lakeswim.com Mile Bay)

Work Out Zone doug@ Lake Taupo Cycle Lake Taupo leg Pro/Elite cycling November Prize money donated by Women's Classic 18 18 1 $1,800 $7,000 cyclechallenge. Challenge of 100km race annually sponsor Race com

doug@ Avanti Classic Road Lake Taupo Cycle Lake Taupo leg Pro/Elite cycling November Prize money donated by 108 42 11 $10,800 $28,000 cyclechallenge. Race Challenge of 160km race annually sponsor com

5km cycle for kay@ Heart Children Lake Taupo Cycle Lake Terrace, November Surplus distributed to Heart under 10 year 227 12 11 $4,540 $1,800 cyclechallenge. Challenge Challenge Taupo annually Children of NZ olds com

* Due to commercial senstivities, not all information was available for inclusion in this section. keith@ Lake Taupo Cycle Lake Taupo Cycle Lake Taupo 160km cycle November Surplus distributed to 5283 571 16 $47,547 $40,689 cyclechallenge. Challenge Solo Challenge circuit challenge annually community com

Relay challenge keith@ Fred Lake Taupo Lake Taupo Cycle Lake Taupo November of 40km per 4746 4377 16 $42,714 $40,689 Subsidised by sponsorship cyclechallenge. Relay Challenge Challenge circuit annually person com

Maxi and Extreme Lake Taupo Cycle Lake Taupo 4-8 circuits of November lynley@slingshot. 98 25 15 $8,730 $14,259 Subsidised by sponsorship Endure Challenges Challenge circuit 160km annually co.nz

mike@ Huka Mountain Bike Lake Taupo Cycle Craters of the Mountain bike November 387 156 6 $3,483 $23,000 Sponsored for deficit cyclechallenge. Challence Challenge Moon, Taupo event annually com

The McCartney Last weekend soccer@ Football Invitation Taupo Soccer Crown Park 825 10 8 school holidays $5,000 $3,000 tauposoccer. tournament Tournament annually org.nz

NZ Secondary soccer@ Football Schools Girls Taupo Soccer Crown Park 465 10 4 August annually $7,000 tauposoccer. tournament Satellite Tournament org.nz

Caters for indibiduals enter@ Long-course December Taupo Half Ironman Tri Mi Events Lake Taupo 1200 300 11 $180,000 $120,000 and teams. TriNZ World halfironmantaupo. triathlon annually Champs qualifiying race co.nz

All profits go to young Off-road Half and Running and September nick@epicevents. Epic Events Lake Taupo 1200 200 2 $72,200 $60,426 sportspeople in the Taupo Quarter Marathon walking event annually co.nz District

All profits go to young On-road Half Taupo Half Marathon Running and taupohalfmarathon Lake Taupo 3200 350 17 August annually $192,858 $157,778 sportspeople in the Taupo Marathon Trust walking event @xtra.co.nz District

Off-road Half and Taupo Half Marathon Running and taupohalfmarathon Kinloch Quarter Marathon Trust walking event @xtra.co.nz

Cyclemania Festival Festival of November Deficit covered by one lianne.fraser@ Cyclemania Taupo 250 35 2 $25,000 $26,700 of Cycling cycling annually partner xtra.co.nz

* Due to commercial senstivities, not all information was available for inclusion in this section. Central Plateau Centennial Park Oct/Nov Tom Anderson Taupo Gliding Club Gliding 25 20 6 gliding competition Airfield annually +64 27 4939272

National gliding Centennial Park February every Tom Anderson Taupo Gliding Club Gliding 45 30 1 competition Airfield four years +64 27 4939272

Annually last Taupo to Napier Hawke's Bay Cycling Taupo/Napier Ivan Aplin ivan. Road cycle race 100 20 20 Saturday $10,000 $10,000 Nil Road Cycle Race Club highway [email protected] September

plyons@ Mid-winter swim More FM Lake Taupo charity swim 100 10 8 July annually entry fee goes to charity mediaworks. co.nz

Starlight Cinema exhibition and dbldavidson@ Starlight Cinema Centre 45 30 July annually Centre Hobby Expo displays hotmail.com

info@ Top Team Challenge Taupo Venues Taupo CBD team challenge 36 10 3 July annually towncentretaupo. co.nz

info@ Jagermeister Street Town Centre Taupo Taupo CBD Street Party 2,000 30 3 July annually towncentretaupo. Party co.nz

reception@ Splashout Family poolside AC Baths AC Baths 400 0 3 Quarterly taupovenues. night entertainment co.nz

info@ French Cellar Dinner Scenic Cellars Scenic Cellars seated banquet 100 0 5 July annually sceniccellars. co.nz

100km jet ski nzjsba@xtra. Winter Thunder NZ Jet Ski Association Lake Taupo 50 20 July annually race co.nz

Taupo Netball Owen Delany Senior Netball tauponetball@ Story Cup Netball 300 40 15 August annually Association Park Tournament ezysurf.co.nz

* Due to commercial senstivities, not all information was available for inclusion in this section. Taupo Rugby Sub- Owen Delany rexconnor@xtra. Junior Rugby Finals Tournament 400 50 20 month August union Park co.nz

5 times a year 3rd Division Rugby Taupo Rugby Sub- Owen Delany rexconnor@xtra. Rugby Game 40 15 40 during rugby Game union Park co.nz season

FIM World Junior Digger McEwen 15 & 16th taupomcc@xtra. Motocross Taupo Motocross Club Motocross 250 120 1 Park August co.nz Championships

New Zealand V hamish@ Taupo Hockey International Malaysia international Hickling Park 50 35 1 16th August heyconsulting. Association Hockey hockey match co.nz

Wairakei Wairakei International Winter info@bayview Great Lake Big Band International 300 0 2 month August Resort celebration wairakei.co.nz Resort

International Natural National info@ INBA South Pacific Great Lake Bodybuilding Bodybuilding 120 30 8 month August taupovenues. Championship Centre Association Championship co.nz

National Hockey National hockey support@ NHL Pre-season Hickling Park 2 teams 20 3 28th August League league hockeynz.co.nz

Kaiangaroa Offroad 4x4 Biggest in Southern mark.baker@ Taupo 1000 Taupo 1000 Ltd 80 120 6 11th September Forest racing Hemisphere ihug.co.nz

murray@ Jamis Day Night Mountain Bike September Event Promotions Spa Park 4,000 200 14 eventpromotions. Thriller race annually co.nz

Exhibition and plyons@ Taupo Wedding Great Lake September More FM bride-of-the- 40 booths 40 4 mediaworks. Show Centre annually year co.nz

Sika Hunting and Taupo Events Hunting and September mark@nzsika. Sika Show Ltd 80 booths 50 7 Fishing Show Centre fishing expo annually co.nz

* Due to commercial senstivities, not all information was available for inclusion in this section. Fur n Feathers Taupo Events Competition September mark@nzsika. Sika Show Ltd 20 15 1 Wearable Art Centre and show annually co.nz

Taupo Events September mark@nzsika. Wild Food Taupo Sika Show Ltd Food Festival 12 15 1 Centre annually co.nz

International Trans-Tasman Touch Owen Delany Touch Rugby Inc touch rugby 40 teams 60 1 September Rugby Park event

Racing Taupo Spring Taupo Race Mary.McCarty@ Taupo Racing Club National Meet 100 50 20 October Meet Course wrcn.co.nz

Kinloch Residents International Kinloch Fishing October noahspark@xtra. and Ratepayers Lake Taupo fishing 80 20 10 Tournament annually co.nz Association competition

Owen Delany November Fireworks display Men at Work Public display 700 15 8 Park annually

North Island MTB Craters of the mountain biking topgear@xtra. Bike Taupo 140 40 3 15th October Championship Moon championship co.nz

Taupo Christmas December jcfbcarnival@ John Burnside Ltd Taupo CBD Public event 20 floats 30 35 Parade annually hotmail.com

16 bmarshall@ Zero Risk King of Taupo Events More FM Charity boxing fighters/1,200 50 1 12th December mediaworks. the Ring Centre spectators co.nz

brianjennings@ Unison Carols in the Park Radio Network Charity concert 3000 20 21 13th December radionetwork. Amphitheatre co.nz

info@ Free concert Dec/Jan Roadside Attractions Taupo Venues Taupo CBD 120 0 2 taupovenues. series annually co.nz

* Due to commercial senstivities, not all information was available for inclusion in this section.

tauporodeo@ Taupo Rodeo Taupo Rodeo Club Tauhara Block National Rodeo 80 35 1 29th December xtra.co.nz

Unison December whall@ NYE Celebration Events Capital Free concert 7,000 0 8 Amphitheatre annually laketauponz.com

Great Lake Tournament Jousting and January harrison.nic@ and Medieval Bellafisio Inc Spa Park Medieval Re- 5,000 70 6 annually googlemail.com Tournament enactment

Free concert & Every Sunday More Fm Summer Unison whall@ Events Capital outdoor movie 600 0 8 in January Series Amphitheatre laketauponz.com series annually

Eat Catering & Brand eat@eatcatering. Taupo Tea Party Riverside Park Themed Lunch 240 15 2 March annually Nu co.nz

Thunder on the NZ Powerboat Powerboat gleesonbuilders@ Lake Taupo 30 50 20 March annually Great Lake Association racing xtra.co.nz

Auckland Unison whall@ Anniversary Gig Events Capital Free concert 2,000 0 2 Anniversary Amphitheatre laketauponz.com weekend

Landrover Tussock Tongariro January aaron@ Total Sport Mountain run 250 45 5 Traverse National Park annually totalsport.co.nz

NZ version of February nzburningman@ Kiwiburn Kiwiburn Inc Mangakino 800 40 6 Burning Man annually gmail.com

Tuwharetoa Tuwharetoa Maori Taupo Event National cultural February info2tuwharetoa. 2,000 10 Multicultural Festival Trust Centre event annually co.nz

New Zealand Under Central District Cricket Owen Delany National cricket info@cdcricket. 2 teams 20 1 8th February 19 Nationals Association Park tournament co.nz

* Due to commercial senstivities, not all information was available for inclusion in this section. info@ Taupo Gliding Airshow and February Taupo Flying Proms Taupo Flying Proms 600 60 2 taupoflyingproms. Club concert annually co.nz

murray@ Around Lake Running/ February Great Lake Relay Event Promotions 4,000 300 15 eventpromotions. Taupo walking relay annually co.nz

info@ Taupo Home and Great Lake Jade Promotions Expo 100 booths 0 8 March annually jadepromotions. Garden Show Centre co.nz

Kaiangaroa Triple Cross Triple Cross Multisport 300 40 4 March annually flite2xtra.co.nz Forest

nick@epicevents. Trans Taupo Epic Events Lake Taupo Kayak 100 20 1 March annually $15,000 co.nz

April, June, Motorcycle trail 600 each nick@epicevents. Suzuki Trail Blazer Epic Events Taupo 20 9 August, October, $100,000 ride event co.nz November

Motorcycle trail nick@epicevents. Suzuki Berm Buster Epic Events Taupo 600 20 3 May annually $30,000 ride co.nz

Mountain bike nick@epicevents. Crank Taupo Epic Events Taupo 300 20 1 May annually $15,000 race co.nz

Brooks Off Road Running/ nick@epicevents. Epic Events Taupo 430 20 1 July annually $20,000 Half Marathon walking race co.nz

Motorcycle trail nick@epicevents. Suzuki Pumice Blast Epic Events Taupo 800 20 2 July annually $40,000 ride co.nz

nick@epicevents. Suzuki 4 Hour Epic Events Taupo Motorcycle race 350 25 1 August annually $22,000 co.nz

* Due to commercial senstivities, not all information was available for inclusion in this section. Motorcycle trail nick@epicevents. Super Trail Epic Events Taupo 600 20 new event September $25,000 ride co.nz

Mountain bike November nick@epicevents. NZO Whirinaki Quest Epic Events Minginui 250 20 2 $10,000 race annually co.nz

Motorcycle trail January nick@epicevents. Suzuki Desert Storm Epic Events Ohakune 1000 50 10 $80,000 ride annually co.nz

Kiwanis Annual Run/ Acacia Bay to chrismcr@xtra. Kiwanis Taupo Run/walk event 379 35 24 March annually 3,200 1,500 Surplus to Kiwanis of Taupo Walk Taupo co.nz

Taupo Motor Children's info@gridkids. Grid Kids Duathlon Grid Kids 109 45 3 March annually N/A N/A National series with growth. Sport Park duathlon co.nz

hamish@ Mighty River Power Taupo Sailing Club Lake Taupo Yachting 104 43 6 Annual heyconsulting. Nationals co.nz

hamish@ 420 National Training Taupo Sailing Club Lake Taupo Yachting 65 15 5 Annual heyconsulting. Squad co.nz

National hamish@ Secondary School Taupo Sailing Club Lake Taupo Yachting 256 110 3 Annual heyconsulting. Championships co.nz

hamish@ 420 National Sailing Taupo Sailing Club Lake Taupo Yachting 40 10 5 Annual heyconsulting. Championships co.nz

National National 3-Day Event New Zealand Equestrian harakeke@clear. Equestrian 200 120 7 Annual Championship Equestrian Federation event net.nz Centre

National Christmas Classic New Zealand Equestrian harakeke@clear. Equestrian 700 50 5 Annual Showjumping Equestrian Federation event net.nz Centre

* Due to commercial senstivities, not all information was available for inclusion in this section. National National Dressage New Zealand Equestrian harakeke@clear. Equestrian 40 45 2 Annual Championships Equestrian Federation event net.nz Centre

National NZ Pony Club New Zealand Equestrian harakeke@clear. Equestrian 60 80 3 Annual Dressage Champs Equestrian Federation event net.nz Centre

National New Zealand Equestrian harakeke@clear. Training Horse Tirals Equestrian 350 50 3 Annual Equestrian Federation event net.nz Centre

National New Zealand Equestrian harakeke@clear. Spring Horse Trials Equestrian 300 50 3 Annual Equestrian Federation event net.nz Centre

National New Zealand Equestrian harakeke@clear. Pony Club Trials Equestrian 100 50 5 Annual Equestrian Federation event net.nz Centre

National New Zealand Equestrian harakeke@clear. Endurance Equestrian 70 20 2 Annual Equestrian Federation event net.nz Centre

National Carriage New Zealand Equestrian harakeke@clear. Equestrian 45 20 1 Annual Championships Equestrian Federation event net.nz Centre

National New Zealand Equestrian harakeke@clear. Young Horse Show Equestrian 30 15 1 Annual Equestrian Federation event net.nz Centre

info@ NZ Festival of Body Art festival and NZ Body Art Trust Riverside Park 60 18 1 Annual bodyartawards. Art workshops co.nz

murray@ Rotorua to Avanti 100k Flyer Event Promotions Cycle Race 3500 400 11 Annual eventpromotions. Taupo co.nz

Ian Bowater Taupo Car Club Taupo Motor January Taupo Car Club Motor racing 40 20 5 grumpy2@xtra. National Meet Sport Park annually co.nz

* Due to commercial senstivities, not all information was available for inclusion in this section. aaa.rodney. Top Fuel - Drag Taupo Motor January Taupo Car Club Drag Racing 22 20 2 engines.tyres@ Racing Sport Park annually xtra.co.nz

robbos@ihug. Taupo Motor February Fiat Car Club Taupo Car Club Motor racing 44 25 1 co.nz - 07 856 Sport Park annually 2992

billritchie@xtra. Taupo Motor January Tasman Revival Taupo Car Club Motor racing 51 25 1 co.nz - 021 515 Sport Park annually 460

ryannet@xtra. Taupo Motor February Fraser Car Club Taupo Car Club Motor racing 51 25 2 co.nz - 09 309 Sport Park annually 5235

Motorsport NZ Tier 1 Taupo Motor Taupo Car Club Motor racing 38 40 1 March annually 04 801 9559 Championship Sport Park

Taupo Motor rallysec@xtra. Taupo Classic Rally Taupo Car Club Motor racing 60 15 1 April annually Sport Park co.nz

Wellington Triumph Taupo Motor Taupo Car Club Motor racing 50 15 1 April annually [email protected] Car Club Sport Park

Ian Bowater Taupo Car Club Taupo Motor Taupo Car Club Motor racing 78 30 4 Easter annually grumpy2@xtra. National Meet Sport Park co.nz

secretary@ Taupo Motor BMW Car Club Taupo Car Club Motor racing 45 15 1 Annually bmwclub.co.nz Sport Park 029 6362677

Labour Ian Bowater Taupo Car Club Taupo Motor Taupo Car Club Motor racing 68 20 6 Weekend grumpy2@xtra. National Meet Sport Park annually co.nz

Taupo Motor November info@ PowerCruise Taupo Car Club Motor racing 81 15 1 Sport Park annually powercruise.com

* Due to commercial senstivities, not all information was available for inclusion in this section.

SECTION III CITY/GOVERNMENTAL SUPPORT CITY/GOVERNMENTAL SUPPORT OF FESTIVALS AND EVENTS The strength and depth of support by Taupo District Council and other governmental bodies for festivals and events.

Defined public objectives and support statements

Our aim through the medium of festivals and events is to provide a colorful, vibrant and diverse community in which to live, work and play. Four guiding pillars underpin our philosophy: reputation, quality, balance and relationships.

Our reputation is second to none for hosting all manner and style of festivals and events with the implementation of national firsts such as the Commercial Endorsement Policy sending a clear message to all stakeholders that we set the benchmark high in this district.

Hand in hand with quality, we strive to create an experience for all to enjoy – not just for participants but spectators and general public alike. This is an industry for everyone to enjoy, whether it be in a passive or active way.

Balance is important to us in two key areas: firstly, a balanced portfolio of festivals and events spread as evenly as possible throughout the year with appropriate fixtures placed in keeping with seasonal climates; and, secondly, a portfolio balanced with diverse and unique events and festivals.

Lastly, and perhaps most importantly, we build strong, integrity-based relationships with all stakeholders. Our business is a people business and we value and respect everyone involved.

Direct funding support from the city or other government agencies

The Lake Taupo District through Events Capital, the events arm of the Taupo District Council provides direct financial support with an annual budget of NZ$320,000 per annum (this is equivalent to 0.7 percent of the Council’s annual rates income), obviously it’s a small amount when compared to larger towns/cities). In addition to this, for large events such as world championships, the ability exists to apply to the Council for financial support over and above normal budget allocation.

In general, we work from a three-year model; to assist new business in getting established, we will contract a reducing sum over three years and work alongside to offer assistance and guidance to achieve success and sustainability. We prefer the term ‘partnership’ and not ‘sponsorship’. We create partnerships.

Examples of festivals and events currently receiving direct financial support are: Oxfam Trailwalker, Taupo Half Ironman, Kiwiburn, New Zealand Powerboat Championships, Wake Skate, New Zealand Long Course Swim Championship, New Zealand Body Art Festival, Taupo Medieval Festival and Jousting Tournament, Kinloch Triathlon, Ironman New Zealand, Thunder on the Great Lake, FIM World Motocross Championships, Brooks Half Marathon, Trans Taupo Paddle, Lake Taupo Arts Festival, Taupo’s Summer of Music, Taupo Rodeo, Crank Taupo, National Bowls Tournament and Taupo 1000. In-kind services support from the city or other government agencies

Festival and event people are about ‘doing’ and we endeavour to make it as easy as possible to allow them to get it done. At the bidding proposal stage for events such as world championships, we will, in consultation with the organiser, create the bid document and conduct the presentation to secure the business. This has involved travelling to foreign lands in order to do so. In conjunction with this, we will also create and produce marketing/ promotional collateral, posters, brochures, CDs and electronic medium for social networking sites.

Specific event examples of this support provision are the International Six Day Enduro (known as the Olympics of off-road motorcycling), World Power Lifting and UCI Golden Bike Series with presentations being conducted all around New Zealand, Switzerland, Slovakia, Republic of South Africa, Hawaii and Australia.

Taupo District Council has spent thousands of dollars in building and stocking a dedicated festival and event facility – a veritable Aladdin’s cave of equipment and resources available to be used free of charge for ongoing events. From roading requirements, gantry’s, barriers, sound systems and all things in between, allowing an organiser to fulfill a whole raft of needs free of charge and from one location.

With annual budget allocated to increasing the equipment collection, we have a growing resource based around demand. In addition, we host the district event website www. eventscapital.co.nz and list all festivals and events free of charge. To add a listing to the website is as easy as going to the home page, clicking on the email provided, completing the information and the listing is uploaded.

Each week, two live radio interviews are scheduled, one with each of the major networks. The content for these interviews is taken directly from the website. Promotion and marketing is also made easy with the two main visual mediums managed internally, large banner signage within the CBD and notification billboards on the entrances to town are provided free of charge.

Established relationships with print and radio allow us to obtain cut-price advertising otherwise unavailable.

We commission research projects on specific events to determine economic and environ- mental impact. Research data is made publicly available for all to benefit from.Please refer to the supporting material at the end of this section for examples of this research carried out in recent years.

Our aim – through networks, contacts and professional experience – is to make everything as easy as possible. Defined role of the city in festival and event approval

All events are channeled through the district’s Event Marketing Manager to ensure we remain true to our philosophy. This means we play a pivotal role in not only event approval but also in controlling quality and maintaining a balance across the calendar year to avoid the ‘cannibalising’ of events. Please refer to the supporting material at the end of this section to view the city’s full event strategy.

All event applications and organisers are background researched to determine a complimentary fit within our portfolio. Once it is established that the festival or event is a good fit for our district, we then progress and ‘get it done’.

City-provided festival and event process coordination and assistance system

The district Event Marketing Manager acts as the one-stop shop for events and, where appropriate, will complete all relevant permits and applications required for the event to operate. This leaves the festival and event organisers to focus on what they do best.

Examples of this are concessionaires: we provide a full list of available vendors and recommend based on specific needs. For the A1GP Motor Racing, we obtained the necessary licensing and permits needed in order to shut an entire city street for a public concert. All licensed premises on the street were consulted and an umbrella liquor license completed on their behalf enabling liquor to be consumed on the street.

We operate noise-monitoring equipment alongside all public concerts to ensure bylaw compliance.

Each year we research numbers and apply for an umbrella license and pay all music royalties associated with district festivals and events.

Participation in official capacity on boards and planning committees

The Event Marketing Manager plays an active role at board and planning level ensuring the district’s interests are being served as well as offering advice, guidance and operational assistance to events. When securing and hosting world events, the Event Marketing Manager usually sits at board level playing an active role.

One of Taupo’s keys to success is all event stakeholders are dedicated to working together for the greater good. We have established an Event Executive made up of 12 key personnel, a mixture of event managers, service providers and Council representatives. This group meets regularly to keep abreast of industry requirements and changes.

Local laws, ordinances, regulations, permits and policies impacting and supportive of festivals and events

The Lake Taupo District is an event-friendly town, known for its ‘can do’ attitude, a public which takes immense pride in its enviable reputation as ‘Events Capital of New Zealand’, Council regulatory staff who bend over backwards to assist in moving forward. Parking fees are waived for major fixtures, temporary provisions can be brought into play for concerts exceeding time or decibel allowance, the New Zealand Government has enacted ambush marketing policy which applies to all New Zealand, special licenses are available to alter standing provisions for alcohol service, all food concessions are required to hold certifications and only those that do are used.

We employ a collective approach to solving any unforeseen problems and to keep all festival and event processes moving forward.

City-provided festival and event training programs

The Event Marketing Manager runs several training programmes for volunteer staff in first aid and traffic management/marshalling. Assistance is also provided in the area of marketing and promotions – from making existing channels available at no cost to writing marketing and promotional plans, as stated above. We have highly qualified staff who routinely review or write risk management plans.

Regular attendance at industry updates and forums is critical for our staff with information disseminated to all stakeholders at a local level. Lists of concessionaires, media channels, local databases, venues, research and event planning is made available to all.

Direct industry involvement/memberships

The Event Marketing Manager – tasked with the holistic shepherding and wellbeing of the district’s festivals and events industry – is a member of New Zealand Association of Event Professionals, the national body of New Zealand’s event industry. The Event Marketing Manager is also a member of IFEA and is New Zealand’s sole member of the Global Round Table Council. Please refer to the supporting material at the end of this section for recent publicity of the Lake Taupo district in IFEA’s “International Events” magazine gained by the Event Marketing Manager.

The Event Marketing Manager plays an active role in setting standards for events with Triathlon New Zealand, Bike New Zealand and Swimming New Zealand in conjunction with the Commercial Events Policy. In addition, the Event Marketing Manager is associated with the Labour Department of New Zealand and certified to Level Three Occupational Health and Safety providing the ability to critique existing events and write health and safety plans for new events. Through New Zealand Ambulance Officers School, the Event Marketing Manager is certified in Pre-Hospital Emergency Care and is able to assist events in this area . SECTION III – SUPPORTING MATERIAL

(Refer to corresponding attached files) By Warwick Hall

the little town that

ROARED18 INTERNATIONAL EVENTS 2009 aupo Township nestled on the shores of New Zealand’s biggest freshwater lake has the reputation of being the country’s event capital and it’s not hard to understand why. THome to some of the largest events in the country and the Southern Hemisphere, with a population of just 23,000 it has been described as a world class phenomenon worthy of study. Annual events such as Ironman New Zealand, the biggest annual international event in the country attracts an average 40 countries to the Lake Taupo region each year. Wattyl Lake Taupo Cycle Challenge with 11,500 riders completes a 160 km circum- navigation of Lake Taupo. It’s the largest road cycling event in the Southern Hemi- sphere and effectively doubles the town’s population making it a city for a weekend! The Mizuno Half Marathon, with 3,500 participants is also the biggest in the Southern Hemisphere. Oxfam Trailwalker with teams of four running or walking 100 kms off road in under 36 hours raised over 1 million dollars for the charity this year! The Jamis Bicycles Day Night Thriller is a 12 hour team mountain bike challenge with 4,000 riders taking part. The Adidas Relay and Rotorua Taupo100k Flyer, are two more events attracting fields of around 4,000 to the town and the list of events doesn’t stop there, it goes on and on. World events also feature prominently on the calendar. The World Junior Motocross is the second event to be secured from the world motorcycle organisation FIM with the first being the International Six Day Enduro held here in 2006. Described as the Olym- pics of off road motorcycling it was valued at over 14 million dollars in economic benefit to the region and a preliminary approach has been made to re-secure the event in 2012. The second world event hosted in 2009 was the world masters bench press, a power lifting event which attracted 23 countries. The list continues with four new events being established on the 340kms of surface area provided by Lake Taupo and the completion of a 15,000 person outdoor amphitheatre is allowing for more diversity. Regional Event Marketing Manager Warwick Hall says “while past years have focused on establishing sporting events or ‘sweaties’ as they are colloquially known, these were the type of events that typically provide mass participation demonstrating the most tangible benefits for all to see. This did not mean we ignored arts and culture. We are now moving more firmly into this sector and have our first two commercial events set down for the amphitheatre. This summer sees a theatrical prosthetics and body painting festival followed by a nationally ranked music concert. Negotiations are also underway for several more commercial concerts over the summer season.

2009 INTERNATIONAL EVENTS 19 The move in this direction is designed to balance the port folio and take the pressure off three key areas which are volunteers, inconvenience to locals and road closures. When you take a look at the annual calendar as a whole our volunteers are the hardest working group in the country as they turn out over and over again giving their time to ensure a successful event. Just two of our annuals alone each require 10% of the population or around 1,200 volunteers in order to run, these guys are our life blood and we can’t thank or appreciate them enough.” A number of programmes are run each year as a thank you and to give something back to this crucial element of the town’s success. Ironman provides a volunteer after party and gives away free entries and coach- ing packages to two lucky winners each year. Free First Aid and Traffic Management programmes certified to national standards are offered to volunteers and a series of free summer concerts are run as further apprecia- tion of the work volunteers and other stakeholders undertake for events in the town. Hall says “as a result of our growing success four years ago we secured the domain name www.eventscapital.co.nz and began promoting ourselves accordingly, not just externally but to the region, as well capitalis- ing on a ground swell of collective pride in what the region had and continues to build. Everybody in the region has played a part in our success and everyone takes pride and has a passion for the industry. We have people here who have worked on every Ironman for the past 11 years, collecting the tee shirts each year and have them hanging in order in their wardrobes, they’re considered collector’s items and have great value to the owners.” Two key ingredients to the town’s passion are reputation and local ownership. In real estate it’s location, with events it’s reputation and this region has collectively built a very strong one whereby it is no longer what an event can do for the town but what the town can do for the event in achieving a true partnership. Three years ago the town made national media in adopting ground breaking policy which required events of a certain size and stature to supply an endorsement from their applicable national body as employing best practice Without this endorsement the event is unable to take place. It was a direction not without risk and there was concern that events would be lost from the region. However three years on, the portfolio continues to grow and record numbers of participants are being achieved. Hall says “I believe our endorsement policy sent a clear message to everyone that we are a quality destination, you need to be a top notch event to run here and participants know they will get a quality experience and good return on their spend.” Other risks have also been taken. For example Oxfam Trailwalker was a new concept

20 INTERNATIONAL EVENTS 2009 to New Zealand, where not only did teams have to pay the usual entry fee, but they also had to raise a minimum of $2,000 for the charity in order to take part. This was something completely new to New Zealand and there was no guarantee that teams would buy into the concept. It paid off, in a country of just over 4 million people, some three hundred teams raise an average 1 million dollars each year for the cause. At the same time, a strategy was deployed to look at all events and determine which were susceptible to being moved away from the region, and where possible ownership models were changed and multi- year con- tracts signed to ensure the events remained within the region. Hall says “all of this was made possible by a forward thinking local council who recognised the value of events very early on and established dedicated resources, both fiscal and physical, designed to seek out and secure events to the region.” Hall is the second manager to the role having being appointed six years ago and has enjoyed strong support to do the job his way. While at times his modus operandi is considered unorthodox by some, he is quick to smile and quip “you don’t make an omelette without breaking eggs.” The results achieved speak for themselves. The portfolio has been built on securing new and established events to the region, playing to the regions strengths and utilis- ing the natural surroundings to the upmost. Hall says “we are blending these established events with our own events that we are creating from the ground up to fill the last remaining spots in our calendar, while con- tinuing to target new world events from year to year to keep things interesting.” All of this is under pinned by four guiding principles - quality, reputation, balance and relationships. The first two speak for themselves, balance is more than “sweaties” vs arts and culture, it’s about sculpting a range of distinctive events over the calendar year and not loading it with more of the same type of event over and over, thereby avoiding cannibalising such events one after another. The last principle of relationships is tan- tamount to continued success. Business is a people business, every aspect of it is about people. You have to be a people person and build strong honest relationships to succeed. Don’t paint the smile on, it has to be real. This town has a really big smile!

Warwick Hall is the Regional Event Marketing Manager for Destination Lake Taupo, the Regional Tourism Organisation for the Taupo Region on the North Island of New Zealand. He can be reached at: whall@laketauponz.com.

2009 INTERNATIONAL EVENTS 21 TAUPO DISTRICT EVENT STRATEGY

VISION:

The Taupo District is the “Events Capital of New Zealand.” To include all types of events from sports to arts and culture. Events contribute to the social and economic wellbeing of the District.

www.eventscapital.co.nz

This strategy contributes to the following Community Outcomes:

PILLARS: The four pillars guiding our strategy are:

Reputation – quality - balance – relationships

DEFINITIONS:

EVENT

‘An event is a celebration, activity or display of an educational, commemorative, exhibitive or competitive nature which occurs for a limited time and is not considered a regularly scheduled happening.

A commercial event is undertaken for profit. This profit may be received by an event organiser, group or Trust. Some commercial events are run with the purpose of recycling this profit as grants within the local community.’

ICONIC COMMERCIAL EVENT

An iconic commercial event represents the essence of the Taupo District brand. It provides clearly identifiable major economic returns to the district and provides positive media for Taupo as a destination. The event has a track record of growth and shows sustainable operating systems. There is strong community involvement and support with a focus on family involvement. Examples include the New Zealand Ironman, Great Lake Cycle Challenge and Great Lake Relay.

MAJOR COMMERCIAL EVENT

A major commercial event portrays elements of the Taupo District brand. It provides economic returns to Taupo and creates limited media coverage on Taupo as a destination. These are often regular events with a steady support base. Examples include the Kinloch Triathlon, Mizuno Half Marathon, Day Night Thriller and Arts Festival. Participant numbers are generally in the thousands.

MINOR COMMERCIAL EVENT

A minor commercial event portrays some of the elements of the Taupo District brand. The event has begun to show signs of developing growth and sustainability as well as growing community spirit and family involvement. Participants numbers are usually under 1,000.

GOALS:

ONE. Build upon event organisation and capability in the Lake Taupo region.

OBJECTIVES 1.1 Identify funding opportunities to be utilised in the training and up skilling of all event personal. 1.2 Continue to encourage event organisers to make use of local supplies and services.

TWO. Develop a diverse, balanced and vibrant calendar of Arts, Cultural and Festival style events.

OBJECTIVES 2.1 Support current Arts & Cultural events and festivals (Lake Taupo Arts festival, Lake Taupo Body Art festival) 2.2 Continue to support, develop and manage the Summer Series of Music and entertainment 2.3 Aim to secure at least one commercial concert each year into the Unison Amphitheatre 2.4 Aim to develop or secure at lease two festival style events over the next three years.

THREE. Develop a strong event support infrastructure

OBJECTIVES 3.1 Establish a cohesive Events Unit for events development, facilitation and management in the Lake Taupo Region. 3.2 Establish a collaborative approach to event facilitation and management between the Regional Marketing Manager Events and the Taupo Venues Event team. 3.3 Make it easier to develop and produce events in the Lake Taupo Region 3.4 Continue to manage and develop the events equipment facility. 3.5 Continued sharing of ideas, skills and co-operative approach to the events industry via the Event Executive group.

FOUR. Develop events that portray our vision and pillars encapsulating the essence of the Lake Taupo Region

OBJECTIVES 4.1 Reputation – Enhances the Lake Taupo regions reputation as an event destination. 4.2 Quality – moving firmly from ‘what the event can do for the region’ to ‘what the region can do for the event’, a true partnership. 4.3 Quality not quantity 4.4 Balance – Working towards an equitable balance of Sporting, Arts and Cultural events with a clear emphasis on distinct and different. 4.5 Relationships – Cornerstone to all we do ‘people are people’ we are first and foremost a people industry. 4.6 Encourage events that highlight the natural environment of the region 4.7 Encourage events that embrace and portray Taupo; - central location - beautiful scenery and un-polluted environment - strong accommodation sector - community support and a strong ‘volunteer’ culture - professional event organisers - coordination and collaboration between all stakeholders.

FIVE. Engender support and a ‘partnership’ ethos with regional stakeholders and community groups

OBJECTIVES 5.1 Work closely in developing stronger links with community groups 5.2 Acknowledging Ngati Tuwharetoa as Tangata Whenua, work to establish strong event relationships and investigate partnership opportunities.

SIX. Enhance the Lake Taupo regions reputation as New Zealand’s Event Capital (www.eventscapital.co.nz)

OBJECTIVES 6.1 Increase awareness both locally and nationally of events hosted in the Lake Taupo region 6.2 Work closely with Destination Lake Taupo in achieving maximum leverage from Domestic and International campaigns and initiatives. 6.3 Continue to promote the Lake Taupo regions commercial event policy. 6.4 Maximise opportunity presented by all speaking engagements. 6.5 Ensure sponsored or partnered events are clear in their obligation to deploy best practise and that maximum opportunity to promote www.eventscapital.co.nz is achieved. 6.6 Heighten our support of the event industry. 6.7 Work closely with regional bodies on promoting the pride that is associated with being the events capital of New Zealand

SEVEN. Ensure a region wide approach is taken in the development and placement of events

7.1 Host at least twenty annual events including three in both Turangi and Mangakino 7.2 Identify and target events that make use of the Lake Taupo region’s natural resources and attributes

EIGHT. Identify and develop opportunities that provide direct financial return to event seeding fund

OBJECTIVES 8.1 Continue to develop and grow both the Ironman NZ and Cycle Challenge expo’s with profits to be placed into a combined Regional/Taupo Venues event seeding fund. 8.2 Continue to investigate and develop profit share models within the commercial concert market. 8.3 Maintain an entrepreneurial approach to realise opportunities.

NINE. Maintain awareness of legislative changes and event trends to ensure best return

OBJECTIVES 9.1 Research and be aware of shifts in the global event market. 9.2 Commission event economic research on one event each year. 9.3 Require event organisors to conduct participant satisfaction surveys and carry out debriefs. Information obtained to be made available to council.

TEN. Maximise economic benefit returned to the region

OBJECTIVES 10.1 Maintain and develop established iconic commercial events (Ironman, Cycle Challenge, Arts festival) 10.2 Aim to develop up to three existing events to the level of iconic commercial over the next three years 10.3 Aim to return a 10:1 ratio on event investment 10.4 Aim to develop up to three new events to the level of major commercial over the next three years 10.5 Aim to secure at least one World/National championship event each year moving forward. 10.6 Develop up to three minor commercial events to a higher level over the next three years 10.7 Aim to develop or secure potential events into the shoulder season/tourism low season 10.8 Aim to develop free entertainment style events into the tourist high season.

ELEVEN. Optimise use of the Lake Taupo regions parks, reserves and event venues

OBJECTIVES 11.1 Encourage event organisers to make maximum use of regional venues and assets

PARTNER/SUPPORT/SPONSOR GUIDELINES:

Community Event is able to engender and build strong community support

Council Strategic Event matches with the key strategic direction of the Taupo District Council

Economic Benefit Attracts new investment and visitors either domestic or international and generates economic benefit for the Lake Taupo

Endorsement Where appropriate the organiser will abide by the provisions as set down in the Commercial Endorsement Policy.

Event Balance/Calendar Event fills an identified gap in the events calendar, is both distinctive and different and provides balance to the events calendar

Event Organiser The event organiser can ably demonstrate an ability and expertise to employ best practise in the organisation and running of the event. Checks and assessment will be made on such areas inclusive of but not limited to track record, background checks, and association to appropriate national bodies.

Event Strategic Fit Event ‘fits’ and contributes to the objectives of the Events Strategy

Feasibility The event must demonstrate feasibility inclusive of but not limited to participation/attendance, budget, sponsorship

Media Exposure The event maximises media coverage across all mediums both domestic and international contributing to the positive profile and reputation of the Lake Taupo region as a top class event destination

Partnership Event is able to encourage and build partnerships within stakeholder groups and the wider community.

Regional Boundaries Event is held within the Lake Taupo Regional Boundaries, unless it demonstrates and ability to provide benefit in areas such as building relationships, cementing inter-regional co-operation or provides opportunity to secure other or larger events.

Risk Potential risk to the Lake Taupo Region is minimised and mitigated from a financial, reputation and legal stand point.

Venue Usage Event maximises where possible use of key venues in the Lake Taupo region

Viability Event is assessed and judged to have long term viability.

2009 LAKE TAUPO CYCLE CHALLENGE

ECONOMIC IMPACT STUDY

Prepared for www.eventscapital.co.nz

The New Zealand Tourism Research Institute Auckland University of Technology

www.nztri.org

January 2010

Lake Taupo Cycle Challenge – Economic Impact Study New Zealand Tourism Research Institute www.nztri.org

Executive summary

. This report presents the findings from the 2009 Lake Taupo Cycle Challenge participant and business surveys.

. The research was conducted from 30 November to 13 December and involved web- surveys of Cycle Challenge competitors and local Taupo businesses. A total of 2,808 participant and 75 business responses were received – response rates of 29% and 8% respectively.

. There were 11,154 participants in the 2009 event, with an estimated 10,819 of these from out of town.

. Participants surveyed were most commonly accompanied by one (37%) or two (13%) non-participating adults, and/or one (14%) or two (13%) non-participating children. Based on an average of 1.5 non-participants accompanying each participant, the total number of non-participants at the 2009 Cycle Challenge are estimated at 16,632. Event visitors (i.e. both participant and non-participant) are therefore estimated at 27,432.

. The vast majority of respondents (96%) live in New Zealand with the Auckland and Wellington regions having the highest representation.

. International competitors comprised 4% of respondents (3% of total participant numbers), with the vast majority (86%) coming from Australia.

. Prior to the event, 8% of respondents came to Taupo for training purposes. Of those respondents, over half (57%) made a single day trip to Taupo for training; 68% making one overnight trip.

. The event is successful in encouraging people to stay overnight. The vast majority of participants surveyed (97%) stayed overnight in Taupo and the surrounding area during their visit. Three quarters of overnight stayers (74%) stayed two nights in the area. Just 3% of respondents visited Taupo on a day trip.

. Just over one third (36%) of respondents stayed in backpackers/hostels, nearly one quarter (23%) stayed in hotel/motel/lodge type accommodation and another 20% rented a holiday home.

. As a destination to visit, respondents rated Taupo’s beautiful scenery and natural attractions very highly.

. Sixty-three percent of businesses surveyed are highly dependent on visitors with 51- 100% of their turnover coming from visitors to Taupo.

. Over one third (38%) of business respondents reported that their existing staff worked additional hours during the Cycle Challenge. Just 12% of respondents

Lake Taupo Cycle Challenge – Economic Impact Study New Zealand Tourism Research Institute i www.nztri.org

employed additional staff beyond their normal workforce during the Cycle Challenge.

. Half of businesses surveyed (49%) reported an increase in turnover during the Cycle Challenge weekend; one quarter (24%) saw a decrease; and another 37% experienced no change in turnover.

. Three quarters of business survey respondents (74%) were well informed about the Cycle Challenge. Just less than one quarter (21%) indicated a desire for more information.

. Sixty-eight percent of business respondents reported that their business is getting all the benefits it can from the Cycle Challenge.

. Business respondents generally think that the wider Taupo business community (70%) and the Taupo community (58%) receive greater benefits from the Cycle Challenge than their own individual business.

. Survey participants spent an average of $95 per person per day. International participants spend more ($163) per day than their domestic counterparts ($93). Most of the expenditure is in the accommodation sector followed by restaurants/cafes/bars.

. Based on a total out of town event visitation of 24,414 (including participants and non-participants and excluding ‘time switchers’), the 2009 event injected an estimated $4.64 million into the local economy. Of this amount an estimated $2.07 million is spent (first round/direct expenditure) locally on labour and other expenses. A total of 45 cents in every dollar spent re-circulates through the local economy.

Lake Taupo Cycle Challenge – Economic Impact Study New Zealand Tourism Research Institute ii www.nztri.org

Table of contents

Executive summary ...... i

Introduction and background ...... 4

Findings - Participants ...... 5

Participant characteristics ...... 5

2009 Lake Taupo Cycle Challenge ...... 7

About Taupo ...... 9

Findings – Businesses ...... 10

Business characteristics ...... 10

2009 Lake Taupo Cycle Challenge ...... 12

Event Economic Impacts ...... 19

Conclusions ...... 24

Appendix 1: Participant Survey ...... 25

Appendix 2: Business Survey ...... 29

Lake Taupo Cycle Challenge – Economic Impact Study New Zealand Tourism Research Institute www.nztri.org

Introduction and background

The 32nd Wattyl Lake Taupo Cycle Challenge was held on Saturday 28 November 2009. This year 11,154 competitors contested the 160km around New Zealand’s largest lake. www.eventscapital.co.nz is interested in getting a clearer picture of the economic impacts which the Cycle Challenge has on the Taupo local area.

This research is designed to:

 give a clearer picture of Cycle Challenge participants;  better understand the economic impact of holding a cycling event on Taupo and surrounding area;  provide an indication of the Taupo local area expenditure (& resulting economic multipliers) associated with the Cycle Challenge;  develop a set of standardised web-based tools that will assist in the creation of an ongoing ‘barometer’ to gather information on the Cycle Challenge, and similar sporting events in Taupo, over time.

A link to the online survey was emailed to all Cycle Challenge competitors on the Monday after the event with the assistance of the race director (See Appendix 1 for the survey). The survey was aimed at visitors to Taupo (excluding local Taupo resident competitors – which accounts for roughly 3% of all entrants) due to the economic impact effects associated with visitors. The survey ran for two weeks following the event, from 30 November to 13 December. The survey link was sent to the full 2009 entrant database of 11,262 email addresses. A total of 9,560 valid email addresses received the survey link – due to a number of duplicate addresses. A total of 2,802 responses were received, giving a response rate of 29%.

The link to the online business survey was sent out to two local business databases with the assistance of Destination Lake Taupo and Towncentre Taupo (See Appendix 2 for the survey). The databases included approximately 1,000 stakeholders with emails in Taupo and surrounding area with potentially some overlap between the two databases. The business survey was also run for a two week period, and closed off with 75 responses - a response rate of 8% (+/- allowance for overlaps).

An incentive was offered for both surveys to encourage participation. Respondents could go into the draw to win a 4Play Package (Taupo Bungy, Hukafalls Jet, Helistar Helicopters and Taupo Tandem Skydiving).

Lake Taupo Cycle Challenge – Economic Impact Study New Zealand Tourism Research Institute 4 www.nztri.org

Findings - Participants

Participant characteristics

The majority of respondents (64%) entered in individual challenges with 35% entering as relay team challenges (Figure 1).

Figure 1: Race category (n=2791)

Participants surveyed were most commonly accompanied by one (37%) or two (13%) non- participating adults, and/or one (14%) or two (13%) non-participating children. Just over one third of respondents (36%) were not accompanied by any adults and 66% (based on 1482 responses) did not bring any children to the event. On average, competitors brought 1.5 other people to the event (non-participating adults and children) and hence the total number of non-participants at the Cycle Challenge can be estimated at 16,632 (Figure 2).

Figure 2: How many non-participants accompanied you to Taupo (n= AD 2654; CH 1482)

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The majority of survey respondents (66%) are male; 34% are female.

One third of respondents (34%) belong to the 41-50 year age group, another quarter (24%) are 31-40 year olds, and a further 26% are aged 51+ (Figure 3).

Figure 3: Age group (n=2760)

The vast majority of respondents (96%) live in New Zealand with the Auckland and Wellington regions having the highest representation (Figure 4). Just 4% of survey respondents are international competitors with the vast majority (87%) from Australia, followed by UK (2%), Singapore (2%) and Canada (2%).

Figure 4: Where do you live? (n=2735)

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2009 Lake Taupo Cycle Challenge

The event attracted people to Taupo for training before the event. Prior to the event, 8% of respondents came to Taupo for training purposes.

Of those, over half (57%) made one day trip to Taupo for training; one quarter (28%) made two, one-day trips, and 15% made 3 or more one-day trips. In terms of overnight stays, one overnight trip was undertaken by 68% of those who came to Taupo for training, nearly one quarter (21%) made two overnight trips, and 10% made three or more overnight trips. On average, these day trip and overnight stayers were accompanied by two adults on their training trips. Around a quarter were accompanied by an average of two children.

It is estimated that a total of 864 out of town competitors came to Taupo for training purposes. It is evident that 492 people made one day trip; 242 competitors made two, one- day trips, and 130 people made 3 or more one-day trips – equalling a total of 1,366 day trips. For overnight stays, this equals a total of 855 overnight trips to Taupo for training prior to the event.

For the event itself, the vast majority of respondents (97%) stayed overnight in Taupo and the surrounding area. Three quarters of overnight stayers (74%) stayed two nights in the area. Just 3% of respondents participated in the event as part of a day trip (Figure 5).

Figure 5: Length of stay in Taupo (n=2772)

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Participants utilise a variety of accommodation types. Just over one third (36%) of overnight stays were in backpackers/hostels, nearly one quarter (23%) stayed in hotel/motel/lodge accommodation and another 20% had rented a holiday home. Just 8% of respondents stayed with friends/family or in private residences (Figure 6).

Figure 6: Type of accommodation (n=2692)

Two questions were asked in order to gauge if Cycle Challenge participants could be 'time switchers', i.e. would they substitute another planned visit to Taupo (pre or post event) for this visit to participate in the Cycle Challenge.

Four percent of respondents said that in the months leading up to the Cycle Challenge, they had the opportunity to visit Taupo but decided not to, because they had plans to visit Taupo for the Cycle Challenge.

Seven percent of respondents said that in the months following the Cycle Challenge, they are likely to forego the opportunity to visit Taupo, because they visited Taupo for the Cycle Challenge.

We acknowledge the presence of time switchers in our economic impact analysis presented later in this report.

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About Taupo

Respondents were asked to rate 18 aspects about Taupo as a destination to visit on a scale from ‘1’ (strongly disagree) to ‘7’ (strongly agree). In the online survey the order of the items was randomised for each respondent to avoid any survey bias and survey fatigue.

Taupo’s beautiful scenery and natural attractions were given the highest scores out of 7 (6.3/6.2) with around half of all respondents ‘strongly agreeing’ with these statements. Just 4% of respondents ‘strongly agreed’ with the statement that Taupo is an inexpensive place to visit (mean 4.3 out of 7) (Table 1).

Table 1: Statements about Taupo Strongly Strongly Statements % disagree ‘2’ ‘3’ ‘4’ ‘5’ ‘6’ agree n= Mean ‘1’ ‘7’ Taupo has beautiful scenery 2 1 0 2 8 29 56 2734 6.3 Taupo has beautiful natural 1 1 0 3 10 33 49 2741 6.2 attractions Taupo has quality infrastructure 1 2 3 11 23 37 22 2753 5.9 Taupo has suitable 1 2 1 5 15 39 35 2744 5.9 accommodations Taupo has a good standard of 1 1 1 3 17 45 29 2747 5.9 hygiene Taupo has a good network of 1 1 1 9 17 39 30 2728 5.8 tourist information Taupo is a pleasing travel 1 1 2 6 20 42 25 2725 5.8 destination Taupo is an enjoyable travel 1 1 1 6 18 43 27 2734 5.8 destination Taupo is safe 1 2 2 9 20 41 22 2739 5.6 Taupo has good shopping 1 2 3 11 25 37 19 2739 5.5 facilities Taupo is an exciting travel 1 2 4 17 27 29 17 2701 5.3 destination Taupo has a good climate 1 3 6 19 28 26 15 2725 5.1 Taupo offers interesting cultural 1 2 5 32 25 20 9 2621 4.8 events Taupo offers good value for my 1 2 8 27 31 21 6 2710 4.8 travel money Taupo's accommodation are 1 3 9 26 31 20 6 2708 4.7 reasonably priced Taupo is a novel travel destination 2 6 10 28 24 18 9 2696 4.6 Taupo offers interesting historical 0 4 10 37 24 13 5 2625 4.5 attractions Taupo is an inexpensive place to 2 6 16 30 27 13 4 2725 4.3 visit

This scale has the potential to become standard measurement tool for Taupo events (as well as other destinations). The collection of comparative data is then possible.

Lake Taupo Cycle Challenge – Economic Impact Study New Zealand Tourism Research Institute 9 www.nztri.org

Findings – Businesses

Business characteristics

Table 2 details the types of businesses responding to the survey. One third of businesses (31%) are focussed on accommodation services with the majority in the hotel/motel/lodge category. 15% of businesses are activity/tour operators, and more half of businesses have ‘other’ focus including restaurants/cafes/bars (21%) and other shopping/retail (17%).

Table 2: Primary focus of this business (n=71) Primary Focus % Accommodation Hotel/Motel/Lodge 24 Backpackers/Hostel 3 B&B 1 Holiday home 0 Campground 0 Other* 3 Total 31 Activities/Tours Tours/charters (e.g. fishing, guided walks) 4 Adventure activities (e.g. skydive) 6 Cultural and heritage attractions 3 Other 3 Total 15 Other Restaurant/café/bar 21 Stores/supermarkets (e.g. food, drinks and domestic supplies) 4 Other shopping/retail (e.g. souvenirs, clothes) 17 Local transport including petrol & repairs 0 Other recreation/entertainment (e.g. events) 1 Other* 10 Total 54 * Including: time share, trades service, education, insurance, hairdressing, function facilities.

The majority of respondents (66%) are owner/operators. Another 18% are managers; 15% are owners.

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Over half of businesses surveyed (56%) are located in the Taupo CBD with another 28% located in the rest of Taupo. Five percent are located in Turangi (Figure 7).

Figure 7: Location of business (n=75)

Over half of businesses surveyed have an annual turnover ranging from $250,001 to $1.5m (Figure 8).

Figure 8: Business annual turnover (n=61)

Business respondents indicate that, during November, on average five full-time and three part-time staff work in the business. Throughout the businesses surveyed, number of full- time staff range from 1 to 57 staff, and part-timers ranging from 0 to 56 staff.

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Sixty-three percent of businesses surveyed are highly dependent on visitors with 51-100% of their turnover coming from visitors to Taupo. One third (30%) attribute 91-100% of turnover to visitors. Just 3% of businesses are not reliant on visitors (Figure 9).

Figure 9: Turnover attributable to visitors to Taupo (n=61)

2009 Lake Taupo Cycle Challenge

Over one third (38%) of business respondents replied that their existing staff worked additional hours during the Cycle Challenge. On average businesses had seven existing staff on duty during the Cycle Challenge weekend, and these staff on average worked an additional five hours of employment that weekend.

Just 12% of respondents said that they employed additional staff beyond their normal workforce during the Cycle Challenge, and on average they hired additional two staff members to cover the weekend. These additional staff worked an average of nine hours during the Cycle Challenge weekend.

Just over one quarter of businesses surveyed (27%) were open longer than usual during the weekend of the event.

Thirteen percent of businesses surveyed conducted some form of promotion based around the Cycle Challenge. Types of promotions included: Special accommodation packages, retail and service discounts were offered; promotional banners and girls wore promotional material; sponsorship of races/challenge; sales and product tasting at the event and other unspecified promotional deals.

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Respondents were asked if their turnover during the Cycle Challenge changed compared to an average week (i.e. this time of year but with no event on). Half of the businesses surveyed (49%) reported an increase in turnover, one quarter (24%) a decrease, and another 37% noted no change in turnover during the event weekend (Figure 10).

Figure 10: Effects on turnover during event weekend (n=63)

Businesses that indicated that their turnover increased, on average saw a 53% increase compared to a normal weekend (at this time of year but with no event on). The reported increases ranged from 2% to 300%.

For the quarter of businesses with decreased turnover, the average decrease was 54% - ranging from 15% to 98% decrease in turnover during the Cycle Challenge weekend. The primary focus of these businesses were mainly ‘activities/tours’ or from the ‘other shopping/retail’ sector. Clearly, not every business in Taupo experiences a direct, positive impact from the Cycle Challenge.

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Respondents were asked if they knew enough about the Cycle Challenge to make the most of the opportunity for increased business. Three quarters of respondents (74%) described themselves as well informed with just less than one quarter (21%) indicating a preference for additional information (Figure 11).

Figure 11: Awareness of Cycle Challenge (n=70)

Sixty-eight percent of business respondents believed that their business is getting all the benefits it can from the Cycle Challenge. It remains unclear what the barriers are for the remaining 31% of businesses that believe their potential to benefit from the event is not yet fulfilled (Figure 12).

Figure 12: My business is getting all the benefits it can from the Cycle Challenge (n=70)

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The next three figures indicate the effect that the Cycle Challenge has on three levels of Taupo – the individual business, the wider Taupo business community, and the Taupo community.

There is considerable variation in the level of benefits reported by businesses. Over one third of businesses surveyed (35%) reported that they benefited greatly from the Cycle Challenge. However, just over one quarter of businesses reported (27%) that they did not receive any benefits at all, and a further 26% only benefited on a small scale from the Cycle Challenge (Figure 13).

Figure 13: To what extent did your business benefit from the Cycle Challenge (n=71)

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Despite the variation at the level of the individual business, a different picture emerges with respect the wider Taupo business community. Nearly three quarters (70%) of respondents think that the wider business community received great benefits (even though they themselves may not benefit). Moreover, no respondents indicated ‘none at all’ (Figure 14).

Figure 14: How do you think the business community benefits from the Cycle Challenge (n=69)

A similar picture is found when asking about the extent to which the Taupo community benefits from the event. No respondents selected ‘none at all’ and over half of respondents (58%) think that the community benefits greatly from the Cycle Challenge (Figure 15).

Figure 15: How do you think the community benefits from the Cycle Challenge (n=71)

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Businesses surveyed were asked what could be done to assist businesses to gain more benefits from the Cycle Challenge in the future.

Two respondents felt that market research and feedback of data is important.

“This survey is a good start”

“Feedback of stats, give business people marketing ideas as to how to take advantage of the large amounts of people around the place.”

Some businesses are happy to continue ‘as is’ with the Cycle Challenge, as these two respondents commented:

“I think the members of the CBD get valuable benefits from the Cycle Challenge, it's great to see town humming! I love the feeling with all our events.”

“To continue with the format that was used this year, use this event to show case Taupo and to promote this event further and to advertise the world record attempt nationally to try to make it next year. This is a great event for the whole Taupo community.”

Other tourism and retail businesses feel the Cycle Challenge is detrimental to their business as the event focus takes visitors away from their normal business activities. As these two responses indicate:

“People coming to Taupo for the cycle race are here for that. It has always been a very quiet weekend for us as a tourist operator. All the accommodation is taken up for the bikers so there are fewer tourists.”

“Events such as the Cycle Challenge and Ironman are an absolute disaster for our business - not everyone benefits from events in Taupo, and events are actually damaging to some businesses!”

Some business respondents listed possible actions to counteract the negative impact on the affected tourism businesses, such as:

 The co-ordination of follow-up events to encourage visitors to stay longer

“Get the people to stay longer so they do something in town aside from stay the night, eat and cycle.”

 Co-ordinate ‘sub-events’ in different locations e.g. Turangi or change schedule to for example have prize giving on Sunday to spread out business so as to ensure business capacity (some restaurants were extremely busy for one night only)

“The event appears to have reached a point where it may begin to be "too big"; consideration might be given to having the sub-events staged (finished or begun) in

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different locations i.e. Turangi. Feedback from regular guests suggests that this may be a solution to the huge numbers.”

“Having the prize giving on Sunday may encourage participants and visitors to stay longer in Taupo, therefore hopefully spending more money in our Town. NB This would help our business gain more benefits from this event.”

 More marketing co-ordination and council support of ALL businesses including outer Taupo accommodation

“More help from the council and in particular from DLT on promoting ALL the activities that this region has to offer rather than the current system of commission based contributors getting all the promotion. We find that with all of these types of events our customer numbers drop considerably. An info pack on where promotional opportunities exist would be good”

“Coordinate promotional ideas so the business's can make the most of the volume of people in town”

One recurrent issue in relation to events is that infrastructure/facilities restrictions are an issue for many businesses particularly those in the CBD as traffic flows and parking are limited during race day. As these respondents noted:

“Get the participants to park on school grounds freeing up local parking for people that still want to come to town and shop.”

“Sales were booming up until the street was closed. This was the only let-down. Friday afternoon.”

“Don’t stop potential customers parking in Heu Heu Street Friday as we lost 90% of our customers that day!! There needs to be traffic assistants, locals stay away from town.”

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Event Economic Impacts

The following expenditure section is based on the number of adults and children that respondents included in their cost estimate - a total of 7698 people comprising 6663 adults and 1035 children. The information is presented in terms of 1) spend per person per day and 2) spend per person per event. This represents 28% of the 27,432 event visitors.

Domestic survey participants spent an average of $93 per person per day, or $186 per event. International survey participants spend more than their domestic counterparts - $163 per person per day ($521 per event). The per-event spend for international event visitors is proportionally greater as they stay longer in Taupo for the Cycle Challenge (3.2 nights) than domestic event visitors (2 nights).

Based on a 97/3 domestic/international split (actual numbers) a weighted calculation indicates an average per person per day spend of $95 for all participants, or a per-event spend of $196. The largest proportion of expenditure is in the accommodation sector where respondents spent an average of $37 per person per day. Restaurants/cafes/bars receive an average of $18 per person per day, followed by stores/supermarkets/stalls ($12). It should be remembered that these figures include all participants – whether they spent money on certain items or not (Table 3).

Table 3: Visitor expenditure – Domestic/International/Weighted Average

DOMESTIC INTERNATIONAL WEIGHTED AVERAGE* Per Per Per % Total Visitor Expenditure Per person Per person Per person spend person per person per person per in NZ$ per day event per day event per day event sector Accommodation $36.63 73.26 $53.73 171.94 $37.14 76.22 39 Local Transport $0.55 1.09 $16.27 52.08 $1.02 2.62 1 Petrol and repairs $7.35 14.71 $7.75 24.81 $7.37 15.01 8 Restaurant/cafes/bars $17.36 34.72 $28.01 89.63 $17.68 36.37 19 Stores/supermarkets/stalls $11.14 22.28 $15.11 48.35 $11.26 23.07 12 Other shopping/retail $8.38 16.75 $14.81 47.40 $8.57 17.67 9 Event Merchandise $6.67 13.35 $10.82 34.63 $6.80 13.99 7 Tours/charters $0.21 0.43 $1.89 6.04 $0.26 0.59 0 Other activities $1.00 1.99 $1.79 5.72 $1.02 2.10 1 Other recreation/entertainment $1.30 2.61 $1.22 3.90 $1.30 2.64 1 Other expenditure** $2.23 4.46 $11.45 36.65 $2.51 5.43 3 Total $92.82 185.65 $162.86 521.16 $94.93 195.71 100 * Weighted 97/3 – domestic/international

Other expenditure (**) included items such as bike accessories/parts and repairs; recreational activities (mostly hot pools, after cycle massage, spa and beauty, and golf); and alcohol and food not purchased at bars and cafes/restaurants.

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Considering that many participants travel in groups (average group size: 2.8 people domestic; 2.5 people international) a per group per day and per group per event spend is also presented (Table 4).

Table 4: Group Expenditure DOMESTIC INTERNATIONAL Total Visitor Expenditure Per group Per group Per group Per group NZ$ per day per event per day per event Accommodation $102.56 $205.13 134.33 429.85 Local Transport $1.53 $3.05 40.69 130.19 Petrol and repairs $20.59 $41.18 19.38 62.03 Restaurant/cafes/bars $48.61 $97.22 70.02 224.07 Stores/supermarkets/stalls $31.20 $62.39 37.78 120.88 Other shopping/retail $23.45 $46.91 37.03 118.51 Event Merchandise $18.69 $37.38 27.06 86.58 Tours/charters $0.60 $1.19 4.72 15.10 Other activities $2.79 $5.58 4.47 14.31 Other recreation/entertainment $3.65 $7.29 3.05 9.76 Other expenditure $6.25 $12.50 28.64 91.63 Total $259.91 $519.82 407.16 1302.90

While only 3% of participants surveyed visited Taupo on a day trip for the Cycle Challenge, they still spend money while in Taupo – an average of $58 per person. Although they obviously do not spend on accommodation, they spend the same amount as those staying overnight on restaurants/cafes/bars, and they spend twice as much on event merchandise (Table 5).

Table 5: Day tripper expenditure (n=91/199)

Total Day Visitor Expenditure Per NZ$ person Local Transport $0.18 Petrol and repairs $8.34 Restaurant/cafes/bars $18.27 Stores/supermarkets/stalls $6.28 Other shopping/retail $9.56 Event Merchandise $12.99 Tours/charters $0.00 Other activities $0.37 Other recreation/entertainment $1.61 Other expenditure $0.54 Total $58.14

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On average businesses spend 32% of total expenses on labour costs (salaries, wages) and 68% of total expenses go towards other fixed expenses (e.g. rent, power, phone, consumables). On average 40% of total labour costs are estimated to be spent locally in the Taupo area; 47% of total other fixed expenses are spent locally in Taupo (Table 6).

Table 6: Average of business expenses spent on labour and fixed costs

% of ‘total expenses’ Average % of total expenses spent in Taupo

Labour 32 40

Other expenses 68 47

This leakage means that a significant proportion of visitor expenditure leaves the Taupo area which instead is spent in the broader Taupo region or elsewhere (Figure 16).

Figure 16: Flow of business expenses

Despite this leakage, the amount of visitor expenditure that stays within the local economy remains significant. We can calculate the total economic impact of the 2009 Cycle Challenge based on the proportion of out of town competitors which is estimated at 97% - around 10,800 competitors plus the estimated 16,632 non-participants – giving a total of 27,432 event visitors. From this figure, we subtract the time switchers (11%) which then gives a final total of 24,414 (see also note below Figure 17). The scenario in Figure 17 is based on a total spend per person per day of $94.93; an average length of stay of 2 nights and 24,414 out of town event visitors.

Using these figures it is estimated that $4.64 million of direct income was received by Taupo businesses. The businesses then spend (i.e. first round spending) an estimated $2.07m in the local area on labour and other expenses. Labour expenses constitute 32% of this expenditure but only 40% of the total labour expenditure is spent locally. Non-labour

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expenses comprise 68% of the business expenditure. However, only 47% of this expenditure remains in Taupo. Taking these into consideration, the first round expenditure is $2,074,734, or 45% of the initial direct spend. This first round expenditure will in turn generate further income and employment as workers spend some of their wages locally and businesses spend with local suppliers.

Figure 17: Flow of event visitor expenditure through local Taupo economy

Spend per event

$4,635,242

Labour 32% Other expenses 68%

=$1,483,277 =$3,151,965

% of expenditure remaining in Taupo

Labour 40% Other expenses 47% =$593,311 =$1,481,423

Total 1st round contribution = $2,074,734

The figure above takes into consideration the time switchers (11%). Refer to page 8 - the 4% of respondents who indicated they in the months leading up to the Cycle Challenge, had the opportunity to visit Taupo but decided not to, because they had plans to visit Taupo for the Cycle Challenge and the 7% who indicated that they in the months following the Cycle Challenge, were likely to forego the opportunity to visit Taupo, because they visited Taupo for the Cycle Challenge.

We take into account two assumptions: 1) time switchers spend the same amount per person per day as non time switchers; and 2) time switchers are accompanied by the same number of non-participants compared to non time switchers.

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The subtraction of time switchers provides a conservative estimate as it is not possible from the data to exactly determine the profile of these participants’ visit for the event compared to a substitution visit. We assume all variables are constant (e.g. length of stay, type of accommodation stayed in, number of people travelled with) but we cannot be sure – however, a conservative estimate is preferable and the most objective.

Our research design to did not seek to identify local participants that could be defined as ‘homestayers’, i.e. local residents who opt to stay at home to participate in the event and spend their money at home rather than on a vacation out of the region at some other time of year. This is because of the difficulty in obtaining from the local participants an accurate indication of what alternate plans might have been for the weekend. In the absence of any suitable data, we did not include homestayers in our assessment, but we acknowledge their potential to positively affect the economic impact of the event.

Neither did our research design extend to an assessment of how many locals elected to leave Taupo for the weekend because of the event. Again, in the absence of relevant data, we did not include ‘town leavers’ in our assessment, but we acknowledge their potential to contribute negatively to an assessment of the event’s economic impact.

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Conclusions

A Cycle Challenge competitor spends on average $95 per day during their visit to Taupo for the event. While currently only 3% of competitors are international, they spend $70 more per day than their domestic counterparts making them an important part of both current and future events. If future events were to attract a higher proportion of international competitors, the economic impact would be greater due to the higher value of the international segment.

Taupo businesses receive a total of $4.64 million in direct income and $2.07 million of first round expenditure. Accommodation and food and drink account for the bulk of the participant’s expenditure.

The economic contribution of the Cycle Challenge does not go unnoticed. While business owners not always think that their business gains from the Cycle Challenge, they generally think that the event is good for other businesses and the community as a whole. This is similar to what was seen at the 2006 Ironman NZ study of resident perceptions, where individuals perceived greater benefits to the community as a whole than to themselves.

Local businesses are well informed about the Cycle Challenge and the majority feel that they benefit in some form from the event. There is opportunity for businesses to benefit more through more support to all businesses and by encouraging visitors to stay longer. However, some businesses feel that the event restrict their business due to traffic and parking issues.

Cycle Challenge participants are highly satisfied with Taupo as a destination to visit which in particular was driven by Taupo’s beautiful scenery and natural attractions. While not a highly negative aspect, there is some indication that the pricing is not inexpensive. One comment in particular highlighted a concern about accommodation prices increasing above normal when events are on.

Economic expenditure could be enhanced through a number of strategies. Increasing participant numbers is an obvious one, but consideration should be given as to the impact this would have on local residents and those businesses that report a decrease in turnover for Taupo’s larger events. Increasing the number international visitors is a sensible option given their higher level of per day expenditure. Ways of increasing visitor spend (e.g. longer stays, encouraging a greater diversity of activities undertaken by visitors) may be sourced from those businesses that report that their business do not receive the full benefit of the event.

The research presented in this report highlights the significant economic benefits that the Cycle Challenge brings to the Lake Taupo District.

Lake Taupo Cycle Challenge – Economic Impact Study New Zealand Tourism Research Institute 24 www.nztri.org

Appendix 1: Participant Survey

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Lake Taupo Cycle Challenge – Economic Impact Study New Zealand Tourism Research Institute 26 www.nztri.org

Lake Taupo Cycle Challenge – Economic Impact Study New Zealand Tourism Research Institute 27 www.nztri.org

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Appendix 2: Business Survey

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Evaluating the Economic Impacts of the 2007 Ironman New Zealand on Taupo

Prepared for Destination Lake Taupo By The New Zealand Tourism Research Institute AUT University

July 2007

Executive summary

This report presents findings from the 2007 Ironman New Zealand (INZ) Participant Survey. It provides a profile of participants, event expenditure, and satisfaction with the event. The web-based participant survey ran from 5 March to 18 May 2007. 317 of 1072 out-of-town participants completed the survey giving a response rate of 26%. The majority (78%) of participants surveyed are male; 22% are female. The majority of respondents (62%) are between 30 and 44 years of age. A further 4% are aged 60 and over. Two thirds of participants surveyed (67%) call New Zealand home; 33% of respondents come from overseas. Nearly one third (32%) of New Zealand respondents are from Auckland; Wellington accounts for 9% of respondents, while Canterbury and Waikato account for 6% and 5% of respondents respectively. Of those participants surveyed who reside outside New Zealand, the majority (17%) are from Australia, followed by the United States (9%). The vast majority of respondents (98%) classified themselves as ‘age groupers’. Only 2% of participants surveyed are ‘professional’ triathletes. Just over half of the respondents (56%) have participated in INZ before. Of those respondents (44%) who had not participated in INZ before, just over one quarter (26%) had competed in an Ironman elsewhere; nearly three quarters (74%) were “Iron virgins” before completing this year’s INZ. The majority of respondents travelled with family members (68%), friends (68%) or their partner (61%) to the event. Nearly one third (30%) of participants indicated that they were accompanied by all three categories of people. Just under half of the respondents (49%) came to Taupo for training prior to INZ. From this group, 92% of respondents engaged in at least one ‘overnight trip’ and 53% engaged in at least one ‘day trip’. So the benefit goes beyond the event itself. The majority of domestic and international participants surveyed spent 4 nights or more in Taupo and the surrounding area. Domestic participants on average stayed 4.6 nights in the Taupo area; international participants stayed an average of 5.6 nights. At the time of the event the vast majority (98%) of participants surveyed stayed in Taupo. The majority of this group spent 3 nights or more in Taupo for INZ; 28% spent 4 nights, 24% spent 5 nights and 22% spent 7 nights or more in Taupo.

2007 Ironman New Zealand – Impacts on Taupo i New Zealand Tourism Research Institute www.nztri.org

Participants surveyed most commonly stayed in rented houses or apartments (37%) and motel or motor inns (33%). A further 10% stayed with friends or family. Only 2% stayed in backpacker accommodation or youth hostels. New Zealand respondents (59%) most commonly drove from home to Taupo, while international respondents (29%) mainly flew into Auckland from overseas and then reached Taupo by rental car (18%). Overall participants are highly satisfied with Taupo as a venue, the organisation of the entire event, and the organisation of the race itself. Participants are extremely likely to say positive things about the event, and very likely to spread positive word of mouth about the event to other participants. Over half (60%) of the domestic respondents said that they will come back to Taupo for other reasons in the next year, while only 5% of international respondents said that they will return. For the majority (88%) of New Zealand respondents, participation in INZ was not in conjunction with a planned holiday. Nearly two-thirds of international respondents (63%), however, planned their participation in INZ as part of a broader holiday. While New Zealand respondents most commonly spent 0–5 nights (69%) or 6–10 nights (25%) away from home on this trip, international participants generally stayed longer spending 6-10 nights (42%) or 11- 15 nights (23%) away from home. As part of their trip to participate in INZ, domestic respondents mainly visited other North Island regions such as Auckland (26%), Waikato (23%), Bay of Plenty (23%) and Wellington (19%). Only few people visited locations around the South Island. International respondents visited more regions around New Zealand than their domestic counterparts. Domestic visitor spend during INZ averages to $100 per person per day. International visitor spend is significantly higher than domestic spend averaging $173 per person per day. Domestic and international visitors spend most on accommodation, followed by restaurants/bars/cafes and shopping/retail, and stores/supermarkets/dairies. The lowest amount of spending is found on local transport. The event generates just over $1.4 million in ‘direct’ spending by visitors coming from outside the local area. Based on a survey of Taupo businesses in 2006, we estimate that a further $1m (i.e. 71 cents in every dollar received) is ‘respent’ in the local area on wages and supplies by local businesses.

2007 Ironman New Zealand – Impacts on Taupo ii New Zealand Tourism Research Institute www.nztri.org

Table of contents

Executive summary...... i

Background and methodology...... 1

Participant profile ...... 2

2007 Ironman New Zealand ...... 7

Overall satisfaction with the event and venue...... 9

Ironman and beyond...... 12

Expenditure...... 15

Conclusions ...... 17

APPENDICES...... 18

Appendix 1: Ironman New Zealand participant questionnaire ...... 19

Appendix 2: Reasons why participants will not return to Taupo...... 26

Appendix 3: Expenditure on ‘other’ items ...... 27

2007 Ironman New Zealand – Impacts on Taupo New Zealand Tourism Research Institute www.nztri.org

Background and methodology

Ironman New Zealand (INZ) is one of Taupo’s ‘iconic commercial events’. The event provides significant economic benefits to Taupo and to New Zealand as a whole. The event creates positive media exposure and branding for Taupo as a destination. There is live coverage of the event on the World Triathlon Corporation website (ironmanlive.com) and the event also features on ESPN International. INZ has a track record of growth, and there is strong community involvement and support for the event.

In 2006 Destination Lake Taupo (DLT) commissioned the New Zealand Tourism Research Institute (NZTRI) to conduct research on Ironman NZ. The focus of the research is to evaluate the economic impacts of Ironman NZ on the local Taupo economy.

This research is designed to deliver: Profile of visitors who come to Taupo for the event; Spending in the local area by out-of-town event participants; Satisfaction with the event and patterns of visitation.

The research comprises two studies: a local business survey (conducted in 2006); as well as a survey of INZ participants - the focus of this report. By combining the data from the two surveys we can estimate the direct and indirect expenditure within the local economy.

The results of this report should therefore be seen in conjunction with The 2006 Ironman New Zealand Local Impacts on Taupo Businesses presented by NZTRI to Destination Lake Taupo in July 2006.

A link to a web-based survey was emailed to INZ’s database of 1120 competitors (See Appendix 1 for a copy of the survey). The survey was directed towards visitors to Taupo only, as local resident expenditure is not seen as ‘new’ money into the region. The survey closed on 18 May with a total of 317 completed responses; a response rate of 26%. An incentive was offered for participants: the chance to win a Huka Jet boat ride for 2, a Taupo Bungy jump for 2, or a unique traditional New Zealand Greenstone pendant.

2007 Ironman New Zealand – Impacts on Taupo 1 New Zealand Tourism Research Institute www.nztri.org

Participant profile

The majority of participants surveyed are male (78%), 22% are females. The majority of respondents (62%) are between 30 and 44 years of age. A further 4% are aged 60 and over (Figure 1).

Figure 1: Age groups (n=311)

25 25 21

20 16

Percent 11 10 10 6 5 5 2 2 1 1 0 20-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60-64 65-69 70 + Age group

Over than half of the respondents have an annual household income of $100,000 or more. Only 5% have an annual household income of less than $40,000 (Figure 2). These are relatively wealthy visitors to the region.

Figure 2: Annual household income (n=307)

35 32

25 24

20 18

Percent 15 13

9 10

5 3 1 1 0 Under $10,000 - $20,000 - $40,000 - $60,000 - $80,000 - $100,000 - $150,000+ $10,000 $20,000 $40,000 $60,000 $80,000 $100,000 $150,000

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Nearly three quarters of respondents (73%) are full time employees, while 16% are self-employed. A further 6% of respondents are retirees (3%) or students (3%) (Figure 3).

Figure 3: Current employment status (n=312)

80 73 70

Percent 30

20 16

10 3 3 3 2 0 Full-time Self-employed Part-time Retired Student Other

Two thirds of participants surveyed (67%) call New Zealand home; 33% come from overseas. Nearly one third (32%) of New Zealand respondents are from Auckland; Wellington accounts for 9% of respondents, while Canterbury and Waikato account for 6% and 5% of respondents respectively (Figure 4).

Figure 4: Home region, New Zealand participants (n=206)

35 32 30 25 20 15 Percent 9 10 6 5 5 3 3 2 1 1 1 1 1 0

y d Z on ty N and Ba kl ngt bury en li er Nelson rthlan her Otago uc Waikato kes Taranaki o A Wel ant N Ot Wanganui C aw u- Bay of Pl H at w ana M

2007 Ironman New Zealand – Impacts on Taupo 3 New Zealand Tourism Research Institute www.nztri.org

Of those participants surveyed who reside outside New Zealand, the majority (17%) are from Australia, followed by the United States (9%) (Figure 5).

Figure 5: Home region, international participants (n=105)

18 17 16 14 12 10 9 8 Percent 6 4 2 2 1 1 2 1 1 1 0 d k re r ng da an a o ralia po K States ana ngl Japan nm Spain ust C E e g A inga D S Hon United

The vast majority of respondents (98%) classified themselves as ‘age groupers’. Only 2% of participants surveyed are ‘professional’ triathletes.

Just over half of the respondents (56%) have participated in INZ before. Of those respondents (44%) who had not participated in INZ before, just over one quarter (26%) had competed in an Ironman elsewhere; nearly three quarters (74%) were “Iron virgins” before completing this year’s INZ.

The majority of respondents travelled with family members (68%), friends (68%) or their partner (61%) to the event. Nearly one third (30%) of participants indicated that they were accompanied by all three categories of people (Figure 6).

Figure 6: Who did you come to the event with? (n=318)

68 68 70 61 60

30 % of respondents of %

0 Family Friends Partner

Note: the respondents could choose more than one option: total adds up more than 100% 2007 Ironman New Zealand – Impacts on Taupo 4 New Zealand Tourism Research Institute www.nztri.org

The majority (95%) of domestic participants surveyed have visited Taupo before and nearly half of this groups have visited the town once (18%) or twice (27%) in the last year. Just over half of the respondents (57%) have visited Taupo 10 times or more over the past five years (Figure 7).

Figure 7: Times visited Taupo – domestic participants (n=187, n=172)

60 57

40 Last Year 30 27 Last 5 Years

Percent 18 20 16 12 13 8 9 10 5 6 6 4 3 4 3 3 2 3 1 0 0 1 2 3 4 5 6 7 8 910 or more

Just under half (46%) of international participants surveyed have visited Taupo before, and of that group 64% have visited Taupo once in the last year (Figure 8). Figure 8: Times visited Taupo – international participants (n=25, n=42)

70 64 60 50

40 36 Last Year 31 30 Last 5 Years Percent 20 16 10 8 7 8 7 10 4 2 5 2 0 1 2 3 4 5 6 810 or more

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Just under half of the respondents (49%) came to Taupo for training prior to INZ. From this group, 92% of respondents engaged in at least one ‘overnight trip’ and 53% engaged in at least one ‘day trip’ (Figure 9). It is important to realise that the impact of the event goes beyond the actual race days of INZ.

Figure 9: Training trips to Taupo (day trips n=109, overnight trips n=128)

49 50 42 40

Day trips 30 26 Overnight trips Percent

20 17 15

9 10 8 6 6 5 4 4 5 3 2 1 0 0 1 2 3 4 5 6 7+

Respondents were typically accompanied by one (25%) or two people (24%) on their training trips to Taupo. Just over one fifth of respondents (21%) travelled by themselves (Figure 10).

Figure 10: People travelling with for training trips (n=129)

25 24 25 21 20

15 15 Percent 10 7 6 5 2 1 0 0 1 2 3 4 5 6 7+ Number of people

2007 Ironman New Zealand – Impacts on Taupo 6 New Zealand Tourism Research Institute www.nztri.org

2007 Ironman New Zealand

The majority of domestic and international participants surveyed spent 4 nights or more in Taupo and the surrounding area. On average domestic participants surveyed spent fewer nights in the area than their international counterparts: domestic participants on average stayed 4.6 nights in the Taupo area; international participants stayed an average of 5.6 nights (Figure 11).

Figure 11: Number of nights spent in Taupo and surrounding area (n=145, n=57)

50 40 40

30 25 Domestic 21 18 19 19 20 18 18 International Percent 10 10 6 4 1 0 1 2 0 0 0 1 2 3 4 5 67 or more No. of nights

At the time of the event the vast majority (98%) of participants surveyed stayed in Taupo. The majority of this group spent 3 nights or more in Taupo for INZ; 28% spent 4 nights, 24% spent 5 nights and 22% spent 7 nights or more in Taupo (Figure 12).

Figure 12: Number of nights spent in Taupo over the event (n=232)

30 28

24 25 22

14 15 11 Percent 10

5 1 0 2 Nights 3 Nights 4 Nights 5 Nights 6 Nights 7 nights or more

2007 Ironman New Zealand – Impacts on Taupo 7 New Zealand Tourism Research Institute www.nztri.org

Figure 13: Type of accommodation chosen (n=312)

40 37 33 35 30 25 20

Percent 15 10 8 8 10

5 2 1 0 t ns n en n el tio m I ot a H art or p ot th Hostel e/a M s & You Friends/family ccommod els Camping Ground hou t nd Mo a ther A O Rented ark kpacker or P ac B

Caravan

New Zealand respondents (59%) most commonly drove from home to Taupo, while international respondents (29%) mainly flew into Auckland from overseas and then reached Taupo by rental car (18%). Five percent of respondents mentioned ‘other’ transport options such as Ironman organised transport and group tour bus (Figure 14).

Figure 14: How participants reached Taupo (n=318)

75 59 60

45 Domestic 29 International

Percent 30 18 15 5 3 0 0 2 0 1 2 0 1 0 0 1 0

ar NZ me eas c NZ rs n n in NZ ho hi h Other t t verseas ove ntal o om e wi wi m R m e fr ro rom withi f ov o a fro nd f Dr a ru aup o T ot ngton form ington from lli to R in Well to Auckl nto w o nto We nt Fle i lew in Flew i w F Fle Flew i

Note: the respondents could choose more than one option: total adds up more than 100% 2007 Ironman New Zealand – Impacts on Taupo 8 New Zealand Tourism Research Institute www.nztri.org

Overall satisfaction with the event and venue

Respondents were asked to rate their overall feelings towards three aspects of INZ (venue, event and race organisation) on a scale from 1 to 7. Overall participants surveyed rated all three aspects positively (mean scores above ‘6’) indicating that respondents are highly satisfied with INZ. Respondents rated Taupo as an excellent venue for INZ (Table 1).

Table 1: Respondents’ overall feelings about Taupo as a venue for INZ (n=306)

Mean % 1 2 3 4 5 6 7 Score

(1) Dissatisfied / Satisfied (7) 0 0 1 0 7 28 63 6.51

(1) Unfavourable / Favourable (7) 1 3 2 1 4 25 64 6.32

(1) Negative / Positive (7) 0 0 1 2 10 27 61 6.42

(1) Displeased / Pleased (7) 0 0 1 1 7 26 65 6.53

Participants surveyed were highly satisfied with regards to the organisation of the entire event. Organisation of the event was defined as being not only the race but also all activities related to the event such as registration, race briefing, ‘carbo’ dinner, awards ceremony (Table 2).

Table 2: Respondents’ overall feelings about the organisation of the event (n=304)

Mean % 1 2 3 4 5 6 7 Score

(1) Dissatisfied / Satisfied (7) 0 0 1 4 13 36 47 6.21

(1) Unfavourable / Favourable (7) 2 4 3 4 6 34 48 6.00

(1) Negative / Positive (7) 0 0 1 4 13 35 47 6.20

(1) Displeased / Pleased (7) 0 0 1 5 10 31 53 6.28

2007 Ironman New Zealand – Impacts on Taupo 9 New Zealand Tourism Research Institute www.nztri.org

When asked to rate the organisation of the race itself (the swim, bike, and run), respondents rated the organisation of the race as very positive with mean scores of 6 and above (Table 3).

Table 3: Respondents’ overall feelings about the race itself (n=306)

Mean % 1 2 3 4 5 6 7 Score

(1) Dissatisfied / Satisfied (7) 0 0 0 2 6 29 63 6.50

(1) Unfavourable / Favourable (7) 2 5 1 2 3 25 63 6.25

(1) Negative / Positive (7) 0 0 1 2 5 30 62 6.48

(1) Displeased / Pleased (7) 0 0 1 2 4 26 67 6.53

The following set of statements are designed to assess how respondents’ experience with INZ 2007 will influence their future behavioural intentions. Respondents were asked to rate five statements on a scale from 1 (not at all likely) to 7 (extremely likely). Participants surveyed are extremely likely to say positive things about the event, and very likely to spread positive word of mouth about the event to other participants. Respondents also indicated that they would be less likely to participate in next year’s event if the entry fee was to be increased (Table 4).

Table 4: Respondents’ likelihood in undertaking the following: (n=312)

Not at all Extremely likely likely % 1 2 3 4 5 6 7 Mean Say positive things about the event 0 0 0 1 5 22 72 6.62 Encourage others to participate 0 1 1 5 9 31 53 6.26 Visit Taupo for other purposes 7 7 7 12 22 19 27 4.99 Attend next year's event 15 9 5 9 15 17 31 4.75 Participate again if entry fee increases 24 11 11 21 16 10 8 3.57

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Respondents were asked if they were likely to return to Taupo for other reasons in the next year. Over half (60%) of the domestic respondents said that they will come back to Taupo in the next year, while only 5% of international respondents said that they will return. Around one third of all respondents were unsure if they would return to Taupo for other reasons in the next year.

Of those respondents who said they will not return to Taupo, the majority of both domestic (25%) and international (44%) respondents said that it is because Taupo is too far to go. Eleven percent of international respondents said that the only reason they came was the Ironman, and both domestic and international respondents indicated that they would prefer to visit other places and that it is too expensive to go to Taupo (Figure 15). (See Appendix 2 for a full list of comments).

Figure 15: Reasons why not coming back to Taupo next year (n=16, n=55)

50 44

30 25 Domestic 19 19 19 International

Percent 20 13 13 11 9 7 10 5 6 5 4 2 0 0 0 0 0 0

r ly o e s s a n g iv er go go s nt th o lace o f to rai to t p n o en t O s ason s To a es p e n g c ns y re nm la ex o il pla rin c rac Iro p rk m Bo Too o re Fa No w Mo More e/ m Ti

The following quotes may provide some context to the keywords given in the graph above: “Been there done that” “I live in Australia - we would only come over for the Ironman (financial reasons)” “Only go there for sports events” “It is too far to come every year from Canada!” “Only for Ironman” “Beautiful place, but only came for race”

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Ironman and beyond

For the majority (88%) of New Zealand respondents, participation in INZ was not planned in conjunction with a holiday. Nearly two-thirds of international respondents (63%), however, planned their participation in INZ as part of a broader holiday.

While New Zealand participants surveyed most commonly spent 0–5 nights (69%) or 6–10 nights (25%) away from home on this trip, international participants generally stayed longer spending 6-10 nights (42%) or 11-15 nights (23%) away from home. A further 29% of international participants spent more than 16 nights away from home (Figure 16). New Zealand participants surveyed on average spent 5.4 nights away from home; international participants spent more than the double amount of time away from home, an average of 13.2 nights.

Figure 16: Length of trip away from home (n=194, n=105)

80 69 70 60

50 42 Domestic 40 International Percent 30 25 23 20 11 9 9 10 7 5 0 1 1 0 0 to 5 6 to 10 11 to 15 16 to 20 21 to 25 26 + nights nights nights nights nights nights

2007 Ironman New Zealand – Impacts on Taupo 12 New Zealand Tourism Research Institute www.nztri.org

As part of their trip to INZ, domestic respondents mainly visited other North Island regions such as Auckland (26%), Waikato (23%), Bay of Plenty (23%) and Wellington (19%). Only a few people visited locations around the South Island. Just 31 out of 206 New Zealand participants surveyed answered this question, further indicating that only a small number of New Zealand respondents planned their participation in INZ around a holiday (Figure 17). Figure 17: Travel patterns of domestic visitors (n=31; no response=175)

2007 Ironman New Zealand – Impacts on Taupo 13 New Zealand Tourism Research Institute www.nztri.org

International respondents visited more regions around New Zealand than their domestic counterparts; an indication that participants from outside New Zealand were more likely to combine a holiday with the participation in INZ. The vast majority of international respondents (79%) visited the Auckland region, a reflection of Auckland international airport being the main point of entry into the country (Figure 18).

Figure 18: Travel patterns of international visitors (n=87; no response=18)

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Expenditure

The following expenditure section is based on the number of people that respondents included in their cost estimate. For example, if the respondent travelled with their partner and child, this would equate to three people. If the respondent travelled with a fellow competitor, but was not aware of their expenditure, the respondent was asked to only account for their own expenses. On average New Zealand respondents included 3.3 people in their cost estimate; international respondents on average included 2.5 people in their cost estimate. The following expenditure is based on a total of 926 people.

Domestic visitor spend during INZ averages to $100 per person per day. International visitor spend is significantly higher than domestic spend, averaging $173 per person per day. Both groups spend most on accommodation, followed by restaurants/bars/cafes and shopping/retail, and stores/supermarkets/dairies. The lowest amount of spending is found on local transport. The estimated total amount that visitors (domestic and international) spend per person per day averages to $137 (Table 5).

Table 5: Average expenditure in Taupo per person per day

Total Domestic International Total weighted $ N=663 % N=263 % Average* %* average** Accommodation 42.64 43 79.47 46 61.06 44 59.95 Restaurants/bars/cafes 15.22 15 25.05 14 20.14 15 19.84 Stores/supermarkets/dairies 12.95 13 18.27 11 15.61 12 15.45 Petrol or repairs 6.73 7 6.19 4 6.46 5 6.48 Local transport 0.13 0 2.37 1 1.25 1 1.18 Recreation/entertainment 3.40 3 8.41 5 5.91 4 5.76 Shopping/retail 17.42 17 23.47 14 20.44 16 20.26 Other 1.39 1 10.23 6 5.81 3 5.54 Total 99.89 100 173.46 100 136.67 100 134.47 * 50/50 domestic/international; ** 55/45 domestic/international

If these figures are ‘weighted’ to reflect the domestic/international split in participants, which is estimated at 53/47 for the 2007 Ironman New Zealand, the average spend for visitors is $134.

Besides the average daily expenditures, we can also calculate the overall economic impact of the event. By multiplying daily spend figures by the average length of stay for domestic and international visitors we can calculate spend per visit and then multiply by total visitor numbers.

We estimate that the event generates just over $1.4 million in spending by out-of-town participants and associated visitors. This injection is labelled the ‘direct’ economic impact.

2007 Ironman New Zealand – Impacts on Taupo 15 New Zealand Tourism Research Institute www.nztri.org

Beyond the direct economic impacts lie further degrees of interaction with the local economy. While local businesses receive money from those attending the event, they then spend money themselves on necessary goods and services and pass a portion of their event-related revenues on to these suppliers. If the next ‘link in the chain’ is located within the local area, more local income (and employment) will be generated (‘indirect’ economic impact).

By combining the information on visitor expenditure and data on business cost structures and revenue (from the report The 2006 Ironman New Zealand Local Impacts on Taupo Businesses) we can estimate the extra indirect income generated by visitors to INZ through the first round of business expenditure (Figure 19).

Figure 19: Economic impact of INZ (weighted 53/47 domestic/international)

The diagram above shows how the initial (weighted) spend of $1.4m is split between different sectors of the economy and the percentage of that money that is then re-spent locally. For example a local accommodation operator may purchase supplies from the local supermarket or wholesale outlet – while the goods themselves may not be produced locally this first round of spending nevertheless remains in the local economy and creates further income and employment. Likewise any wages/salaries paid to locals will then be spent on goods and services. Of the $1.4m income received by Taupo businesses, a further $1m is spent (first round spending) in the local area on wages and supplies (71 cents in every dollar received). The accommodation sector receives just over $630,000 in revenue, and the recreation/entertainment sector receives just over $61,000.

2007 Ironman New Zealand – Impacts on Taupo 16 New Zealand Tourism Research Institute www.nztri.org

What also need to be considered for INZ in particular is that a number of people come to Taupo from around New Zealand just to watch this race and absorb the event atmosphere, thus more visitors and their expenditure can reasonably be added to the estimates.

Conclusions

This research provides an initial understanding of who INZ participants are, levels of satisfaction with the event, patterns of visitation, and event spending. Combined with the 2006 business report, The 2006 Ironman New Zealand Local Impacts on Taupo Businesses, this research provides excellent insight into the local impacts of INZ on Taupo.

Participants attending INZ are high yield visitors; they are relatively wealthy, stay longer than the average visitor to Taupo, and they travel beyond the Taupo area. INZ participants are overall satisfied with the event and Taupo as a venue, and they are highly likely to spread positive messages about INZ to other participants contributing to the ongoing success of the event.

INZ participants and associated visitors spend over $1.4 million in Taupo during the event. An average event visitor spends $134 per day of their visit. This contributes a further $1 million which is re-spent in the local economy by businesses. The event-related expenditure stretches far beyond Taupo and the event itself, with nearly fifty percent of participants making one or more training trips to Taupo in the year leading up to the event. Furthermore, international participants are very likely to plan their participation in INZ around a broader holiday in New Zealand.

This research has shown the value of the event; in terms of both tangible and intangible benefits to Taupo. It has also demonstrated the value of ongoing research into the impacts of events such as INZ.

2007 Ironman New Zealand – Impacts on Taupo 17 New Zealand Tourism Research Institute www.nztri.org

APPENDICES

2007 Ironman New Zealand – Impacts on Taupo 18 New Zealand Tourism Research Institute www.nztri.org

Appendix 1: Ironman New Zealand participant questionnaire

Evaluating the Economic Impact of the 2007 Ironman NZ in Taupo

Event Questions

Question 1: What status were you entered as? Professional Age Grouper

Question 2: Have you ever participated in Ironman NZ before? Yes No - If no, have you ever done an Ironman elsewhere before? Yes No

Question 3: What relationship to you were the people that came to the event with you? (tick as many as apply) Partner Family Friends

Taupo Questions

Question 4: Had you been to Taupo before the event? No Yes - And how many times in the last five years?

Training Questions

Question 5: Did you come to Taupo, for training, prior to the event? Yes - Go to Q8. No - Go to Q9.

Question 6: If you answered yes to Q.5 (you came to Taupo for training prior to the event), please estimate: How many overnight trips did you make to Taupo? Number of nights:

Question 8: At the time of the event did you stay in Taupo?

Question 9: If you stayed in Taupo what type of accommodation did you stay in? Friends/family Free camping Hotel Motels & Motor Inns Caravan Park and Camping Ground Hosted Accommodation Backpacker or Youth Hostel Rented house/apartment Other Accommodation

Question 10: How did you get to Taupo? (tick as many as apply) Drove from home Flew into Auckland from overseas Flew into Auckland from within New Zealand Flew into Wellington from overseas Flew into Wellington from within New Zealand Flew into Hamilton from overseas Flew into Hamilton from within New Zealand

2007 Ironman New Zealand – Impacts on Taupo 20 New Zealand Tourism Research Institute www.nztri.org

Flew into Taupo from within New Zealand Flew into Rotorua from within New Zealand Rental car Public transport (e.g. bus) Other (please specify)

Expenditure Questions It is important that we clearly understand how many people are included in your expenditure estimates in the question that follows. We encourage you to comment on people within your group that you can accurately report on. For example, if you travelled with your partner and child, then this would equate to three people. If you travelled with a fellow competitor and you are not aware of his/her expenditure but can account for your own expenses, then we would expect you to only report on your expenditure. This scenario would equate to one person.

Question 11: How many people are included in this cost estimate?

Question 12: Please estimate how much you/your group spent in Taupo on: a. Accommodation $ Restaurants/bars/cafes b. $ c. Stores/supermarkets/dairies $ d. Petrol or repairs $ e. Local transport $ f. Recreation/entertainment $ g. Shopping/retail $ i. Other (please specify) $

2007 Ironman New Zealand – Impacts on Taupo 21 New Zealand Tourism Research Institute www.nztri.org

Question 13: The following four sets of words relate to your overall feelings to Taupo as a venue for Ironman New Zealand. For each pair of words please indicate the number that best reflects your feelings: Dissatisfied Satisfied 1 2 3 4 5 6 7 Pleased Displeased 1 2 3 4 5 6 7 Unfavourable Favourable 1 2 3 4 5 6 7 Negative Positive 1 2 3 4 5 6 7

Question 14: The following four sets of words relate to your overall feelings to the organisation of the entire event. We define events as being more than just the race itself – you may wish to consider all of the activities associated with the event (e.g. registration, race briefing, carbo dinner, awards ceremony) For each pair of words please indicate the number that best reflects your feelings: Dissatisfied Satisfied 1 2 3 4 5 6 7 Pleased Displeased 1 2 3 4 5 6 7 Unfavourable Favourable 1 2 3 4 5 6 7 Negative Positive 1 2 3 4 5 6 7

Question 15: The following four sets of words relate to your overall feelings to the organisation of the race itself – the swim, bike and run. For each pair of words please indicate the number that best reflects your feelings: Dissatisfied Satisfied 1 2 3 4 5 6 7 Pleased Displeased 1 2 3 4 5 6 7 Unfavourable Favourable 1 2 3 4 5 6 7 Negative Positive 1 2 3 4 5 6 7

2007 Ironman New Zealand – Impacts on Taupo 22 New Zealand Tourism Research Institute www.nztri.org

Question 16: Based on your participation in Ironman New Zealand 2007, please circle the number that indicates how likely you are to undertake each of the following: Not at Extremely all likely likely Say positive things about 1 2 3 4 5 6 7 the event Attend next year’s event 1 2 3 4 5 6 7 Encourage others to participate in 1 2 3 4 5 6 7 next year’s event Participate at next year’s event if the 1 2 3 4 5 6 7 entry fee is increased Visit Taupo for recreational 1 2 3 4 5 6 7 purposes

Question 17: In the next year will you return to Taupo for other reasons? Yes Maybe No - If no, why

The Rest Of Your Holiday

Question 18: Is your participation in Ironman New Zealand in conjunction with a holiday? Yes No

Question 19: How many nights was your trip away from home in total?

Question 20:

2007 Ironman New Zealand – Impacts on Taupo 23 New Zealand Tourism Research Institute www.nztri.org

Where else did you visit in NZ on this holiday? Northland Auckland Waikato Bay of Plenty Gisborne Manawatu-Wanganui Taranaki Hawkes Bay Wellington Nelson Marlborough West Coast Canterbury Otago Southland Tasman Other (please specify)

Question 21: What was your total spend on your trip away from home?

NZ $

Demographic Characteristics

Question 22: What is your gender? Male Female

Question 23: Which age group do you fit in to? Estimated household income:

Question 26: Where do you live?

Question 4: To help us understand the impact of your business on the local economy, please indicate the grouping which most accurately describes the business’s annual gross revenue: Increased - Please estimate the percentage increase compared to an average week: