Monday, February 22, 2010


No little lies but lots of big bucks from Fleetwood weekend
By ROB MAETZIG - Taranaki Daily News

Fleetwood Mac's two New Plymouth concerts netted the region close to $10 million.

Venture Taranaki (VT) is now estimating Taranaki will nett at least $30 million from major events held this financial year – an impressive return from the $850,000 provided by the New Plymouth District Council to VT as an investment fund aimed at attracting events to the region.

Events so far this financial year include the Taranaki International Arts Festival, Rhododendron and Garden Festival, and the Round the Mountain Cycle Challenge. Those yet to come include Americarna, the Sir Cliff Richard and The Shadows concert, Womad, the Dream Tour women's world championship surfing tour and the All Blacks-Ireland rugby test.

"These are big numbers that really illustrate the value of careful events planning," Venture Taranaki chief executive Stuart Trundle told the Taranaki Daily News yesterday. "It shows what can happen if Taranaki can build a varied menu of events. Frankly, for a community of 105,000 people we've got a world-class programme."

An economic impact report on the two sold-out Fleetwood Mac concerts held in New Plymouth on December 19 and 20 shows they achieved a major financial return for Taranaki.

The economic activity generated was $23m, with nearly $10m staying in Taranaki.

The report, commissioned by Venture Taranaki and using sales data, attendee surveys and economic impact analysis models, measured the difference between having and not having the concerts. It found that the pair of concerts attracted a total audience of 35,045 people – with 75.3 per cent of them coming from outside Taranaki and 26 per cent of them visiting the region for the first time.

Each visitor spent on average $410.88. Accommodation received 28 per cent of the total spend, hospitality 27 per cent, retail 20 per cent, transport and parking 11 per cent, and other sectors 14 per cent.

Mr Trundle said this statistic puts paid to the perception that any economic gain from major events is only within the accommodation sector.

"A much broader range of Taranaki businesses benefited from Fleetwood Mac," he said.

"The unprecedented influx of visitors did challenge a significant number of our region's businesses, but they rose to that challenge, delivered customer service, and did Taranaki proud."

Mr Trundle said the economic impact analysis supports anecdotal evidence that the Fleetwood Mac weekend was extremely successful.

"And while the measurable economic benefits were certainly a boost for the region, many non-financial benefits offer greater long-term potential.

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"Attracting new visitors to the region and delivering a fantastic experience resulting in significantly more positive perceptions of Taranaki, will deliver further benefits down the line."

- Taranaki Daily News

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