Events bring big dollars: research
12 May 2016
Independent research shows major events in Waipa district are providing a massive economic return.
The research from Wellington-based Marketview was commissioned by Waipa District Council and looked at five 2015 events: Waka Ama Sprint Nationals (January), Maadi Cup rowing (March), Kihikihi International Horse trials (April), National Agricultural Fieldays (June) and the UCI Track Cycling World Cup (December).
Data from eftpos card and credit card transactions showed a significant increase in spending in the district during events. Usually visitors account for around 39.9 per cent of spending in Waipa. During the five events, visitor spending was closer to 53 per cent with $27.4 million pumped into the Waipa economy.
During the UCI cycling and Fieldays in particular, spending on local hospitality and accommodation sky-rocketed.
The research showed that, compared to the previous week, spending on goods and services in Waipa was up, specifically 8.7 per cent during the horse trials, 8.5 per cent during waka ama, 6.5 per during the Maadi Cup, 3.7 per cent during the World Cup cycling and 1.7 per cent during Fieldays. Some of the Fieldays spending would also have been felt the week before, researchers said.
In dollar terms, visitor income during the events equated to $3.54 million from the horse trials at Kihikihi, $4.45 million from Waka Ama, $5.86 million from Fieldays, $6.03 million from World Cup cycling and $7.55 million from Maadi Cup.
Marketview's head of solutions Michael Stechman said the research also indicated that Waipa people "embraced" events with their spending also up compared to normal. During the events, locals spent $24.5 million on local goods and services, a significant increase.
"In other centres, you will sometimes see local spending drop as people choose to avoid the area," Stechman said. "That's not the case here; in fact the figures suggest local spending was up around 17 per cent from normal levels."
Waipa District Council commissioned the research to better understand the economic impact of events locally.
Media enquiries, contact Jeanette Tyrrell (on behalf of Council) 027 5077 599