Amanda Graham Sandy Hickey - Hamilton & Waikato · Initially based at Waikato Innovation Park...

Katrina SoepnelMarketing Coordinator

Nicola Greenwell Development Manager

Jason DawsonChief Executive

Jody McGinityConvention Bureau Coordinator

Natalie Dean-Milo Online & Comms Executive

Amanda Graham Convention Bureau Manager

Sandy HickeyMarketing Manager

Amber DoughtyMarketing & Admin Assistant

Denize Bluffs, Hairy FeetPiopio, Waitomo

$1.5 billionVisitor expenditure 5th highest in NZ

Regional Tourism Estimates (year ending February 2018)

Domestic visitors

$1.143bInternational visitors

$357m

HSBC Sevens RugbyFebruary 2018

Waikato RiverActivate the Waikato River across the region

Visitor Brand StrategyCreate a strong positioning & brand blueprint for Hamilton & Waikato

Hamilton City RiverfrontImplement plans to revitalise the Waikato River to create a vibrant visitor hub

Home of KiingitangaCreate a region-wide plan and support for a range of Māori visitor experiences

Regional Major Events StrategyDevelop Regional Major Events Strategy that further secures, develops, promotes and encourages events which generate financial and social benefits

New Zealand Storynzstory.govt.nz

The Waikato Storywaikatostory.nz

DESIRED PERCEPTION

A deeply authentic, easily accessible escape to the strong beating heart of the North Island – packed with hidden discoveries, and a place where you can actually feel the real New Zealand.

BRAND PURPOSE

The Mighty Waikato

VALUES

AUTHENTICMAGICALSURPRISING

TOURISM STORYVOICE MAP

The Mighty Waikato – Where magic runs deep

Come with us, share our waka and feel the strength and passion. For this is a place beyond the expected, which constantly surprises with natural beauty, powerful history and out-of-this-world experiences.

Always far from the ordinary, this is a magical region of villages to play, relax, connect and explore in. Here, our kaitiaki runs deep, our mana inspires and unforgettable discoveries are just around the bend. A welcoming place where our people keep it real – and experiences become unreal.

This is the Mighty Waikato. It’s all yours to discover.

Final Tourism Story

The Mighty Waikato – Where magic runs deep

Come with us, share our waka and feel the strength and passion. For this is a place beyond the expected, which constantly surprises with natural beauty, powerful history and out-of-this-world experiences.

Always far from the ordinary, this is a magical region of villages to play, relax, connect and explore in. Here, our kaitiaki runs deep, our mana inspires and unforgettable discoveries are just around the bend. A welcoming place where our people keep it real – and experiences become unreal.

This is the Mighty Waikato. It’s all yours to discover.

National FieldaysMystery Creek

Showcases

the Waikato

region as a

destination

Grows

incremental

regional

GDP

Contributes to

a vibrant

region & grows

community

pride

Maximises

usage of event

infrastructure,

venues and

spaces

Major event outcomes

Major event enablers

Effective

governance and

decision making

Fit for purpose

staff structure with

sufficient human

resources

Stakeholder

coordination

Funding

Fit for purpose

financial resources

(public + private)

Regional

commitment to

consistent

measurement

framework

Communications

Engage & inform

stakeholders and

ratepayers

Event assessment

0"

10"

20"

30"

40"

50"

60"

70"

80"

90"

100"

Showcase Region

Grow Regional GDP(Key Indicator = Visitor Nights)*

Vibrant Region / Community Pride

Use of Event

Infrastructure,

Venues and Spaces

Event One

Event Two

Event Three

*Other credible methods ofmeasuring wider economic impact may also be considered; e.g. Fieldays

Event classification

TIER 4: LOCAL EVENTS

TIER 3: REGIONAL EVENTS

TIE

R 2

: R

EG

ION

AL

EV

EN

TS

TIER 2: MAJOR EVENTS

TIE

R 2

: M

AJ

OR

EV

EN

TS

TIER 1: ICONIC EVENTS

TIE

R 1

: IC

ON

IC E

VE

NT

S

ICONIC ANCHOR EVENT

SO

CIA

L S

CO

RE

: A

TT

EN

DA

NC

E

ECONOMIC SCORE: VISITOR NIGHTS

Event TypeAttendance Thresholds

Visitor Nights Thresholds

Local Events

0 – 10,000 and / or 0 – 5,000

Regional Events

10,001 –20,000

and / or 5,001 – 15,000

Major Events

20,001 –50,000

and / or 15,001 – 25,000

Anchor Events

50,000+ and / or 25,000+

Event responsibility

TIER 4: LOCAL EVENTS

TIER 3: REGIONAL EVENTS

TIE

R 2

: R

EG

ION

AL

EV

EN

TS

TIER 2: MAJOR EVENTS

TIE

R 2

: M

AJ

OR

EV

EN

TS

TIER 1: ICONIC EVENTS

TIE

R 1

: IC

ON

IC E

VE

NT

S

ICONIC ANCHOR EVENTS

OC

IAL

SC

OR

E:

AT

TE

ND

AN

CE

ECONOMIC SCORE: VISITOR NIGHTS

Hamilton and Waikato Tourism Local Councils

TIER 4: LOCAL EVENTS

TIER 3: REGIONAL EVENTS

TIE

R 2

: R

EG

ION

AL

EV

EN

TS

TIER 2: MAJOR EVENTS

TIE

R 2

: M

AJ

OR

EV

EN

TS

TIER 1: ICONIC EVENTS

TIE

R 1

: IC

ON

IC E

VE

NT

S

ICONIC ANCHOR EVENT

SO

CIA

L S

CO

RE

: A

TT

EN

DA

NC

E

ECONOMIC SCORE: VISITOR NIGHTS

Fieldays

Balloons over Waikato

Garden Arts FestivalHampton 500

Sevens

World Masters

2017

Round the Bridges

Chiefs

Lions Tour

All Blacks test

Establishment board: 6-9 monthsAppointed: Dallas Fisher (Chair), Kiri Goulter, Kim Hill, Chris Joblin (TGH), Blair Bowcott (HCC), Rob Williams (TCDC)

Go live: 1 July 2018

Mandate▪ Attract, retain and grow investment across the region▪ Grow sectors, clusters and business growth▪ Regional tourism & major events to remain with HWT / DC / DGLT

Funding$400,000 councils (9) | $350,000 Waikato RC | $500,000 businesses

Operational model▪ Initially based at Waikato Innovation Park▪ Interim CEO Stuart Gordon▪ Business Growth Team (5 advisors) transfer to new entity▪ Regional reach / co-location: north-west, north-east, central, south-west

Regional projects and capability:Support of economic development projects, feasibility studies & capability building identified by the regions.

Sector investment (including 1b Trees): Investment in initiatives targeted at priority and/or high value economic opportunities.

Enabling infrastructure projects: Investment in regional infrastructure projects that will lift productivity and grow jobs.

Three investment tiers to target investment to lift productivity, create jobs & provide economic benefits:

Limestone coast, Raglan Harbour, Whāingaroa

Lakeview Lodge

Podium Lodge

BrewBus

Electrify.NZ

Taniwha Ventures

The Henley Hotel

Luxury Under Canvas – Soft Leaf Glamping

Waitomo ATV Farm Tours

Nature & Nosh

Raglan R&R Glamping

Brewaucracy

CONVENE 201810 April, Vodafone Events Centre (seven operators)

RTO IBO trade show11 & 12 April, followed by RTO Aussie megafamil

TRENZ7-10 May, Dunedin (10 operators)

eXplore trade show17 April, Eden Park Auckland (15 operators)

MEETINGS 201830 & 31 May, ASB Showgrounds

BUSINESS EVENTS WAIKATO SHOWCASE23 August, Claudelands (hosted buyer famil 21-22 Aug)

4th HALAL TOURISM SYMPOSIUM21st November, Novotel Tainui, Hamilton