northland chamber

LEADER COLUMN SEPTEMBER 2011
Following on from last month’s column regarding the recent changes to the Town Basin and the proposed future shape of our Commercial Business District, it might be appropriate to consider how we can benefit from these changes and what is still missing from the mix. There has been talk lately regarding the value of event or destination tourism and the role it can play in stimulating economic growth. Much of what has been done or is planned to be done could potentially act as an attractant for groups wishing to hold events in Northland.

The Council - and others - are working to create a vibrant, walkable inner city with good amenity. This accompanied by our climate, fantastic natural environment and our close proximity to New Zealand’s largest city should make us an attractive destination for event tourism. There are of course a number of key elements that are required before Whangarei is a position to take advantage of this opportunity. Among these are sufficient hotel beds of a sufficient standard, a theatre or auditorium of the required capacity and a hospitality centre capable of catering for 400 plus guests.

Like most things, whether we chose to pursue them or not will ultimately political decisions based on the desires of the community, but overseas cases show that this market can be an economic game changer for many cities and towns. For example with an innovative culture San Diego, through a whole-of-city approach has used event tourism and in particular conventions as a driver to transform and rebuild their inner city. It has allowed them to develop a strong and diverse economy. Even with the scale of their event’s infrastructure they turn way a year’s worth on convention business each year.

As well as the possibility of attendees deciding they may want to do business here and the general economic benefits that such events bring to the District, there is an added advantage for our community. Members of Northland’s communities can have the opportunity to participate in events that they would not otherwise be exposed to or able to attend. This removes another barrier to people choosing to settle here by creating a community that is culturally strong, diverse and innovative. To make this happen will require further investment in infrastructure at a cost to our ratepayers but this cost needs to be weighed against the potential benefit for future generations.