“These events play a significant role in the local economy. They not only provide marvellous exposure, but also vibrancy and excitement and, provided congestion effects can be mitigated, significant leveraging opportunities for the local businesses, especially hospitality.”
In its favour, Takapuna has the capability to host a multitude of events across a variety of venues, says White, noting the Bruce Mason Centre, the Pumphouse and the streets of the CBD. “We also have our beach, often described as New Zealand’s best urban beach!”
While major events such as the Rugby World Cup are touted for their longer economical reach, frequently-held local events have a hugely positive effect on the businesses that support them, either due to their location or through direct sponsorship.
Shawn Pope of Cafe Melba says that their involvement with the Harcourts Beach Series brings business to their Hurstmere Road cafe, and also raises the profile of their four other cafes in the Auckland area. Pope and his family are regular participants of the State Beach Series, enjoying both the personal and professional benefits that the event brings.
“Many of the customers in our city cafes work in the city and live on the Shore, and they participate in the State Beach Series because they heard about it in our city stores. Customers then make the connection that we are more than just a cafe in the city – we’ve got one on the Shore as well. The direct benefit of the State Beach Series is exposure for our brand.”
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