Work on delivering an experience not just an event
- To maximise the impact that an event can have on an area, consider the overall experience rather than just the event itself.
- Either organise or link up with a range of complementary events that can play to the strength of the region as a whole.
- Ensure complementary activities are organised to suit a wide range of visitor types (families, children, day visitors, tourists etc).
- Remember there are a number of people who, although part of a spectator group, may not have the same level of fanaticism as their friends or family and are happy to head off shopping or sightseeing.
Create an authentic New Zealand experience for visitors
- Integrate the New Zealand brand into the event along with the particular flavour and charm of the relevant region.
- Incorporate cultural performances or scenic opportunities
- Promote local food and beverage suppliers and other authentic New Zealand products
- Through this, event organisers can encourage visitors to spend more, stay longer and leave with some fantastic memories of the best that New Zealand can offer.
Integrate with the local community
- The involvement of the local community from the outset can be crucial to creating the right atmosphere.
- From the earliest stages local community representatives need to be involved to help to plan and shape the event.
- There are can be downsides and disruptions such as road closures for local businesses as well as benefits, so both need to be clearly discussed at an early stage and expectations made clear.
- Spend the time to collect information and data and then communicate this to local businesses on a continual basis.
- As well as providing information about the event, also supply suggestions on how to maximise the event for their benefit and work with them to achieve this.
- Consider attracting a local media partner and integrate this into any other larger media activities and coverage – get the local community excited about the event through local stories and angles.
Build a broad base of support for legacy initiatives
Successfully hosting a major event and realising true legacy requires strong support and collaboration from a broad range of stakeholders including the public, government, businesses and local sporting, artistic or cultural organisations.
Carefully target the legacy activities to the intended audience
To successfully integrate an event with a local region and maximise the economic impact, it has to have a “brand fit” and a relevance to the region.