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National Fieldays Generates $865m Economic Impact

29 September 2008

National Fieldays Generates $865m Economic Impact for New Zealand

An independent study undertaken by the Management Research Centre at the University of Waikato concludes that National Fieldays 2008 has a national economic impact of $865m nearly 10% higher than the previous determination, evaluated in 2006. The Waikato region gained $265m of economic benefit.

This study overseen by Professor Frank Scrimgeour and Associate Professor Stuart Locke, finds that the record attendance numbers of 131,629, and their purchase activity resulted in sales of $285m from the Mystery Creek event. Locke said “It was pleasing to note that the number of surveys returned was up 20%,” said Locke,” thereby increasing the reliability of the report data.”

The survey reported export sales of over $117m from the 2008 Fieldays, up from $50m in 2007. General Manager, Barry Quayle said “The significant jump in export sales arising from the Fieldays was proof that the more integrated approach with Agritech, NZTE & Innovation Park, insofar as international marketing is delivering positive outcomes”. He added “there are further opportunities with new strategies to position the event as a fulcrum for agriculture exporting exhibitors”.

Total sales achieved by exhibitors during the 4 days was $209m an increase of more than 10% over 2007. The study found the general expectation from exhibitors was bullish with 45.8% expecting better sales than the previous year.

Fieldays has become the premier event to showcase new products and technologies within the agricultural and farming sectors. “Due to the large number of visitors and purchasing potential as well as the high media coverage, nearly half of the exhibitors see Fieldays as the ideal platform to release or showcase new products and technologies, “Barry Quayle said. “This release of new products at the event is an increase of 33% over 2007 and with plans to increase the innovation exhibition area in 2009, there is an expectation of further growth in the amount of new innovation unveiled at the event.”
Fieldays continues to deliver a high quality event with over 90% of exhibitors reporting all or most of their expectations were met.

In November sites go on sale for the next Fieldays to be held on 10th to 13th June 2009,and have the Premier Feature “My Land, Our Environment”. Mr Quayle says the feature has created a good response from exhibitors with over 40% showing interest in the Premier Feature.


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