MEDIA RELEASE
28 September 2005

Auckland City launches new events strategy

"The launch of Auckland City's new events strategy today is a victory for Auckland – I am honoured to endorse and champion it as our new direction and action plan for the city. It gives us a clear mandate of how we are going to make Auckland a world-class events-filled city," says Mayor Dick Hubbard.

"We have worked hard with key events professionals to develop this strategy and I am absolutely thrilled that it will trailblaze the way for events in Auckland.

"It sets a new benchmark, not only in terms of recognising and working to Auckland's key strengths, but also detailing how we will use the increased resources we have committed to events and how we intend to streamline our processes to make events happen.

"Great events reflect great cities – they make people feel they’re part of a city they can be proud of. We want to celebrate what’s best about our city – the diverse ethnicities and cultures; creative genius; beautiful and accessible harbours and beaches; and the ability to get outdoors and be active.

"Therefore our events strategy contains four themes that build on Auckland's key strengths:

- maritime events utilising the waterfront and harbours that are so important to Auckland

- cultural and ethnic events that reflect Auckland's diverse community, such as Pasifika Festival and the Lantern Festival

- events that build on and support the creative and artistic skills in the city; and

- outdoors and sporting events that reflect Auckland's environment, lifestyles and our investment in facilities.

"The strategy will help us retain, grow and attract events that support Auckland's unique identity. It will also create a strong sense of place while providing social and economic benefits to the city.

"We want Aucklanders to live in a lively and interesting city and enjoy what's happening in their streets, parks and open spaces and on the water. And we hope that these events will help people identity with and see their city in a more positive way.

"Our aim is to promote Auckland nationally and internationally as a sophisticated and vibrant city with a soul," said Mr Hubbard.

Visit http://www.aucklandcity.govt.nz/council/documents/events/default.asp for a copy of the events strategy.

ENDS

Note to editors:

Fact sheet

The events strategy will:

- guide a more focussed approach to events

- give staff a guide as to what council needs to change to become an events-friendly and events-filled city

- give staff direction for how to target funding.

Auckland City staff are already starting a programme of work to implement the strategy. They include the following:

- introducing a smoother process to permit applications for events
-- as the first step in Auckland City's commitment to developing itself as a more event-friendly organisation, council is hosting a District Plan and Events Workshop immediately prior to the Events Strategy launch today. The workshop focuses on the District Plan as it applies to events and aims to give events professionals a better overall understanding of what is required to organise and grow events as well as how they could participate in changing the District Plan to the overall benefit of events. They also had a chance to feed back their issues and concerns and begin working with Auckland City and other events professionals in addressing them.

- sponsoring events that are clearly aligned to the strategy
-- as the first step toward this goal Auckland City has just approved its 2005/06 sponsorship allocations under the new Events Strategy. It is acknowledged that some events which do not fit with the strategy will need to go through a transitional phase. Council will still need to keep supporting existing events in the short term where the event would not proceed if funding was withdrawn too quickly.

- providing an events-friendly environment for event organisers

- continuing to deliver a quality free community events programme

- investigate sources of funding to support bids for large events.

Auckland City's Events Strategy was developed by a cross-council team of officers from Recreation and Community Services, Community Planning, special projects (CBD and Auckland Urban Living), Economic Development, Communications and Marketing and had input from key events industry professionals.

List of 2005-2006 events Auckland City is sponsoring in principle:

- NZ Screen Awards

- 2005 Vodafone NZ Music Awards

- Air NZ Fashion Week 2005

- Adidas Auckland Marathon 2005

- Diwali Festival of Lights

- Auckland Harbour Crossing

- Grey Lynn Park Festival 2005

- Farmers Santa Parade

- Coca-Cola Christmas in the Park

- ASB Classic & Heineken Open

- Auckland Harbour Festival

- Auckland Match Racing Cup

- Montana Mission Bay Jazz and Blues Streetfest

- Chinese Lantern Festival 2006

- Sky City Starlight Symphony

- Auckland International Boat Show

- Celebrate Pasifika 2006

- Auckland Wine & Food Festival

- Matariki 2006.

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