Getting serious about big events

The benefits from major events can be enormous and far reaching and yet the perception of Auckland is that we lose or miss out on major events - the V8s, Ellerslie Flower Show, Tua v Cameron - and never see the potential benefits.

There is no doubt the region's fragmented set up around major events is part of the problem and there will never be a better opportunity to get our act together than now as we move into a new era for Auckland.

Currently there is no one agency responsible for major events in Auckland. Several agencies work in the area. Tourism Auckland and AucklandPlus are involved from a tourism and economic development point of view respectively.

Auckland City Council has a capable major events team but no mandate beyond the city boundaries into the rest of the region. All three worked together to help secure the Louis Vuitton Pacific Series and maximise the benefits from it.

A recent economic impact report found the Pacific Series injected at least $16.1 million of additional cash into the Auckland economy. That translates to an $11.54m increase in Auckland's regional GDP at a time when Auckland businesses were feeling the pinch from the effects of the global financial meltdown.

The marine industry was the big winner, generating at least $9m of additional business because of the regatta. But we also need to consider the likely medium and long-term economic pay-off for Auckland as a result of the international profile the event generated (daily highlights packages achieved 340 hours of air time over 30 channels in more than 100 countries, and reached more than 600 million viewers) and the business connections made through working with local companies and potential investors in town for the event.

When you start to consider the total package of opportunities and benefits major events provide, the case for Auckland to get its act together becomes compelling.

Major events create opportunities to showcase the host to the world. (Even last year's much maligned David Beckham / LA Galaxy football match generated global profile for Auckland, no more so than when the world's media photographed Beckham bungy jumping off the Harbour Bridge) Events create direct economic benefit, increase a region's profile and attractiveness to domestic and international visitors as well as provide a platform for industry and business promotion.

They can also help strengthen residents' pride in their region and sense of belonging.

But one of the greatest benefits of major events is the potential to deliver infrastructure that leaves a legacy for the host city and all its citizens to enjoy. A classic Auckland example of this is the America's Cup. Its legacy is the redeveloped Viaduct Harbour and surrounding areas, enjoyed by Auckland residents and visitors alike.

If we look forward to what is on the horizon for Auckland with Rugby World Cup 2011, ICC Cricket World Cup 2015, maybe a 2018 Commonwealth Games, there are opportunities aplenty to benefit and for Auckland to develop its own portfolio of major events in between.

One of the main objectives of Auckland's imminent governance reforms is to position Auckland to grow economically and compete internationally with other global cities. Given the proven international success of major events as economic drivers for cities, those charged with putting together Auckland's governance structure must look to end Auckland's ad hoc approach to major events once and for all.

The Government has highlighted the need for an economic plan for Auckland. When it comes to delivering on the plan Auckland desperately needs the type of regional economic development agency that is also given responsibility for major events and tourism. The three are intrinsically linked and need to be driven out of the same fully funded, regionally mandated and well resourced organisation for the good of the whole of Auckland.

* Michael Barnett is the Chief Executive of the Auckland Chamber of Commerce and the Chairman of AucklandPlus, the region's economic development agency.