Nelson's leaders realised they were never going to match the modern Rugby World Cup "razzmatazz" of the big cities.
So the city at the top of the South Island looked to history for inspiration. It found it in an event 141 years ago for which it can lay claim to being the birthplace of rugby in New Zealand.
The country's first recognised game of rugby took place in Nelson on Saturday, May 14, 1870, between a Nelson College side and the Nelson Football Club. History records that a crowd of around 200 "including a fair sprinkling of ladies" gathered at The Botanics to watch the new version of football.
Yesterday thousands of Nelsonians and visiting rugby fans turned out in trademark Nelson sunshine to watch a re-enactment of that occasion.
Dressed in the cumbersome long uniforms of the day, local rugby players recreated the on-field action with sticks for goalposts, while spectators dressed in flowing period dresses and top hats enjoyed high teas on the sidelines.
Events like this have generated a carnival atmosphere in the city of 43,000 people.
Nelson Mayor Aldo Miccio thinks the 36 players who took the field 141 years ago would "never have dreamed that the game they played here would shape a nation, really".
"It's probably Nelson's one point of difference. It's almost like our own little opening ceremony," Mr Miccio said.
"We wanted to have that carnival feel. As a regional city, we probably can't compete with the razzmatazz and the high-tech sort of thing."
The turnout at Nelson Airport to welcome the locally based Italian team was second only to the welcome for the Tongans in Auckland, Mr Miccio said. A second-generation Italian himself, Mr Miccio lobbied hard to get the Italian team to make Nelson their World Cup base.
The team had forgone their official training centre and security to be closer to the people.
"The whole community have embraced this Rugby World Cup wholeheartedly," Mr Miccio said.
"The spirit and the mood of the city over the last three weeks has just been fantastic. You just see it in people's faces as you walk down the street."
Cherie Furniss, who with her daughter Emily, 6, dressed in period costume for the re-enactment, said: "I think for a really small town, we have actually put on a pretty good show. From what I have heard from other people, it has been a very welcoming place to come to."
DOWN SOUTH
Host to:
* Italy v Russia, last night.
* Italy v USA, September 27.
* Australia v Russia, October 1.