Inner City promotion may turn off Wealthy Rugby Fans

5 April 2011

Media release

Newmarket Business Association

Tuesday, 5 April 2011

Inner City promotion may turn off Wealthy Rugby Fans

There are concerns that efforts to focus on promoting the Auckland CBD during the Rugby World Cup fail to understand the needs of wealthy rugby fans and could end up creating a negative impression of Auckland and New Zealand.

Newmarket Business Association head, Ashley Church, cites comments made by University of Auckland Business School PhD student Yuri Seo who says that businesses could miss out on lucrative trade during the Cup unless they up their standards in the luxury goods market.

While Mr Church agrees, he says this is much less of an issue in 'high end' retail areas such as Newmarket and Parnell - but notes that these areas are not being promoted as preferred destinations by World Cup planners.

"There's a real opportunity to promote the best of what New Zealand has to offer to high value visitors by including Newmarket and other high end destinations in designated promotional material - but the current emphasis on 'party central' and the nearby CBD makes this extremely difficult".

Mr Church agrees that promotion of the CBD is important but says that high value travellers will visit downtown Auckland without needing to be 'told' to. He also noted that Mr Seo singled out Newmarket-based fashion houses Trelise Cooper, Karen Walker and Zambesi as examples of kiwi businesses which have successfully offered luxury products to an international market.

"Experienced travellers will always visit the downtown area of a major city that they're visiting for the first time - its part of the experience. But if they're not told that there is high-end luxury shopping available 'just up over the ridge' they could be left thinking 'this is it' and leave New Zealand with a less than favourable view of retailing here".

Mr Church says that Newmarket will be showcasing itself during the Cup and a number of initiatives are planned to bring the precinct to the attention of visitors.

"We'll be out there doing our bit to ensure visitors get the full Auckland experience - but our job would be made easier if Cup planners would recognise that we're a pivotal part of the international visitor experience".

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