Northland bids for 36.5 million potential benefit from 2011 Rugby World Cup

31 October, 2008

NORTHLAND 2011 Ltd : MEDIA RELEASES 2008

Northland's bid for a $36.5 million share of the economic benefit from Rugby World Cup 2011 is today winging its way to Wellington.

Today is the deadline for regions to put forward their applications to host matches and teams during the event.

Northland is hoping to secure the right to host two teams and two “pool” matches, which if successful, could bring the region an economic benefit of $36.5 million, according to an economic impact assessment.

However, there is strong competition – more than 20 New Zealand regions are understood to be vying for the right to host the 20 teams taking part in the event, or to hold a match.

The Rugby World Cup is the third-largest global sporting event, and on a national basis, is expected to attract almost 70,000 visitors to New Zealand, bringing more than half a billion dollars into the country.

A regional analysis prepared by hotel, tourism and leisure consultants Horwath HTL has quantified the potential benefit for Northland, including expenditure by both international and domestic visitors, as follows:

•  Hosting two of the 40 pool matches at an upgraded Okara Park stadium: $5.1 million

•  Hosting of two teams during the five-week pool phase, one in Whangarei and one in the Bay of Islands: $3.8 million

•  General touring by Rugby World Cup 2011 supporters in between matches: $27.7 million.

The Northland Rugby Union and regional tourism agency Destination Northland have formed a special-purpose company, Northland 2011 Ltd, to spearhead Northland's involvement.

In turn, Northland 2011 is being guided by a working group comprising representatives of Enterprise Northland, Destination Northland and the tourism industry, the Northland Rugby Union, the Northland Chamber of Commerce, the Northland Regional Council and the region's three district councils – Whangarei, Kaipara and Far North.

The chairman of Northland 2011 Ltd, Greg Gent, said Northland's proximity to Auckland would be a distinct advantage during the two-week period of the semi-finals and finals, when it would not be possible for all international visitors to be accommodated in Auckland.

Almost $20 million of the economic benefit to Northland would be earned at this time, based on the expectation of international visitors either taking “short-break” visits to the region, or basing themselves here and commuting to Auckland for match days.

Other potential benefits include a higher international profile and word-of-mouth promotion by supporters returning home with positive experiences of New Zealand.

Mr Gent said hosting teams and matches – and therefore realising the economic benefit – would require a co-ordinated effort, involving co-operation from councils, investment (including “in-kind” contributions) by businesses, and also assistance from volunteers.

Venues for pool matches are to be announced in March next year, with a decision on team bases to follow later in the year.