Why local events need funding support too

Saturday, 4 October 2025

The local event industry can create big internationally worthy events within New Zealand, but it needs the sort of support provided to international events, an Auckland event organiser says.

When “mega” events like Taylor Swift come to town, they attract visitors and give the city’s economy a big sugar hit. The Government recently acknowledged their impact, with the announcement of a $40 million Events Attraction Package to secure large-scale international events from 2026.

It is an investment that has been enthusiastically received by tourism operators and business leaders who have been highlighting the need to secure more large-scale events for several years.

But homegrown events have significant benefits too, and Revved Events co-founder Rochelle Moffit says with the right support they can showcase Kiwi talent and brands to the world, while also attracting international talent.

Moffit recently organised Revved 2005, a business and leadership summit held in Auckland. Billed as a day of ignition to unlock a year of action, it launched a community network that offers a schedule of niche events as well as the annual summit.

After a disappointing experience at an internationally organised, locally held business event, Moffit wanted to create an opportunity to “get everybody connecting and sparking like they would on a dance floor”.

“We wanted an event where people could collide, converse, discuss ideas, and create new ventures. We wanted to put the right energy in the room to give people direction and push boundaries, and we did that.

“Post-event polling showed it boosted business confidence among participants by 48 percentage points — from just 21% before the event to 69% afterwards.”

In its first outing Revved attracted 663 attendees, of whom 55% were founders or business owners and 30% were C-suite or senior executives, and the aim is to turn it into an internationally competitive event, featuring local and global talent.

Moffat, who is now organising Revved 2026, says the event is not just about getting international talent to New Zealand to hype up the economy for a short period of time.

“It is about building businesses here in New Zealand, and business relationships with connections around the world, that will continue to benefit the domestic economy long-term.”

But organising and funding events, particularly in the current economic climate, is a stressful ride, she says.

“With Revved 2025, there was capacity for 800, and 67% of tickets were sold in the last three weeks. It was petrifying. And finding financial sponsorship is difficult.

“That’s why it would be good to know how the Government is going to allocate its funding for events. Do local events that bring international speakers here, but showcase Kiwi talent qualify for funding support?

“Because it’s great that the Government wants to bring more ‘mega’ events here from overseas, but it shouldn’t be just about international headliners.

“We have incredible talent here too, and many people want to see it, so how can we access support to lift it up in events that will attract people, and generate business?”

Lemongrass Productions director Rob Eliott is an events industry veteran. He brought the international Taste Festival brand to New Zealand, and established successful events such as Winetopia and Restaurant Month.

The Government’s event funding boost is a “very welcome” acknowledgement that events generate significant economic impact, he says.

“But the industry is yearning for a more long-term, strategic approach to event investment. Because over recent years corporate event funding and sponsorship has waned significantly, and local government funding has tightened up too.

“A lot of events have run aground as a result, and that makes for a loss of talented, experienced people, and a loss of momentum in the industry.”

It is a pity because event investment leading to event activity delivers economic benefits, including at a smaller-scale, local level, he says.

“Events like the Marlborough Wine & Food Festival or Toast Martinborough attract thousands of people to small towns, and have a huge impact on those local economies.

“Then, our cities need a pulse, and a steady stream of events delivers that. A mix of ‘mega’ events and smaller local events create an exciting vibe, and drives spending activity.”

Eliott points to this weekend’s Winetopia as an example of a homegrown event which has a wide-ranging economic impact.

Over 10 years, it has grown to be the largest New Zealand wine tasting event in the world, and it is about showcasing wines from around the country to Aucklanders, but also to others, he says.

“About 17% of ticket buyers are from outside of Auckland, and about 5% are from out of New Zealand, so wine lovers from around the world come to it.

“That drives long-term business for the winegrowers, but also economic activity for Auckland because many visitors come and stay in the hotels, visit the restaurants, and do sightseeing activities.”

For Hotel Council Aotearoa strategic director James Doolan, the new event funding is the kind of strategic support the council has long called for, and will deliver tangible economic benefits.

“It’s a strong signal that events are being recognised for their true value, not just to tourism businesses but to public finances as well.”

But he challenged Auckland Council to match the momentum and normalise spending on events in the country’s biggest city, and primary international gateway.

“We acknowledge recent budget constraints, but if the council wants to activate the city’s CBD, in line with the CRL investment, it needs to contribute to the work to attract more regional and international visitors.

“That means reactivating the events pipeline, and local events play a part in that. But the council does need to decide how to spend limited funds, and it should prioritise events that get the best returns from the spend.”

When it opens early next year, the NZ International Conference Centre will be a great opportunity to attract business events, and it is an opportunity that did not exist before Covid, Doolan says.

“Wellington and Christchurch also have shiny new conference centres, and there’s a need for people to get their heads around the benefits of major conferences that bring free-spending professionals into the city centres.”

Brent Thomas, director of Orbit World Travel — a corporate and business travel specialist — says events occur nationwide and play a vital role in supporting local economies.

But there are many examples of business events that are held in overseas destinations, like the Gold Coast, which could be just as successfully held in any number of New Zealand locations, he says.

“That would mean money spent domestically rather than overseas, and as people who travel to events tend to stay for a few days longer, it means more business for hotels, hospitality and other businesses.

“Not every event or conference is aimed at 2000 people, and if 100 people arrive in a regional centre and stay and spend for five days, that has a big impact on that centre.”

There is currently no real route to get central government funding support in this space, but more such local events present opportunities, particularly if they are in the off-peak season, Thomas says.

“New Zealanders were encouraged to travel around the country when the borders were closed during Covid. There could be similar encouragement for local events, and making the best of opportunities in our own country.”