Turning Wellington’s winter woes into a winning strategy

Friday, 13 June 2025

Two hours of doom scrolling would be considerably more fun than reading about the ongoing challenges facing New Zealand’s capital city.

From a decline in discretionary spending to rising unemployment, spending cuts, a cost of living crisis, higher interest rates, more people moving offshore and falling cruise ship numbers, the list ‒ highlighted in the latest quarterly report on the performance of Wellington city’s council-controlled organisations ‒ is enough to send even would-be optimists running for the hills.

To add to the despair winter, a traditionally subdued trading period, is coming. Still, falling leaves and falling spending aside there are some positive signs that the city is dragging itself out of the mid-year malaise with a call to arms to inject some “new” into the colder months.

That it’s much needed is clear. The report outlined a raft of issues WellingtonNZ’s new chief executive Mark Oldershaw will have to shoulder as he settles into the role vacated by John Allen, who headed the agency for five years.

As the region’s economic development agency, WellingtonNZ is staring at a Sisyphus-like financial mountain having failed to meet its $120 million target for spending generated from events in the last quarter by some $37.2m. It based those targets on what it called an aspirational goal — that extra revenue would be generated to replace the hugely successful FIFA Women's World Cup spending boost the previous year.

However, economic conditions, including job uncertainty and fewer tourists, resulted in lower attendance numbers at major events, the cancellation of three scheduled 2025 performances, plus the loss of music festival Homegrown after 18 years, all of which contributed to the failure of what now looks like rather wishful thinking.

Summer, naturally, is easier when it comes to getting people out and spending. Between December 2024 and March 2025, Wellington hosted 72 events, ranging from sports (Black Caps and White Ferns matches) to comedy, music (Groove Armada), and arts.

Wet, windy winters are more problematic. Certainly the old faithfuls ‒ the World of Wearable Arts, Wellington on a Plate ‒ continue to pull a certain demographic, but when ratepayers are forking out big bucks on campaigns to lure more people to the capital mid-year, as WellingtonNZ did last year with its $500,000 “you would in Wellington” pitch, there’s an expectation that there’s a concrete strategy behind it, and something to get excited about when you get here.

Obviously what is exciting is in the eye of the beholder. Last year’s All Blacks test against Argentina bombed, with some 10,000 seats short of selling out, though the Bledisloe Cup test against the Aussies saw a much bigger crowd.

Next month celebrity Welsh footy team Wrexham ‒ owned by American actors Ryan Reynolds and Rob McElhenney ‒ are here. For one game. Same goes for the Black Ferns and All Blacks, whose double header kicks off at the stadium a week prior.

But that’s just two, maybe three days that city businesses can look forward to.

Wellington on A Plate provides a four-week boost. Festival director Beth Brash says the 17-year-old, month-long celebration of food isn’t in danger of dropping off the calendar any time soon.

Last year saw multiple events sell out across the programme and around 200,000 thousand burgers eaten. There were even more events planned this year.

“We’ve seen an increase in the number of events and Burger Wellington entries, with over 100 ticketed and non-ticketed events and 208 burgers, including our largest-ever event that brings 600 people over two nights for an immersive dining experience at Sky Stadium.”

Brash said the festival, which runs from August 1 to 31 generated more than $9 million in economic benefit for Wellington, from ticketed events and accommodation to pop-ups, Burger Wellington, and more.

But many of the most popular events run on the smell of an oily rag.

Lōemis, which runs for a fortnight in June, has been going since 2016. The multi-arts celebration of midwinter relies heavily on a team of local creatives and volunteers to keep it in the public realm.

Over the hill the Wairarapa Festival of Christmas is a month-long party that includes light displays, night markets, live entertainment, acrobatics, fireworks, and food. Organisers are currently fund-raising on GiveALittle to ensure it continues.

And despite the outward popularity of the long-running International Film Festival, it has just disestablished three roles, including that of executive director (Sally Woodfield) and its head of programming (Michael McDonnell). Last year it was forced to ask regional cinemas for a financial contribution in exchange for their being able to screen films.

All businesses in the CBD pay a downtown levy, now worth around $18 million. It began its life as a voluntary contribution by retailers to support initiatives to bring foot traffic into the city.

Wellington Chamber of Commerce chief executive Simon Arcus argues it now bears little relation to its original purpose.

“While we support this levy existing, we are looking for more transparency on exactly what is being purchased with this [money] and whether those things represent the best value to the businesses that pay it.”

Wellington’s weather played a significant part in the success or otherwise of winter events: “There is a joke that frustrated hosts say ‘Wellingtonians melt in the rain’ but to be fair the weather affects us anywhere and winter makes us naturally more reticent to go out.”

He points to Greytown’s midwinter Christmas as an example of successful marketing to offset a traditionally quiet time.

“This isn’t exactly strategy, it’s off the cuff, but what if all the city’s retailers and hospo wore those ubiquitous Christmas jerseys one weekend and we encouraged shoppers to as well?

“Whatever is done it needs to be bright and cheerful. Something to lift the spirits. Lyon and Amsterdam both have light festivals in winter.”

Businesses in Courtenay Place aren’t waiting for the rain to stop, or the Golden Mile construction work to start; rather they’re taking a punt on what works well across the ditch and launching a “revitalise Wellington” campaign.

Think Canberra’s three-day multi-cultural festival, Byron Bay’s community market, and Queensland’s weekly Caloundra Street fair.

The Wellington Community Revival Society, a loose collective of more than 30 businesses formerly known as The Revitalise Courtenay Precinct group, were behind last July’s 12-day Eat Street festival and the family-friendly New Year’s Eve carnival.

Spokesperson Jeremy Smith, like Arcus, had concerns about where funding for events was being spent, but had some sympathy for WellingtonNZ with its broad remit.

“There absolutely needs to be more transparency, but in a way WellingtonNZ has become a dumping ground for anything the regional council or Wellington City Council don’t want. It manages events, it manages venues…a lot of money gets sucked out of it.”

He said while the group was light on the ground, and members all had their own businesses to run, they had come to realise they couldn’t rely on others to pull the proverbial rabbit out of the hat.

“Life is pretty tough in the trenches. We can’t wait for other people, we have to lead the charge.”

They were looking to partner with other event organisers to “utilise what’s already happening, but make it bigger and better”.

This year’s Eat Street was being run in conjunction with WoW and plans were under way for an All Black fan zone to be set up for September’s All Blacks v South Africa match. Discussions were under way for a multi-venue music trail to take place next month.

Oldershaw, just two weeks into his new job, said securing new and retaining current events continued to be a critical part of WellingtonNZ’s work. However, there were plans to revisit the major events framework to ensure it continued to be effective across the short and long term.

“There’s no denying that the current economic climate has caused some tough operating conditions for event organisers, particularly for new events where the associated risk is perceived to be higher – however, this isn’t exclusive to Wellington, and other New Zealand and Australian cities are seeing similar challenges.”

Oldershaw said winter’s schedule was “shaping up nicely”.

“I’m excited by the impressive lineup scheduled for winter and beyond, and know our team is already having promising conversations with promoters and organisers about the future events pipeline.”

A draft cruise ship strategy is being worked on with the agency in discussion with CentrePoint on a co-funding arrangement following a dismal 25% year-on-year drop in the number of cruise ships visiting the city.

It is also talking with central government in response to Australia offering tax advantages for film industry, leading to an increase in Wētā FX staff in Melbourne, and investigating a three-year programme to support businesses in Courtenay Pl affected by the Golden Mile construction work.