New strategy aims to entice

Nelson's festivals and events have been singled out as a way to further promote the region to visitors.

The city council's governance committee recently approved the Nelson Events Strategy, and along with that agreed to a programme that will make funds available on application from organisers of festivals and events.

Committee chairman Cr Graeme Thomas said the council fostered events of local interest through financial grants, but encouraging visitors to the region for special entertainment was quite different and needed to be actively developed.

The new events strategy was dedicated to enticing people to visit for an event and to enjoy other activities while they were in the city, he said.

In agreeing to approve the strategy, the events management committee has been given authority to allocate funding of up to $25,000 per application. City council chief executive Keith Marshall has the authority to allocate funding of between $25,000 and $50,000.

The governance committee has to approve allocations of more than $50,000.

The move comes as the council attempts to rein in what has been "ad hoc" development of organisations set up to promote economic development Nelson Tasman Tourism and the Nelson Regional Economic Development Agency.

Nelson Mayor Kerry Marshall said recently that the lack of synchronisation had led to a fragmented approach to how the region was marketed.

Councillor Ali Boswijk said recently that festivals and events were an important part of branding a region. She said the council had to reassess how it saw the role of economic development investment.

"We need sensible spending with a definite outcome in mind."

A new position has been created at Nelson Tasman Tourism to provide services generated by the increased events strategy funding.

Kate Wells was recently appointed as events marketing and development assistant, and will coordinate event strategy projects. She will also focus on events aimed at stimulating economic development by increasing shoulder and off-season visitor expenditure.

The tourism organisation and economic development agency are funded by the Nelson and Tasman councils, with Nelson Tasman Tourism receiving $390,600 from the city council this year and $390,000 from its other shareholder, the Tasman District Council.

The economic development agency received base funding of $186,000 from the city council and $120,000 from the district council. It was recently named the lead agency for events management within the city council's events strategy.

Nelson Tasman Tourism chief executive Paul Davis said one of the first tasks would be to organise a forum with the local events community to explain the opportunities available through the events strategy and how to tap into them.

Nelson Tasman Tourism will develop resources to support all events, from community fairs to large sports events, and work has started on a new events website.

- © Fairfax NZ News