Taft: Rise in visitors shows rhodo festival strategy being realised

Gardening is good for the body and soul and the economy, with the annual Taranaki Rhododendron and Garden Festival injecting $5.4 million into the region's pocket.

November's festival attracted 25 per cent more visitors than last year with garden visits up from 47,100 to 59,000, the Taranaki Arts Festival Trust says.

Taft says the success is a combination of a robust strategic plan, high quality gardens, good weather and effective promotions.

Taft chief executive Suzanne Porter says the recent economic impact report and visitor survey results show Taft's long-term strategy for the festival has been realised.

"Since 2003 when Taft took on the role of presenting the festival we have constantly and vigilantly researched, planned, implemented and reviewed what we considered to be factors critical to success," Ms Porter says.

"The indicators show the festival has now been repositioned through the changes that have been made to a place that sees the festival achieving the same numbers as were attending in the festival's heyday."

The rhododendron festival's success comes on the back of a favourable economic impact report on this year's Taranaki International Festival of the Arts and Womad.

"We have had an excellent year, it has been really great to see the fruits of our endeavours come out so positively, so it's been a really exceptional year at a time when we thought things might be really difficult," Ms Porter says.

"I think we have, as an organisation, come a long way."

Rhododendron festival manager Lisa Ekdahl says while she was out and about at gardens and events during the festival the vibe was positive, upbeat and all aspects of the festival were well patronised.

"Across the board the gardens and events were well attended," says Ms Ekdahl.

"People were particularly interested in experiencing the Japanese teahouse, the workshops and jazz and wine functions."

The visitor survey results show festival-goers find their experience to be good value and they don't mind paying for a quality experience, she says.

"They see the festival offerings as great value for money and appreciate that entry to most gardens equates to the cost of a cup of coffee."

In its 22nd year, the festival attracts visitors from all over New Zealand as well as from abroad.

- © Fairfax NZ News