Case Study: Auckland City Convention Centre Analysis
The project
Auckland City Council has a range of options regarding the provision of convention and exhibition facilities and has required sound analytical information for forward planning and decision making. The options include upgrading of the existing convention centre, a new purpose-built stand-alone “green fields” proposal and funding support of private sector convention facilities.
A solution will need to take into account the infrastructure including other “public assembly” facilities already in place or planned in Auckland.
Purpose of the financial and market analysis:
• To provide independent and impartial information for forward planning
• To determine the most cost effective solutions for expanding the convention, meetings and exhibitions market in the city
• To forecast market growth and incremental economic impact
• To enable informed strategies for funding proposals and capital expenditure
Background
Conventions bring considerable economic impact to Auckland, adding to turnover, profit and employment for a wide range of providers and suppliers of goods and services. The City Council provides financial commitment by way of infrastructure and convention facilities.
Independent analysis assists in providing public accountability, fiscal responsibility in terms of both understanding and justifying major capital expenditure and marketing expenditure in promoting Auckland for conventions.
Market analysis of the competition and markets
Horwath HTL provided analysis of:
• Current market
• Future growth
• Constraints to growth
• Economic impact
• Likely performance of new or upgraded and expanded facilities
The review also included research of the competitive markets:
• Auckland vs. other convention centres within New Zealand. Auckland competes with other convention locations for both local and international conventions.
• Australia vs. New Zealand. New Zealand competes with Australia in the convention market. International and national convention organisers make decisions/ choices on sites within both Australia and New Zealand.
Follow-up
On-going reviews of the local and national convention industry, including private sector developments, and the requirement for regional facilities.
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