Conferences rake in the money
The conference industry is a strong pillar of the Manawatu economy, raking in more than $85 million a year.
The Central Economic Development Agency has analysed the industry’s worth to the region and estimates annual meetings, training seminars and conferences are worth $86.5m annually.
The analysis took into account the 225,826 people who attended seminars, conferences, trade shows or related events in the 12 months to September, agency convention marketing manager Phil Hildred said. Those visitors would also spend in shops, restaurants and local attractions.
The agency wants to continue the industry’s big role in Manawatu by attracting events associated with the region’s own leading sectors of agribusiness, food science, education, health and logistics, Hildred said.
‘‘More than ever, delegates are wanting activities alongside the conferences where they can learn and observe.
‘‘By focusing on our regional strengths, we can offer conference goers a richer experience, including tours of facilities, factories and farms.’’
One of the biggest barriers to growth for the business events sector was a lack of higher-end accommodation, he said.
Palmerston North mayor Grant Smith said Manawatu had a solid reputation in the conference industry.
The Palmerston North Convention Centre, which opened in 1980, was the first purpose-built convention facility in New Zealand and gave Manawatu a head start on other regional centres, he said.
‘‘We fly under the radar, [but] we do very well.
"By focusing on our regional strengths, we can offer conference goers a richer experience." Phil Hildred, Central Economic Development Agency
‘‘We’ve got quite a collaborative environment in Manawatu. If an event lands with Manfeild in Feilding, or in Palmerston North, [the other town] supports it and the whole region benefits.’’
Smith agreed a lack of better accommodation was a problem. He said conference and event organisers had told the council there was demand for another 4.5-star hotel in the city.
‘‘Conferences look to have everyone staying in the same place. They don’t want people spread around three or four motor lodges.
‘‘We’ve missed out on some events for that very reason.’’
Smith said the agency was planning some research about how to encourage more hotels in Palmerston North.
Awapuni Function Centre catering director Lewis Jones said Manawatu venues faced increasingly stiff competition from other destinations, in New Zealand and overseas, and from teleconferencing.
‘‘Twenty years ago everyone used to talk about coming to Palmerston North. But there’s not as many talking about it now.’’
Conferences earned the Awapuni Function Centre about $900,000 in the past year, but the centre hasn’t seen as many big conferences in the past two years as it used to, Jones said.
The 700-capacity Silks Lounge usually hosts three larger conferences a year.
It used to host eight.