Sheeran benefit more than cash

ED Sheeran’s promoter is singing the praises of Dunedin, as a new survey shows the pop superstar’s three Easter concerts pumped nearly $40 million into the city’s economy.

Frontier Touring promoter Michael Gudinski, who brought Sheeran to Dunedin for three massive concerts in March and April, told the Otago Daily Times the city’s collective performance had been ‘‘fantastic’’.

Asked if that meant more big concerts for Dunedin, the man who also represented artists including Sam Smith, Celine Dion and Queens of the Stone Age said: ‘‘Absolutely. No doubt it will.’’

Dunedin Venues, which runs Forsyth Barr Stadium, yesterday released the results of a survey of concertgoers.

The survey found that 67% of 108,274 tickets sold for Sheeran’s three Easter concerts were snapped up by people living outside Dunedin — mainly in Canterbury, Otago and Southland.

The concert ‘‘bonanza’’ had pumped $37.9 million into the city’s economy, surpassing earlier predictions of a $34 million economic return.

Dunedin Venues chief executive Terry Davies said the number of tickets sold, and the percentage going to people outside the city, meant Dunedin was always going to get ‘‘a good result’’.

But it also reduced the traditional Easter exodus of Dunedin residents heading elsewhere for the long weekend, he said.

‘‘They’re not going to Wanaka or elsewhere over that Easter break, so [the money] stays.’’

Mr Gudinski, who was in Dunedin for the concerts, was impressed by the way Dunedin had created a festive atmosphere to end Sheeran’s tour on a high.

‘‘To me, it’s very important how you start and end tours.

‘‘What I really loved was the way the city of Dunedin gave us such a great ending . . . to feel so welcome and important there made it such a great ending.

‘‘The whole town was just buzzing. It just felt so, so special.’’

Mr Davies said the success would stand the city and the stadium in good stead.

‘‘I think it’s something promoters are looking for . . . What gives us a competitive advantage is we have the ability to do stuff like that, because we’re smaller and more nimble.

‘‘You’re not going to do it for every show that comes, but . . . there’s an opportunity for us to do more activity to create a festival feel.’’

Dunedin Mayor Dave Cull said the weekend had delivered a ‘‘tremendous’’ economic return.

‘‘Perhaps what isn’t so easy to measure, however, is the social impact — the huge amount of community pride and spirit — these types of events help to generate.’’