Hamil­ton’s first Sev­ens a hit

Hamilton News - - Front Page - An­drea Fox

The first New Zealand Sev­ens tour­na­ment to be held in Hamil­ton pumped more than $3.3 mil­lion ex­tra cash into the city, an eco­nomic im­pact re­port shows.

The anal­y­sis by Mar­ketview fol­low­ing the sell-out Fe­bru­ary week­end leg of the HSBC Sev­ens World Se­ries showed fans spent $1.9m over the two days while the event’s op­er­a­tional costs pro­duced an­other $1.4m for the Hamil­ton econ­omy.

The re­port also noted a 47 per cent in­crease in spend in the city’s CBD dur­ing the event, com­pared to the same week­end last year.

Hamil­ton en­tre­pre­neur Dal­las Fisher who formed the com­pany 37 South to bring the mori­bund Welling­ton Sev­ens event to Hamil­ton in part­ner­ship with New Zealand Rugby, said he was “over the moon” with the find­ings. “I’m not sur­prised but the real ben­e­fit is the ex­tra spend it gen­er­ated. And what I’m re­ally ex­cited about is that the Sev­ens pro­duced this mas­sive ex­tra spend com­pared to three other sport­ing events in the city we com­pared it to.”

Com­par­isons were made with the two big Rugby League World Cup late last year Samoa v Tonga and Ki­wis v Tonga, and the 2014 All Blacks test match against Eng­land.

Fisher said the Samoa v Tonga con­test gen­er­ated 3 per cent ex­tra cash for the city and the Ki­wis game 12 per cent.

The All Blacks test match gen­er­ated 14 per cent ex­tra cash, he said.

The Sev­ens will be back in Hamil­ton on Auck­land an­niver­sary week­end — Jan­uary 26-27 — next year.

Tick­ets would go on sale in the next week, Fisher said. Next year’s event would have many new en­ter­tain­ment fea­tures, he said.

Dal­las Fisher, man­ag­ing di­rec­tor of 37 South Events which brought the Sev­ens to Hamil­ton.

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