Event-goers spend up, car parks full as Fieldays returns
After a year off from farming’s biggest event, they came to Fieldays in such numbers organisers had to declare the place chocka and closed to vehicles by mid-afternoon yesterday.
And with the dairy payout on a rise, exhibitors selling everything from milking systems to Swannies say the masses were there with dollars to spend.
In an indication of how popular the rural event was in its first year back after Covid-19 forced it to go online in 2020, officials declared 70ha of parking at the Mystery Creek venue and park and ride locations in Hamilton and Cambridge full.
While organisers were still tallying yesterday’s numbers, opening day on Wednesday saw 29,000 people through the gates. And many had their wallets at the ready, according to retailers.
Swanndri general manager of sales Nic Floyd said first-day sales had exceeded those of 2019, the last time the event was held at Mystery Creek, and stock was also flying off the racks on subsequent days. ‘‘As an overall business, we came out of Covid-19 very well and sales at Fieldays are in line with the trend we’ve been seeing.’’
Swanndri’s Heritage products – in its recognisable chequered pattern – were still its most popular but the range had expanded from the traditional bush shirts and jackets, Floyd said.
Dairy farm equipment giant DeLaval also reported consistent foot traffic and optimism among visitors. ‘‘Because we didn’t have Fieldays last year, the general community is jumping to get off the farm,’’ DeLaval Oceania commercial manager Chris Watkins said.
‘‘Also, the payout the last few years – and looking at next year – has been good, so people have money to spend.’’
Fonterra has predicted an opening forecast Farmgate Milk Price for the season of up to $8.75 per kg – a figure expected to pump $12 billion into the economy.
Although DeLaval was not selling directly at Fieldays, farmers were serious about investing in big-ticket items like milking parlours, milk coolers and in-shed feeding systems, Watkins said.
‘‘When people are window shopping, they ask very general questions. They’re more specific when they’re really wanting to buy, and we’re getting a lot of very specific questions.’’
The mood was also positive at the Suzuki site, where sales were steady, automobile sales manager Sheldon Humphries said.
‘‘It’s been going really well. Interest and sales would be in line with, if not better than, in previous years.’’
Suzuki’s Jimny Safari fourwheel-drive accounted for about 80 per cent of orders, Humphries said.
‘‘We’ve got a waiting list of about four months for delivery.’’
New Zealand National Fieldays Society chief executive Peter Nation said the event was a great moralebooster for the primary sector.
‘‘You can feel the energy this year. It’s an exciting time for New Zealand and for the primary sector and the events industry,’’ he said.
‘‘Our exhibitors have really invested in this year’s event, the sites are spectacular.’’