|
|
Economic Development Committee
9 February 2021
|
Enterprise Dunedin Activity
Report - February 2021 Update
Department: Enterprise Dunedin
EXECUTIVE SUMMARY
1 The
purpose of this report is to update the Economic Development Committee on
Enterprise Dunedin activities.
|
RECOMMENDATIONS
That the Committee:
a) Notes the Enterprise Dunedin Activity Report –
February 2021 Update.
|
BACKGROUND
2 Enterprise
Dunedin activity is informed by the 2013-2023 Economic Development
Strategy. The strategy is underpinned by five themes:
a) Business
vitality – to improve the ease of doing business;
b) Alliances
for innovation – to improve linkages between industry and research;
c) A
hub for skills and talent – to increase retention of graduates, build the
skills base and grow migrant numbers;
d) Linkages
beyond our borders – to increase international investment and establish
projects with other cities; and
e) A
compelling destination – to increase the value of tourism and events and
improve the understanding of Dunedin's advantages.
3 The
strategy sets out two economic goals:
a) 10,000
extra jobs over 10 years (requiring growth of approximately 2% per annum); and
b) An
average of 10,000 of extra income for each person (requiring GDP per capita to
rise 2.5% per annum).
Centre of Digital Excellence
(CODE)
Development of the CODE legal
entity
4 On
8 December 2019, Council approved (in principle) the Shareholder’s
Agreement, Constitution and policy for the appointment of the Independent Chair
and Council Director to CODE.
5 This
decision has enabled other parties working on CODE (including local runaka, the
University of Otago, Otago Polytechnic and industry) to consider the
Shareholders Agreement and nomination of Directors for the new entity.
6 A
further paper on the creation of the legal entity and appointments to it, is
expected to be brought to Council. Once created the new entity will be
responsible for the delivery of CODE activities and contracting with the
Provincial Development Unit.
CODE Grants Programme
7 A
$700k grants programme to support and grow Dunedin’s game development
ecosystem was brought forward during 2020 in response to the economic
challenges posed by COVID-19.
8 The
grants programme is composed of three contestable funds:
a) KickStart
focused on developing game prototypes;
b) Start
Up aimed at developing games and smaller studios;
c) Scale
Up to grow smaller start-ups and games into larger, more commercial options.
9 CODE
received 56 expressions of interest and 24 full applications for the first
round of KickStart and Start Up, resulting in nearly $450k of
grants being contracted to seven organisations.
10 An
announcement on specific projects is currently being planned for the middle of
February 2021.
Otago Regional Economic
Development (ORED)
11 The
ORED Working Group (comprised of Economic Development Agencies across Otago)
has commenced the development of a draft ORED Plan (OREDP) to align with the
government’s post-election priorities areas for regional economic
development and the second round of the Provincial Growth Fund (PGF).
12 The
draft OREDP will set out several proposals based on the themes identified in
the ORED Framework for engagement across the region and is expected to be
completed by July 2021.
Business Vitality
Business Clinics
13 Enterprise
Dunedin provides an information and guidance service to people seeking business
support on issues such as compliance, financial planning, funding and with
support from various agencies and services.
14 20
people attended clinic sessions in the period between 1 July and 30 December
2020 on ideas including new food products, hospitality, skin care and data
analysis.
15 Feedback
from the clinics remains positive, with one client reporting that engagement in
2019 was the motivating factor in successfully launching their new business in
2020.
Alliances for
Innovation
Film
16 Film
Dunedin has been providing a range of support to the producers of a US feature
film currently based in the city. The project has contracted Dunedin crew,
actors, accommodation and service providers.
17 Film
Dunedin continues to service enquiries for a range of feature film and
television projects considering Dunedin and Otago as their base.
18 In
order to better support businesses, Film Dunedin has completed research on the availability
of skilled and experienced crew for scripted productions. The outcome of this
work has identified greater numbers of crew in the city than previously
understood as well as strengths and gaps in certain roles.
19 Film
Dunedin is currently engaged with seven feature film and two television and web
series in varying levels of development by Dunedin writers, or set in Dunedin.
In addition, work is continuing with the producers of three short films set in
Dunedin and planned for production in the next six months.
20 Film
permitting decreased in the period to 31 December 2020 due to border closures
limiting smaller projects such as travel and special interest television
content.
21 The
film permitting approval process has continued in line with nationally
determined COVID-19 precautions. All permit requests require project
registration with ScreenSafe and Health and Safety plans that meet standards
endorsed by Worksafe.
22 In
the six months to 31 December 2020, Film Dunedin:
a) Responded
to 99 enquiries for filming in the city, compared to 47 enquiries in the same
period in 2019; and
b) Issued
22 film permits (8 film permits during October – December 2020 compared
with 17 permits in the corresponding period in 2019).
23 The Dunedin and the Queenstown Lakes Film Offices have
continued to coordinate regional activity over the last three months as part
of Film Otago Southland. This work aimed at developing the sector, has
included supporting a writers in residence project, enhancing the regional locations
database, industry workshops (to upskill crew), industry events and newsletters.
A Hub for Skills and
Talent
JobDUN - Business Internship programme 2020/2021
24 The
objective of the JobDUN programme is to meet business needs, create high value
jobs, retain skills and talent and contribute to the economic growth of
Dunedin. The programme allocates funding for 50 intern placements on an annual
basis.
25 To
date the 2020/2021 season has attracted 24 businesses applying for 44 interns,
with over half from the ICT/Tech and Creative sectors. Notwithstanding the
impact of COVID-19 (which resulted in the cancellation of the annual matching
in September), this compares favourably with 28
businesses in the 2019/2020 season.
26 Enterprise
Dunedin will analyse results with businesses and interns in early 2021 to
report on satisfaction levels and job creation results.
Start Up Ecosystem
27 Enterprise
Dunedin, with the support of the Grow Dunedin Partnership, has completed the
process for the recruitment of a new representative on the Startup Dunedin
Trust (SUDT). A recommendation will be brought back to the 23 February 2021
Council meeting.
28 The
following highlights were achieved by SUDT during the period between July
– December 2020:
a) Over
160 engagement sessions with startups;
b) Redesign
of the Challenger series as the Distiller Incubator which is currently
supporting 7 startups through mentors and sponsors;
c) The
October round of Audacious attracted 90 students and over 120 attendees from
the community for the celebration showcase;
d) Supported
and lead over 25 business events;
e) 11
new startups graduating from Co.Starters in November; and
f) Supported
and hosted the first Mainland Angel Investment network evening with 5
startups pitching to new and existing investors.
29 An
article in ‘The Spinoff’ on 22 January 2021, supported by
Enterprise Dunedin, promoted the entrepreneurial strengths of the city as well
as profiled Petridish, CODE, Startup Dunedin and INNOV8HQ.
Linkages Across Borders
Project China
30 A
video Conference took place between Mayor Hawkins and the Deputy Chairman of
the Shanghai Standing Committee Mr Sha. Mr Sha emphasised the value of the
20-year sister city relationship between Shanghai and Dunedin and indicated
support for further work in areas such as education and trade. Topics of
discussion included:
a) The
renewal of the Memorandum of Understanding between Shanghai and Dunedin;
b) Opportunities
regarding CODE and health research;
c) COVID
19 and climate change challenges.
Compelling Destination
Destination Marketing
31 Dunedin’s
visitor sector continues to be affected by COVID-19 travel restrictions. Across
New Zealand there has been a distinct shift by domestic travellers away from
urban centres.
Strategic Assets Protection
Programme (STAPP)
32 Enterprise
Dunedin’s marketing activity continues to adjust depending on COVID-19
alert levels. Planning and research is underway for a refreshed campaign
through to June 2021 (including trans-Tasman should travel permit).
33 Project
planning, procurement and implementation of MBIE’s STAPP $700k investment
is the subject of the report “Strategic Tourism Asset Protections
Programme Update” being considered at this meeting.
Visit Sector Initiatives and Engagement
34 The
Central Otago Touring Route from Dunedin to Queenstown was launched in late
November. Enterprise Dunedin was a partner in this project.
35 The
Cycle Trails Collective has appointed a joint marketing executive partly funded
by Enterprise Dunedin.
36 The
Southern Scenic Route is being targeted for a new product development and
product push by the Otago and Southland Regional Tourism Organisations. This is
driven by Great South who has appointed a full-time project coordinator.
37 In
December Enterprise Dunedin hosted Bjoern Spritzer, Tourism New Zealand’s
General Manager Domestic Marketing. During the visit he met with operators and
had a strategy session with the Destination Marketing team.
38 Enterprise
Dunedin is coordinating MBIE’s Regional Events Fund. The fund is for new
or existing events, or capability building and is expected to last two years.
It is designed to replace lost international visitor spend and boost regional
domestic spend.
Research and Data
39 The
new Accommodation Data Programme commenced in July 2020. Dunedin’s
occupancy rate for November 2020 was 46.5% and New Zealand’s was 41.5%.
Average nights stayed per guest is 1.9, slightly up from October at 1.85
nights.
40 The
Monthly Regional Tourism Estimates (MRTE) results continue to fluctuate. The
model used to estimate tourism spend in the MRTEs, and the assumptions
underlying it, were designed for a stable tourism industry. Due to the large
changes in tourism spend caused by COVID-19 (including the shift towards the
domestic market, and the industry makeup of each region), these assumptions are
likely to have been affected.
41 A
comparison of the last three months visitor spend for Dunedin is shown below:
|
MRTE
Spend
|
Domestic
2020
|
Domestic
2019
|
International
2020
|
International
2019
|
|
August
|
$
40 m
|
$
39m
|
$
5m
|
$
13m
|
|
September
|
$
40.2m
|
$
48m
|
$
5m
|
$
11m
|
|
October
|
$
53m
|
$
47m
|
$
5m
|
$
15m
|
42 Historical
domestic spend from 2009-20 is shown below:
43 Engagement
with DunedinNZ.com content remains high with 51% increase in average session
duration and a 12% increase in the number of pages per session.
44 Of
the website users, 48% chose to visit an external website (e.g. local business
as a result of the content viewed on the DunedinNZ.com website).
45 During
November the DunedinNZ Instagram account had a reach of 87,000 with 22,000
interactions and followers equalling 41,600. The DunedinNZ Instagram account
has an engagement rate of 3%, which compared to other Regional Tourism
Organisations (RTOs) is the highest in New Zealand.
46 Since
October, the DunedinNZ Facebook page has had 1,551,528-page views with
followers totalling 93,409. During this period 92,996 users have engaged with
Dunedin destination content.
Business Events (Conferences)
47 Dunedin
Business Events has engaged Tourism Marketing Solutions to increase Dunedin’s
profile within the domestic market and to generate new conference leads. This
is a MBIE STAPP funded project.
48 Enquiries
for new business events has increased with 22 new leads to date compared to
seven in the same quarter of 2019. From these 22 leads Enterprise Dunedin
submitted three conference bids, one successful for March 2021 (with an
estimated value of $153k), one unsuccessful, and the other still to confirm.
Consumer Marketing – New Zealand and Australia
49 Enterprise
Dunedin continues to use ‘Plan D’ as the creative direction to
promote Dunedin as a desirable visitor destination for both domestic tourism
and eventually Australia.
50 Enterprise
Dunedin is working closely with Tourism New Zealand on joint venture domestic
campaign activity. As well as working with TNZ, Enterprise Dunedin continues to
work with Dunedin Airport, Air New Zealand and others, across a broad media mix
to drive awareness of Dunedin as a destination. Channels include print
(newspapers and magazines), digital, Air NZ in-flight and outdoor billboard
media.
51 Enterprise
Dunedin continues to work with other Regional Tourism Organisation’s and
has specifically developed ‘Waitaki Long Weekend’, and
‘Southern Scenic Route’ initiatives.
52 A
full report on the Plan D campaign, based on the current Marketing Plan, and
subsequent initiatives will be available for the Economic Development Committee
meeting in June 2021.
PR and Promotions
53 Enterprise
Dunedin has secured 24 features or inclusions in regional and national publications
and hosted one media familiarisation. Coverage published over this period
included a variety of publications including features/articles in New Zealand
House and Garden, Stuff, New Zealand Herald and Urban list.
54 Additional
coverage resulting from media visits will be published over the next quarter,
including features in Cuisine magazine and Spinoff.
55 Tourism
New Zealand’s domestic marketing continues to present additional
opportunities to promote the city and an urban focused campaign featuring
Dunedin will go live in late January.
Trade Marketing
56 The
international trade market has seen a growing number of inquiries from
companies in support of itinerary building and brochure development for 2021
and 2022.
57 Abercrombie
& Kent, of Australia have adjusted their high-end luxury air tour package
“Wings Over” to now include travel to New Zealand. Enterprise
Dunedin facilitated the securing of four groups of 18 high value visitors to
Dunedin in 2022.
58 In
partnership with SOUTH (Christchurch Airport) Dunedin is included in a package
of drive itineraries of the South Island developed by trade wholesaler ANZCRO.
This initiative will be shared through travel managers to the Australian market
at the appropriate time.
Study Dunedin
Auckland Agent Event
59 An
event organised by Enterprise Dunedin to update international education agents
was held in Auckland on Thursday 22 October. The session provided an
opportunity for Dunedin education institutions to maintain and grow business
relationships in anticipation of borders reopening to students.
60 The
event was coordinated with Study Queenstown, which supported Education New
Zealand (ENZ) aims of encouraging a regional approach to international
students. In summary:
a) 33
agents attended the event representing 10 key study markets;
b) Six
Dunedin high schools, the University of Otago and Otago Polytechnic were
present;
c) Study
Dunedin & Study Queenstown delivered short presentations; and
d) Agents-Institution
meetings were conducted.
61 A
competition to host International Education Agents in Dunedin in March 2021 was
held as part of the event. Eight agents were selected for a two-night
three-day famil programme from 17-19 March 2021 delivered in partnership with
Dunedin high schools and tertiary institutions.
End of Year Student Celebration
62 Study
Dunedin facilitated an end of year event for tertiary and high school
international students on Friday 4 December 2020. The two-hour event which
included a speech by Deputy Mayor Garey attracted over 150 students and staff
and provided an opportunity to support students and acknowledge the support
offered by international education staff during 2020.
i-SITE Visitor Centre
63 As
a result of COVID-19, the mix of visitors to the i-SITE Visitor Centre has
changed significantly. International travellers who were in the country
pre COVID-19 have been continuing with their working holidays as planned.
64 The
table below demonstrates the change in visitor purchasing mix at the Visitor
Centre for the period July to December 2020 compared to same period last year.
|
|
1
JUL – 31 DEC 2019
|
1
JUL – 31 DEC 2020
|
|
Domestic Travellers
|
31%
|
92%
|
|
International Travellers
|
44%
|
8%
|
|
Cruise Ship Travellers
|
25%
|
0%
|
|
Total
|
100%
|
100%
|
65 This
table demonstrates the split of domestic visitors to the Dunedin visitor centre
by region for July to December 2020 compared to the same period last year.
|
|
1
JUL – 31 DEC 2019
|
1
JUL – 31 DEC 2020
|
|
Northland
|
1.1%
|
3.0%
|
|
Auckland
|
8.4%
|
13.4%
|
|
Waikato
|
0.9%
|
2.4%
|
|
Bay of Plenty
|
2.7%
|
3.6%
|
|
Gisborne
|
0%
|
0.1%
|
|
Hawkes Bay
|
0.7%
|
1.4%
|
|
Taranaki
|
0.3%
|
0.4%
|
|
Manawatu-Wanganui
|
1.0%
|
1.2%
|
|
Wellington
|
3.7%
|
5.6%
|
|
Marlborough
|
0.8%
|
1.6%
|
|
Canterbury
|
5.9%
|
5.9%
|
|
Dunedin
|
68.9%
|
57.7%
|
|
Otago
|
3.9%
|
2.2%
|
|
Southland
|
1.7%
|
1.5%
|
|
Total
|
100%
|
100%
|
NEXT STEPS
66 Feedback
on Enterprise Dunedin activity will be incorporated into future reports.
Signatories
|
Author:
|
Malcolm Anderson - City Marketing Manager
Fraser Liggett - Economic Development Programme Manager
|
|
Authoriser:
|
John Christie - Director Enterprise Dunedin
|
Attachments
There are no attachments for
this report.
|
SUMMARY OF CONSIDERATIONS
|
|
Fit with purpose of Local Government
This report
promotes the economic well-being of communities in the present and for the
future.
|
|
Fit with strategic framework
|
|
Contributes
|
Detracts
|
Not applicable
|
|
Social Wellbeing Strategy
|
☒
|
☐
|
☐
|
|
Economic Development
Strategy
|
☒
|
☐
|
☐
|
|
Environment Strategy
|
☐
|
☐
|
☒
|
|
Arts and Culture Strategy
|
☒
|
☐
|
☐
|
|
3 Waters Strategy
|
☐
|
☐
|
☒
|
|
Spatial Plan
|
☒
|
☐
|
☐
|
|
Integrated Transport
Strategy
|
☐
|
☐
|
☒
|
|
Parks and Recreation
Strategy
|
☐
|
☐
|
☒
|
|
Other strategic
projects/policies/plans
|
☒
|
☐
|
☐
|
Enterprise Dunedin is
responsible for the delivery of the 2013-2023 Economic Development Strategy.
|
|
Māori Impact Statement
The CODE Working Group is
working with Te Rūnanga o Ōtākou and Kāti Huirapa Rūnaka ki Puketeraki regarding the development of
Kaupapa CODE. Further engagement with Rūnaka is planned
during the development of the OREDP.
|
|
Sustainability
There are no known impacts
for sustainability.
|
|
LTP/Annual Plan / Financial Strategy /Infrastructure
Strategy
Enterprise Dunedin
activities and the 2013-2023 Economic Development Strategy are included in
the 2018-28 10 year plan.
|
|
Financial considerations
There are no financial
considerations.
|
|
Significance
This decision is considered
low significance under the Significance Engagement Policy.
|
|
Engagement – external
External engagement has
been held with Te Rūnanga o Ōtākou and Kāti Huirapa Rūnaka ki Puketeraki and Dunedin’s Tech,
Education, Tourism, Film, Food and general business sectors.
|
|
Engagement – internal
As an update report, no
internal engagement has been undertaken.
|
|
Risks: Legal / Health and Safety etc.
There are no identified
risks.
|
|
Conflict of Interest
There are no known
conflicts of interest.
|
|
Community Boards
There are no known
implications for Community Boards.
|
