Agenda of Economic Development Committee - Tuesday, 5 September 2023

Economic Development Committee

5 September 2023

Economic Development Committee

MINUTES

Minutes of an ordinary meeting of the Economic Development Committee held in the Council Chamber, Dunedin Public Art Gallery, The Octagon, Dunedin on Monday 15 May 2023, commencing at 10.00 am

PRESENT

Chairperson	Cr Andrew Whiley
Deputy Chairperson	Cr Christine Garey
Members	Cr Bill Acklin	Cr Sophie Barker
	Cr David Benson-Pope	Cr Kevin Gilbert
	Cr Carmen Houlahan	Cr Marie Laufiso
	Cr Cherry Lucas	Cr Mandy Mayhem
	Cr Jim O'Malley	Mayor Jules Radich
	Cr Lee Vandervis	Cr Steve Walker
	Cr Brent Weatherall

IN ATTENDANCE

Sandy Graham (Chief Executive Officer), John Christie (Manager Enterprise Dunedin), Fraser Liggett (Economic Development Manager) and Clare Sullivan (Principal Committee Advisor)

Governance Support Officer Jennifer Lapham

1 Public Forum

There was no Public Forum.

2 APOLOGIES

There were no apologies.

3 CONFIRMATION OF AGENDA

Moved (Cr Andrew Whiley/Cr Steve Walker):

That the Committee:

Confirms the agenda without addition or alteration

Motion carried (ED/2023/006)

4 Declarations of interest

Members were reminded of the need to stand aside from decision-making when a conflict arose between their role as an elected representative and any private or other external interest they might have.

Cr Houlahan provided an update to her register of interest.

Moved (Cr Andrew Whiley/Cr Mandy Mayhem):

That the Committee:

a) Amends the Elected Members' Interest Register; and

b) Confirms the proposed management plan for Elected Members' Interests.

Motion carried (ED/2023/007)

5 Confirmation of Minutes

5.1 Economic Development Committee meeting - 7 March 2023

Moved (Cr Andrew Whiley/Cr Christine Garey):

That the Committee:

Confirms the minutes of the Economic Development Committee meeting held on 7 March 2023 as a correct record.

Motion carried (ED/2023/008)

Part A Reports

6 Economic Development Committee Forward Work Programme - May 2023

A report from Civic provided an update of the Economic Development Committee forward work programme to show areas of activity, progress and expected timeframes for decision making across a range of areas of work.

The Manager, Enterprise Dunedin (John Christie) spoke to the report and responded to questions.

Cr Vandervis entered the meeting at 10.03 am.

Moved (Cr Andrew Whiley/Cr Christine Garey):

That the Committee:

Notes the Economic Development Committee forward work programme.

Motion carried (ED/2023/009)

7 New Zealand Centre of Digital Excellence (CODE) Limited Update

A report from the New Zealand Centre of Digital Excellence Limited (CODE Ltd) provided an update on CODE activities between July 2022 and April 2023.

The Chairperson, CODE Ltd (Murray Strong) and Council’s appointed Director, CODE (Adam La Hood) and Chief Executive, CODE Ltd (Tim Ponting) spoke to their PowerPoint Presentation and responded to questions.

Cr Houlahan left the meeting at 10.59 am and returned at 11.01 am.

Moved (Cr Andrew Whiley/Cr Mandy Mayhem):

That the Committee:

Notes the New Zealand Centre of Digital Excellence Limited update report

Motion carried (ED/2023/010)

8 Items for Consideration by the Chair
	There were no items for consideration

The meeting concluded at 11.55 pm.

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C H A I R P E R S O N

Economic Development Committee

5 September 2023

Economic Development Committee

MINUTES

Minutes of an ordinary meeting of the Economic Development Committee held in the Council Chamber, Dunedin Public Art Gallery, The Octagon, Dunedin on Thursday 29 June 2023, commencing at 10.30 am

PRESENT

Chairperson	Cr Andrew Whiley
Deputy Chairperson	Cr Christine Garey
Members	Cr Bill Acklin	Cr Sophie Barker
	Cr David Benson-Pope	Cr Kevin Gilbert
	Cr Carmen Houlahan	Cr Cherry Lucas
	Cr Mandy Mayhem	Mayor Jules Radich
	Cr Steve Walker	Cr Brent Weatherall

IN ATTENDANCE

Claire Austin (General Manager Customer and Regulatory), Rob West (Acting Chief Executive Officer), John Christie (Manager Enterprise Dunedin), Louise van de Vlierd (Manager, Visitor Centre), Leanne Mash (Communications and City Marketing Manager),and Clare Sullivan (Principal Committee Advisor)

Governance Support Officer Jennifer Lapham

1 Public Forum

There was no Public Forum.

2 APOLOGIES

Apologies were received from Cr Jim O’Malley, Cr Marie Laufiso and Cr Lee Vandervis.

Moved (Cr Andrew Whiley/Cr Steve Walker):

That the Committee:

Accepts the apologies from Cr Jim O'Malley, Cr Marie Laufiso and Cr Lee Vandervis.

Motion carried (ED/2023/011)

3 CONFIRMATION OF AGENDA

Moved (Cr Andrew Whiley/Cr Sophie Barker):

That the Committee:

Confirms the agenda without addition or alteration

Motion carried (ED/2023/012)

4 Declarations of interest

Members were reminded of the need to stand aside from decision-making when a conflict arose between their role as an elected representative and any private or other external interest they might have.

Moved (Cr Andrew Whiley/Cr Christine Garey):

That the Committee:

a) Note the Elected Members' Interest Register; and

b) Confirms the proposed management plan for Elected Members' Interests.

Motion carried (ED/2023/013)

Part A Reports

5 Ōtepoti Dunedin Destination Management Plan 2023
	A report from Enterprise Dunedin presented the draft Ōtepoti Dunedin Destination Management Plan 2023 (‘2023 Plan’) text for adoption. Staff noted that the design and imagery would be finalised once the 2023 Plan text had been adopted. The report also noted that Enterprise Dunedin had worked and engaged with mana whenua, consultants, stakeholders, the community, and industry groups in the development of the 2023 Plan.
	Manager Enterprise Dunedin (John Christie) , Manager Visitor Centre (Louise van de Vlierd) and Communications and City Marketing Manager (Leanne Mash) spoke to the report and responded to questions.
	Moved (Cr Andrew Whiley/Cr Sophie Barker): That the Committee: a) Adopts the Ōtepoti Dunedin Destination Management Plan 2023. b) Authorises the Chief Executive to make any minor editorial changes to the Ōtepoti Dunedin Destination Management Plan 2023 if required. c) Notes that implementation of the Ōtepoti Dunedin Destination Management Plan 2023 will be reviewed annually. Motion carried (ED/2023/014)

The meeting concluded at 11.31 am.

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C H A I R P E R S O N

Economic Development Committee

5 September 2023

Startup Dunedin Trust (SUDT) Half-Year Report To 30 June 2023

Department: Enterprise Dunedin

EXECUTIVE SUMMARY

1. The purpose of this report is to update the Economic Development Committee (EDC) on the Startup Dunedin Trust (SUDT) Half-Year Report to 30 June 2023.

2. The SUDT Chair, General Manager, and Dunedin City Council (DCC) representative will attend the EDC meeting to speak to their attached report.

RECOMMENDATIONS

That the Committee:

a) Notes the Startup Dunedin Trust (SUDT) report to 30 June 2023.

BACKGROUND

3. Council is one of three shareholders including the University of Otago and Otago Polytechnic/Te Pūkenga in the SUDT.

4. Development of the startup ecosystem is a key priority of the Grow Dunedin Partnership (GDP) and Enterprise Dunedin. This activity supports the themes and goals of the 2013-23 Economic Development Strategy (EDS):

a) 10,000 extra jobs over ten years (requiring employment growth of approximately 2% per annum);

b) an average of $10,000 extra income for each person (requiring gross domestic product per capita to rise by about 2.5% per annum).

5. The SUDT is Chaired by Wade Pearson, Gallaway Cook Allan Lawyers and includes:

a) David Thomson, University of Otago;

b) Scott Mason, Findex;

c) Amie Taua, Independent;

d) Jamie Reidie, Dunedin City Council representative;

e) Isobella D’Aiello, Independent;

f) Steven Turnbull, Otago Polytechnic/Te Pūkenga.

6. Council has supported SUDT activities for several years. In 2021, Council agreed to a three-year Service Level Agreement (SLA) with the Trust until June 2024. Under the current agreement Council provides $194k per annum.

DISCUSSION

7. The SUDT Quarterly Report includes:

a) data on founder support;

b case studies on the successes of incubated startups and alumni;

c) student startup growth insights through the Audacious Programme:

d) community outreach and partnership programmes highlighting work in Food, Tech, and Waste Minimisation.

OPTIONS

8 As this is a noting report only, there are no options for consideration.

NEXT STEPS

9 Enterprise Dunedin will continue to work with and support the SUDT on the current SLA over the next financial year.

Signatories

Author:	Chanel O'Brien - Business Development Advisor Skills and Entrepreneurship
Authoriser:	John Christie - Manager Enterprise Dunedin

Attachments

	Title	Page
⇩a	Startup Dunedin Half-Year Report 1 January - 30 June 2023	29

SUMMARY OF CONSIDERATIONS

Fit with purpose of Local Government

This decision 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	☐	☐	☒

Māori Impact Statement

The attached Half-Year Report 1 January - 30 June 2023 sets out the engagement and work with Māori organisations and startups.

Sustainability

Startup Dunedin activities contribute to economic sustainability by improving the ease of doing business, growing the value of exports and increasing the scale in innovative and tradeable sectors.

LTP/Annual Plan / Financial Strategy /Infrastructure Strategy

There are no current implications for the LTP, Annual Plan, Financial Strategy and Infrastructure Strategy.

Financial considerations

Enterprise Dunedin supports the Startup Dunedin Trust through a $194K contribution to its annual operating budget. This is covered by a three-year Service Level Agreement (SLA) with Startup Dunedin Trust until 30 June 2024.

Significance

This report is considered of low significance in terms of the Council’s Significance and Engagement Policy.

Engagement – external

The following organisations have been engaged - the Grow Dunedin Partnership (including Dunedin City Council, Business South, Otago Community Trust, University of Otago, Otago Polytechnic, and Ngāi Tahu) and Startup Dunedin Trust.

Engagement - internal

There has been no internal engagement.

Risks: Legal / Health and Safety etc.

There are no identified risks.

Conflict of Interest

There is no conflict of interest.

Community Boards

There are no implications for Community Boards.

Economic Development Committee

5 September 2023

JobDUN Dunedin Business Internship Programme 2022/2023

Department: Enterprise Dunedin

EXECUTIVE SUMMARY

1 The purpose of this report is to update the Economic Development Committee (EDC) on the results of the 2022/23 JobDUN Business Internship Programme. In summary, 44 interns participated in the 2022/23 programme, of which 27 were employed and 18 new positions were created.

RECOMMENDATIONS

That the Economic Development Committee:

a) Notes the results of the 2022/23 JobDUN Business Internship Programme.

BACKGROUND

2 JobDUN was established in 2009 by the information and communication technology (ICT) sector, tertiary providers and the Dunedin City Council (DCC) in response to significant industry skills shortages.

3 The objective of JobDUN is to meet business needs, create high-value jobs, retain skills and talent and contribute to the economic growth of Dunedin.

4 Businesses utilise the programme to reduce the commercial risk of taking on an untried person. It provides the opportunity for market and product development, which might not otherwise be undertaken.

5 The programme aligns with the following themes under Dunedin's 2013-23 Economic Development Strategy:

a) Hub for Skills and Talent – attracting and retaining talent in the city;

b) Business Vitality – supporting the capability building of export-facing businesses;

c) Alliances for Innovation – assisting businesses in building scale in export-facing businesses.

6 While the programme started with an ICT focus, it has now expanded and is accessed by a wide range of businesses (including SMEs) and sectors.

7 Since 2012/13:

a) 491 interns have been placed in businesses resulting in 292 positions;

b) 96 full-time equivalent, 91 part-time equivalent and 105 contract positions have been created;

c) For the 2022/23 season 22 businesses hosted 44 interns through JobDUN. Of the 44 interns supported, 27 were employed post internship (11 FTE, 10 PTE, 6 Contract) and 18 new positions were created by the host businesses.

DISCUSSION

8 The interns are paid by the host businesses. As with previous years, Enterprise Dunedin has set aside $50K in 2022/23 to support businesses through $1K grants.

9 The 2022/23 intern evaluation reports identified that, for students, the top three benefits of completing a JobDUN internship were:

a) Adding value to a business;

b) Being paid;

c) Building relationships with businesspeople and industry experts.

10 Business need drives JobDUN. The following pie chart (JobDUN Internship Roles (by %)) provides a breakdown of the intern roles for 2022/23. Marketing/design, enrolment specialists, and research roles were most in demand by businesses in 2022/23.

(Source: 2022/23 (JobDUN Business Reports)

11 The pie chart (Quality of JobDUN programme) shows that in 2022/23 of the 22 businesses that participated, all reported high levels of satisfaction with the quality of the JobDUN programme. In 14 instances participating businesses took more than one intern.

(Source: 2022/23 JobDUN Business Reports

12 COVID-19 drove changes to how businesses and students connect. The annual speed interview event was cancelled in September 2022. JobDUN suggested that businesses and students connect with each other using digital tools such as email and Zoom. JobDUN will continue to suggest the use of digital (and in-person) methods for businesses to connect with interns.

13 The graph (JobDUN - Internships and Employment) indicates that digital methods to facilitate connections and networking have not had an adverse effect on the overall job creation outcome of JobDUN in 2022/23.

(Source: Annual JobDUN Business Reports)

14 The 2023/24 season opened for business applications in July. A social media campaign has commenced and includes businesses that have participated in JobDUN to attract current and new businesses to the programme. The ODT Business page featured JobDUN on Monday 7 August and videos and imagery will be further posted on DCC and Enterprise Dunedin channels.

15 Videos featuring interns who are now employed in Dunedin, will be used to direct students to the JobDUN website to find internship opportunities and connect with businesses. Videos and imagery will be posted in student-related channels in collaboration with tertiary partners in September.

16 JobDUN initiated a relationship with Te Punaka Ōwheo and the Pasifika Office at Te Pūkenga Otago Polytechnic to ensure Māori and Pasifika tauira are aware of and can be supported to apply for JobDUN internships.

17 Enterprise Dunedin and Meara Acheson (a former Otago Polytechnic student, JobDUN intern, and now Marketing Co-ordinator at Bison Ltd) showcased the opportunities available for Māori and Pasifika learners. This has led to a standing invitation to continue those conversations over kai with students on a regular basis.

18 JobDUN will continue to be positioned as a business-led, low-risk, high-reward activity where Dunedin businesses may access quality tertiary-level students to support the growth of the Creative, Professional, Scientific, and Technical sectors in Dunedin.

oPTIONS

19 As this is a noting report only, there are no options for consideration.

NEXT STEPS

20 The 2023/24 season has commenced. The outcomes of the 2023/24 season will be reported to Economic Development Committee in 2024.

Signatories

Author:	Chanel O'Brien - Business Development Advisor Skills and Entrepreneurship
Authoriser:	John Christie - Manager 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	☐	☐	☒

Māori Impact Statement

Ngāi Tahu is a signatory to the Dunedin 2013-23 Economic Development Strategy. Te Punaka Ōwheo at Otago Polytechnic have been engaged on JobDUN internship opportunities.

Sustainability

The programme supports businesses and economic sustainability by stimulating job creation, retaining talent and skills in the city, to link top-quality students to local businesses to build capability and grow export-ready businesses.

LTP/Annual Plan / Financial Strategy /Infrastructure Strategy

There are no implications.

Financial considerations

$50K was provided for the 2022/2023 financial year for $1K per intern. $50K has been allocated for the 2023/24 financial year.

Significance

This activity has been assessed as low in terms of the Council’s Significance and Engagement Policy.

Engagement – external

External parties such as Te Pūkenga Otago Polytechnic, the University of Otago and Dunedin businesses are engaged in the programme.

Engagement - internal

There has been no internal engagement.

Risks: Legal / Health and Safety etc.

There are no identified risks.

Conflict of Interest

There are no identified conflicts of interest.

Community Boards

There are no implications for Community Boards.

Economic Development Committee

5 September 2023

Strategic Tourism Asset Protection Programme Investment Plan 2023 Final Report

Department: Enterprise Dunedin

EXECUTIVE SUMMARY

1. This final report updates the Economic Development Committee on the implementation of the Government funded Strategic Tourism Assets Protection Programme (STAPP) and subsequent Tourism Communities: Support, Recovery and Reset Plan (TCSRRP).

2. Between August 2020 and September 2022 Enterprise Dunedin received a total of $1.7 million, to be spent over three areas: destination management and planning, industry capability and product development and destination marketing.

3. The funding was allocated as follows and projects were implemented by 30 June 2023:

· Destination Management and Planning - $640K

· Industry Capability and Product Development - $458K

· Destination Marketing - $602k.

4 The report of STAPP and TCSRRP activity and outcomes to 30 June 2023 undertaken by Enterprise Dunedin has been accepted by MBIE.

RECOMMENDATIONS

That the Committee:

a) Notes the Strategic Tourism Assets Protection Programme Investment Plan 2023 Final Report.

BACKGROUND

5 In 2020 the Government announced the $400 million Tourism Recovery Package to support the tourism sector in its recovery in response to Covid-19 and its ongoing impact.

6 As part of the Recovery Package, the Strategic Asset Protection Programme was created. Its intention was to protect New Zealand’s tourism assets. Further funding was made available via the Tourism Communities: Support, Recovery and Reset Plan (TCSRRP).

7 Enterprise Dunedin negotiated a contract with the Ministry of Business, Innovation and Employment (MBIE) for delivery of the STAPP programme and received a total of $1.7 million in two tranches, $700k in 2020 and then $1 million in 2021. MBIE determined that the programme was to be allocated across three areas:

· Destination management and planning

· Industry capability and product development and

· Destination marketing.

8 The funding enabled Dunedin to support the tourism industry, stimulate regional demand and develop industry capability, whilst progressing the goals of the New Zealand-Aotearoa Government Tourism Strategy.

DISCUSSION

9 Delivery of the STAPP programme was managed by Enterprise Dunedin. A number of the projects involved support from other DCC departments including Transport, Parks and Recreation, Community Development and events, Toitu and Dunedin Public Art Gallery. For the regional destination marketing activity, Enterprise Dunedin worked in collaboration with our regional partners Clutha, Central Otago, Queenstown, Waitaki and Southland. Below is a summary of the projects undertaken.

Destination Management and Planning

Ōtepoti Dunedin Destination Management Plan (ODDMP)

10 The Ministry of Business, Innovation and Employment (MBIE) required all RTOs to produce a new or refreshed DMP.

11 Although Dunedin’s Destination Plan was adopted in 2018 it was agreed that a rewrite of the Plan, with industry was needed. A steering group was established with representation from the tourism and business sectors and mana whenua.

12 Consultants were engaged to assist with sector consultation and engagement, research and data gathering. This included two product development reviews as well as a Food and Drink Tourism Sector Plan. It was identified that further in-depth community and stakeholder engagement was required, and this work was supported by consultants.

13 The Ōtepoti Dunedin’s Destination Management Plan (ODDMP) was adopted by Council on 29 June 2023.

Destination Plan Management and Implementation Role

14 DCC’s Destination Manager, Louise van de Vlierd was assigned to oversee and deliver the STAPP project implementation and manage the Destination Management Plan (DMP) project development. This cost was partially offset by STAPP funding.

Iwi Initiatives in Destination Marketing/Management

15 A project undertaken by Aukaha undertook to produce signage and storytelling along the harbour shared path (Te Aka Ōtākou).

Marketing Cultural Audit

16 A hui was held with mana whenua on destination management requirements. It was identified that tourism operator training on marae etiquette and stories was needed. Aukaha will continue to deliver the training programme to assist tourism operators as a result of opportunities identified at the hui.

Business Events

17 Tourism Marketing Solutions (a contractor) were engaged to identify and secure leads for business events for Dunedin. A database has been developed including business contacts and conference scheduling, which will assist to identify potential leads to attract future conferences to Dunedin.

Industry Capability and Product Development

Digital Assets/New Image and Video Assets

18 Enterprise Dunedin manages and oversees the Dunedin image library. Accessible via the Dunedinnz.com website, this asset hosts a wide selection of images and video available for public use. Funding was used to engage a contractor to complete an audit of the image library and create new digital assets resulting in a selection of refreshed imagery and video in Dunedin’s image library.

Destination Management and Marketing Support Tourism Arts and Cultural Sector

19 A report was commissioned to gain a detailed understanding of recent trends in Dunedin’s arts and culture sector, with the aim to better support and connect with this community. Building on previous 2019 work, the report looked at the experience of Dunedin’s arts and culture sector during the Covid-19 pandemic with a focus on employment, GDP, and businesses.

20 A digital workshop was held with tourism operators to build capability and confidence in interpreting data and feedback from their websites or social media channels.

Training

21 Enterprise Dunedin staff undertook training to build capability in the areas of digital marketing and destination management. This training will be utilised to assist tourism operators in these areas.

Product Review

22 Two product reviews were undertaken, one in 2020 and another in 2021. Results from both were used to inform the development of the ODDMP and will be considered further in the Implementation Plan.

Community Sentiment

23 Angus and Associates (a contractor) conducted two tourism community sentiment surveys of Dunedin residents. The first measured residents’ sentiment:

· around support for tourism,

· extent of pressures on the community, and

· both the benefits and negative impacts of tourism on the community.

24 The second survey measured any major shifts in community sentiment. Insights from both surveys were used in the development of the ODDMP and will inform future implementation of the ODDMP.

Crisis Resilience – Driven by Covid

25 Workshops and one-to-one sessions were held to assist tourism operators to develop or refresh their Crisis Resilience Plans.

Pathways to Carbon Neutrality

26 Investment in early 2021 was aimed to help tourism operators build increased awareness of the pathways available to carbon neutrality. However, due to impacts of Covid there was little uptake as the sectors’ focus at that time was on business survival.

27 More recently Enterprise Dunedin in partnership with Business South ran ‘Getting started with Sustainability’ workshops (online and in-person). This proved a good opportunity for attendees to learn as well as share their own journey in this space. The sessions focused on:

· The What & Why – What sustainability is and Why it is important from a global to a national level, understanding key challenges for the tourism sector.

· Measuring Carbon – Understand climate change; why measure carbon; an introduced to the regulations and other drivers for change.

· Waste Minimisation – Introduced to the challenge of waste, exploring case studies of waste minimisation solutions.

Regional Collaboration

28 Following Covid, with significant reduction in visitors and competition from other regions, the need for stronger regional collaboration became more apparent. Enterprise Dunedin has always partnered where relevant with its regional neighbours. To maximise the regional voice and reach two new Otago regional groups have been formed.

· Otago Cycle Trails – A regional partnership was formed to develop and promote a shared vision for a world class network of publicly accessible tracks in the Otago region.

· Southern Way (previously known as 45° South) – A marketing partnership encompassing the lower South Island from Waitaki south. Through its website and targeted campaigns Southern Way promotes the region as a place to explore with a focus on sustainable travel.

Food and Drink Tourism Sector Plan

29 Enterprise Dunedin engaged consultant Sarah Meikle (Wellington Culinary Events Trust and Festival Director of New Zealand Visa Wellington On a Plate) to run workshops with the food and hospitality sectors, to both understand and assess how best to position and promote Dunedin. A report including areas for improvement and development opportunities was shared with Dunedin’s food and drink industry. This work both informed the development the ODDMP and will be included in the Implementation Plan.

Destination Marketing

Digital Support Role

30 This role was established to assist with digital advertising placement and delivery, and measuring and monitoring marketing activity.

Marketing Initiatives

31 Enterprise Dunedin undertook a number of marketing initiatives utilising STAPP funding including:

· ‘A Roady’ travel shoot was a joint venture with Central Otago, Dunedin and Queenstown Airports promoting EV travel from Queenstown through Central Otago to Dunedin.

· ‘A Road Less Travelled’ was a collaboration with Destination Clutha targeted the Australian market, focusing on reasons to travel to both areas.

· The new Pacifica event Moana Nui was promoted to the lower South drive market.

· A joint campaign with Air New Zealand promoted travel between Hawke’s Bay and Dunedin gave significant coverage to both destinations.

· Marketing support was given to the June 2023 International Symposium of Adapted Physical Activity conference to attract nationwide and international attendance. This resulted in 225 delegates, with an estimated spend of $730k. Origin of delegates was 40% New Zealanders, 10% Australia and 50% international visitors.

32 Some of this activity has been noted in the Enterprise Dunedin Marketing and Publicity Activity to June 2023 report being noted at the 5 September 2023 Economic Development Committee meeting.

OPTIONS

33 As this is a noting report only, there are no options for consideration.

NEXT STEPS

34 The delivery of the Ōtepoti Dunedin Destination Management Implementation Plan will be a key focus of Enterprise Dunedin’s destination management and marketing work programme.

35 Individual pieces of research and work undertaken though the use of STAPP funding will be used in the implementation of the ODDMP, including future marketing campaigns.

Signatories

Author:

Louise van de Vlierd - Manager Visitor Centre

Suzanne Jenkins - Finance and Operations Manager

Authoriser:

John Christie - Manager Enterprise Dunedin

Attachments

There are no attachments for this report.

SUMMARY OF CONSIDERATIONS

Fit with purpose of Local Government

This promotes the economic, social, environmental, and cultural wellbeing 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	☐	☐	☒
The implementation of the Government funded Strategic Tourism Assets Protection Programme (STAPP) and subsequent Tourism Communities: Support, Recovery and Reset Plan (TCSRRP) funding by Ministry for Business, Innovation and Employment (MBIE) enabled Enterprise Dunedin to develop programmes which aligned to the strategic themes of the Economic Development Strategy 2023-2023, with a significant focus on recovery and supporting the tourism sector and businesses during and post COVID.

Māori Impact Statement

Destination Management Plan engagement with mana whenua was undertaken by consultants Angus and Associates. Mana whenua representatives are members of the ODDMP Steering Group and have also been the mana whenua contacts for other STAPP projects.

Sustainability

The Carbon Neutrality project enabled operators to measure their carbon footprint and plan to reduce and mitigate any impact from tourism contributing to the Council’s goal of achieving carbon neutrality by 2030. Two key priorities of the ODDMP implementation plan include determining environmental standards and guidelines for the Ōtepoti Dunedin visitor sector; and developing initiatives that support and improve the environment.

LTP/Annual Plan / Financial Strategy /Infrastructure Strategy

There are no implications.

Financial considerations

The STAPP programme received external funding of $1.7 million from MBIE; $700k in 2020 and then $1 million in 2021. Enterprise Dunedin managed the delivery of the programme and provided staff resource.

Significance

This is considered low in terms of the Council’s Significance and Engagement Policy.

Engagement – external

There has been ongoing external engagement across a wider visitor sector stakeholder base. The DMP rewrite engagement included but not been limited to, Dunedin Host, Education Sector, CODE, Port Otago, ORC, Arts Sectors and Transport Sector. The sustainability and crisis resilience projects have engaged with the wider visitor and hospitality sectors. The Food and Drink Tourism Plan consulted across the hospitality sector.

Engagement - internal

Engagement was across a wide range of departments including, Transportation, Parks and Recreation, Community Development and Events, Toitu and the Art Gallery.

Risks: Legal / Health and Safety etc.

There are no known risks.

Conflict of Interest

There are no known conflicts of interest.

Community Boards

Community boards have been consulted as part of the Destination Management Plan rewrite process and there will be ongoing engagement for the ongoing delivery of the ODDMP Implementation Plan.

Economic Development Committee

5 September 2023

Enterprise Dunedin Marketing and Publicity Activity Report - July 2022 - June 2023

Department: Communications and Marketing

EXECUTIVE SUMMARY

1 The purpose of this report is to update the Economic Development Committee (EDC) on Enterprise Dunedin’s marketing campaigns and publicity activities for the period July 2022 to June 2023.

2 The delivery of the destination marketing activity outlined in this report totalled $770k.

3 Activities outlined in this report were funded by Enterprise Dunedin’s 2022/23 marketing budget, which amounted to $472k.

4 In addition to this, some of the activity was funded by the Ministry of Business, Innovation and Employment’s (MBIE) Strategic Tourism Assets Protection Programme (STAPP) and the subsequent Tourism Communities: Support, Recovery and Rest Plan (TCSRRP) fund. The STAPP funding used in this reporting period was $298k.

RECOMMENDATIONS

That the Committee:

a) Notes the Enterprise Dunedin Marketing and Publicity Activity July 2022 – June 2023 Report.

BACKGROUND

5 This report provides a summary of activity undertaken from July 2022 - June 2023. The visitor sector is rebuilding post-Covid, with full border reopening as of end July 2022.

DISCUSSION

6 Key visitor marketing activities in the reporting period are summarised below. The indicative spend figures are shown in brackets. These expenditure amounts do not include staff costs to execute the work.

7 Queenstown Lakes and Southern Ski Fields ($15,950)

· This campaign ran from the end of June to October 2022. The campaign was aimed at visitors to Queenstown to raise awareness of Dunedin as an additional destination or an option for a subsequent holiday. The campaign included online placements, bus backs, Queenstown isite digital screens, ski field placement and inclusion in the publication 1964.

Ski Field Placement

Queenstown isite Placement

Bus Backs Placement

8 If you know, you know ($16,100)

· This locally focused campaign ran from September to October 2022. The aim was to encourage Dunedin residents, including students, to support Dunedin’s hospitality and retail sectors in their post-Covid recovery. This campaign included online placement, content for The Critic, Otago Daily Times (ODT), Stuff and Phantom Billstickers.

· Website results included 19,657 page views of the dunedinnz.com/insiders pages featuring local businesses, which was 16.2% of total dunedinnz.com users in this period. This delivered 813 referrals (click throughs) to the websites of the businesses featured. During this campaign, for every 24 people that came to dunedinnz.com/insiders pages, one clicked through to the website of a featured business.

· The digital results included over 1.8 m impressions (content displayed on a screen) and 4,321 likes and 1,199 comments. Both likes and comments are seen as engagement with the viewer as they interacted with the content beyond just viewing it.

9 Family Campaigns ($21,700)

· A series of campaigns aimed at the family market and activities and events in Dunedin were developed during 2022 and 2023. The intention was to drive visitation during the school holiday periods.

· The Insiders Kids campaign was delivered in September and October 2022 while the Summer Sorted was delivered over December 2022 and January 2023. Both included digital content and print.

· The campaign results included:

a) 4,107 social media likes

b) 1,640 comments

c) Over 3m impressions (online views)

d) 12,365 click throughs to dunedinnz.com

e) 6,038 click throughs to featured business’s websites.

10 Neat Places ($8,500)

· The printed and online versions of Neat Places Pocket Guide were updated to support retail and hospitality. 5,000 were printed and distributed. See Neat Places in Dunedin - Neat Places for the online version.

11 Dtour ($4,269)

· This online campaign commenced in September 2022 and encouraged the South Island drive market to discover Dunedin. The results of this included: 781,372 impressions and 6,052 clicked links. Examples of posts are shown below:

12 Events

· Event campaigns were undertaken during winter, autumn, and summer to drive domestic visitors to Dunedin. The digital campaign delivered:

a) 1.6m impressions

b) 4,217 likes

c) 10,270 page visits to dunedinnz.com and 485 referrals to event websites

· Print distribution was undertaken via the ODT, targeting 93,000 readers in Dunedin, Invercargill, Gore, Clutha District, Alexandra, Queenstown, Wanaka, Oamaru, Timaru, South Canterbury and Southern and Central Otago rural communities.

· Further distribution included the Stuff South Island Travel Guide, The Press, Waikato Times, Southland Times, Timaru Herald, Nelson Mail and the Marlborough Express. Examples of inclusions are below:

13 Winter Campaign ($8,857)

· This campaign ran from June to July 2022 to encourage visitation in the quieter winter season. It aimed to challenge perceptions by bringing light and warmth to the darkness of Dunedin’s winter. Visitors were directed to the dunedinnz.com/upcoming-events and dunedinnz.com/winter pages. The winter page had 2,818 page views and the upcoming events page, including additional events pages for the All Blacks Test and Mana Moana had 9,603 visits with 259 click throughs to individual event webpages.

· The online campaign included Stuff, NZME, Air New Zealand Inflight Entertainment as well as social media on dunedinnz.com channels and resulted in 2m impressions.

14 New Zealand Travel Tips

· This campaign ran from December 2022 to April 2023 and targeted free independent travellers (FITs). The campaign highlighted and promoted Dunedin to leisure visitors through websites and social media channels.

15 Student and Parent ($3,732)

· This campaign aimed to encourage students and parents to explore Dunedin experiences and motivate parents to find reasons to increase visitation throughout the study year. Activities included the Tertiary Open Day in October 2022 and the student welcome in February 2023. Results included:

a) 456 subscriptions to the DunedinNZ newsletter

b) A QR Code was used 502 times

c) There were 646 visits to dunedinnz.com/subscribe

d) 675 Neat Places were distributed

e) 6,917 views to online advertisements.

16 FIFA Women’s World Cup 2023 ($26,958)

· This campaign promoted the FIFA WWC 2023 games being played in Dunedin (the only South Island host city) to the drive market. It was over a two-month period and targeted Christchurch, Queenstown, Southland, and Central Otago.

· Print publications included Latitude magazine, South Island Travel Guide, ODT South insert and the 1964 magazine. Latitude has a readership of 98,000+ and 15,000 copies per issue. It is distributed in supermarkets, bookstores, retail outlets, professional offices, and medical waiting rooms throughout New Zealand, as well as in Air New Zealand Koru Lounges in Auckland, Wellington, Christchurch, and Queenstown.

· The Stuff South Island Travel Guide 2023 was published in June and was included in the Waikato Times, The Press, Nelson Mail, Marlborough Express, Timaru Herald and the Southland Times with a combined average readership of 280,000. The full-page placement in the 1964 magazine had a 5,000-copy quarterly circulation, with a reach of 25,000 readers.

· The dunedinnz.com social campaign commenced on 9 June through to 16 July and delivered 3.8m impressions and 7,800 clicks to the dunedinnz.com FIFA landing page. Examples are below:

17 Matariki 2023 ($29,000)

· This campaign was undertaken from 26 June to 15 July. It delivered 785,781 impressions from Facebook and Google, with 3,842 clicks to dunedinnz.com. It also generated 18,014 page views on the dunedinnz.com Mana Moana page. A separate Dunedin resident campaign was also undertaken:

18 Air New Zealand Dunedin Awareness Campaign – Lean into Dunedin ($30,000)

· A campaign was undertaken with Dunedin Airport and Air New Zealand from 1 – 15 September 2022 to stimulate domestic visitor air travel to Dunedin in a Covid-recovery environment. Key regions included Auckland, Wellington, and Christchurch.

· Total impressions in all targeted regions in print was 823,504 and online advertisements was 1.2m, while the Stuff campaign generated 467,698 impressions. Social media generated 1.3m impressions and 5,140 clicks.

19 Dunedin Airport, Hawkes Bay Regional Tourism Organisation and Hawkes Bay Airport ($300)

· This campaign supported Dunedin Airport in driving demand for regional air travel. The campaign included radio, online and print media. An example is below:

20 The campaign generated 2.5m impressions across nzherald.co.nz and Google, with 11,880 total clicks. Additional media included:

21 Central Otago Touring Route Promotion – Roady ($3,000)

· This digital campaign with Queenstown Airport, Destination Queenstown and Central Otago regional tourism organisations aimed to create awareness of the Central Otago Touring Route. The Roady campaign was a four-day carbon neutral road trip from Queenstown to Dunedin.

· DunedinNZ Instagram posts, including the Pukekura Penguins reel, reached 58,478 people with 619 saves and 411 shares. The Baldwin Street reel reached 30,549 people with 139 saves and 108 shares.

· Dunedin TikTok posts, including the Pukekura Penguins reached 6759 people with 58 saves. The Baldwin Street TikTok reached 15,000 people with 64 saves. A second Pukekura Penguin TikTok reached over 400,000 people with 7,669 saves.

22 Southern Scenic Coast ($7,140)

· Online content campaign in partnership with the Clutha regional tourism organisation. This digital content has been shared through travel trade channels.

23 Cycle Trails Collective

· Enterprise Dunedin worked with Central Otago, Clutha, and Queenstown to develop a Trails Hub website and campaign activity. The objective was to position the Otago region as the premier destination for cycling in New Zealand.

24 PR and Promotional Activity

· Enterprise Dunedin actively facilitates destination content and storytelling across varying platforms including print media, digital and broadcast television to promote Dunedin as a leisure destination. This is achieved by pitching directly with media companies, taking advantage of opportunities and partnerships, for example, locally, with regional partners and on a national level with Tourism New Zealand.

· Key activities focused on the New Zealand domestic market, the Australian consumer market, and international markets. Activities are summarised below:

Articles and Media Visits/Famils/Television

a) Herald on Sunday – 1.3m daily reach. Links to the ‘A Chat with.’ Series of articles:

Something about Otago: Why Middlemarch Lodge is the perfect stop along the rail trail - NZ Herald (15 January 2023)

NZ travel: The Dunedin coast where wildlife reigns supreme - NZ Herald (16 November 2022)

Get set for Baseline: Dunedin’s best one-day festival - NZ Herald (19 February 2023)

Southern stars: The best way to see the night sky in Otago - NZ Herald (22 January 2023)

b) Herald on Sunday media famil. Enterprise Dunedin hosted a writer from the Herald on Sunday resulting in three articles on Dunedin suburbs, accommodation, and dining:

NZ travel: Dunedin's best neighbourhoods for dining, nature and heritage - NZ Herald (4 October 2022)

Hotel review: Esplanade Hotel Dunedin - NZ Herald (22 September 2022)

Hotel review: Dunedin's Bell Hill Apartments in Moray Place - NZ Herald (3 November 2022)

c) The Guardian Australia has a 6.4m monthly unique audience. The following feature article was included on 30 October 2022.

A birdwatching trip back in time: ‘What pre-mammal New Zealand would’ve been like’ | New Zealand holidays | The Guardian

d) AA Traveller Media: The AA Traveller has a circulation of 826,000. The following article focused on a road trip from Oamaru to Dunedin, stopping in Port Chalmers before taking in activities in and around Dunedin.

5 great places to explore near Dunedin | AA New Zealand (1 January 2023)

Olveston historic house, Dunedin | AA New Zealand (1 January 2023)

e) The Telegraph UK has a print and global circulation of 733,000. The following article on 16 July 2023 focused on a Dunedin city break exploring all facets of the city from wildlife, scenery and food to history, culture, and the arts:

Forget Queenstown and Christchurch – Dunedin is New Zealand's best South Island city (telegraph.co.uk)

f) Road Less Travelled (Australian tv show): The Road Less Travelled has a viewership of 350,000 (original run, not including episode reruns). This Australian travel show featured Dunedin tourism operators and eateries – it was a paid partnership with Tourism New Zealand.

Refer: The Road Less Travelled | DunedinNZ - YouTube

The following Dunedin 101 feature highlight was part of the content arrangement that accompanied the Road Less Travelled agreement:

g) ESCAPE Travel Publication: ESCAPE, the leading Australian travel publication, has a readership of 2.7m across digital and print platforms. The content was run online, syndicated across NewsCorp digital (ESCAPE, Herald Sun, The Courier Mail, Daily Telegraph, The Mercury, Northern Territory News, Cairns Post, Gold Coast Bulletin, Geelong Advertiser, and the Toowoomba Chronicle) and in print (The Sunday Telegraph – 850k reach, Sunday Herald Sun – 713k reach, Sunday Mail Brisbane – 603k reach and the Sunday Mail Adelaide 316k reach).

h) Sunrise Australia Morning Show (TV): Sunrise has a daily average reach of 1.2m Australian viewers. Morning weather presenter, Katie Brown, did live crosses from two locations (Larnach Castle and Forsyth Barr Stadium) on 16 and 17 May 2023. The Stadium content focused on the upcoming FIFA Women’s World Cup 2023, while tourism operators were interviewed at Larnach Castle. This coverage was in partnership with Tourism New Zealand.

i) Latitude Magazine (Canterbury) has a readership of over 98k and targets travellers categorised as experienced connectors, double income no kids (DINKS), single income no kids (SINKS) and families. The long weekend in Dunedin six-page feature article highlighted the peninsula and city with mentions of upcoming events. The June/July edition was published in late April and was paid content.

j) Avenues Magazine (Canterbury): The Avenues Magazine has a readership of 69,000. The target audience includes the drive market, families, SINKS, DINKS, and event travellers. A paid double page spread on new Dunedin cool and seasonal springtime activities was published in October 2022.

Avenues Magazine also featured a paid content story focused on Dunedin’s wildlife, wilderness, natural escapes, food and drink and accommodation which was published in December 2022.

k) Stuff Print: The Stuff South Island Travel Guide has a daily readership of 335k across The Press (115k), Waikato Times (64k), Southland Times (24k) and The Post (132k). Published in October 2022, this advertorial feature focused on Dunedin as a summer destination highlighting arts, food and drink, beaches, and summer activities.

l) Stuff Online: An article was published on Stuff Online and the Stuff Travel section of The Sunday Star Times in March 2023. The online article received 9,016 page views and focused on Dunedin, Clutha and Waitaki as destinations. This was paid content in partnership with Tourism New Zealand.

m) Vacations and Travel (Australia) has a combined print and digital audience of 399,554. A paid online article, print and an e-version 40^th anniversary edition highlighted Dunedin as one of Vacation and Travel’s top 40 destinations. The content highlighted heritage, wildlife and food and drink.

n) BROADSHEET: Inside The Dunedin Boom: Our Guide to the New Zealand City (Including a Cyndi Lauper-Approved Bar) was an online article published in June 2023 that focused on a city break in Dunedin and showcased urban culture, food and drink and scenery. The article had 9k+ readers and the overarching campaign reached 281k. The paid content is below:

OPTIONS

25 As this is a report for noting, there are no options.

NEXT STEPS

26 Insights and results from the marketing activity will inform the 2023/24 destination marketing plan.

Signatories

Author:	Leanne Mash - Communications and City Marketing Manager
Authoriser:	John Christie - Manager Enterprise Dunedin

Attachments

There are no attachments for this report.

SUMMARY OF CONSIDERATIONS

Fit with purpose of Local Government

This decision promotes the social, economical and cultural 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	☐	☐	☒

This decision promotes the economic well-being of communities in the present and for the future.

The 2022/23 marketing and publicity activity aligns directly to the compelling destination theme of Dunedin’s Economic Development Strategy 2013-2023.

Māori Impact Statement

Marketing promotion showcased Matariki’s 2023 Mana Moana event through a digital and online campaign.

Sustainability

Sustainability was a consideration for the activity undertaken, one such project was the Roady EV four-day carbon neutral road trip promotion.

LTP/Annual Plan / Financial Strategy /Infrastructure Strategy

There are no implications.

Financial considerations

The delivery of the destination marketing activity outlined in this report totalled $770k; $472k was funded by Enterprise Dunedin’s 2022/23 marketing budget and a further $298k was funded by the Ministry of Business, Innovation and Employment’s (MBIE) Strategic Tourism Assets Protection Programme (STAPP) and the subsequent Tourism Communities: Support, Recovery and Rest Plan (TCSRRP) fund.

Significance

This is considered low in terms of the Council’s Significance and Engagement Policy.

Engagement – external

There was ongoing external engagement across both Dunedin and the wider regions visitor sector. This included, but not limited to, Dunedin tourism operators, Waitaki, Clutha, Southland, Central Otago, Queenstown, Tourism New Zealand, and national and international media outlets.

Engagement - internal

Internal engagement was across a range of Council departments including Community Development and Events, Parks and Recreation and the isite Visitor Centre.

Risks: Legal / Health and Safety etc.

There were no known risks identified.

Conflict of Interest

There were no known conflicts of interest.

Community Boards

There was no direct engagement with community boards.

	Title	Page
A ⇩	Minutes of Economic Development Committee meeting held on 15 May 2023	15

Author:	Jennifer Lapham - Governance Support Officer
Authoriser:	John Christie - Manager Enterprise Dunedin