23rd September 2009
Ellerslie generates more than $19.7 million for Christchurch economy
The Ellerslie International Flower Show generated more than $19.7 million in direct expenditure for Christchurch’s economy this year.
Christchurch Mayor Bob Parker says this is a significant amount and it was an important cash injection in to the economy when many Christchurch businesses were facing challenging times with the world economic recession.
“More than 40 per cent of the record-breaking almost 80,000 visitors came from outside the city to attend the event, and of that 40 per cent, 33 per cent were international visitors.
“International visitors are an area of the market which is expected to continue to grow as Christchurch works to develop Ellerslie into one of the top five garden shows in the world.”
The independent Economic Impact and Perception Study by Melbourne-based IER says the economic impact for Christchurch’s economy was more than $17 million – the amount brought to the region as a direct result of hosting the event – and supported the full-time employment of more than 190 people. It was $3 million more than the Show generated annually in Auckland.
The most significant level of expenditure was $5.5 million in the retail sector, followed closely by $5 million in the accommodation sector. Ellerslie generated more than 33,220 bed nights.
“Of the 40 per cent of the audience which came from outside Christchurch, 86 per cent said that the primary reason for their visit was to attend Ellerslie. This is great news for the city and the future of Ellerslie,” Mr Parker says.
“Only 18 per cent of visitors at the show had previously attended the Ellerslie Show in Auckland and more than half of the visitors who travelled from the North Island had never been to the Auckland event. We would expect this number of continue to rise.”
International visitors to Ellerslie contributed $6.55 million to the economy, followed closely by South Island visitors $6.28 million and North Island visitors $3.2 million.
The highest average daily spend for overnight stays was international visitors at $382.82, followed by South Island visitors at $231.34.
More than 75 per cent of visitors to the Show rated Ellerslie as good to excellent, spending on average 5.2 hours at the event.
Mr Parker says the study also showed more than half of those who had travelled to Christchurch to visit friends and family stayed longer to attend Ellerslie.
“In just one year, Ellerslie has already had a significant impact not only on our economy but also in helping to reinforce Christchurch’s international standing as New Zealand’s Garden City.
“We are well on the way to making Ellerslie one of the world’s premier garden shows.”
He says this was endorsed this week by award-winning London garden designer Andrew Fisher-Tomlin who attended this year’s event.
Fisher-Tomlin said: “As an international show, the quality of show gardens and horticultural exhibits at Ellerslie equals that of shows such as London’s Chelsea Flower Show.
“Judging standards are extremely high and I have no doubt we will see Ellerslie as one of the world’s premier garden shows in years to come.”
For further information contact:
Ellerslie International Flower Show Communications Adviser
Jan McCarthy
03 941 6412 or 027 637 7912
