Complete agenda for October 2009 Council Meeting (pdf, 1610KB)

Northland Regional Council - 21 October 2009 Page 78 Item 11ConferenceGrowth in the conference market has had a very positive impact on reducingseasonality in the region.Regional Positioning:• Northland’s entry into conference marketing is relatively recent. Theregion is positioned as a highly desirable conference destination for thosewho have tired of the big city centres.• The relatively mild climate and subtropical theme is a major motivator• Highly desirable niche destination for smaller corporate retreats• Resort style conferencing optionsMarket Description and Opportunities:• Conference season is April – September making it ideal for addressing theissue of seasonality• Large volume and multi night stays• Encourages repeat visitation with delegates returning to visit with theirfamily and friends at a later date• Opportunity to extend the length of stay pre and post conferenceKey Issues:• Each district offers specific growth opportunities and require separateplans for further development of facilities• Few large scale conferencing options in Northland• Lack of research available to measure the growth achieved for this sectorActivitiesCo-ordinate Northland operators’ attendance at Meetings 2009 (Trade Show)Timeframe: July 2009Measure:• Increase by 10-20% number of Northland attendees and number ofappointments• Establish base reporting structure with key operatorsDNL CINZ membership and Northland operator presence in CINZ PlannerTimeframe: JulyMeasure: Increase by 10-20% Northland presenceIncorporate Northland Conference listings within the Trade Guide and onnorthlandnz.com funded by industry.Timeframe: Completed by May 2010Measure: Target income $2000 from industry listings