Philippa Stevenson: Hamilton keen for Ellerslie Flower Show transplant

COMMENT

Will the Ellerslie Flower Show keep its name but be staged in the Waikato or keep its Manurewa location and be renamed the Manukau Garden Show?

Will it continue in the same format? Should it?

A rose by another name, it's said, would smell as sweet, but there seems to be no telling whether the maxim applies to an event that gathers roses, other flowers and plants, knick-knacks, garden ornaments, tools, celebs and thousands of visitors.

There is a wheelbarrow full of opinion on the subject.

The Hamilton City Council which, like its northern neighbour in Manukau, leapt at the chance to bid for the nine-year-old show at last week's news of its cancellation, expects some indication today whether its inquiry can proceed.

Up to 10 other bidders are said to have expressed interest in the show, billed as the greatest show on turf, which major sponsor TVNZ regarded as a regional rather than a national event and outside is new sponsorship criteria.

TVNZ appears not to have considered that it was its coverage on Maggie Barry's gardening show that made it an event of national interest if not a national event for all those who could not get to Manurewa every year, or at all.

But all public attractions suffer setbacks to one degree or another and need regular examination. Ellerslie would appear to be suffering from more than a loss of major sponsor.

According to one long-time exhibitor, gardening and horticultural shows do not attract the crowds they once did and Ellerslie might do better if it were held every two years.

Gardening columnist Judith Petheram suggests, however, that it may be time to move on to something new entirely.

"It surely hasn't gone unnoticed to the business savvy that food seems to be the new garden," she wrote last week.

The 12 bidders for the show could indicate at least some with savvy have faith in a future for Ellerslie.

But it is more likely to demonstrate the unexpectedness of the cancellation of this year's 10th anniversary event and the short time allowed for bids.

Certainly, Hamilton, keen to build a reputation as an event destination, was unaware of the show's shaky future and was only galvanised by last Tuesday's Herald story of its cancellation.

City communications manager Philip Burton said the value of the Ellerslie brand was too valuable to pass up.

Just about everything else about the show would be re-evaluated if it came to Hamilton, including its November timing.

Possible venues included the popular, riverside Hamilton gardens, the Mystery Creek Events Centre and - ironically considering the show's beginnings at the Ellerslie racecourse - the Te Rapa racecourse.

Burton doubted the council would want to own the show: a community trust was a more likely option.

But if the Hamilton council spies a rose, others in the Waikato community see a project with a few too many thorns.

Tourism strategist Gordon Campbell agrees about the value of the Ellerslie brand but is one of several expressing doubts about the worth and desirability of attempting a transplant.

The event is unmistakably an Auckland show and is recognised as such nationally and internationally, says the Tourism Waikato and Tourism Auckland director.

Moving Ellerslie over the Bombay Hill would be like taking the Wearable Arts Awards out of Nelson or gumboot throwing from Taihape.

If Hamilton wants a flower show it should create its own with its own brand, says Campbell, just a tad grumpily after unsuccessfully suggesting the very same thing to the council 12 months ago.

"The [show] idea's only got momentum now because Hamilton has realised it can pinch an Auckland event."

One thing Campbell and Burton do agree on is that Hamilton is well positioned to stage a gardening show.

Burton: "We would look at another gardening show if Ellerslie doesn't happen or changes."

Campbell: "The Waikato and Bay of Plenty people who go to the Ellerslie show would welcome another show, especially if it had different focus and brand, which Hamilton could more than easily accommodate and develop."

So one way or other, the Ellerslie Flower Show looks likely to provide some very good mulch.

* Email Philippa Stevenson