Tim Cossar: Events help change the way people see us

THIS year will be a huge year for events in Rotorua - big and small - with the next few months being particularly busy. All of these require a massive amount of effort from a huge number of organisations, stakeholders and volunteers. So why do we do it? And is it worth it?

I can sum that up in just one word - absolutely.

Take the Tarawera Ultramarathon, on next weekend. It's a unique event in New Zealand, attracting a layer of national and international attention like no other.

There's a benefit from events like this, with an influx of visitors packing our accommodation outlets, visiting our attractions and spending money at our shops, restaurants and bars.

This year it is estimated that Tarawera Ultra visitors will be in the thousands, with 1150 athletes, 40 media and approximately 2500 friends, family and supporters all descending on the place we call home for this unique event experience.

And the key word here is "experience". This isn't just a "running race". These visitors are here to experience everything that our region has to offer including the event, our forest, lakes, inner city, shops, culture and people, and it's an opportunity for Rotorua to shine.

Last year the entire Ultra experience was covered on dozens of TV channels and media outlets across New Zealand and the world, with social media mentions numbering in the tens of thousands. This is media exposure, and a consumer reach, that money can't buy, allowing us to gain a unique market position domestically and internationally.

This is where one of the most important event benefits comes to the fore: the contribution to a positively changing perception and reputation of Rotorua as a destination - to live, work and play. Quality events like the Ultra, Bike Festival, Crankworx, Opera in the Pa, Rotorua Marathon contribute to the strength of our brand, and lead to a distinct shift in how people feel about Rotorua and what it has to offer.

Take Wellington as an example. The establishment of key inner city events, like the World of Wearable Arts, created a buzz and a vibe that has become part of their brand. The city is now known more for its art, culture and sporting events than for its wind.

Other examples are Melbourne and the state of Victoria. Both had a reputation for being cold and dreary, however, a solid events strategy over many years has seen it develop into one of Australia's most dynamic and vibrant destinations, drawing millions of domestic and international visitors.

Quality events have the potential to deliver the same result for Rotorua. These "bigger picture" benefits are why Te Puia is proud to support the Ultra and many other events, and this is why we are proudly "Famously Rotorua". Thanks to events like the Ultra and Crankworx, Rotorua is now truly world famous for its event experiences as well.

-Tim Cossar is chief executive of Te Puia|New Zealand Maori Arts and Crafts Institute, former chief executive of the Tourism Industry Association and former head of Positively Wellington Tourism.