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Home / The Country

Fast track changes for Field Days at Mystery Creek

NZME. regionals
12 Apr, 2018 12:30 AM6 mins to read

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Field Days during the early 1980s.

Field Days during the early 1980s.

One of teh certainties of life used to be that you needed your gumboots if you were going to Fieldays at Mystery Creek.

Frequent attendees could attest to unsealed walkways that soon churned up into mud after any rain. And good luck then getting your Mark IV Zephyr out of the parking paddock.

But that was the good old days — the whole site is much more townie friendly now.
New Zealand National Fieldays Society CEO Peter Nation sees the 50th anniversary this June as a milestone from which the event will take a "gigantic leap forward".

Field Days in 1980.
Field Days in 1980.

"We are going to get our next 50 years of achievements in just five years this time," he predicts, "especially with the technology and the changing way people can deliver events."

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He is talking about tailor-made apps that present the event to users in a way that was unimaginable just 10 years ago. He's talking about virtual booths, international exhibitors potentially interacting from their home countries — who knows where it's going to end.

While some things haven't changed — Fieldays has had the same bank, ANZ, throughout its history — many farm objects and processes taken for granted these days made their breakthrough at Fieldays.

In their day, trail bikes and quad bikes were the drones and IT farm systems of today. Each decade, new things and techniques have come along to advance farming practices, and this is going to continue.

Technology is the game changer, reaching into virtually all areas of farming and event experience. This year Fieldays will launch its revamped app that will enable attendees to plan their route through the 1500 or so sites, meeting friends, contacts and companies in an organised manner.

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Need a toilet stop? The app will show you the nearest one as soon as you ask. The whole site has been GPS mapped, and underfoot there's a network of water, power and fibre optic cabling.

Apart from its first two years, Fieldays has been held at Mystery Creek, a move necessitated by the overwhelming response to the inaugural events at Te Rapa Racecourse. The 1971 event even got the royal seal of approval by way of a visit by the Queen and royal family.

The site, which is owned by the New Zealand National Fieldays Society, now covers 114ha, 70ha of which is devoted to parking. The former dairy farm is too small to run as a viable unit these days, but the 47ha events platform is maintained and groomed year round.

We are going to get our next 50 years of achievements in just five years this time, especially with the technology and the changing way people can deliver events.

You can come along in your slippers nowadays — there are 16km of sealed roading and pathways. The main pavilion covers 8000sq m and virtually every one of the 1500 exhibitors has a marquee or similar to provide shelter.

The complex doesn't lie idle for long. Last year it hosted 109 other events outside of Fieldays.

Peter Nation isn't allowing the society to rest on its laurels. He knows there are other attractions and buying sites, especially online, competing for his audience.

"Exhibitors come to Fieldays for five reasons:
* To sell
* To show off technology or innovations
* To invest in their brand
* To reward loyal customers
* To get new customers.

"It's hard to replicate that either online or in a virtual world. We have 200 companies on our waiting list, hoping to get space at this year's Fieldays."

He also knows that many people, especially dispersed rural families, use the Fieldays as an annual get-together, and take the opportunity to network with other farmers and companies.

Then there are the companies keen to meet other companies with a view to a joint venture and/or sharing of technology of software. Even politicians use the event to get a gauge on the state of the rural economy, just by chatting to attendees and hearing their concerns.

"My personal view is that as long as we are human, tactile and have a connection with the people, we will prosper. People come to buy and to be informed about new technology and innovations. It's a great opportunity for exhibitors to get instant feedback."

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Last year Waikato University estimated the Fieldays event brought in half a billion dollars in revenue, including sales of food and beverages, accommodation and product.

He says the site is well placed in that it is central to a large population base yet not inside a crowded urban area.

He expects the international interest in Fieldays will continue to grow. Last year there were trade delegates from across the globe, countries such as Ireland, Germany, Mexico, Australia, India, Korea, Vietnam and China.

"We also reach out and are members of other agricultural shows around the world. It pays dividends for us, and for New Zealand.

"We want to stay true to our original objective — to bring town and country together. This year there will be more careers and education opportunities, a rural health and wellbeing hub, seminars on where food comes from and the health benefits of eating the right foods."

But even as the wheels spin to get this year's event organised, the society is taking the time to look back on its past and its contribution to the rural sector. Special commemorative events have already been held at Te Rapa Racecourse and in Wellington and the society held its first off-site board meeting at ANZ in Wellington.

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Fieldays will also hit the road later in the year for a parliamentary opening and a Fieldays roadshow.

"We are working hard — nothing is happening by chance. We don't get too many handouts."

He says there are a significant number of companies and organisations that have supported Fieldays from day one and a very special celebration is planned for them.
"When we look back it's astounding how far we've come and a number of really special organisations and exhibitors have been with us every step of the way.

"This will mark a huge milestone for our society and everyone involved. Not many people can say they've committed to something for the past 50 years."

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