I hereby give notice that an ordinary meeting of the City Centre Advisory Panel will be held on:

Date:

Time:

Meeting Room:

Venue:

Monday, 27 November 2023

4.00pm

Auckland Policy Office, Kauri Meeting Room,

Level 6, 45 Queen Street, Auckland 1010

City Centre Advisory Panel

OPEN AGENDA

MEMBERSHIP

Chairperson

Mr Scott Pritchard

Independent

Deputy Chairperson

Mr Patrick Reynolds

Transport sector (Waka Kotahi)

Members

Ms Viv Beck

Business associations (Heart of the City)

 

Mayor Wayne Brown

Auckland Council

 

Ms Kiri Coughlan

Tertiary education sector (University of Auckland)

 

Mr George Crawford

Property sector (Property Council of NZ)

 

Mr Neville Findlay

Retail sector representative

 

Mr Jamey Holloway

Business associations (Karanga-a-hape Road Business Association)

 

Mr Grant Kemble

Mana whenua (Ngāti Whātua Ōrākei representative)

 

Cr Mike Lee

Waitematā and Gulf Ward Councillor, Auckland Council

 

Ms Amy Malcolm

Tertiary education sector (Auckland University of Technology)

 

Ms Shona McCullagh

Arts, culture and events sector (Auckland Arts Festival)

 

Mr Adam Parkinson

Residents’ association (City Centre Residents Group)

 

Mr Antony Phillips

Residents’ association (City Centre Residents Group)

 

Ms Helen Robinson

Social sector (Auckland City Mission)

 

Ms Genevieve Sage

Waitematā Local Board Chair, Auckland Council

 

Ms Debbie Summers

Tourism and travel sector (ID Tours)

 

Mr Alec Tang

Sustainability and climate change

 

Ms Christina van Bohemen

Urban design sector representative

(Quorum 9 members)

 

 

Lata Smith

Kaitohutohu Mana Whakahaere Matua / Senior Governance Advisor

22 November 2023

Contact Telephone: +64 27 221 7183

Email: Mike.Giddey@aucklandcouncil.govt.nz

Website: www.aucklandcouncil.govt.nz

 


 


City Centre Advisory Panel

27 November 2023

 

 

ITEM   TABLE OF CONTENTS                                                                                         PAGE

1          Ngā Tamōtanga | Apologies                                                                                         5

2          Te Whakapuaki i te Whai Pānga | Declaration of Interest                                         5

3          Te Whakaū i ngā Āmiki | Confirmation of Minutes                                                    5

4          Ngā Pakihi Autaia | Extraordinary Business                                                              5

5          City Centre Targeted Rate Portfolio update (Covering report)                                7

6          City Centre Advisory Panel feedback - Mayor and councillors' direction 2024-34 9

7          Destination Marketing Funding FY23 Accountability                                              11

8          Te Whakaaro ki ngā Take Pūtea e Autaia ana | Consideration of Extraordinary Items

 

 


1          Ngā Tamōtanga | Apologies

 

An apology from Member A Malcolm has been received.

 

 

2          Te Whakapuaki i te Whai Pānga | Declaration of Interest

 

Members are reminded of the need to be vigilant to stand aside from decision making when a conflict arises between their role as a member and any private or other external interest they might have.

 

 

3          Te Whakaū i ngā Āmiki | Confirmation of Minutes

 

That the City Centre Advisory Panel:

a)         whakaū / confirm the ordinary minutes of its meeting, held on Monday, 11 September 2023, and the extraordinary minutes of its meeting, held on Wednesday, 8 November 2023, including the confidential section, as a true and correct record.

 

 

4          Ngā Pakihi Autaia | Extraordinary Business

 

Section 46A(7) of the Local Government Official Information and Meetings Act 1987 (as amended) states:

 

“An item that is not on the agenda for a meeting may be dealt with at that meeting if-

 

(a)        The local authority by resolution so decides; and

 

(b)        The presiding member explains at the meeting, at a time when it is open to the public,-

 

(i)         The reason why the item is not on the agenda; and

 

(ii)        The reason why the discussion of the item cannot be delayed until a subsequent meeting.”

 

Section 46A(7A) of the Local Government Official Information and Meetings Act 1987 (as amended) states:

 

“Where an item is not on the agenda for a meeting,-

 

(a)        That item may be discussed at that meeting if-

 

(i)         That item is a minor matter relating to the general business of the local authority; and

 

(ii)        the presiding member explains at the beginning of the meeting, at a time when it is open to the public, that the item will be discussed at the meeting; but

 

(b)        no resolution, decision or recommendation may be made in respect of that item except to refer that item to a subsequent meeting of the local authority for further discussion.”

 

 


City Centre Advisory Panel

27 November 2023

 

 

City Centre Targeted Rate Portfolio update (Covering report)

File No.: CP2023/18420

 

  

 

Te take mō te pūrongo

Purpose of the report

1.       To seek feedback from the City Centre Advisory Panel on the investment priorities for the proposed city centre targeted rate investment portfolio as part of the Long-term Plan 2024-2034.

Whakarāpopototanga matua

Executive summary

2.       This is a late covering report for the above item. The comprehensive agenda report was not available when the agenda went to print and will be provided prior to the 27 November 2023 City Centre Advisory Panel meeting.

Ngā tūtohunga

Recommendation/s

The recommendations will be provided in the comprehensive agenda report.

 


City Centre Advisory Panel

27 November 2023

 

 

City Centre Advisory Panel feedback - Mayor and councillors' direction 2024-34

File No.: CP2023/18335

 

  

 

Te take mō te pūrongo

Purpose of the report

1.       To note the City Centre Advisory Panel feedback on the Mayor and Councillor direction 2024-34 which has been provided to the Mayor’s office as part of the council’s ten-year planning process.

2.       To delegate the working group to provide further feedback on the draft Mayoral proposal for the Long-term Plan 2024-2034.

Whakarāpopototanga matua

Executive summary

3.       The Mayor and Councillors extended an opportunity to the council’s advisory panels on a key document which provides guidance to the Council group on budget priorities for the next ten years.

4.       As per the City Centre Advisory Panel terms of reference, this opportunity to provide input as a panel in this early stage is in addition to panel members’ opportunity to respond individually to the Long-term Plan (LTP) consultation process in the new year.

5.       As agreed by the panel, a small working group was formed to receive submissions from the wider panel members regarding priorities for the city centre and compile these into a consolidated feedback for consideration in the development of the draft Mayoral proposal for the Long-Term Plan (LTP) 2024-2034.

6.       The working group met on 2 November to agree key themes based on the feedback received. This draft feedback was provided to the rest of the panel members prior to discussion at the extraordinary 8 November meeting. This discussion informed final updates to the feedback document, which was circulated to members for further comment before it was submitted to the Mayor’s office on Friday 10 November 2023.

7.       The City Centre Advisory Panel feedback is attached as Attachment A.

8.       There is an opportunity for the panel to provide further feedback on the Draft Mayoral proposal on the LTP. It is recommended that the working group be delegated to provide further feedback on the draft Mayoral LTP proposal.

 

Ngā tūtohunga

Recommendation/s

That the City Centre Advisory Panel:

a)      note the City Centre Advisory Panel feedback on the draft Mayor and Councillor direction 2024-34 which has been provided to the Mayor’s office as part of the council’s ten-year planning process.

b)      delegate the working group to provide further feedback to the draft Mayoral proposal for the Long-term Plan 2024-2034.

 

 

Ngā tāpirihanga

Attachments

No.

Title

Page

a

City Centre Advisory Panel feedback to the Mayor and Councillors direction document

 

      

Ngā kaihaina

Signatories

Authors

Tam White - Senior Governance and Relationship Advisor

Authorisers

Simon Oddie - Lead Support Officer and Priority Location Director – City Centre,

 

 


City Centre Advisory Panel

27 November 2023

 

 

Destination Marketing Funding FY23 Accountability

File No.: CP2023/18336

 

  

 

Te take mō te pūrongo

Purpose of the report

1.       To receive accountability reports from Heart of the City, Karangahape Road Business Association and Tātaki Auckland Unlimited for 2022/2023 destination marketing funding.

Whakarāpopototanga matua

Executive summary

2.       The city centre targeted rate has supported destination marketing initiatives since 2008. As per previous years, in 2022/2023 Heart of the City and the Karangahape Road Business Association were funded to deliver destination marketing services, made possible by funding from the city centre targeted rate.

3.       At their 29 August 2022 meeting, the Auckland City Centre Advisory Board supported an increase in total destination marketing funding for 2022/2023 (resolution number CEN/2022/20). This enabled an increase in funding for the two business associations and also additional activity by Tātaki Auckland Unlimited.

4.       Heart of the City, Karangahape Road Business Association and Tātaki Auckland Unlimited are required to complete annual accountability reporting for the funds paid for this purpose. Their reports for 2022/2023 are attached for the advisory panel’s reference (Attachments A, B and C). They have met the accountability requirements to be considered for further funding.

5.       With the support of the city centre targeted rate, Heart of the City promoted key events to attract people back into the city centre, including Restaurant Month, Art in the City, Christmas in the City Centre and the Go for the Unexpected campaign which encouraged people to try something new in the city centre and was developed and timed to leverage aligned campaigns by both Tourism New Zealand and Tātaki Auckland Unlimited.

6.       Karangahape Road Business Association delivered the highly successful Be Our Guest advertising campaign with the launch of a high-end fragrance ROAD by Karangahape and 17.47 million impressions from paid media.

7.       Tātaki Auckland Unlimited focused on encouraging people from regions in driving distance from Auckland to revisit Auckland’s city centre as their nearest neighbour, and a cruise ship visitor arrival initiative that provided an improved ‘best of’ map and a curated Māori welcome.

8.       An allocation of $900,000 for destination marketing is forecast in the city centre targeted rate portfolio budget for 2023/2024 (resolution CEN/2022/19). Staff will allocate these funds to proposals which align to the city centre targeted rate purpose and deliver impactful destination promotion outcomes.

 

Ngā tūtohunga

Recommendation/s

That the City Centre Advisory Panel:

a)      receive the accountability reports for 2022/2023 destination marketing funding.

 

Horopaki

Context

9.       The purpose of the city centre targeted rate is to help fund the development and revitalisation of the city centre and it aims to enhance the city centre as a place to work, live, visit and do business. It achieves this by providing a high-quality urban environment, promoting the competitive advantages of the city centre as a business location, and promoting the city centre as a place for high-quality education, research, and development.

10.     Destination marketing contributes to the city centre targeted rate outcomes of:

·    promoting the competitive advantages of the city centre,

·    enhancing the central city environs

·    a centre for arts and culture.

11.     At their 29 August 2022 meeting, the Auckland City Centre Advisory Board supported an increase in total destination marketing funding for 2022/2023 (resolution number CEN/2022/20). This enabled an increase in funding for the two business associations and also additional activity by Tātaki Auckland Unlimited

12.     The allocation of the available pool of city centre targeted rate funding for destination marketing in 2022/2023 is shown in Table 1.

Table 1: Destination marketing funding allocations in 2022/2023

Funding recipients

Funding allocation

Heart of the City

$650,000

Karangahape Road Business Association

$80,000

Tātaki Auckland Unlimited

$310,000

Total

$1,040,000

Tātaritanga me ngā tohutohu

Analysis and advice

13.     Funding recipients are required to submit accountability reports demonstrating how their 2022/2023 funding was used to meet the intended outcomes. These are included as Attachments A, B and C.

Heart of the City

14.     In 2022/2023, Heart of the City received a total of $650,000, comprising of the annual planned city centre targeted rate destination marketing allocation of $400,000 and a one-off increase of $250,000 to support the city centre revitalisation following COVID-19.

15.     Heart of the City’s destination marketing initiatives centred around events in 2022 including Restaurant Month, Art in the City, Christmas in the City Centre, and the “Go for the Unexpected” campaign. The outcomes of these initiatives are summarised in Attachment A.

Restaurant month

16.     The aim of Restaurant Month is to raise visibility and awareness and draw people back into the city to celebrate, after two years of visiting less often. Restaurant Month was run with a group of 100+ participating restaurants in August 2022, with focus on special experience one-off dining events and menu-based offers across three price.

17.     The eight-week campaign consisted of four weeks of digital adshels at bus shelters, two panorama bus shelter takeovers in key locations, two weeks of radio and press including  full-page ads in Canvas and Viva, and a guide inserted into the NZ Herald. This was supported by a dedicated digital media schedule of video, social and display click, driving placement and search.

18.     In the post-campaign evaluation, 46% of Aucklanders surveyed having heard of Restaurant Month, and 39% having seen the promotion (vs 32% in 2019). Visits to the Restaurant Month pages of the website were up +18% compared to 2019, with 536k pageviews, and digital media delivered 15.3m impressions, 118k clicks to site and 750k+ completed video Duringviews. During August, the spend by Auckland cardholders was up by 3.5% compared to the 2019 campaign. In contrast spend at non-participating restaurants within Heart of the City were down by 38.5 per cent, demonstrating the strength of participating in the event.

Art in the City

19.     The programme consisted of nine days of pop-up exhibitions, guided art walks, laneway installations, markets and the iconic Late-Night Art. This funding supported the promotion of the programme, giving Aucklanders another reason to visit the city centre.

20.     The campaign was for four weeks from the 19 September - 16 October 2022 and included digital adshels including a bus shelter takeover on Customs Street, press ads in Canvas and a dedicated digital media schedule including Facebook, Instagram, TikTok, YouTube, TVNZ OnDemand and display advertising.

21.     The campaign outperformed 2019 (the last full campaign) across all key metrics, highlights included:

·        more than 150,000 pageviews to Art in the City pages of heartofthecity.co.nz (+7% vs 2019), 65k clicks to site from the digital ads (+6% vs 2019) and 260k completed video views.

·        pedestrian counts up 19% for Late Night Art on Thursday 13 October, versus the Thursday prior

·        bookings for 27 free guided art walks booked out in the first week of the campaign

·        Late Night Art a visible success, with positive feedback from stallholders and 1500+ people through the event.

Christmas 2022

22.     The Christmas campaign for the Heart of the City ran from 17 November - 26 December 2022 to promote retail and hospitality businesses during the critical pre-Christmas trading period, and to encourage Aucklanders to visit free family-friendly activities such as Christmas in Te Komititanga, LEGO Christmas in Aotea Square and various activations delivered by partners across the city centre.

23.     The campaign included four weeks of digital and static adshels in the city centre, fringe and key arterial routes, four weeks of ads in Canvas, radio advertising across a mix of Auckland stations and digital, including Facebook, Instagram, TikTok, YouTube, TVNZ and TV3 OnDemand and Display advertising.

24.     Spend in the Heart of the City area was up 0.7 per cent for December 2022 compared to December 2019, (total spend of $163.6m in 2022, versus $162.4m in 2019), and up +35 per cent compared to December 2021.

Go for the Unexpected

25.     Heart of the City developed phase one of a re-positioning initiative with a campaign for nine weeks from 24 April – 30 June 2022. The campaign Go for the Unexpected was led using social media personalities or influencers which then integrated into broad reach media with billboards, adshels, street posters and press for awareness, along with digital, web, social and email.

26.     The social media influencer content created surprising, less expected experiences by putting unusual experiences together, such as pairing coming in for a relaxing facial with the exhilaration of jumping off the Sky Tower, unique dining options, the Kinky Boots stage show, Weta Workshop Unleashed and sunset rooftop bars.

27.     The purpose of the phase one campaign was to leverage Tourism NZ and Tātaki Auckland Unlimited Revisit Your City urban centres investment and encourage Aucklanders to think differently about the city centre experience post the pandemic. The campaign delivered more than 3.8 million views of the social media video content, and improving some key sentiment measures like feeling that the city centre is packed full of things to do, great events and experiences.

Karangahape Road Business Association

28.     In 2022/2023, Karangahape Road Business Association received a total of $80,000, made up of the planned annual destination marketing allocation of $40,000, plus a one-off increase of $40,000 to support the area to respond to the ongoing impacts of COVID-19. A summary of outcomes is provided in Attachment B.

29.     The Karangahape Road Business Association funding promoted their events programme including Matariki, Halloween, Anti-Valentines Day and monthly First Thursdays.

30.     Karangahape Road Business Association also delivered the third phase of the highly successful “be our guestadvertising campaign with the launch of a high-end fragrance ROAD by Karangahape which exceeded its objectives including:

·        17.47 million impressions from paid media

·        12 different media outlets reporting on the campaign

·        over $1.5m of earned media was achieved throughout the campaign, including a headline story on ONE News at 6pm

·        $15,000 earned for Lifewise NZ.

Tātaki Auckland Unlimited

31.     In 2022/2023, the $310,000 in destination marketing funding allocated to Tātaki Auckland Unlimited (TAU) was used to fund two key initiatives:

a)   $110,000 was allocated to initiatives to support the return of cruise passengers for the 2022/2023 summer season.

b)   $200,000 enabled a partnership to promote the central city as a destination via the ‘urban discovery’ tourism campaign led by Tourism New Zealand

32.     Reporting for these initiatives is included as Attachment C.

Cruise ship initiatives

33.     The contribution to cruise visitor arrival initiatives enabled the development of new collateral, guest information and wayfinding, and a series of welcoming activations on major arrival days, aimed at making Auckland a memorable destination and promoting the city centre offering to passengers.

34.     A revitalised cruise map was developed in May 2023 to provide a ‘best of’ and vital information for the returning cruise sector. Heart of the City, Auckland Transport and TAU brought together the best elements of all the current city maps to produce an improved asset.

35.     For cruise arrival days where Tāmaki Makaurau was the first or only port for Aotearoa New Zealand, a curated Māori welcome, expressing manaaki from Tāmaki Makaurau took place. Tātaki Auckland Unlimited co-ordinated three cultural activations with the delivery of further activations impacted by weather on the designated days. Various performing groups were used including The Haka Experience, Ngā Tauira Māori and Ngāti Whātua.

36.     Due to weather impacts reducing the number of welcome activations, TAU were underspent by $44,498. These funds have been carried over to deliver cruise welcome activities in the 2023/2024 season.

Urban campaign

37.     Tourism New Zealand led a city-focused campaign aimed at encouraging people to rediscover New Zealand’s urban centres following COVID-19. TAU, in collaboration with Heart of the City and KBA, used the city centre targeted rate funding to leverage this campaign by extending this message to regions within driving distance of Auckland encouraging people to revisit Auckland’s city centre as their nearest major city centre.

38.     The campaign focused key content on food, drink, experiences, shopping, and arts destinations.

39.     The campaign produced 25m impressions, 1.1m total social reach, 14,300 total page views, and 62,000 total clicks.

Tauākī whakaaweawe āhuarangi

Climate impact statement

40.     There are no implications for climate change arising from the allocation of the destination marketing budget.

41.     In 2019 Auckland Council declared a climate emergency and adopted the Te-Tāruke-ā-Tāwhiri: Auckland’s Climate Plan. The plan is the framework for how Auckland can respond as a region to the threats posed by climate change and calls for Auckland to reduce its transport emissions by 64% in 2030. The plan was launched in December 2020.

42.     Both business associations include advice about sustainable transport options in their destination marketing approaches.

Ngā whakaaweawe me ngā tirohanga a te rōpū Kaunihera

Council group impacts and views

43.     Both business associations continue to meet the compliance requirements for their Business Improvement District targeted rate programme, which is separate from this city centre targeted rate funding.

44.     Various parts of the council group, including Tātaki Auckland Unlimited and the city centre targeted rate-funded City Centre Activation Programme, work independently and in partnership with the business associations to drive activity and visitation.

45.     The city centre targeted rate contribution to destination marketing is complementary to other destination marketing initiatives delivered by the parties and the parties work strategically to maximise the leverage of their combined resources.

Ngā whakaaweawe ā-rohe me ngā tirohanga a te poari ā-rohe

Local impacts and local board views

46.     Support for city centre businesses aligns with the Our Economy outcome area in the draft Waitematā Local Board Plan 2023: Our city centre and fringe town centres are thriving and support a resilient diverse economy that embraces new opportunities and drives prosperity. Specifically, it aligns to the local board’s objective to regenerate town centres to attract visitors and economic growth.

Tauākī whakaaweawe Māori

Māori impact statement

47.     The decision to allocate funding to destination marketing does not contribute directly to achieving specific Māori outcomes.

48.     A large feature of the programmes for both business associations is the Matariki festival. In 2022 Heart of the City led the promotion of Matariki ki te Manawa activities on behalf of Auckland Council, Ngāti Whātua Ōrākei and the wider programming group, and Te Karanga ā Hape is Karangahape Road’s major Matariki celebration.

Ngā ritenga ā-pūtea

Financial implications

49.     The city centre targeted rate portfolio budget endorsed by the Auckland City Centre Advisory Board in August 2022 (resolution CEN/2022/19) includes annual allocations for destination marketing up to 30 June 2025.

50.     In the 2022-2023 financial year, funding for destination marketing was made up of the $440,000 originally budgeted, plus a further $600,000 made available from the Additional Programmes Fund. This increase was supported by the Auckland City Centre Advisory Board in accordance with the funding priorities set at their August 2022 meeting (resolution number CEN/2022/20).

51.     In the 2023/2024 financial year, there is $900,000 available for destination marketing funding. Decision-making authority for allocating funds to specific proposals sits with the general manager of the Development Programme Office.

52.     All three funding recipients have met the terms of their funding agreements to be considered for future funding.

Ngā raru tūpono me ngā whakamaurutanga

Risks and mitigations

53.     The city centre continues to experience significant impacts following COVID-19, with visitation and associated economic performance slowly approaching pre-COVID levels. Continued support for destination marketing is a key enabler of initiatives to respond to these impacts.

54.     Destination marketing is particularly reliant on city centre targeted rate contributions at this time as the availability of sponsorship, corporate investment and other targeted rates remain reduced post COVID-19, so a decision not to fund destination marketing would mean initiatives are unfunded or significantly reduced.

Ngā koringa ā-muri

Next steps

55.     Staff are currently considering proposals from the two business associations and Tataki Auckland Unlimited regarding destination marketing funding in 2023/2024. Allocations will be decided by the general manager of the Development Programme Office, in alignment with priorities identified in the City Centre Action Plan.

56.     Funds unspent by Tātaki Auckland Unlimited in 2022/2023 on cruise arrival initiatives will be used to fund cruise arrival activities in the 2023/2024 cruise season and reported on as part of 2023/2024 accountability reporting.

Ngā tāpirihanga

Attachments

No.

Title

Page

a

HOTC Destination Marketing report

 

b

KBA Destination Marketing Accountability report

 

c

Tātaki Auckland Unlimited accountability reports

 

Ngā kaihaina

Signatories

Author

Natalie Hansby – Manager Development Response 

Authorisers

John Dunshea – General Manager, Development Programme Office

Simon Oddie – Lead Officer