PALMERSTON NORTH CITY COUNCIL
Memorandum
TO: Arts,
Culture & Heritage Committee
MEETING DATE: 17
February 2021
TITLE: Te
Manawa - Six Month Report 1 July - 31 December 2020
DATE: 26
January 2021
Presented By: Hannah
White, Democracy & Governance Manager
APPROVED BY: David
Murphy, Acting General Manager - Strategy and Planning
|
RECOMMENDATION TO Arts, Culture & Heritage Committee
1. That the
memorandum titled ‘Te Manawa - Six Month Report 1 July - 31 December
2020’ and attachments, presented to the Arts, Culture & Heritage
Committee on 17 February 2021, be received for information.
2. That the
attachment titled ‘Te Manawa - Six Month Performance Report 1 July - 31
December 2020’ be received.
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1. ISSUE
1.1 Te
Manawa Museums Trust (Te Manawa) has submitted its six-month performance report
1 July - 31 December 2020 (Attachments 1 and 2) for consideration.
1.2 The
Council is required by the Local Government Act 2002 (LGA) to regularly
undertake performance monitoring of its Council-Controlled
Organisations (CCOs). Council is required to evaluate:
· the contribution
of each CCO to the Council’s objectives for the CCO;
· the
desired results set out in the Statement of Intent (SOI); and
· the overall aims and outcomes of the
Council based on the six-month reports.
1.3 This
memorandum provides an opportunity for Elected Members to review the progress
made by Te Manawa during the period 1 July to 31 December 2020 and is a chance
for Council to consider the effect Covid-19 Level 2 restrictions had on Te
Manawa’s performance over this period.
1.4 In
2020 Council requested that Te Manawa present quarterly performance reports to
the Arts, Culture & Heritage Committee. This change has enabled Te Manawa
to submit their six-month report earlier than Council’s other three
cultural CCOs.
1.5 Officers
would like to thank Te Manawa for their promptness at getting their six-month
report to the council well in advance of the usual timeframe.
1.6 Representatives
of Te Manawa will present their six-month report to the Committee.
2. BACKGROUND
2.1 A
Council-Controlled Organisation (CCO) is an organisation in which Council has
the right to appoint at least fifty per cent of the trustees. Te Manawa is one
of Council’s four cultural CCOs which were set up to independently manage
Council-owned cultural facilities for a mixture of commercial and community
purposes. Each organisation is managed by a Board of Trustees made up of
committed volunteers.
2.2 Six-monthly
reports allow Council to track a CCO’s progress against their Statement
of Intent (SOI) and the Council’s objectives for the CCO. This six-month
report covers the first six months of the SOI 2020-2023 which was developed
during the Covid-19 lockdown and approved by Council in June 2020. At the time
of adoption, there was significant uncertainty in the visitor sector as to what
effect the Covid-19 lockdown would have on the economy and whether there would
be further restrictions.
2.3 In
response to Covid-19, Te Manawa’s visitor targets were revised for
2020/21. The target for physical visits decreased from 170,000 to 150,000 and
the target for online visits increased, from 450,000 to 500,000.
2.4 Te
Manawa presented their 2020/21 first quarter report (1 July – 30
September 2020) to the Arts, Culture and Heritage Committee in November 2020. A
table tracking Te Manawa’s performance over the quarters is included as
Attachment 3.
3. Council
objectives for Te manawa
3.1 As
outlined in the Statement of Expectation, Council expects Te Manawa to focus on
the delivery of three core functions:
· Engaging local
communities in learning experiences
· Developing and
growing the use of, and access to, collections of taonga, artwork, artefacts as
defined by policies
· Attracting visitation from beyond the
region, and third-party investment.
Te Manawa has incorporated these
objectives into their key performance indicators which are grouped as:
· Enhanced learning
and engagement
· Innovative
experiences that attract visitors
· A collaborative
and future focused organisation
4. PERFORMANCE
FOR THE SIX MONTHS July TO DECEMBER 2020
4.1 Te
Manawa operated under Alert Level 1 from 1 July to 11 August 2020. It operated
under Alert Level 2 for six weeks from 12 August to 20 September 2020 which
restricted the size of events it could host to 100 people. Te Manawa has
been operating under Alert Level 1 since 21 September 2020. Over the
entire six-month reporting period the New Zealand border has been closed to
foreign nationals with very few visas being granted for international artists
to perform or exhibit in New Zealand.
4.2 Highlights
from Te Manawa’s six-month report (Attachment 1) include the following:
· Consolidation of
forward exhibition programme through to December 2021, including securing two
international touring exhibitions for 2021,
· Opening a trio of
exhibitions celebrating 25 years of the Toioho ki Apiti Bachelor of Maori
Visual arts programme at Massey University, and
· Completion and opening of a
redeveloped Tamariki/TM Kids experience in December 2020.
4.3 Despite
the Covid-19 restrictions, Te Manawa is tracking well against most of its
performance measures and is performing well in the visitor attendance targets.
Analysis is provided in Attachment 3.
4.4 The
only performance measure at risk of not meeting the target is off site visits
to Te Manawa experiences. Te Manawa’s commentary states that the impact
of Covid-19 has led to a reduction in the number of interested venues. Te
Manawa is moving to a three-year touring cycle, and recruitment in 2021 will
enable it to achieve more in this area.
4.5 Year
to Date performance has been maintained against similar periods over the last
three years.
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|
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TE MANAWA: PERFORMANCE TARGET DASHBOARD – 6
MONTH
|
|
Measure
|
|
YTD
31 Dec 2018
|
YTD
31 Dec 2019
|
YTD
31 Dec 2020
|
3 year
trend
|
|
Visits to TM
|
Actual
Target
|
73,443
86,000
|
71,050
85,000
|
75,463
75,000
|
↑
|
|
Visits to TM exhibitions at other venues
|
Actual
Target
|
78,123
50,000
|
11,640
25,000
|
10,578
25,000
|
↓
|
|
Online reach
|
Actual
Target
|
315,172
80,000
|
362,462
200,000
|
297,686
250,000
|
↓
|
|
Third-party revenue
|
Actual
Target
|
$311,000
$481,200
|
238,545
325,500
|
274,625
287,077
|
→
|
|
Visitor satisfaction (TM surveys)
|
Actual
Target
|
99%
>96%
|
99%
>96%
|
99%
>96%
|
→
|
|
Activity participation
|
Actual
Target
|
No data
11,000
|
Not measured
|
11,012
15,000
|
N/A
|
4.6 Te
Manawa had added three new performance measures: ‘In-person visits to
Rangimarie activities’; ‘Likelihood of visitors to positively
endorse Te Manawa to others’; and ‘Strength of relationships with
strategic partners.’ These new performance measures are under development
and Te Manawa’s six-month report does not reference when these targets
will be agreed or measured. The measures will need to be agreed by Elected
Members in June 2021 and performance measured from July 2021, as agreed in the
2020-2023 SOI.
4.7 Te
Manawa’s SOI states the following plans will be completed by the end of
June 2021. These plans are captured in Te Manawa’s management plans
rather than referenced in the six-month report. Te Manawa’s
Leadership Team reviews progress weekly.
|
Objective 1: Enhanced learning and engagement
· Implementation
of phase 1 of Te Rangimarie project, a dual venue cultural tourism project
undertaken by Te Rangimarie Marae Trustees
|
Current Progress
To begin Jan 2021
|
|
· Review
of Learning Strategy
|
Completed and
implementing
|
|
· Identify
and deliver two creative projects alongside local communities
|
Expected completion by April 2021
|
|
Objective 2: Innovative experiences that
attract visitors
· Develop
an Exhibition Strategy that includes development of touring exhibitions
|
Expected completion by June 2021
|
|
· Develop
a Digital Strategy to support online experiences
|
Expected completion by April 2021
|
|
Objective 3: A collective and future-focussed
organisation
· Develop
a business plan
|
Draft complete.
Next step to Board
workshop
|
|
· Review
scope of existing strategic partnerships
|
Expected completion by
February 2021
|
|
· Develop
concept for a partner-based exhibition of national significance
|
Expected completion by June 2022
|
|
· Develop
short- and long-term funding strategies that source sustainable external
funding for programmes and exhibitions
|
Expected completion by April 2021
|
|
· Develop
an environmental impact framework that drives environmentally focussed
projects.
|
Expected completion by May 2021
|
|
· Establish
Future Museum principles - three examples to use and test concepts
|
Expected completion by June 2021
|
4.8 Officers
have asked to see the plans upon completion.
5. Te
manawa’s financial performance july – December 2020
5.1 Te
Manawa reported a surplus of $325k for the six-month period, which is $36k
above the budget and $180k better than the same period 12 months ago.
5.2
Mainly due to the net operating cash inflow, the cash balance has increased by
$502k. Te Manawa confirmed this is due to changes in timing of expenditure, and
changes in timing of capital expenditure over the period.
5.3 The
Trust's current assets are more than double its current liabilities indicating
the Trust's strong ability to satisfy its current obligations.
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TE
MANAWA: FINANCIALS – 6 MONTH
|
|
|
July – December 2020
|
July – Dec 2019
|
|
Summary Financials ($000)
|
Actual
|
Budget
|
Var.
|
Actual
|
Var.*
|
|
|
|
|
|
|
|
|
Financial Performance
|
|
|
|
|
|
|
Revenue provided by PNCC
|
1,616
|
1,616
|
0
|
1,600
|
16
|
|
Total Revenue
|
1,921
|
2,081
|
(160)
|
1,863
|
58
|
|
Total Expenses
|
1,596
|
1,792
|
196
|
1,718
|
122
|
|
Net Surplus (Deficit)
|
325
|
289
|
36
|
145
|
180
|
|
|
|
|
|
|
|
|
Financial Position
|
|
|
|
|
|
|
Current Assets
|
1,483
|
1,219
|
264
|
989
|
494
|
|
Total Assets
|
17,790
|
18,587
|
(797)
|
18,470
|
(680)
|
|
Current Liabilities
|
606
|
447
|
159
|
468
|
138
|
|
Total Liabilities
|
609
|
450
|
159
|
473
|
136
|
|
Equity
|
17,181
|
18,137
|
(956)
|
17,997
|
(816)
|
|
|
|
|
|
|
|
|
Cash Flows
|
|
|
|
|
|
|
Total Net Cash Flows
|
502
|
557
|
(55)
|
(282)
|
784
|
|
Opening Cash
|
694
|
694
|
0
|
582
|
112
|
|
Closing Cash
|
1196
|
1,251
|
(55)
|
300
|
896
|
* when compared to the same period 12 months ago
|
6. NEXT
STEPS
6.1 Te
Manawa will submit its draft SOI 2021-2024 to the Arts, Culture and Heritage
Committee on 14 April 2021.
7. Compliance
and administration
|
Does the Committee have
delegated authority to decide?
If Yes quote relevant clause(s)
from Delegations Manual
|
Yes
|
|
Are the decisions significant?
|
No
|
|
If they are significant do they
affect land or a body of water?
|
No
|
|
Can this decision only be made
through a 10 Year Plan?
|
No
|
|
Does this decision require
consultation through the Special Consultative procedure?
|
No
|
|
Is there funding in the current
Annual Plan for these actions?
|
Yes
|
|
Are the recommendations
inconsistent with any of Council’s policies or plans?
|
No
|
|
The recommendations contribute
to Goal 2: A Creative and Exciting City
|
|
The recommendations contribute
to the outcomes of the Creative and Liveable Strategy
|
|
The recommendations contribute
to the achievement of action/actions in the Arts Plan
The action is: to support CCOs
to achieve the objectives of the arts plan.
|
|
Contribution to strategic
direction
|
The six-month report is a
mechanism for PNCC to provide direction and oversight to the cultural CCOs
who help Council deliver its Arts and Culture and Heritage plans.
|
|
|
|
Attachments
|
1.
|
Te Manawa - Six Month Performance Report 1 July- 31 December
2020 ⇩ 
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|
|
2.
|
Te Manawa: Financial Performance 1 July- 31 Dec 2020 ⇩ 
|
|
|
3.
|
Te Manawa - Quarterly Performance Monitoring 2020/21 ⇩
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PALMERSTON NORTH CITY COUNCIL
Memorandum
TO: Arts, Culture & Heritage Committee
MEETING DATE: 17 February 2021
TITLE: Progress Report: Plans for the City's 150th Celebrations
Presented By: Tasha Paladin, Head of Events & Partnerships
APPROVED BY: Sacha Haskell, General Manager - Marketing and Communications
|
RECOMMENDATION(S)
TO Arts,
Culture & Heritage Committee
1. That the memorandum titled ‘Progress Report: Plans for the
City’s 150th Celebrations’, presented to the Arts,
Culture & Heritage Committee on 17 February 2021, be received for
information.
|
1. ISSUE
This memorandum reports on the
progress of plans for the sesquicentennial (150th) year to the Arts,
Culture and Heritage Committee.
2. BACKGROUND
In 2021, Palmerston North City
celebrates 150 years, a significant milestone for any city in New Zealand.
Although the founding of Palmerston North was not centred around any one day or
one event, the 100th was celebrated in 1971. As a result, in 2021, we will
celebrate our 150th year. The celebrations will be spread throughout
the entire 12 months of 2021 and involve the community, CCOs and Council staff.
There are elements of the project that will be managed entirely by Council; and
Council will also support and promote other stakeholder events provided by the
community and stakeholders as part of the 150th celebration.
Council activities are:
· Start of the 150th year – New Year’s Eve
(December 2020)
· A city and business stakeholder event (June)
· A community event: Palmy 150th
Explore Esplanade Day (March)
· Arena opening (April)
· City installations and lighting projections (ongoing)
· The community event seed fund
· Legacy activation: The Palmerston North Monopoly Board Game
2.1 City and Business Stakeholder Event
Council plans to host a City Business and
Stakeholder’s function on 25 June 2021 at The Regent on Broadway. The
event is to be invitation-only to our national and local dignitaries, key city
businesses, partners, and alumni. Subject to venue capacity, it will be capped at 300 attendees to enable an easy
‘pivot’ should COVID Alert Levels change leading up to and during
events.
The objective of this event is to provide
an opportunity for various businesses and city stakeholders to celebrate the
past, present and future of the city in an entertainment showcase. This
is also to build national media profile and provide media opportunities to reinforce
the city positioning and reputation of the city and enable our city and
business community to network.
Master of Ceremonies, Te Radar, will take
guests through a ‘This is your Life’ style entertainment showcase
highlighting notable people, entities, and moments in time that have shaped our
great city. It will be a chance to celebrate, network and profile our city to a
broad and high-profile audience. Guests will enjoy a bespoke curated
performance specifically designed for this milestone and enjoy distinctly local
fare.
2.2 Community Event: Palmy 150th Explore Esplanade Day
As our city’s pre-eminent family
day, we will theme the event as a 150th Celebration, and enhance
entertainment opportunities on the day for locals and visitors alike.
This allows for a community focused event utilising existing allocated budget
and resources and would be marketed as such with some additional
‘Palmy’ activities to connect to the 150th, eg.
traditional relay races, egg and spoon, etc. and other ‘retro’
activities.
2.3 Arena Opening
The re-opening of
the Arena following the Masterplan developments (subject to completion of
works) will be held 10 April and commence with a blessing, and ribbon cutting
of the new timber overbridge.
The event is planned to be a community and
family focused event with music, food trucks, attractions and a farmer’s
style market. Key user groups such as Speedway, Sport Manawatu, and Manawatu
Rugby Union will be invited to be involved and create activations to engage
with Palmerston North’s youth.
2.4 City Installations and Lighting Projections: Te Marae o Hine
– The Square
The duck pond area of The Square remains
an under-utilised space for events
and placemaking installations. This provides a unique opportunity
to repurpose the Butterfly Pond which holds a unique place in
the city’s history and tell our city’s history.
With the use of a water fountain pump and
projectors, the existing water feature can create
a transformative and ever-changing opportunity for local artists
and event producers to showcase moving art and event related promotion and
additions. The moving images can be viewed from both sides – on the
footbridge as well as the limestone path. This will provide opportunity to show
dynamic 3D moving images to delight all members of the community.
This leverages Programme 2395 City
Lighting and Projection to bring vibrancy to Te Marae O Hine The Square in this
milestone year.
Projections will be deployed throughout
the year with templates available for local artists and content
creators. The Marketing and Communications team will assist the curation
of content to ensure it supports the 150th theme and engage with
community groups such as the Palmy Projection Lab if additional projectors or
more in-depth and complicated content is developed.
2.5 Administration of a Community Seed Event Fund
The 150 Year Community Seed Event Fund is
a special one-off contestable fund designed to support a range of events and
activities, led by the community, to celebrate the city’s unique heritage,
its community, and promote the bright future for the city.
Allocation of the 150 Year Community Seed
Event Fund is targeted at events and activities that:
· Tell, showcase and celebrate Palmerston North’s unique
heritage;
· Promote a bright future for the city;
· Contribute to a diverse range of events throughout the 150 Year
Celebrations;
· Encourage social inclusiveness and accessibility for our diverse
communities, and create positive engagement and pride in the city;
· Open to all community sectors of the city;
· Contribute towards the vision of being an eco-city, and showcase the
importance of protecting and enhancing our natural environment by demonstrating
sustainable practices in the organisation and staging of the Event;
· Promote domestic tourism and build valuable visitor experiences;
· Generate positive media exposure for the region; and
· Enhance Palmerston North City Council’s reputation as a
Council that supports and encourages vibrant events for our local community and
on a national scale.
Initially the budget line was set at
$10,000, however, there was a desire expressed by the Steering Committee to
increase the fund to $20,000. The change was enabled through reducing budgets
for other events within Council’s event portfolio and individual
applications are capped at $2,000.
The emphasis of this fund is on partial
financial support to facilitate ideas from community groups who wish to
celebrate the 150th. For reasons of transparency the ‘seed
fund’ is contestable. The parameters of Council’s own Community
Funding Policy (that underpins all other contestable funds) was felt too
restrictive and there was a desire expressed by the Steering Committee to relax
the criteria to allow individuals and other entities already receiving funding
from Council to be eligible for Seed Funding for this unique occasion.
Seasonal themes
to promote City goals:
A seasonal themed framework has been laid
over the year to help stimulate ideas. Each season aligns with one of
Council’s goals and scheduled to ensure a school holiday falls in each
season thus enabling youth and family activities to occur.
|
Seasonal Theme
|
Quarters
|
|
A Creative &
Exciting City
|
Jan to Mar
|
|
An Innovative & Growing City
|
Apr to Jun
|
|
An Eco City
|
Jul to Sept
|
|
A Connected & Safe
City
|
Oct to Dec
|
There are two funding rounds designed to reach as many community events as
possible and avoid all the funding being allocated before other communities had
the chance to develop event concepts. The first round opened 1 August 2020 for
events January – June 2021, and the second round is proposed to be in
March 2021 for July – December 2021 events.
2.5.1 Community-Led Events and Seed Fund Progress
The first funding round of the Community
Seed Event Fund received six applications from across the community. The
applications were presented to the Steering Committee for assessment and
decision making at the Steering Meeting on 1 December 2020.
The following successful applicants have
been contacted, and in addition to funding, will receive marketing and
promotional support from the Marketing and Communications Unit for their event
or activity, as well as feature in Council’s calendar of events for 2021,
and promotional material such as Palmy Proud Magazine.
Details of the events will be available
(and updated) online and the online version of the Palmy Proud magazine.
|
Date
|
Location
|
Event / Organiser
|
Sum Approved
|
Details
|
|
24/01
|
Greens Estate
|
‘The Nieuw Normal’
Greens Estate Ltd
|
$1,000
|
An invitational Mountain bike Freeride/Slopestyle
event for professional and semi-professional riders with spectator admission.
This is a start-up event requiring support to offset the cost and risk of
getting a new, untried event off the ground. The event and facilities are
joined at the hip – one cannot proceed without the other.
|
|
Feb to Nov
|
The City Library
|
‘Celebrate our City’
The Manawatu Camera Club
|
$2,000
|
The project involves members of the Camera Club
submitting photos of the city and its people to exhibit them in an innovative
way on the ground floor off George Street. Included in the project is the
intention to produce a book that captures the essence of Palmy in 2021. The
book will be given to the Library for storage in the city archives until the
next anniversary.
|
|
14/02
|
Caccia Birch
|
‘Family Day Out’
Roger Buchanan
|
$2,000
|
Family Day Out is part of the new Caccia Birch House
Summer Season designed to provide events for the community of Palmerston
North in the grounds of Caccia Birch House. It also aims to provide a performance
opportunity for local talent in the form of both established and emerging
musical artists. In 2021 the season will form part of the city’s 150th
Anniversary celebrations. The season will also help to showcase and better
utilise the CCO to both the local community and visitors to the city.
|
|
July
|
Square Edge
|
Palmerston North Historical Exhibition &
Competition – ‘Past, Present & Future’
The Green Hub Trust
|
$1,000
|
An exhibition of paintings created by local artists
with the theme of Palmerston North Past, Present & Future. A regular
event refocused for the city’s 150th.
|
|
05/12
|
The Square
|
‘Celebration of 150 years of work for the
city’
All Saint’s Church
|
$1,000
|
A multi-faith celebration involving iwi, leaders of
the churches, social service agencies, recent refugee and migrant arrivals to
celebrate the diversity of ethnicity and contribution to today’s city.
|
2.6 Legacy Activation: The Palmerston North Monopoly Board Game
To commemorate the milestone as a legacy
of the year, in perpetuity we have negotiated the ability to create and offer a
Palmy Monopoly game. Monopoly is played by over 1 billion people across
114 countries and 47 different languages. Wellington is the only New Zealand
City to date to produce a licenced Monopoly Board and we intend to be the
second. The city’s focal point is Te Marae o Hine-The Square that lends
itself to be compared to the playing board of the Monopoly game – the
world’s most popular board game and global market leader.
The Monopoly Board Game was not part of
the original programme budget and was an additional project supported by the
150th Steering Committee that presented a cost and revenue
generating opportunity. It also provided a platform to raise the profile of
Palmerston North nationally and internationally.
COVID-19 has stimulated an increase in
board game sales, encouraging Winning Moves, Australian agents for the board
game, to review its regional strategy. They have since presented a proposal
that enables a Palmerston North Monopoly Board to be created but without the
upfront costs borne by Council. This is less risk financially to Council as the
production of the game in the past required expenditure to be incurred that is
unbudgeted and unplanned. No financial commitment has been made to date.
Council officers are engaging with Winning
Moves to understand the level of influence available if Council supports the
production of a Palmerston North Regional Board Game by Winning Moves, and to
confirm progress of the concept if suitable.
The main points of the Palmerston North
Board Game proposal are;
· Local businesses are approached by Winning Moves, guided by
Council’s recommendations, to be involved;
· ‘Sponsorship’ through pre-purchasing games at wholesale
cost provides benefits ranging from naming a property square, Community Chest
and Chance cards and bespoke imagery;
- Palmerston North Monopoly will be exclusively sold through these
partners and Council/i-SITE (not general retail).
The table below outlines the standard
package presentation. However, Winning Moves can change the number of units for
each edition to suit the population and potential investment for the area.
These may change for Palmerston North as it is a much larger area.
|
Tier
|
Branding Opportunities
|
Minimum Qty
|
Cost Price per Game
|
|
Bronze
|
Property Square
|
250
|
$41
|
|
Silver
|
Bronze benefits plus Community Chest &
Chance Cards
|
375
|
$39
|
|
Gold
|
Silver benefits plus imagery on box lid or
board
|
500
|
$37
|
Winning Moves will support
promotion of the Palmy Monopoly through media announcements and creation a
Palmerston North Monopoly Facebook page to encourage public suggestions.
Production of the Palmy Monopoly provides for exciting opportunities for launch
activations throughout the city, including converting the actual Te Marae o
Hine – The Square into a giant Monopoly game for the month of August,
featuring a real-life Mr Monopoly Mascot and giant property squares through the
placement of floor stickers around the perimeter of Te Marae o Hine – The
Square.
This could also be supported by any
destination marketing campaign planned at the time.
3. BUDGET
In December, it was confirmed
that the full Programme 1161 budget of $155,000 will be made available to
support the planned programmes below.
|
Activity
|
Budget
|
|
Commemorative Book (Committed funds)
|
$20,000
|
|
Public Celebration (used to boost Explore Esplanade Day)
|
$10,000
|
|
The Square Light Installation and Light Projections
throughout the
year
|
$17,000
|
|
City and business stakeholder’s event
|
$60,000
|
|
City campaign to enable city promotion and activation at
all city events including 150th identity development
|
$28,000
|
|
Community Seed Event Fund (includes $5k from Community
Events)
|
$20,000
|
|
TOTAL
|
$155,000
|
4. marketing and city Promotion
Marketing and promotional plans
of the 150th Celebrations are being developed to build Palmerston
North’s national profile and attract business and stakeholder investment.
A communication strategy is provided as an attachment to this report.
The 150th provides a
timely opportunity to support socialisation of the city’s new identity
and strategic positioning with a wider national audience, and tell a more
substantive story that connects the city’s past to its future and
highlights the city’s attributes as a place to live and work, or to
invest in.
The marketing campaign will
commence in February 2021 and take a storytelling approach to align
with the people-centric goals and values encompassed
in the creative and liveable, and connected
community strategies. Opportunities to tell stories will be identified
from the event programme and we will work with stakeholders and community to
create them.
An example of this style is
shown in other Palmy produced videos.
This approach has a range of
benefits:
· Conveys a marketing-related message in a fresh and personal
way that the audience can relate to
· Reinforces our city identity
· Will result in higher audience trust and engagement as a more
natural communication form, leading favourable dialogue with our community and
improving our reputation
· Achieves audience attention and fosters community loyalty
· Connects people with the city and 150th events
Objectives are to celebrate our residents and all the great things our city has
done over the last 150 years, and bring national PR attention promoting visitation
to the city.
4.1 Promotional Channels
We will use a variety of paid and unpaid
media channels.
Out of home advertising:
· City flags - installed February
· Te Marae o Hine feature flags - installed February
· Entrance Kiosks - installed February
· Cross street banners - installed at all times space is available
Street Flags past and present will be on
display as shown below:
Digital:
· Social media advertising, eg. Facebook targeted ads
· LED i-SITE screen
· Snapchat Geofilter
· Library digital signs
· Email signature
· Neighbourly advertising
Radio/promotion:
· Mediaworks on air promotion
· Radio adverts
4.2 150 Tohu Design
Warren Warbrick, of Toi Warbrick, was
commissioned to design a tohu to be considered for Palmerston North’s 150th
celebration. The intention is for the tohu to be made available through Council
for Communities and Businesses to include in their 150th event
marketing and promotional activity during the year.
The original design featured the dates
‘1871 – 2021’. These were subsequently removed in
acknowledgement of the region’s mana whenua, Rangitāne, who had
lived in the region for centuries before the first European settlement.
This design celebrates Te Marae o Hine
– The Square, as still being the heart of the city.
Around its edge are the ornaments and details
from ‘Pakeha’ buildings including the Grand Hotel, Palmerston North
City Library, and an Art Deco cluster near the i-SITE, and taniko patterns
(traditional cloak weaving) representing the five hapu of Rangitāne.
The intention in this design is to reflect
this long, harmonious relationship. Two sides of the square symbol are bordered
by Maori design elements and two sides with Pakeha elements with Te Marae o
Hine – The Square as the key feature.
Designed by JT Stewart, first surveyor of
Palmerston North, this is the only city in New Zealand to form around a
seven-hectare piece of land, now charged with 150 years of significant history,
celebration, change, and meaning.
5. 150th STeering Committee
Members and Meetings
|
Member
|
Role
|
|
Mayor Grant Smith
|
Committee Chair
|
|
Councillor Rachel Bowen
|
Council delegate
|
|
Councillor
Leonie Hapeta
|
Council delegate
|
|
Chris Whaiapu
|
Rangitāne
(Invited October 2020)
|
|
Sacha Haskell
|
Programme Sponsor
|
|
Lesley Courtney
|
Heritage Advisor
|
|
Tasha Paladin
|
Programme Manager
|
6. NEXT
STEPS
Council staff will continue the
150th Celebration Programme under the guidance of the 150th
Steering Committee and report back to the Arts, Culture & Heritage
Committee throughout 2021.
7. Compliance
and administration
|
Does the
Committee have delegated authority to decide?
|
Yes
|
|
Are the
decisions significant?
|
No
|
|
If they are significant
do they affect land or a body of water?
|
No
|
|
Can this
decision only be made through a 10 Year Plan?
|
No
|
|
Does this
decision require consultation through the Special Consultative procedure?
|
No
|
|
Is there
funding in the current Annual Plan for these actions?
|
Yes
|
|
Are the
recommendations inconsistent with any of Council’s policies or plans?
|
No
|
|
The
recommendations contribute to Goal 2: A Creative and Exciting City
|
|
The
recommendations contribute to the outcomes of the Creative
and Liveable Strategy
|
|
The
recommendations contribute to the achievement of action/actions in the Events and Festivals Plan
The action is: Council co-ordinates the delivery of the city’s community
and commemorative events and initiatives so Palmerston North has a full
events calendar that caters well for different sectors of the city’s
population.
|
|
Contribution to
strategic direction and to social, economic, environmental and cultural
well-being
|
If the
recommendation is adopted, Council officers will be able to coordinate
delivery of the city’s 150th commemorative programme of
events and provide funding to external organisations to facilitate
community-led 150th celebratory events.
|
|
|
|
Attachments
|
1.
|
PNCC 150th Communications Strategy ⇩ 
|
|
