EVENT REPORT

EXECUTIVE SUMMARY
Right from the start, 100% Pure New Zealand Winter Games was highly ambitious. What we proposed was
an event that has never existed anywhere in the world before, run by a country with no history in major winter
sports events, by an organisation that had been formed less than two years ago.

This didn’t deter us one bit. New Zealand has long track record of producing world class events, and from all
perspectives the inaugural 100% Pure New Zealand Winter Games was a huge success.

The strong support we received from the international sports bodies, the Pacific Rim National Olympic
Committees and national sports associations from around the world resulted in over 800 of the world’s top
snow and ice sports athletes attending from 41 countries. More significantly, the quality of competitors was
outstanding and we were able to witness a very high level of competition in all sports

Importantly, the communities of Dunedin, Naseby, Queenstown and Wanaka all fully engaged in the Games to
not only help deliver an international event of a high standard but also to welcome our visitors to the region.

We had expected a high level of international media interest in the event. In the end this far exceeded even our
most optimistic expectations. A target was set of a potential worldwide television audience of 350 million but
the final audience reach was estimated to be 756 million. As importantly, the international downloads of Games
images were in excess of 2,000 with a further 1,000 within New Zealand. The high internet presence further
added to this international profile.

By any standards this is a spectacular result. Not only as a confirmation of New Zealand’s ability to initiate and
conduct a world class winter sports event, but also to establish our credentials as the southern hemisphere’s
prime winter sports destination. The implications for future events and for tourism in general are truly exciting.
We now have a strong base upon which to build future Winter Games NZ and our team is committed to lifting
its Game even higher. Competitors, team management, international officials, volunteers, the public and our
own staff have all contributed thoughts on how to improve the Games.

As a result, planning has already commenced on delivering the next 100% Pure New Zealand Winter Games
and they will be even better.

My thanks, as chairman, go to all those who helped make the first Games so successful. This includes all
our partners, the venues, the sports, patrons, staff, volunteers, the communities of Otago and, of course, the
competitors and team management who were the stars.

Sir Eion Edgar

“The Games were ‘several notches’ above the
expectations of FIS. There is no question this Chairman Winter Games New Zealand Trust
has been a huge, huge breakthrough for winter
sports in New Zealand. The technical quality of
the facilities and terrain had been high, which
was a massive achievement given the difficult
weather conditions”.

Sarah Lewis, FIS secretary-general

THE EVENT
The inaugural 100% Pure New Zealand Winter Games was held over a ten day period from 21 August - 30
August 2009. The disciplines included Alpine Skiing, Cross Country Skiing, Free Skiing, Snowboarding, Curling,
Ice Hockey and Figure Skating.

RESULTS
Alpine Skiing
FIS Australia New Zealand Cup
Coronet Peak Super G men 1. Jake Zamansky USA
2. Felix Neurenther GER
3. Olivier Jenot MON
Coronet Peak Super G ladies 1. Britt Janyk CAN
2. Maria Pietilae-Holmner SWE
3. Shona Rubens CAN

Coronet Peak Giant Slalom men 1. Matts Olsson SWE

2. Hans Olsson SWE
3. Jimmy Cochran USA
Coronet Peak Giant Slalom ladies 1. Maria-Michele Gagnon CAN
2. Agnieszka Gasienica Daniel POL
3. Maria Pietilae-Holmner SWE

Coronet Peak Slalom men 1. Felix Neurenther GER

2. Mattias Hargin SWE
3. Nolan Kasper USA
Coronet Peak Slalom ladies 1. Florine De Leymarie FRA
2. Marie-Michele Gagnon CAN
3. Hiromi Yumoto JPN

IPC Alpine Skiing

Coronet Peak Adaptive Super G was cancelled due to weather

Coronet Peak Adaptive GS sitting men [Link] Braxenthaler GER

2. Thomas Nolte GER
3. Carl N. Burnett USA
Coronet Peak Adaptive GS standing men 1. Gerd Schoenfelder GER
2. Thomas Pfyl SUI
3. Adam Hall NZE
Coronet Peak Adaptive GS vis imp ladies 1. Kelly Gallagher AUS
2. Caitlin Sarubbi USA
Coronet Peak Adaptive GS sitting ladies 1. Alana Nichols USA
2. Anna Turney GBR
3. Jane Sowerby GBR
Coronet Peak Adaptive GS standing ladies 1. Andrea Rothfuss GER
2. Emily Jansen AUS
3. Anna Jochemsen NED

Coronet Peak Slalom sitting men 1. Martin Braxenthaler GER

2. Erik Esat Bayindirli USA
3. Timothy Farr GBR
Coronet Peak Slalom standing men 1. Toby Kane AUS
2. Adam Hall NZE
3. Mitchell Gourley AUS
Coronet Peak Slalom vis imp ladies 1. Jessica Gallagher AUS
2. Caitlin Sarubbi USA
Coronet Peak Slalom sitting ladies 1. Alana Nichols USA
Coronet Peak Slalom standing ladies 1. Andrea Rothfuss GER
2. Emily Jansen AUS
Cross Country Skiing
FIS Australia New Zealand Cup

KIA Motors 15km Classic men 1. Devon Kershaw CAN

2. Ivan Babikov CAN
3. Alex Harvey CAN
KIA Motors 10km Classic ladies 1. Sara Renner CAN
2. Brittany Webster CAN
3. Chisa Obayashi JPN

KIA Motors Sprint Freestyle men 1. Drew Goldsack CAN

2. Julien Nury CAN
3. Gaudenz Flury SUI
KIA Motors Sprint Freestyle ladies 1. Perianne Jones CAN
2. Shayla Swanson CAN
3. Brittant Webster CAN

KIA Motors 10km Freestyle men 1. Ivan Babikov CAN

2. Devon Kershaw CAN
3. George Grey CAN
KIA Motors 5km Freestyle ladies 1. Sara Renner CAN
2. Perianne Jones CAN
3. Brittany Webster CAN

IPC Cross Country Skiing

KIA Motors IPC 10km sitting men 1. Kozo Kubo JPN
2. Chris Klebl USA
3. Lou Gibson CAN
KIA Motors IPC 10km standing men 1. Yoshihiro Nitta JPN
2. Mark Arendz CAN
3. Keiichi Sato JPN
KIA Motors IPC 10km sitting ladies 1. Colette Bourgonje CAN
KIA Motors IPC 10km standing ladies 1. Shoko Ota JPN
2. Jody Barber CAN
3. Momoko Dekijima JPN

KIA Motors IPC Sprint Final sitting men [Link] Kubo JPN
2. Lou Gibson CAN
3. Dominic Monypenny AUS
KIA Motors IPC Sprint Final sitting ladies 1. Colette Bourgonje CAN
2. Joanna Dominick NZE

KIA Motors IPC Skate standing men 1. James Millar AUS

2. Mark Arendz CAN
3. Yoshihiro Nitta JPN
KIA Motors IPC Skate standing ladies 1. Shoko Ota JPN
2. Momoko Dekijima JPN
3. Jody Barber CAN
KIA Motors IPC Final Classic standing men 1. Kenji Takigama JPN
2. Tyler Mosher CAN
Free Skiing
AFP Sanctioned
The Remarkables Slopestyle men 1. Thomas Wallisch USA
2. Jossi Wells NZE
3. Bobby Brown USA
The Remarkables Slopestyle ladies 1. Anna Segal AUS
2. Rosalind Groenewoud CAN
3. Dania Assaly CAN

Cardrona FIS Ski Cross cancelled due to weather

Cardrona Halfpipe men 1. Seaton Taylor USA

[Link] Wise USA
3. Xavier Bertoni FRA
Cardrona Halfpipe ladies 1. Mirjam Jaeger SUI
2. Rosaling Groenewoud CAN
3. Dania Assaly CAN

Queenstown Resort College Big Air men 1. Bobby Brown USA

2. Kim Boberg SWE
3. Byron Wells NZE

Snowboarding
FIS Continental Cup
The Remarkables Slopestyle men 1. Stef Zeestraten NZE
2. Nick Hyne NZE
3. Gjermund Braaten NOR
The Remarkables Slopestyle ladies 1. Shelly Gotlieb NZE
2. Jamie Anderson USA
3. Aimee Fuller GBR

Cardrona Snowboard Cross men 1. David Speiser GER

2. Alex Pullin AUS
3. Konstantin Schad GER
Cardrona Snowboard Cross ladies 1. Natsuko Doi JPN
2. Ellie Richards NZE
3. Victoria Guinn USA

Queenstown Resort College Big Air men 1. Stef Zeestraten NZE

2. Jan Necas CZE
3. Nick Hyne NZE

Queenstown Resort College Big Air ladies cancelled due to weather

FIS LG Snowboard World Cup

LG Halfpipe men 1. Shaun White USA

2. Louri Podladtchikov SUI
3. Kazuhiro Kokubo JPN
LG Halfpipe ladies 1. Liu Jiayu CHN
2. Kelly Clarke USA
[Link] Bleiler USA
Curling

Men’s Final 1. Australia

2. China
3. Japan
Ladies Final 1. Japan
2. China
3. Korea

Ice Hockey

Australia v New Zealand test 1 Australia

Australia v New Zealand test 2 New Zealand
Shoot out decider New Zealand

Figure Skating

Senior men 1. Kensuke Nakaniwa JPN

2. Min Seok KOR
3. Andrew Dodds AUS
Senoir ladies 1. Akiko Suzuki JPN
2. Mari Suzuki JPN
3. Na Young Kim KOR

DEMONSTRATION SPORTS
Winter Triathlon

[Link] Open men 1. Nat Anglem Christchurch

2. Ben Koons Wanaka
3. Andrew Pohl Dunedin
[Link] Open ladies 1. Laetitia Roux Queenstown
2. Andrea Fancy Wellington
3. Yvonne Pfluger Christchurch

Natural Luge

Junior men 1. Michael McCormack Dunedin

2. Andrew Balme Christchurch
3. Tyler Carson-Day Timaru
Junior ladies 1. Tyla Toheriri-O’Neill Ranfurly
2. Cheyan Vowles Ranfurly
3. Tessa Jorgensen Wedderburn

“The New Zealand Winter Games

has brought the sport of curling to
a new higher level for New Zealand
and has given this sport a stage
that international curling will have
to notice.”
Doug Wright, Chief Ice Master
COUNTRIES
The following countries attended 100% Pure New Zealand Winter Games 2009:

Andorra Estonia Korea South Africa

Argentina Finland Monarco Spain
Australia France Netherlands Sweden
Austria Great Britain New Zealand Switzerland
Bahamas Germany Norway Ukraine
Belgium Hungary Peru USA
Brazil Iceland Poland Venezuela
Canada India Portugal Mexico
Czech Republic Italy Russia
China Ireland Serbia
Chinese Taipei Japan Slovenia

COMPETITORS AND TEAM MANAGEMENT

Competitors Management

Snowboard 185 60
Alpine Ski Racing 180 75
Adaptive Ski Racing 40 40
Cross Country Ski Racing 62 20
Adaptive Cross Country Ski racing 15 15
Free Skiing 125 30
Winter Triathlon 24 0
Curling 65 25
Natural Luge 30 0
Ice Hockey 40 10
Figure Skating 50 20

816 295

TEAM TROPHY RESULTS

A total of 17 countries won medals at the Games. The Winter Games NZ Team Trophy was won by Canada from
the United States and Japan. Points were accumulated according to medals won during the Games.

Team Trophy Standings: 1. Canada 62 points

2. USA 45 points
3. Japan 33 points
4. Germany 27 points
5. Australia 21 points
6. New Zealand 20 points
7. Sweden 12 points
8. Great Britain 8 points
9. Norway 8 points
10. China 7 points
MEDIA
TELEVISION
Sky TV NZ was media partner for 100% Pure New Zealand Winter Games. Our media office worked closely with
Sky TV to ensure maximum coverage and global distribution. As a result the Games, and the venues, reached
millions of viewers around the world.

Domestic coverage
SKY TV
Apart from the promotional build-up prior to the Games, daily television coverage commenced on Sunday 23
August and ran through to Monday 31 August. This was broadcast on Sky 1 and Sky 3.
Live: 34hrs 55mins
Highlights: 10hrs 30mins
Delayed: 2hrs 30mins
The Games also featured on Prime News and “Deaker on Sport” (interview with Jossi Wells and Juliane Bray).

TV3
TV3 News featured the Games on 8 evenings during the 6pm Bulletin with a total of 12mins 55secs of coverage.
TV3’s Sports Tonight also featured the Games on 4 evenings with interviews involving Josi Wells, Juliane Bray and
Anja Pearson.

TVNZ
One News featured the Games on 4 evenings during the 6pm Bulletin with a total of 5mins 18secs.
“Tonight” and “Breakfast” reused the images for stories screened. “Close Up” profiled Ben Griffin on Wednesday
19 August: 4mins 25secs. “Attitude” covered adaptive skiing on Sunday 11 October. The Games also featured on
“The Crowd Goes Wild”.

Global coverage
World Television was contracted by 100% Pure Winter Games to extend and monitor international television
coverage of the event. Sky Television in New Zealand covered the games for their own broadcast purposes and
also provided footage free-to-air for broadcasters.

All footage was available by satellite on request from Sky New Zealand or via an FTP server. The following
broadcasters accessed footage via the Sky TV FTP server:
• Super Sport (South Africa) - Audience: 3,000,000
• ESPN STAR Sport (Asia) - Audience: 100,000,000
• Swedish TV - Audience: 300,000
• Gillette World of Sport (distributed to 220 broadcasters in 180 countries) - Audience 100,000,000
• Extreme International (40 countries) - Audience 40,000,000
“You and your team produced a
• European Broadcasting Union (Eurovision - 74 members in 54 countries) - Audience: 440,000,000 truly great international event and
should be immensely proud of
In addition to the above World Television also distributed the final highlights package across APTN’s global video what you were able to achieve.
newswires and supported this with a targeted media relations campaign across the following territories: I was proud to be associated with
• Australia the Games and to be part of this
success.”
• USA/Canada
Bruce Hamstead, ACA Race
• China (national and regional broadcasters)
Quality Coordinator, Canada
• Hong Kong
• India
• UK
• Germany
• Singapore
• ESPN (Pan Asian)
• Eurosport / Euronews (Pan European)
• Channel News Asia (Pan Asian)
• ABC Asia pacific (Pan Pacific and Asian)
• Al Jazeera (worldwide)
 B Sport – New Zealand’s first dedicated sport and racing network for the sport purist. B Sport host James
McOnie spent a week on the ground in Queenstown broadcasting his show live from 5 different events and
locations.

The Rock – New Zealand’s most listened to music format radio station focused on the ice hockey and sent a
crew to Dunedin to host the two night games during Winter Games. There were fun competitions and some
fantastic giveaways!

The Edge – “Life’s more fun on the Edge” The Edge are very much a youth focused brand delivering the biggest
audience in New Zealand of 10 – 34 year olds. They focused very much on encouraging the youth of NZ to head
to the Winter Games for a great fun time! In conjunction with this they gave away a series of Kiwi Experience bus
trips taking them to Queenstown. They also had their night show hosts Brad and Sharyn come to Queenstown to
host some events and report back live to The Edge from events.

George FM – “Beats Working” Mediaworks newest edition and undoubtedly the coolest, proudly providing host
Clarke Gayford to provide beats for the closing ceremony!

Confirmed Television Broadcast Usage Brands Used – Locally

Number of TV Stations that broadcast coverage of the 100% Pure Winter Games: More FM & Q92 The Breeze – Queenstown’s only two live and local brands operating for over 25 years and
• 6 accessed footage from Sky FTP site still live and local seven days a week. They delivered daily reports, news, schedules and interviews to keep the
community constantly up to date with what was happening on and off the slopes.
• 18 used b-roll footage distributed by World TV via APTN
• 1 broadcaster covered the event with their own crew
• 74 broadcasters were fed Sky coverage via the European Broadcasting Union (Eurovision).

TOTAL ESTIMATED GLOBAL AUDIENCE REACH: 765,740,394

PRINT MEDIA
Domestic statistical analysis
Equivalent Value of Advertising
A total of 195,857 sq cm of press coverage has so far been collated through clippings. This is an average of 345
The EVA is used in the public relations / Advertising industry to ‘measure’ the benefit to a client from media
sq cm per clipping. A total of 647 photos were used in this coverage, or 1.14 images per clipping.
coverage of a PR campaign.
Total clippings per month in 2009
EVAs measure the size or duration of the coverage gained, its placement and calculate what the equivalent
amount of space / time would cost if paid for as advertising. A multiplier is used to allow for the credibility factor • February 8
of news and programme coverage over advertising. • March 10
• April 16
Equivalent Value of Advertising for the 100% Pure Winter Games is between NZ$20 - NZ$70million
• May 12
• June 48
World Television’s Conclusion
• July 40
The 100% Pure Winter Games has undoubtedly provided sponsors with an extensive international television • August 373
audience, across several key markets. In terms of content, the images were exciting and presented New Zealand • September 42
in a professional way through the well-executed delivery of a world class event.
Type of coverage
It is reasonable to assume that from a tourism perspective the 100% Pure Winter Games have given a new angle
on New Zealand for some international markets. Analysis of clippings shows that the key messages of the Games were carried successfully, eg: world class
venues, top international athletes competing, NZ talent on show, commitment from organising team, government
The inclusion of the 100% Pure Winter Games as a feature in the Australian Channel 9 “Getaway” programme
support and economic benefits.
has provided a great opportunity for tourism promotion in New Zealand’s biggest market.

As the 100% Pure Winter Games grows and develops greater international profile it will provide an increasing Otago / Southland press were more likely to focus on individual athletes and personalities behind the Games and
number of opportunities for sponsors, corporates and government, to undertake their own media relations they ran editorial evaluating the success of the Games in terms of economic impact and international interest in
campaigns around the event to meet their own commercial and public diplomacy objectives. New Zealand.

RADIO
Mediaworks was the radio partner for Winter Games 2009. Mediaworks utilised five station brands on a network
basis and two locally to deliver a comprehensive promotional and branding campaign in the lead up to and
during Winter Games 09.

Brands Used - Network

Radio Live - Nationwide Audience of over 1.4 million New Zealanders tune into Radio Live News every week.
Intelligent talk, controversial comment and up to the minute local national and international news. There was a
guaranteed news element within the sports news for the duration of the Winter Games.
Some regional titles ran stories on athletes from their local area, but in general North Island press concentrated
more on the major events and results.

Regional v national

Media located closest to the Games venues committed more journalists to cover the various events and therefore
produced a greater volume of coverage. While they used the official media releases as background they were
more likely to also conduct their own interviews, competitor profiles and editorial opinions. Other print media were
more likely to use the official media release as the single main source for their story.

North Island print media coverage was limited and this is one area that will be followed up on for the next
Winter Games NZ.

Magazines
A number of monthly magazines ran preview coverage leading up to the Games. Their monthly frequency makes
it difficult for editors to cover individual events as oppoesed to feature based stories.

Titles included: MiNDFOOD, M2, Wilderness, Kia Ora, North and South, Adventure, Next, NZ Business and NZ
Snowboarder.

News agencies
A number of stories were generated via the NZPA Newswire, especially amongst NZ regional titles. International
coverage was also generated from this channel.

ONLINE COVERAGE
The internet being such an expansive medium, definitive measurement of online coverage for 100% Pure New
Zealand Winter Games is not as straightforward as measuring print or television coverage.

This report outlines a selection of top-line results that are designed to highlight the type and origin of stories
appearing on the net as a result of media activity, and also to provide a platform on which to build coverage in
the future.

Type of coverage

The majority of online coverage was taken directly from press releases issued by the Winter Games NZ media
office. On some occassions information has been adapted to suit a specific purpose, eg: from a tourism / “visit
NZ” angle or to suit a national readership.

As a result of this, online coverage is highly positive with no negative messages encountered. The key messages
contained in the official press releases (inaugural Games, prelude to Winter Olympics, number and quality of
entries, national successes, NZ as a world class venue, etc) have been carried successfully to an online audience.

The most prevalent online coverage relates to freeski and snowboard halfpipe events, curling, alpine skiing
and the closing ceremony (including Canada as the most successful country). There is widespread use of
photography from Getty Images, suggesting this service was easily accessible and well used. Some coverage is
purely based on photography (eg: [Link]). In addition a number of sites included video footage or are dedicated
upload sites (eg: [Link], [Link], [Link], [Link]).

Country of origin

In addition to the major winter sports competing nations, online coverage was generated in countries as varied as
China, Greece, Argentina, India, Japan, Brazil, Russia and Thailand.

Counties most represented:

• Australia
• Canada
• New Zealand
• USA
• United Kingdom
• Switzerland
• Sweden
• Spain
• Greece
Whilst it is difficult to provide definitive analysis of the total volume of online coverage that has been generated
for 100% Pure New Zealand Winter Games, it is possible to assess how effectively online media carried the key
messages from the official press releases.

A key advantage of issuing stories via the web is the ability to reach audiences in countries other than those with
a tradition of following winter sports. Stories on Winter Games NZ were carried across the world by aggregation
news sites and blogs, as well as sports-specific sites, which will have raised the profile not only of the Games
themselves but also winter sports in general and the ability of New Zealand to host a major international
competition.

Video to web
Snowtv was contracted to provide online video coverage of nominated events, publishing them on [Link]
and other selected sites as well as making them available for download.

Clips were shot and loaded to Snowtv each day with links made available for the media to download.
Video was distributed to:
[Link]
[Link]
[Link]
[Link]
[Link]
[Link]
[Link]
[Link]
[Link]
[Link]
[Link]

In addition to supplying video to web, footage shot was also supplied to the TVNZ Breakfast show which
broadcast a total of 3 minutes on consecutive Thursdays during the event.

“This is a great opportunity for New Zealand and the

100% Pure New Zealand brand to be seen around
the world and we have been working to ensure that
we make the most of leveraging this event.”
George Hickton, Tourism NZ Chief Executive
 IMAGE DOWNLOADS

100% Pure New Zealand Winter Games chose Gettyimages photo assignment and [Link] distribution
services to:

• Promote the event to gain global exposure.

• Publish the event to [Link]’s 90,000 global media users and to proactively reach out to more
than 30,000 sports subscribers.

• Make Winter Games NZ images/press releases available immediately.

• Send out events highlights instantly.

• Maximise the event’s international exposure at the lowest cost.

Getty photographers and field editor were on site to take photos and uploading them onto [Link] straight
after each day’s events. All images were captioned and made available to users for immediate downloading.

There were 3311 downloads and 2875 hits on the site 21 August - 2 October
800

700

600

500

400

300

200

100
“The field rivalled the Olympics in
0
standard. All of the top 10 ranked
20.8 09

21.8.09

22.8.09

23.8.09

24.8.09

25.8.09

26.8.09

27.8.09

28.8.09

29.8.09

30.8.09

31.8.09

1.9.09

2.9.09

3.9.09

4.9.09

7.9.09

8.9.09

9.9.09

15.9.09

16.9.09

17.9.19

18.9.19

20.9.09

21.9.09

24.9.09

27.9.09

2.10.09
women in the World Cup have
travelled to this important event
and 6 of the top men”.
Marcel Looze, FIS snowboard
There were 3311 downloads and 2875 hits on the site 21 August - 2 October
race director
1200

1000

800

600

400

200

0
NZL USA FRA ESP DEU POL CZE SWE MEX AUS BGR GBR CAN GRC COL BRA CHE

An enhanced sports media list on [Link] is now ready for the next 100% Pure New Zealand
Winter Games event in 2011.

Australia 1,060 users

New Zealand 200 users

The rest of the world 32,170 users

TOTAL 33,430 users

“The organisers of the 2009 Winter Games NZ
have identified a gap in the market that is New
Zealand’s for the taking. An international winter
sports event that is the forerunner to the Winter
Olympic Games - and the perfect platform to
promote New Zeland internationally.”
Dr John Guthrie, University of Otago
“We’re all configured differently and life
depends on the person. People look at me
and how I walk and they think “he can’t
ski, he’s disabled”. But put them on a pair
of skis next to me and they’ll soon find out
they’re the ones with a disability.”
Adam Hall, NZ adaptive alpine skiier
ranked No 2 in the world.
“This is a fantastic initiative.
Full credit to New Zealand
for actually making it happen.
It’s a real bonus for Southern
Hemisphere sports.”
Ian Chesterman, Australian
Olympic Committee chef de
mission 2010
ECONOMIC BENEFITS
Economically the Games has the potential to deliver benefits in four key areas:

• Direct spend by those who came to Otago specifically for the Games.
• International television coverage that helped promote Otago and New Zealand as a tourism destination.
• International print media coverage, especially photographic images, that helped promote Otago and
New Zealand as a tourism destination.
• Internet visibility on as many websites as possible.

The last two are difficult to allocate a value to but we do know that the Games exceeded the international reach
in both that we had targeted. Image downloads were especially significant.

The advertising value of the international television coverage has been independently set at between $20m
and $70m.

To gauge the direct expenditure an on line survey was undertaken with competitors and team management
that registered for the Games. No research was undertaken for these Games with the general public who might
have come to see the Games.

The event attracted approximately 922 visitors to the Otago region, with an estimated 73.5% of these visitors
indicating that they had travelled to the region primarily to attend the Winter Games. This equates to 555
visitors solely attributed to the event. The average length of stay for visitors in Otago during the event period
was 6.6 days.
The direct expenditure from all visitors to the region is estimated at $4.25m, while the direct value added is
estimated at $1.96m. The total economic impact of the event (taking into account the flow-on effects of direct
expenditure) is estimated at $7.30m, with the total value added to the region being estimated at $3.57m.
In addition, it is estimated that direct expenditure both before and after the event was $4.80m. Taking the event
period expenditure into consideration, overall direct expenditure in Otago as a result of this event could be as
much as $9.05m. Overall direct value added is estimated at $4.36m. Total expenditure, comprising economic
activity before, during and after the event (and including the flow-on effects of this expenditure) could amount to
$15.46m, while total value added could be as much as $7.90m.

The figure below summarises the key results of the 2009 Winter Games NZ survey.

100% PURE NEW ZEALAND WINTER GAMES 2009

21 - 30 AUGUST

922 PARTICIPANTS FROM OUTSIDE OTAGO (75.0%)

73.5%, OR 555, EXCLUSIVELY IN REGION FOR EVENT

AVERAGE EXPENDITURE OF VISITORS - $1,900

(RANGE OF EXPENDITURE - $1,482 - $2,319)

DIRECT EXPENDITURE - $4.25M

DIRECT VALUE ADDED - $1.96M
DIRECT EMPLOYMENT - 38 FTEs

TOTAL EXPENDITURE - $7.30M “We are serious about attracting

TOTAL VALUE ADDED - $$3.57M
TOTAL EMPLOYMENT - 63 FTEs
and developing world class
events. This is a great example of
a home-grown event with huge
WIDER ECONOMIC BENEFIT potential. The tourism spin-offs
(INCLUDING IMPACT BEFORE AND AFTER EVENT) in terms of visitor numbers and
spending will be significant. This
event will showcase some of our
DIRECT EXPENDITURE ESTIMATE - $9.05M
DIRECT VALUE ADDED ESTIMATE - $4.36M
most spectacular scenery and we
believe the benefits will extend well
beyond the Otago region”
TOTAL EXPENDITURE ESTIMATE - $15.46M John Key, NZ Prime Minister
TOTAL VALUE ADDED ESTIMATE - $7.90M
and Minister of Tourism.
 FINANCES
“Im proud to win today. This is the
heaviest event I’ve ever been in.
That’s saying a lot, as I’ve been in a lot
of them”
Shaun White, Olympic champion Income: Sponsorship, Patron’s Club, grants and ticketing $3,231,578.00
and snowboard legend
Expenditure: Sports $869,149.00
Transport & accommodation $ 36,800.00
Media $135,615.00
Television $316,300.00
Marketing $140,523.00
Ceremonies & special events $169,226.00
Management & administration $597,859.00
Volunteers $372,621.00
Other $ 7,909.00
$3,212,241.00
Net Operating Surplus: $ 19,337.00

PATRONS
The Winter Games NZ Patron’s Club was a huge success. By joining, the contribution individuals or
companies made greatly assisted WGNZ to produce a world showcase event and a fantastic ongoing asset
for the Otago Community and New Zealand as a whole. This support was greatly appreciated.

FOUNDING PATRON
Eion and Jan Edgar

SPECIAL PATRON
David Levene Foundation

BUSINESS PATRONS
Michael Hill – Michael Hill Watches
Steve Sanderson – Queenstown Airport Corp
Cameron Reed – Ray Whte Real Estate

PATRONS
A Womans Touch Brian and Hilaire Field Graeme and Eunice Marsh Susan Stevens
Advantage QT Stephen and Virginia Fisher John Martin Terry Stevens
Amisfield Wine Company Kent and Gaye Gardner John Matthews Swain Woodham Group
Anderson Lloyd Lawyers Anna Gartland Alexandra McKay Philipa Lady Tait
Will Anglin Warwick Goldsmith Eden McKay Jenny Tapper
Jennifer Anglin Good Group Ltd Elizabeth McKay Jules Tapper
Aotea Queenstown Greylands Ridge Rob McKay Mark Taylor
Asset Management Ltd Jonathan Gurnsey Lindsay McLean John Thompson
AWS Legal John Guthrie Millbrook Resort Mary Thompson
Ann Beattie Tony Hall Nadene Milne Gallery Jeff Turner
John Beattie Grant & Karen Hattaway Alistair Nicholson Sandy Turner
Pauline Beattie Tony Hill Mike Norris Unichem Wilkinsons Pharmacy
Margaret Benseman Vickie Hill Northburn Station Henry Van Asch
Mark Benseman Caroline Hutchison Over The Top Vero Insurance NZ Ltd
Boardwalk Restaurant Margo Hutchison Paper Plus Tim and Prue Wallis
Brennan Wines Jacks Hardware and Timber Ltd Kaye Parker Whitestone Cheese
David & Elspeth Broomfield Jillian & Dick Jardine Michael Parker Barry Wilson
Kathryn Burns Deanie Johnstone Rick Pettit Noela Wilson
Cardrona Hotel Haniin Johnstone George Pinckney Winnies
David Carter Rodney Jones Pinewood Lodge Wyndham Vacation Resorts
Chard Farm Sajini Jesudason Alan Pollock Asia Pacific
Christchurch Airport David and Brigit Kirk Brigie Pollock
Bryan Collie Doug Kirkpatrick Alastair Porter
Copthorne Hotel Commodore Knox Investment Partners Margo Pryde FRIENDS OF WGNZ
Coronet PM Lane Neave Lawyers Tom Pryde Hotel Grand Chancellor
Creeksyde Holiday Park Doug & Margie Lingard Queenstown Medical Centre Geoff and Helen Thomas
Murray & Clare Doyle Roger Macassey Jolyon & Georgina Ralston Alan and Kay Gray
Adam Edgar Sue Macassey Ann Salmond Jerry and Sally Stockdale
Amber Edgar Chris Mace The Skin Institute Vicky and Scott St John
Hamish Edgar Dayle Mace Skyline Enterprises Dr Patrick Frengley
Jonty Edgar Alan MacKenzie Ant Smith Ornstein Yevrah
Victoria Edgar Ces MacKenzie Philip Smith Anonymous
Elixir Travel New Zealand MacTodd Don and Jan Spary Sue Knowles
T G Elworthy Leanne Malcolm Simon Stamers-Smith Dinah Smith
Fergburger Mantra Restaurant Fiona Stevens Richard and Rosemary McElrea
New Zealand Prime Minister John Key
at the Big Air medal presentation at
Coronet Peak. The Closing Ceremony
followed immediately afterwrds.
 It only gets better.
“New Zealand has The 100% Pure New Zealand Winter Games 2009 was the first of what we plan to be many more. Our
certainly signalled with planning has been based on holding the Games every two years with every four years being a back-up option.
this event that it is the Confirmation of timing and the event schedule will be made in February 2010 after the Winter Olympics in
skiing capital of the Canada.
Southern Hemisphere.”
Sarah Lewis, FIS What we can tell you is that the next Games will incorporate the following improvements as a result of feedback
secretary-general received:

• Competition programme to be over 14 days to allow for weather days and to reduce pressure on
venues and the organisation.
• Free ski and snowboard programme all to be based out of Wanaka.
• Target short track speed skating as an addition to the ice programme
• Winter Triathlon to be a full games sport
• Increase the marketing and promotions domestically and internationally
• Build a strong entertainment schedule with concerts and downtown events.

SPONSORS
The Board and Staff of Winter Games NZ would like to thank the Sponsors and Partners listed below for their
fantastic support and the faith they have show in us. Without this support the event would not be possible.
WINTERGAMES
NZ

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