Waka Māori: He Pūrongo Rangahau/ Waka Māori ... - Te Puni Kokiri

HE MIHIKa timu te tai, ka pari te tai ki Takaparawhau, e tū whakahī ana. Ōrākei, tūkuna rā tō karanga kiaareare mai ngā taringa, kia hiki i te wairua. Ōrākei, he tohu maumahara ki ngā whawhai o ōkoutou nā kuia koroua i tū pakari ai mō te iwi. Ka kore e warewaretia.Haruru mai ana a Tumutumuwhenua i ngā moemoeā o āna uri. Tū tonu mai rā koe heiwhakaruruhau mō ngā tamariki mokopuna o Tūperiri, arā ko Te Taoū, ko Ngā Oho, ko Te Uringutuhoki. Tīhei mauriora.I te tau kua hipa atu, i toko ake te kaupapa nei hei hāpai i a Ngāi Māori mō te Kapu Whutupōro oTe Ao 2011: he tirohanga auaha, hononga tāngata, kawenga whainga hoki. Heoi, tokomaha ngātāngata i kuhu ai ki te tautoko i a Waka Māori, kia kitea te otinga atu o ngā pūmanawa Māori:Te whānau o Ngāti Whātua o Ōrākei (Grant Hawke, Ngarimu Blair, Renata Blair, Tracy Davis,Sharon Hawke, Katera Maihi me ngā kaiāwhina i manaaki mai i ngā manuhiri ki Waka Māori);Diana Puketapu; Nick Dalton (TOA Architects); Harry Kleyn (Structurflex); Barry Davidson(Compusoft Engineering); Susannah Fougere; Darrell Carlin rāua ko Sharon Butler-Morris (CarlinValenti); Emere Wano (Tihi Limited); Eric Ngan; Precious Clark (Tuia Limited); Guy Dawson(BECA Carter Ltd); Matt Te Pou (Snr); Tiki Edwards (NZRFU); Kura Gallery; New Zealand MāoriArts and Crafts Institute; Ian Taylor (Animation Research Ltd). Huri noa ki Māori Tourism, teManatū Taonga me Te Puni Kōkiri. Tēnā koutou katoa.Ko tēnei i mahia nei e manako ana ki ngā whakatupuranga heke. Mei kore ake koutou, ka koretēnei kaupapa e tūtuki i ō tātou nei wawata.“Tāmaki Herenga Waka”3

4 Waka Māori Survey Report February 2012

EXECUTIVE SUMMARYRugby World Cup (RWC) 2011 was held in New Zealand over September and October 2011. TheGovernment’s priorities for RWC 2011 were: to support the delivery of a successful tournament; tomaximise the leverage opportunities; and to capture legacy benefits for all New Zealanders.These priorities were largely delivered through the REAL New Zealand festival.Waka Māori was a Māori showcase pavilion supported by Government to:contribute to the vibrancy and energy of the Auckland waterfront;provide a unique venue for hosting events that was quintessentially Māori, South Pacific andNew Zealand in form; andprovide a facility for future hosting opportunities at key international events promoting NewZealand.This survey was developed to gauge visitors’ perceptions about Waka Māori. This survey alsoaimed to provide insight into Waka Māori’s contribution to the economy, in line with Government’sinterest in determining the economic impact of RWC 2011 to New Zealand.The top line findings from this survey include: 397,000 visits to Waka Māori; 1as a venue, visitors rated Waka Māori very highly for ease of access including for disabledpersons;visitors were “very satisfied” with Waka Māori and rated this experience as high as, or higherthan, other RWC 2011 events and activities;an estimated $9m of direct spend as a result of visitors’ attendance at Waka Māori;84 percent of visitors reported that their Waka Māori experience was worth more than theamount they had spent there;88 percent of visitors agreed that Waka Māori played an important role in portraying Māori asa positive contributor to the New Zealand economy;Waka Māori had a positive influence on international visitors’ decisions to revisit New Zealandin the future; andsurvey ratings support the rationale behind Waka Māori.1180,000 people attended the Waka; 217,400 visits were recorded at Herenga Waka, the Artisans’ Village.5

6 Waka Māori Survey Report February 2012NIKAU – the off-spring of Tane and Tunarangi, nikau provided a rich array ofbenefits for Māori including thatching and weaving materials (leaves), storagecontainers (outer trunk), necklaces (berries) and food (young shoots).

CONTENTSHE MIHI ..................................................................................................... 3EXECUTIVE SUMMARY............................................................................ 5BACKGROUND ......................................................................................... 9INTRODUCTION ...................................................................................... 10Description of Waka Māori ................................................................................................... 10Visitor Numbers to Waka Māori ........................................................................................... 12SURVEY OBJECTIVES & METHODOLOGY .......................................... 13TE WAKA ................................................................................................ 14Visitors to Waka Māori were Satisfied with the Overall Quality of the Venue ....................... 14WAKA NGAHAU ..................................................................................... 16Overall, Visitors were Very Satisfied with Waka Māori ......................................................... 17TV and ‘Word of Mouth’ Boost Waka Māori Visits ................................................................ 18Waka Māori seen as Welcoming, Educational, Informative, Entertaining and Unique ......... 18Time Spent at Waka Māori ................................................................................................... 18Positive Opinions of Waka Māori both Before and After Attendance ................................... 19WAKA TĀKARO ...................................................................................... 20Māori Rugby Exhibition Popular ........................................................................................... 20HERENGA WAKA ................................................................................... 23Māori Artisans’ Village was Rated Highly ............................................................................. 23WAKA PAKIHI ......................................................................................... 25Waka Māori Direct Event-related Spend is an Estimated $9m ............................................. 26Waka Māori Presented New Business Opportunities for Visitors at Business Functions ..... 27Portrayed Māori as a Positive Contributor to the New Zealand Economy ............................ 28WAKA TŪRUHI ....................................................................................... 29Unique cultural experience for International Visitors ............................................................ 29Waka Māori Positive Influence on Decision to Revisit New Zealand ................................... 30Waka Māori Excellent Contributor to RWC 2011 ................................................................. 31WAKA TĀNGATA.................................................................................... 327

Ratings Support the Rationale behind Waka Māori ............................................................. 32RESPONDENTS’ PROFILE ..................................................................... 34Age/Sex ............................................................................................................................... 34Education ............................................................................................................................. 34Household Income ............................................................................................................... 34Country of Origin .................................................................................................................. 35APPENDIX 1: OUTCOMES FRAMEWORK............................................. 36Te Puni Kōkiri Investments in RWC 2011 ............................................................................ 36APPENDIX 2: WAKA MĀORI LIVE PERFORMANCE PROGRAMME .... 378 Waka Māori Survey Report February 2012

BACKGROUNDRugby World Cup (RWC) 2011 was held in New Zealand over September and October 2011. TheGovernment’s priorities for RWC 2011 were: to support the delivery of a successful tournament; tomaximise the leverage opportunities; and, to capture legacy benefits for all New Zealanders.These priorities were largely delivered through the REAL New Zealand festival.Aligned with these priorities, Te Puni Kōkiri developed a Māori and Iwi Engagement Strategy(Strategy) in 2009 to guide and inform its investment into RWC 2011. In February 2010, RugbyNew Zealand 2011 (RNZ) adopted this strategy as the official RNZ strategy for Māori and iwiengagement in the RWC 2011. In order to support Te Puni Kōkiri’s evaluation requirements,components of the Strategy were refined and resulted in the following long term outcomes for TePuni Kōkiri’s work (see Appendix 1):Māori and iwi are positioned for strategic economic opportunities through a major sportingevent.A positive perception about Māori is engendered.Māori culture and language is better appreciated and celebrated on the world stage, and athome.Te Puni Kōkiri also undertook research to understand how indigenous peoples from around theworld had leveraged major events in their countries for social, economic, and political gain. Theonly significant example of this was the First Host First Nations group, who activated a programmearound the Vancouver Winter Olympics in 2010 for several First Nations tribes based in Canada.One of the pillars of their success was a showcase pavilion that became the centre for theirbusiness engagement, and positive political activism. This example of success inspired thedevelopment of Waka Māori.9

INTRODUCTIONIn October 2010, Ngāti Whātua o Ōrākei presented their ‘Waka Māori’ concept, which proposed toconstruct a large-scale contemporary Māori canoe and use the space to host events, promotebusiness showcasing and add to the richness of the overall visitor experience to Auckland duringRWC 2011. Ngāti Whātua o Ōrākei objectives were to:tell the story of Māori people through profiling NZ Māori Rugby;create a dynamic and colourful space where Māori want to be, thereby attracting tourists to thespace;leverage RWC for business opportunities with Pākehā, Māori and international visitors, fromIwi Corporates to single entrepreneurs; andraise the profile of Māori innovation, business, arts, culture and entertainment.In March 2011, Cabinet confirmed contributions of $1.1m from Vote: Māori Affairs; up to $0.8mfrom Vote: Arts, Culture and Heritage; and noted that Ngāti Whātua o Ōrākei would contribute$0.1m (with further contributions in kind) to fund the Waka Māori project. Cabinet noted thatownership of the Waka structure would be vested with Corporate Property Investments Ltd, acompany 100% owned by Ngāti Whātua o Ōrākei. Cabinet also noted that Waka Māori would:contribute to the vibrancy and energy of the Auckland waterfront;provide a unique venue for hosting events that was quintessentially Māori, South Pacific andNew Zealand in form; andprovide a facility for future hosting opportunities at key international events promoting NewZealand.As part of Government’s investment, Te Puni Kōkiri was tasked with securing free public events,VIP hosting, business promotion and promotional activities to ensure public value and enjoymentfrom Waka Māori, commensurate with the level of Government support.Te Puni Kōkiri also worked with the Ministry for Culture and Heritage, NZ2011, NZ Trade andEnterprise, Auckland City, and others involved in developing the waterfront programme, to ensurethat Waka Māori was a complementary venue to Queen’s Wharf and activities planned for theAuckland CBD precinct.In addition, every effort was made to ensure representation from other iwi at Waka Māori therebypositioning this as a ‘Māori Inc’ project. To that end, Ngāti Whātua undertook regional visits duringJuly and August 2011 to meet with key iwi and Māori business leaders and invited them to attendWaka Māori. Essentially, this was to participate in the opening pōhiri and business networkingfunctions.DESCRIPTION OF W AKA MĀORIThe Waka itself is a New Zealand-made venue, constructed using 100% recyclable textile andwood. The Waka is expected to have around a 25 year life span. Its total length, from the bow tothe stern post, is 74 metres, and it stands at a height of 16.6 metres. There is 501 square metres10 Waka Māori Survey Report February 2012

of floor space and the venue has full sound, lighting, air-conditioning and heating, with capacity for600 people. It is expected to take 2-3 weeks to install at any venue around the world, and issectioned so it can be made longer or shorter, as required.11

Herenga Waka (the adjacent Artisans’ Village) comprised three large pavilions. In these spaces,Ngāti Whātua housed live carving and weaving exhibitions, traditional tattoo artists available towork on visitors, and a contemporary Māori art gallery.Waka Māori (the Waka venue itself and the Artisans’ Village) was located in a premium position onTe Wero Island and the Eastern Viaduct – in the heart of the Auckland Viaduct – and was open for11 days (from 13-23 October 2011), with free public access available for 10 days (from 14-23October 2011).There were five components to this event:1. Waka Mānu (Opening Gala designed to serve as a key business networking function).2. Waka Ngahau (a series of live entertainment shows).3. Waka Tākaro (a Māori Rugby Exhibition and Māori Rugby Club).4. Herenga Waka (an Artisans’ Village, exhibiting traditional and contemporary Māori art andmade available for purchase).5. Waka Pakihi (business sector showcasing).VISITOR NUMBERS TO W AKA MĀORIAttendance numbers referenced in this report were recorded using conventional hand-clickers.Staff were located at the entrance of the Waka and counted each person entering the premises.These figures were reported to the production office on the hour each day and recorded on acomputer database.The total counted was 179,100. An additional seven functions were held at Waka Māori, with anestimated 1,100 2 people attending. On this basis, the estimate of total attendance at Waka Māoriis rounded to 180,000.In addition, there were 217,400 visits recorded at Herenga Waka. Counting here was conductedslightly differently to the Waka, and reflected the physical arrangements and constraints forentrance and exit into the three pavilions in this space. Staff were located at the entrance to eachof the three pavilions, and counted each person. For clarity, if a person visited each of the threepavilions, this would be recorded as three ‘visits’. This method of counting ‘visits’, as opposed to‘people’, is standard practice for events of a similar nature.2Four evening functions, two business breakfasts, and an NZTE hosted French/New Zealand networking function.12 Waka Māori Survey Report February 2012

SURVEY OBJECTIVES &METHODOLOGYIn collaboration with the Ministry for Culture and Heritage and Ngāti Whātua o Ōrākei, Te PuniKōkiri undertook the development and implementation of a survey to gather feedback on theexperiences of Waka Māori visitors, both domestic and international. Additionally, data indicatingthe economic contribution of Government’s investment in Waka Māori was sought.The survey was conducted as an online survey from 25 October to 15 November 2011. WakaMāori visitors were approached as they queued at various points inside and outside the Waka andHerenga Waka and invited to participate in the research. Contact details were collected from allwilling participants aged 15+ years so that a link to the online survey could be issued to them.In order to ensure that survey participants were representative of all visitors, the collection ofcontact details occurred over 5 full days of the 10 days Waka Māori was open to the generalpublic, including both weekdays and the weekend. During quieter periods all visitors were invited,whereas in busier periods every n th visitor was invited to participate. When families or groupsentered, a ‘next birthday’ approach was used to select the respondent(s).A total sample of 1,251 individuals provided their contact details and, of these, 482 visitorscompleted the survey.The survey results have a maximum margin of error of +/- 4.5 percent at the 95 percent confidencelevel.13

TE WAKAVISITORS TO W AKA MĀORI W ERE SATISFIED WITH THE OVERALL QUALITYOF THE VENUEOverall, the venue was rated 7.9 out of 10 by survey respondents. Low ratings were reported forseating which had the lowest levels of satisfaction, with 6.1 for its availability, and 6.7 for itscomfort (see Table 1).The quality of performance related settings were all rated highly: quality of sound (8.3 out of 10),volume of music (8.3 out of 10), visibility of stage and performers (8.2 out of 10), and lighting andlighting effects (8.1 out of 10).Audience participating in the daily pōhiri.Classical violinist, Elena, with multimedia showin the background.14 Waka Māori Survey Report February 2012

Because parking facilities in Auckland are at a premium, additional transport options were providedby Auckland City to help RWC 2011 visitors get around the region. Visitors seem to haveappreciated this transport, as indicated by a satisfaction rating of 8.1 out of 10. For people withphysical impairment, respondents indicated Waka Māori had taken this into consideration in thedesign and execution of infrastructure in and around Waka Māori.Table 1: Evaluation of Te WakaVenue EvaluationRatingCleanliness/maintenance of toilets 8.7Cleanliness/maintenance of venue 8.6Quality of sound 8.3Volume of music 8.3Ease of access 8.2Access to food/drink outlets 8.2Visibility of stage/performers 8.2Lighting/lighting effects 8.1Transport available 8.1Ease to get around 7.7Quality of food/drink available 7.7Ease of access to a person with disability 7.6Consideration shown for people with physical impairment 7.5Directional signage 7.4Range of food/drink available 7.4Comfort of seating 6.7Parking facilities 6.3Availability of seating 6.1Overall ambience 7.8The venue overall 7.915

WAKA NGAHAUWaka Māori was the most visible Māori cultural venue in the Auckland CBD during RWC 2011 thatoffered a platform for Māori artistic expression during the final two weeks of the RWC 2011Tournament.In addition to 35 live stage performances, daily pōhiri, and with a number of impromptuperformances held in the outdoor spaces, Waka Māori also included Herenga Waka, an Artisans’Village that was located adjacent to the Waka on the Eastern Viaduct (see Appendix 2 for a list oflive performances held at Waka Māori).Waka Māori also featured a 3D theatre space, accessible from the stage side entrances. IanTaylor (Animation Research Limited) produced a 7-minute 3D animation experience, telling theMāori creation story of Rangi and Papa, and how the North and South Islands were formed.Performers on stage in frontof the 3D theatre.16 Waka Māori Survey Report February 2012

OVERALL, VISITORS WERE VERY SATISFIED WITH W AKA MĀORIRespondents scored their overall satisfaction with Waka Māori highly, with an average satisfactionrating of 8.2 out of 10. Twenty seven percent (27 percent) of respondents were extremely satisfiedwith their experience, giving a 10 out of 10 rating (Fig. 1).Fig. 1: Overall Satisfaction Rating of Waka MāoriA separate survey was undertaken by the Ministry of Economic Development (MED) that gaugedthe overall satisfaction with various activities held during RWC 2011. 3 In that survey, RWC 2011ticket buyers were asked to indicate their overall satisfaction with respect to Queen’s Wharf FanZone and the Cloud, the REAL New Zealand Festival and their Māori cultural experiences (seeTable 2).The average satisfaction rating for the Fan Zone and the Cloud was 7.7 out of 10, the REAL NewZealand Festival was 7.8 out of 10, and their Māori cultural experience was rated at 7.9 out of 10.This indicates that Māori cultural experiences compared favourably with other event-relatedexperiences during the RWC 2011.Table 2: RWC Ticket Buyers rating of Māori Cultural Experiences3Ministry of Economic Development. (2011). Rugby World Cup Survey Report.17

It is acknowledged that the MED and Waka Māori survey respondents were not the same andsome caution should be exercised when comparing ratings. Notwithstanding this, these findingsshow that visitors were very satisfied with their Māori cultural experiences, Waka Māori being oneexample, and rated these experiences as high as, or higher than, other RWC 2011 events andactivities.TV AND ‘WORD OF MOUTH’ BOOST W AKA MĀORI VISITSTelevision and word-of-mouth were the most influential factors for respondents in their decision toattend Waka Māori (34 percent and 30 percent respectively). Newspapers and magazines werethe most influential factor for 11 percent of respondents.Although not the most influential factor, the Internet and social media (e.g. Facebook) still servedas a way to engage those that were already supporters and/or attendees at Waka Māori. TheWaka Māori Facebook page generated 400 ‘lifetime friends/followers’, who all received dailypostings and images about Waka Māori.To view, go to: www.wakamaori.co.nz and Facebook: http://www.facebook.com/#!/pages/Waka-Maori/192792360779380WAKA MĀORI SEEN AS W ELCOMING, EDUCATIONAL, INFORMATIVE,ENTERTAINING AND UNIQUERespondents were asked to select words or phrases that best described their expectations prior toattending Waka Māori. Eighteen positive and negative words or phrases were included in thepredetermined list. The top five that emerged are listed below.Respondents rated the same five words, and in the same order of priority, to be the embodiment oftheir actual experience after visiting Waka Māori.Welcoming (expectation 70 percent, actual 79 percent).Educational (expectation 70 percent, actual 72 percent).Informative (expectation 65 percent, actual 72 percent).Entertaining (expectation 65 percent, actual 68 percent).Unique (expectation 58 percent, actual 53 percent).The overall experience reported was summed up in the following statement from a surveyrespondent:“The people were so welcoming. The arts were amazing. Māori Rugby history was well presentedand informative. The hāngi pies were yummy. The Māori Rugby team posters were great. TheMāori ABs were friendly and accommodating. The volunteers were helpful. The demonstrationsand stall holders were friendly, informative. You weren't pressured into purchasing items.”TIME SPENT AT W AKA MĀORIIn terms of the duration of individual visits, 39 percent of visitors stayed less than an hour at WakaMāori, 36 percent stayed 1-2 hours, 12 percent stayed 2-3 hours, five percent stayed 3-4 hours,and eight percent stayed for more than 4 hours.18 Waka Māori Survey Report February 2012

POSITIVE OPINIONS OF W AKA MĀORI BOTH BEFORE AND AFTERATTENDANCERespondents were asked to rate their level of agreement with statements about Waka Māoribefore and after their visit. The statements were a range of positive and negative ones to reflectthe sentiments of both the proponents and critics of Waka Māori.In regard to their ratings before their visit to Waka Māori, all the positive statements were agreedwith (an average rating of 8 out of 10), while all the negative statements were disagreed with (rated3 or below). This perception was also maintained after their visit to Waka Māori (see Fig. 2). Therewas no significant change in their ‘before’ and ‘after’ attendance rating.Fig. 2: Rating Statements before and after Attendance at Waka Māori19

WAKA TĀKAROMĀORI RUGBY EXHIBITION POPULARThe Māori Rugby Exhibition consisted of a static display and the opportunity to meet and talk withMāori rugby greats. Some 30 Māori Rugby All Blacks visited Waka Māori.The display included: the history of Māori rugby; its contribution to community life and NewZealand rugby; impact on Māori families; and a wall recording all Māori Rugby All Blacks.20 Waka Māori Survey Report February 2012

Respondents were asked which events and programmes they attended at Waka Māori. The MāoriRugby Exhibition was by far the most popular programme at Waka Māori (86 percent), followed bythe Māori Artisans’ Village (69 percent). Just under half of respondents attended Daily StagePerformances (46 percent) and the Animation Film Showing (43 percent).One respondent said:“Great for my overseas rugby mad Welsh visitors. They were ecstatic they were able to speak tosome rugby personalities.”Māori Rugby memorabilia.21

Fig. 3: Attendance at Waka Māori ExperiencesNote: Proportion of respondents that attended each programme at least once.It should be noted that business events and functions were mostly not open to the general publicand therefore had a lower record of attendance.22 Waka Māori Survey Report February 2012

HERENGA WAKAMĀORI ARTISANS’ VILLAGE W AS RATED HIGHLYHerenga Waka comprised three large pavilions. In these spaces, Ngāti Whātua housed: livecarving and weaving exhibitions; traditional tattoo artists available to work on visitors; and acontemporary Māori art gallery.These pavilions were offered free-of-charge to the Māori Arts and Crafts Institute (from Rotorua),and Kura Gallery (a Māori art store available in locations across the country). All taonga(treasures/merchandise) were available for purchase at regular commercial rates.23

Respondents were generally very satisfied with their experience at Herenga Waka. They rated theoverall contribution of the Artisans’ Village to their entire Waka Māori experience as 8.5 out of 10.The location, lay-out, quality of merchandise, artisans’ knowledge, cultural performances andgallery/exhibits, all received high ratings of 8.1 to 8.8. The ‘range of goods available to suit allbudgets’ was the lowest rated, at 7.0 out of 10.One visitor commented on what would have made his stay more enjoyable:“I would have loved to have seen more "affordable" art/souvenirs/ merchandise. Thepaintings/statues were expensive for the average person and it would have been great for people,especially children, to be able to buy small items as gifts. A "weaving" class, this is so uniquelyMāori and the items produced were awesome. Little kete bags would have been awesome to makeand take away.”Cast from ‘Arohanui – the Greatest Love’perform outside Herenga Waka.Columbian street art display at Waka Māori.24 Waka Māori Survey Report February 2012

WAKA PAKIHIAn important objective for Waka Māori was to showcase and promote Māori business during thetime of RWC 2011. This objective also supported the focus to portray the dynamism and depth ofMāori culture today.Waka Māori organisers and Te Puni Kōkiri worked with NZ2011, NZTE, ATEED, Tourism NZ andothers to:host visiting business leaders at Waka Māori;host specific functions at Waka Māori to showcase Māori commerce;facilitate business networking opportunities at Waka Māori; andhost visiting global business columnists at Waka Māori.Seven networking events were held at Waka Māori, along with the hosting of business leadersfrom companies including Shell, Boeing, Bancorp, and Sky News.NZTE, Tana Umaga and Ngāti WhātuaWhātua o Ōrākei hostedpredominantly French food andbeverage business people, along withkey Māori food and beveragebusiness counterparts.Global financial media representatives from countries such as Russia, India, Indonesia and Chinawere also hosted at Waka Māori. These representatives were very important to carry messagesabout Māori business via their media channels.In addition to these engagements, a key connection was made between Elizabeth Emmanuel(designer of Lady Diana’s wedding dress) and the Māori fashion designers who exhibited theirdesigns at the Journey through Māori Food, Wine and Business function held at Waka Māori on 18October 2011. Mel Ferson, an NZ2011 Business Club member, facilitated the connection afterseeing the designs at the Waka function, and meeting Ms Emmanuel at Style Pasifika.25

Māori fashion designers attend a Māori business network function at Waka Māori.WAKA MĀORI DIRECT EVENT-RELATED SPEND IS AN ESTIMATED $9MEvent Related ExpenditureSurvey results show that the average spend per person at Waka Māori was $49.80 (Table 3).Using this figure, 4 the estimated direct economic contribution of Waka Māori to the Aucklandeconomy is $9.0 million.Table 3: Direct event-related ExpenditureDirect Event-Related ExpenditureAmount (in NZD)Transport 12.57Parking 4.48Merchandise 10.01Snacks/drinks/meals 20.12Other items/expenses 2.62Sub-total (Average Per Person) 49.80Other Expenditure in the RegionSome visitors who live outside Auckland said that Waka Māori was their ‘main reason’ for visitingAuckland. Accordingly, their visit would have generated additional away-from-home expenditure in4Calculated by multiplying the direct spend of $49.80 with the total number of visitors (n=180,000).26 Waka Māori Survey Report February 2012

the Auckland region such as accommodation, transport, parking and so on. These figures havenot been included here due to the cohort being small.Willingness to PayWhen asked whether their experience at Waka Māori was worth more than the amount they hadspent, 84 percent of visitors reported that it was.Of those who felt the experience was worth more than what they had paid, 60 percent said thatthey were willing to pay $1-$20 extra, and 39 percent were willing to pay more than $20 extra.This ‘willingness to pay’ approach illustrates an additional ‘unrealised’ benefit to the economy. Thisfeeling that the experience was worth more than what they paid could be one of the reasons for thehigh satisfaction ratings that have been reported.WAKA MĀORI PRESENTED NEW BUSINESS OPPORTUNITIES FOR VISITORSAT BUSINESS FUNCTIONSTwo-thirds of respondents who attended business functions indicated that they made a businessconnection they intended on following up (68 percent) and that it presented some businessopportunities they intended on following up (67 percent).Most respondents rated the quality of the business workshops and seminars highly, with 32percent rating this as 10 out of 10, and reporting an average overall impression rating of 8.2 out of10.These figures should be treated as indicative only, due to the small number of respondents thatattended.Rhonda Kite (left) of Kiwa Media, showingonlookers her new interactive educationprogramme at a Waka Māori business function.27

PORTRAYED MĀORI AS A POSITIVE CONTRIBUTOR TO THE NEW ZEALANDECONOMYRespondents were asked whether Waka Māori played an important role in portraying Māori as apositive contributor to the New Zealand economy. The large majority (88 percent) agreed with thisstatement, with 31 percent rating 10 out of 10. The average rating was 8.0 out of 10.28 Waka Māori Survey Report February 2012

WAKA TŪRUHITourism is a substantial contributor to New Zealand’s economy and way of life. Tourismcontributes close to 10 percent of gross domestic product (GDP) as well as directly and indirectlyemploying nearly one in ten New Zealanders. 5 Importantly, and despite more challenging times inthe past 12 months, tourism remains one of New Zealand’s largest foreign exchange earners.Waka Māori was one of the most prominent Māori cultural venues during the final two weeks of thetournament, offering locals and international tourists with a smorgasbord of activities. Waka Māoristaff also coordinated on-site tours with a local tourism operator who ran traditional sailing tours(Sailing with the Ancestors) out of the Viaduct Harbour. This approach proved popular andunderscored how traditional practices continue to influence contemporary Māori business conceptsand opportunities.Visitors participating at Waka Māori.UNIQUE CULTURAL EXPERIENCE FOR INTERNATIONAL VISITORSThe results of respondents from overseas (n=34) have been aggregated and compared with thoseof New Zealand respondents. Perhaps unsurprisingly, international visitors rated Waka Māorihigher as a unique cultural experience than New Zealand-based visitors.International visitors rated all positive experience statements slightly higher than the New Zealandrespondents. For all but one of the negative experience statements, international visitors alsogave better ratings than New Zealanders. This indicates that international visitors had a morepositive view of Waka Māori than New Zealand visitors.5Referenced at http://www.tianz.org.nz/nztourismfuture/ on 6 December 2011. Source: Statistics New Zealand.29

Table 4: Rating statements of New Zealanders vs. International visitorsRating statements (before andafter)New Zealand International DifferenceBefore After Before After NZ Int’lIt is a unique cultural experience 8.1 7.9 8.7 8.9 -0.2 0.2It is a unique Māori centre inAuckland8 7.9 8.7 8.6 -0.1 -0.1It is a unique Māori tourismexperience/product8.1 8 8.4 8.6 -0.1 0.3It is a source of community pride 8 8 8.7 8.4 0 -0.3It is a way of developing the arts 7.7 7.9 8.3 8.2 0.2 -0.1It is a centre of fun and enjoyment 7.5 7.7 8.7 8.5 0.2 -0.2It is of benefit only to Māori 2.7 2.3 3.1 3.1 -0.4 0.1It is a nuisance to the surroundingcommunity2.1 2 1.4 1.5 -0.1 0.1It should not have been build at all 2.7 2.5 1.4 1.6 -0.2 0On the whole, however, both New Zealand and international visitors view Waka Māori positively.For example, both New Zealand and international visitors disagree that Waka Māori was of benefitonly to Māori; a nuisance to the surroundings; and should not have been built at all.A Waka Māori Facebook message reads:“Magic. This is an occasion and an achievement the entire nation can celebrate!”WAKA MĀORI POSITIVE INFLUENCE ON DECISION TO REVISIT NEWZEALANDWaka Māori visitors from overseas were asked whether Waka Māori had a positive influence ontheir decision to come back to New Zealand in the future. More than half of these respondentsreport to at least consider a return to New Zealand because of their Waka Māori experience.30 Waka Māori Survey Report February 2012

Table 5: Influence of Waka Māori on decision to revisit NZWill you consider returning to New Zealand because of the experience?PercentageI will definitely return because of it 26%I might return because of it 31%It is not relevant to my decision 37%I might not return because of it 0%I will definitely not return because of it 6%WAKA MĀORI EXCELLENT CONTRIBUTOR TO RWC 2011The contribution of Waka Māori to visitors’ overall RWC 2011 experiences was rated 8.2 out of 10on average, with 31 percent of respondents scoring Waka Māori’s contribution to their overall RWC2011 experience as ‘excellent’ (see Fig. 4).Fig. 4: Contribution to overall RWC 2011 experienceGroup of French tourists breaking out in songin appreciation of the live kapa haka outsideWaka Māori.31

WAKA TĀNGATARATINGS SUPPORT THE RATIONALE BEHIND W AKA MĀORIThe survey also presented some statements that sought to gauge the community and culturalimpact of Waka Māori.The ratings confirmed the rationale behind the construction of this unique structure in Auckland,that is: visitors viewed it as a celebration of the rich Māori culture and heritage; it plays animportant role in educating people about Māori culture; it plays an important role in portrayingMāori as a positive contributor to New Zealand economy; and it was an opportunity for sharedexperience by both domestic and international visitors (see Table 7).Whānau from Ōrākei Marae entertaining crowds outside Waka Māori.Further analysis of the highest rating statements on cultural impacts shows that, of those that ratedthe statement that Waka Māori ‘celebrated the rich Māori culture and heritage’, 32 percent of them‘strongly agree’ and only 2 percent ‘strongly disagree’. The overall positive rating was 91 percentand the overall negative rating was at 9 percent.In regard to the statement that Waka Māori plays an important role in portraying Māori as apositive contributor to the New Zealand economy’, 31 percent ‘strongly agree’ with this statementand 2 percent ‘strongly disagree’. The overall positive rating was 88 percent.32 Waka Māori Survey Report February 2012

Table 6: Rating of community and cultural impact statementsStatementsRatingCelebrated rich Māori culture and heritage 8.2It plays an important role in portraying Māori as a positive contributor to NewZealand economy8.0Plays an important role in education 8.0Opportunity for shared experience 8.0Spending time with friends and family 7.8Makes New Zealand a vibrant and exciting place 7.7It helps define the indigenous people of New Zealand 7.7Makes Auckland a vibrant exciting place 7.6It provided me with an authentic Māori cultural experience 7.5Gives a sense of local community identity 7.5Used technology in smart and innovative ways 7.5It provided me with a better understanding of Māori culture 7.3Helps to understand NZ culture and heritage 7.1Reflected who I am and helped me feel connected 6.6Inspired to get involved 6.1Greater sense of identity 6.0Challenged my ideas 5.9Matt Te Pou, former Māori All Blacks coach, was reported in the media saying:“There are games on all around the country, but as teams get knocked out, the cup moves toAuckland. As tangata whenua, Ngāti Whātua have given all Māori an opportunity to showcase ourpeople, our land, our culture, te reo and, through Waka Māori, the Māori Rugby exhibition.”33

RESPONDENTS’ PROFILEAGE/SEXThree-quarters (78 percent) of respondents were aged 30-59 years and 8 percent were under 30years. The majority were women (68 percent) compared to men (32 percent).Fig. 5: Age distribution of survey respondentsEDUCATIONOverall, respondents were well educated with 64 percent having undergraduate or post-graduatequalifications, and 11 percent with trade qualifications. For one-fifth (21 percent), their highestqualification was a secondary level qualification.HOUSEHOLD INCOMERespondents most frequently came from middle to high-income households. Just over one-half ofvisitors (52 percent) had incomes between $40,000 and $120,000, and 20 percent of visitors hadhousehold income of more than $120,000.Table 7: Household Income of RespondentsHousehold Income (in NZD)PercentageLess than $20,000 3%$20,000-$39,999 6%$40,000-$79,999 31%$80,000-$119,999 21%34 Waka Māori Survey Report February 2012

$120,000-$159,999 10%$160,000-$199,999 4%$200,000 or more 6%Would rather not say 19%COUNTRY OF ORIGINThe majority of respondents were from New Zealand (93 percent). They were from a spread ofregions across the country, but the majority were Auckland residents. Seventy eight percent ofrespondents from overseas were most frequently from Australia and the United Kingdom.Based on the attendance figures recorded of 180,000, it is estimated that 12,600 internationalvisitors went to Waka Māori.Māori visited in greater volume compared to their percentage in the New Zealand population, asmight be expected. However, two-thirds of visitors were of NZ European descent.Table 8: Ethnicity of Survey RespondentsEthnicity % of Visitors % of Pop in NZ(Statistics NZ, 2006)New Zealand European 65% 67.6%Māori 32% 14.6%Samoan 4% 6.9%Cook Island Māori 2%Tongan 2%Niuean 2%Chinese 4% 9.2%Indian 2%Other Asian/Non-Chinese 2%Other 10% 11.2%Note: 2006 Census shows that 6.9% is the aggregate total for Pacific peoples; 9.2% for Asian peoples; and 11.2% fortotal ‘Others’35

APPENDIX 1: OUTCOMESFRAMEWORKTE PUNI KŌKIRI INVESTMENTS IN RWC 201136 Waka Māori Survey Report February 2012

APPENDIX 2: WAKA MĀORI LIVEPERFORMANCE PROGRAMME37

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40 Waka Māori Survey Report February 2012