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Sail-World.com : New Zealand marine industry: collaboration, expansion and branding OS
New Zealand marine industry: collaboration, expansion and branding OS
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'Tauranga, located on the eastern coast of New Zealand’s North Island, is just one of the four marine centres under development.'
NZ Marine
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Across ‘the ditch’, as the Tasman Sea is affectionately known, the New Zealand marine industry is enjoying a period of growth, expansion and significant investment in infrastructure in four key regions. They are also reaping the benefits of a collaborative industry, government support, strong industry association and a training program that produces highly qualified and in demand apprentices.
According to Peter Busfield, Executive Director Marine Industry Association of New Zealand, despite a the impact of the GFC being felt across the industry, manufacturers and brands weathered the worst of it and are reporting 'bounce back' in the form of steady local and international orders.
'The economic downturn certainly hit some sectors hard, but the quality clients continued during that period, and for many companies, the GFC was the opportunity to restructure the business or diversify. The Superyacht segment is buoyant, particularly with increasing refit work as well as new builds.'
From Trailer Power Boats to internationally acclaimed Super Yachts and race winning performance Yachts, the New Zealand marine industry is forecast to double in size over the next 10 to 15 years and is dependent on a strong and well trained work force.
'We have the support of the Central and local governments,' states Busfield, adding that all levels of business and government appreciate the value of the industry.
The New Zealand marine industry is one of New Zealand’s largest manufacturing industries with over NZ$1.8 billion in sales, employing over 10,000 people and has over 200 employers employing almost 600 apprentices.
In terms of industry solidarity, New Zealand is a cohesive unit. Comparing its national identity, one flag and presence at international events, with a still state-based system in Australia, Busfield says the Kiwi brand is held in great esteem the world-over.
'We have a great sense of working together as the New Zealand marine industry, and key to that is our Boating Industry Training program through BITO, a division of the Marine Industry Association.'
 | Peter Busfield, Executive Director of NZ Marine Industry Association - MIAA |
The program has produced 1000 graduates, with another 600 in the system, whose expertise is the lifeblood of the New Zealand industry. 'Our apprentices have a global reputation for their old world skills combined with mastery of new technology,' says Busfield proudly.
Undergoing development are three main precincts in New Zealand, gearing up for the marked increase in refit business from around the world.
Up north, the Whangarei district is expanding with investment from the government, industry and private sector. 'Whangarei is one of the first ports of call for boats from the northern hemisphere and Pacific. Its facilities are being upgraded for refits and to accommodate larger superyachts.'
Then around Auckland, both Auckland city’s Wynyard Quarter and the area now known as Yard 37 at Hobsonville, just 10km west of Auckland, are bustling with development.
'Now that there’s surety from the Council that the land in downtown Auckland is zoned for marine use, development at Wynyard Quarter can proceed. Unlike most major cities who have moved them out, Auckland has dedicated prime harbour foreshore land to its professional marine industry precinct, with more than 100 businesses on the edge of the CBD.'
On the drawing board at Tauranga, south of Auckland, is yet another development – Harbour Central Marine Precinct which according to Tauranga City Council is 'a state-of-the-art marine business park developed on land beside the Tauranga harbour bridge' on a 5.1 hectare site at Sulphur Point.
The sole focus will be marine industry, with marine retail, commercial and berths paint and maintenance facilities dedicated to refit work.
It continues: 'An economic impact study has forecast up to 520 new jobs and over NZ$100m of revenue into the economy each year from a development of this type.'
The project is an initiative of Tauranga City Council, the Tauranga Marine Industry Association and Priority One, the economic development organisation covering Tauranga and the Western Bay of Plenty. Three developers have been shortlisted following an Expressions of Interest process which ended in May, and a preferred partner is expected to be appointed by the end of the year.
Richard Kinzett, Business Development Manager for the project says he is hopeful work can begin on Stage 1 during 2011. 'Ideally, it would be a five year project, but depending on who is appointed and other variables, in reality it could be anything from a five to 20 year project.'
Despite the unprecedented expansion, the New Zealand industry is not looking for international companies to take up some space in their new facilities.
'We are not looking for international businesses to relocate,' says Busfield. 'They’re more than welcome, but we prefer to boost the profile and business of our local enterprises.'
Nor are government subsidies of business encouraged. 'We want our marine industry and allied businesses to be robust in their own right,' says Busfield.
2011 is going to be a year of incredible activity and focus on the marine industry in New Zealand, reports Busfield. As the world’s media – some 3000 international journalists – and sports enthusiasts look to New Zealand for the Rugby World Cup, the boating industry has taken the initiative to move the Auckland International Boat Show to take advantage of the added visitation and media spotlight.
'The Rugby followers also enjoy boating – there’s a great synergy there. Rugby fans are often high net worth individuals. So we have moved the boat show from March to 15 September 2011 to ensure we attract as many people and media as possible. This will be great for all companies involved, and the many Australian businesses that exhibit in Auckland.'
Along with the Rugby World Cup, the New Zealand industry will be showing its distinctive silver fern flag at events including Monaco Yacht Show, where there is even a 'New Zealand Street' right in the middle of the marina to ensure prominence, then Fort Lauderdale and METS.
'New Zealand is also scheduled as a stopover for the Volvo Ocean Race in 2012. We plan a series of marine activities here and internationally around events such as these.'
Another initiative that is flourishing, thanks in part to lessons learnt from 'the Australian experience', Busfield acknowledges, is the NZ version of Grow Boating, www.discoverboating.co.nz.
'We observed a lot about the US and Australian models and decided to place emphasis on a pragmatic website, social and electronic media. With an excellent ramp locator including detailed maps, lots of advice, information and opportunities for people to interact, the site is growing in popularity.'
It also helps that being a many island nation, besotted with the outdoors, most Kiwis can reach the water within a couple of hours at most.
The Discover Boating girl, Emma, hasn’t caused the reaction that was anticipated, and has in fact, been embraced by the boating crowd and general public.
'Yes, we were surprised. There has been no negative response at all. The Discover Boating girls are a popular attraction at boat shows too!'
More at www.discoverboating.co.nz and www.nzmarine.com
by Jeni Bone
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1:16 AM Tue 7 Sep 2010 GMT
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2010 Auckland International Boat Show
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