For many Auckland attractions the Explore TƒÅmaki Makaurau voucher programme has proven to be a real lifeline during Auckland’s road to recovery, with 105 per cent vouchers used and nearly all $9 million funding distributed to help revive economic, social and cultural activities in TƒÅmaki Makurau.
The voucher programme was delivered by Auckland’s economic and cultural agency Auckland Unlimited and is part of the $32.5 million Reactivating TƒÅmaki Makaurau Auckland Support Package announced by the Government in December.
"The voucher programme has achieved considerable impact, and we’ve had incredibly positive feedback from operators and Aucklanders,” says Auckland Unlimited director of investment and industry Pam Ford.
"The programme achieved what it set out to do. More than 438,000 Aucklanders have got out and enjoyed fun experiences together and, at the same time, helped support our region’s activity and attraction businesses which have done it tough in recent years due to COVID-19 restrictions.
"A key priority was to see whƒÅnau in every part of Auckland benefit, so the main four draws distributed vouchers fairly based on population size of local areas. We were delighted to largely see an equitable redemption rate across the region.”
Aucklanders were able to register for a voucher from December 15 to February 25, and vouchers were randomly allocated across four scheduled draws and two bonus draws taking place from January to April. Voucher recipients received a $50 or $100 voucher that could be used towards booking an experience on the Explore Tāmaki Makaurau Bookme website.
"We worked incredibly hard to see as many of these vouchers redeemed as possible, and as much of the $9 million in funding as possible end up with activity and attraction operators," says Pam.
"The two bonus draws were an important opportunity to extend the programme’s boost to local businesses and offer every valid registrant the opportunity to use a voucher. Through the two bonus draws, we saw a further nearly 68,000 tickets booked and a further $1.3 million injected into the economy."
Participating businesses include major attractions such as the Sky Tower, Rainbow’s End, SEA LIFE Kelly Tarlton’s, MOTAT, Snowplanet and Auckland Zoo, as well as ten pin bowling, escape rooms, mini putt, go karting, ice skating, guided tours, sailing, equipment rental and ferry services such as Kawau Island Super Cruise.
The programme continued to operate through the Red Traffic Light setting, with many activity and attractions operators able to open safely, in line with Ministry of Health requirements.
Voucher recipients had 14 days to use the voucher to book an experience that took place within the programme period, which was extended to June 320, 2022 (from the original date of April 30). The extension was to allow greater flexibility for customers and businesses to manage bookings impacted by COVID-19.
Vouchers not used to make a booking before the 14-day expiry date were reallocated in future draws. Over the course of the programme, 204,506 registrants were allocated a voucher, with a 52 per cent redemption rate across the whole programme.
