World-class mountain biking returns to Rotorua

Rotorua’s business community is gearing up for the return of one of the most exciting events on the world’s sports calendar. back in the region for its eighth year in 2022, Crankworx Rotorua is a remarkable experience for competitors, organisers and local businesses.

From November 5th to 13th, the Rotorua region comes alive with the return of the Crankworx World Tour, the annual international mountain-biking event that had its debut outside of North America and Europe in Rotorua in 2015.

The impact of Crankworx on the Rotorua region’s economic and cultural sectors cannot be underestimated.

“Events like this generate a variety of economic benefits for a community,” says Crankworx Rotorua event director, Ariki Tibble. “A lot of attention is given to the economic spend of visitors who attend the event, but what is difficult to quantify is the year-round spend of visitors who visit the region because of the event but outside event time.

“Our media channels reach millions of people worldwide, many of whom will add Rotorua to their bucket list of places to visit, and there is no time limit set on when that trip might occur,” he says.

“Another frequently overlooked and difficult to quantify benefit is the amount of investment secured from overseas sources and spent on local suppliers,” explains Ariki, adding that there are also destination marketing benefits, capability building for local suppliers and event personnel, and opportunities for so many people to get involved in something bigger than themselves.

“Multiply that by the number of annual iterations of the event, and you will start to gain an appreciation for what an event of
this magnitude can do for a region.”

The cumulative economic impact of the previous events held there from 2015 to 2020 has been independently assessed at more than NZ$25.9 million – an average of NZ$4.31 million per year. That’s excluding the economic benefit of visitors who travelled to the region after each event.

Local businesses are among the biggest beneficiaries of Crankworx Rotorua. For the 2020 event, domestic visitors stayed an average of 3.9 nights in the city, and international visitors an average of 10.4 nights.

That’s well above the normal average stay of 1.9 nights.

Visitor spending is impressive too. In 2020, international Crankworx visitors recorded an average daily spend of $285 per person, while domestic visitors spent an even more impressive $324 per day.

THE WHOLE WORLD IS WATCHING
The worldwide appeal of the Crankworx events cannot be understated.

While the number of onsite visitors at Crankworx Rotorua grew from just over 24,000 in 2015 to 47,000 in 2020 (with Covid alert levels impacting 2021’s figures), international television viewer numbers grew from 4.6 million to 12.4 million. That’s a lot of eyeballs on New Zealand and, more specifically, Rotorua.

Online video views over the years have provided impressive numbers too – peaking at a staggering 11.9 million in 2020, while exhibitors have numbered as high as 56, and volunteers as many as 247.

WHERE YOUNG KIWIS SHINE
Rotorua has played host to some of the most memorable moments in Crankworx history ever since it began.

Libby Hughes, who handles the marketing and comms for Crankworx Rotorua, says the event has significantly impacted on the popularity of mountain-bike riding in the region. It is also responsible for helping progress the careers of local Kiwi competitors.

Expect to see the full force of top international athletes go head-tohead with the Kiwis who made a name for themselves in 2021, she says.

“Crankworx Rotorua will once again be the final stop of the World Tour, celebrating the season’s champions, and including the crowning of the King and Queen of Crankworx.”

The Rotorua event is unique in that it combines riding with culture. It’s a mix that has led to the festival being called ‘The Soul of Crankworx’.

Tikanga Māori (Māori customary practices) is woven into every aspect of the Southern Hemisphere stop – from the traditional Tewhatewha (a traditional long-handled ceremonial weapon) awarded to the King and Queen of Crankworx, to the carvings placed around the site. However, most of all it’s about manaakitanga, the hospitality and generosity, of the people.

NOT JUST FOR THE ELITE
While the international media focus on the elite competition, Crankworx Rotorua also appeals for its wide range of social programs, events and initiatives that target all age groups – from 0-5 years up to 14-18 years – as well as leadership and volunteer programs, a mobility/accessibility program, and an educational program.

Crankworx Rotorua has also become a channel for expressing local Māori culture in numerous subtle and meaningful ways, explains Libby.

“Culture is intertwined in the festival through bilingual signage, cultural-inshow segments, site carvings, live cultural performances, the traditional opening ceremony, and our philosophy and values.”

WELCOME BACK, SPECTATORS
The Crankworx Rotorua organisers are eagerly awaiting the return of spectators and fans this year. Ticket sales have been going well and tracking above previous years.

They say spectators help bring a special vibe to the festival that’s unique to Crankworx Rotorua. It is also a great chance for young riders to meet their riding heroes.

“At mountain biking events around the world in the past few months we’ve seen fans come out in force, in numbers that have never been seen before,” Libby says. “Fans are stoked to once again be able to gather and cheer and support their favourite athletes.”

This year’s Crankworx Rotorua has all the hallmarks of a successful event. But the organisers are already looking ahead to the March 2023 event, and every March through to 2027.

If you’re a business or brand owner wanting to benefit from an association with Crankworx, it’s never too early to make enquiries.
To learn more about Crankworx Rotorua and to purchase a pass to the festival go to: 

www.crankworx.com/festival/rotorua/