Thursday, 02 June 2016 10:55

Business as usual at Mystery Creek

Written by 
Fieldays chief executive Peter Nation. Fieldays chief executive Peter Nation.

What downturn? Asks National Fieldays chief executive Peter Nation.

About 95% of sites at Mystery Creek were pre-sold by November last year; there is a waiting list of businesses keen to exhibit at the 2016 Fieldays.

Nation says the Fieldays has longstanding exhibitors, most turning up every year since its inception 48 years ago.

"They take the long term view; we all see downturns," he told Dairy News.

"They come here to to realign themselves with existing customers, and they come to show off their brands and show all their new innovation and products.

"We have 300-400 media people attending, so the exhibitors get great exposure.

"Our exhibitors also come to entertain their guests, inviting them to their marquees to entertain them and thank them for their business.

"There is a whole lot of stuff going on here that is not visible; it's not just people standing a stand and doing a brand."

To meet the growing demand from exhibitors, the National Fieldays Society spent $8 million last year, filling a lake and creating 174 new sites.

Nation says the Fieldays remains a melting pot for urban and rural dwellers -- the objective of its founders.

"We are focussed on keeping it real to its roots. When six people founded this organisation 48 years ago the founding objective was to bring town and country together and advance agriculture. We are careful to maintain focus on that."

Nation took over as chief executive this year, after 11 years as a board member. One of his first official tasks was to launch the Fieldays at a breakfast in April.

"For the last 47 years we have reached June and opened the gates after sending out a few media releases. This year we decided on a launch, to get people talking about it."

About 100 Waikato agribusiness leaders attended a breakfast with Primary Industries Minister Nathan Guy.

The four-day event opens on June 15.

Nation expects 120,000-140,000 visitors through the gates, including about 3000 overseas visitors.

Mystery Creek will be transformed into "a little city" for four days, he says.

About 10,000 staff will work at exhibition sites and the venue.

Tale of the tape

• 1100 exhibition sites, 95% sold by November last year

• The four-day event pumps $370 million into the national economy and $140m into Waikato

• 3000 international visitors

• 120,000-140,000 visitors expected

• 10,000 exhibitor staff

• 300 media registrations expected

• During the event Mystery Creek's daily power usage is the same as Te Awamutu's

• Mystery Creek also hosts Equidays, conferences, weddings and scout jamborees.

More like this

Fieldays reputation takes a battering

Since COVID-19 sent the country into lockdown, Fieldays has tried to re-group, but amid disquiet about its reluctance to refund deposits to cash-strapped agribusinesses, questions are being asked about its future.

Do the right thing!

The Hound is picking up a lot of negative feedback around the traps about the arrogant stance of National Fieldays organisers.

COVID-19: Fieldays fudges over refunds

While the wider agricultural sector comes to grips with the uncertainty of COVID-19, one prominent organisation is hanging onto its customers’ money for an event it is unlikely to deliver.


ANZCO makes a $30m profit

Meat company ANZCO Foods recorded its best-ever revenue of $1.7b and a net profit before tax of $30.6m for the year ended 31 December 2019.


M. bovis – we’re making headway

Ministry for Primary Industries chief science adviser, Dr John Roche on the indications New Zealand is winning the fight against Mycoplasma bovis.

Delays ruled out on water reforms

Delaying the introduction of new water reforms was not an option according to the two cabinet Ministers directly involved – Environment Minister David Parker and Agriculture Minister Damien O’Connor.

$700m for freshwater clean up

The Government has announced a $700 million fund to support the primary sector and other groups in meeting new clean water standards.

» The RNG Weather Report

» Latest Print Issues Online

Milking It

Effluent power

Finnish dairy company Valio is on a mission to reduce milk’s carbon footprint to zero by 2035.

What’s in a name?

The man who coined the term ‘Gypsy Day’ is slightly miffed that a term he introduced to New Zealand’s farming…

» Connect with Dairy News

» eNewsletter

Subscribe to our weekly newsletter