The $9m event transforming Tauranga each spring

It’s bigger than the Olympics and worth millions to the Bay of Plenty economy.

As nearly 30,000 people converge on Tauranga for the Zespri Aims Games at the end of this week, organisers say the event has grown into more than a sporting tournament.

Kelly Schischka has been the tournament director since 2022 and said the quality of the event’s delivery was a “big part” of the Games’ success.

“People come here for the Aims Games and the experience off the sports field which our community offers them, and that is really special.”

More than 14,500 athletes from 467 schools across New Zealand and overseas, including 62 from Bay of Plenty, have registered for this year’s Games.

It marks the third consecutive year that Aims has exceeded the athlete numbers at the 2024 Paris Olympic Games.

“We need to be really intentional about our growth,” Schischka said.

“It’s not about adding 5000 more kids to the mix every year. We’re very focused on growing the value of the experience of the event.”

She said organisers had been deliberate about introducing new sporting codes, ensuring they were “genuinely bringing value” to the event.

Among the 27 codes, mountain biking was one of the fastest-growing, with a record 654 riders set to take on the Summerhill tracks in the Pāpāmoa Hills, up from 487 last year.

Taumata School's Tyrell Blunden competing in the mountain biking enduro competition during last year's Aims Games. Photo / Dave Lintott

Several other individual sports posted record fields, including badminton with 371 competitors, tennis with 252, rock climbing with 193, golf with 180 and surfing with 87.

Schischka said the “personal growth” athletes experienced during Aims week was just as important as the opportunity for those with high-performance aspirations.

“These kids have been training all year, fundraising all year, working hard in a variety of ways to get here and their journeys are different.

“But the resilience and teamwork that comes out of a week at the Games is something that’s invaluable.”

Accommodation surplus

Aims runs from September 5 to September 11, with events across Tauranga, Ōmokoroa, Mount Maunganui, Pāpāmoa and Te Puke.

Last year’s event attracted 29,560 attendees, including more than 23,400 visitors from outside the region, according to economic impact research.

It generated 87,881 visitor nights and almost $9.75 million in visitor spending.

“This proves that when you’re a little bit creative and think outside of the box, we absolutely can cater for all the people we need to,” Schischka said.

She said the event had been “fortunate” to have surplus accommodation during Aims Games week since 2023.

Zespri Aims Games tournament director Kelly Schischka. Photo / Jamie Troughton

“I think there’s very much that perception from back in the day where there wasn’t enough accommodation, but we have streamlined that process.”

Beyonder, Aims’ official accommodation provider – or “accommodation matchmakers”, as Schischka calls them – saw bookings as early as November.

Beyonder manages holiday homes across Mount Maunganui and Pāpāmoa, matching visitors with home owners offering their properties as accommodation.

Owner-director Hayley Saunders said the Aims Games were consistently one of the “strongest periods” for Beyonder.

“Through this service, 119 additional homes have registered with Beyonder for Aims Games, adding significant accommodation capacity to the market.”

Saunders said the event was more than a busy week on the accommodation calendar.

“It’s an opportunity to showcase our homes, support local home owners, work alongside the event organisers and introduce thousands of visitors to the Bay of Plenty.”

Aims Games ‘belongs here’

Tourism Bay of Plenty general manager Oscar Nathan said the Aims Games signalled the start of the region’s main visitor season.

“The timing of this tournament is ideal, from a business capacity and sustainability point of view, because it motivates visitors to travel here during our shoulder spring season.”

He said demand for accommodation had been strong, with commercial accommodation indexing above 90% across five nights of the tournament.

“This is a key reason why the Zespri Aims Games is such a significant tournament for our region – it belongs here.

Tourism Bay of Plenty general manager Oscar Nathan.

“It also gives participants a glimpse of what our region has to offer, which will hopefully inspire them to visit again at a later date.”

Tauranga City Council event development manager Michelle Stevens said events like the Aims Games strengthened local identity.

“[They] enhance community pride and belonging, generate economic benefit, and help position Tauranga as a vibrant, welcoming and eventful city.”

The council has scaled back roadworks during the week and partnered with Bay of Plenty Regional Council to provide loop buses.

Stevens said the Aims Games had become part of Tauranga’s “story”, it was an example of the lasting value “great events” could create for a city and it “is one of Tauranga’s flagship events”.

Tauranga Mayor Mahé Drysdale said the Aims Games were a highlight of the city’s events calendar, which Tauranga had “proudly” hosted for more than two decades.

“What started as a local initiative has grown into the largest junior sporting event in Australasia, and that’s a remarkable achievement.”

Maddie James (left), a student from Te Puke Intermediate, speaking with Prime Minister Christopher Luxon (right) and Tauranga Mayor Mahé Drysdale last year. Photo / Alan Gibson

Drysdale’s message to athletes was simple: make the most of the experience.

“Give it your all, enjoy the competition, support your teammates, have fun, and create memories that will stay with you long after the Games are over.”

Event Week

September 5: 21st Zespri Aims Games opens

September 6: Opening Ceremonies, Mercury Baypark Arena. First show 3pm, second show 7pm.

Under Lights Series (finals)

Hip-hop finals (ticketed event): September 5, 4pm to 9pm, Mercury Baypark Arena.

Hockey: September 8, 4pm to 8pm, Tauranga Hockey Centre, Blake Park.

Netball: September 9, 3.30pm to 7.30pm, Tauranga Netball Centre, Blake Park.

Rip Rugby: September 10, 4pm to 8pm, Bay Oval.

September 11: Aims Games closes.

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