Over the past five years, the Parnell Business Association has sponsored a winter light installation, usually located in Heard Park. This year's installation was titled 'Deep Thought,' a large, golden walk-through attraction, which was illuminated with multi-coloured lights at night. The shape of 'Deep Thought' was an icosahedron, which has been revered as a symbol that represents the element of water, chosen to align with Matariki celebrations. CEO of the Parnell Business Association, Cheryl Adamson, said that the installation is a great way to attract people to the park during the time of year.
The installation was not the only thing attracting crowds to the inner city suburb, with popular local restaurants offering free food for those sharing the moment online. The promotion proved successful, with the concept reaching budget capacity within only a matter of days. Adamsan said this was due to online engagement on social media.
"We were completely taken aback by the unprecedented demand. The entire month's allocation was used in the first ten days. We believe this was primarily as a result of two major viral shares to social media audiences in excess of 35,000 followers each, with large typo-heavy visuals announcing 'free pizzas,' etc. in Parnell," said Adamson.
Adamson added that enhanced the impact was the fact that one of the three outlets did not open due to unforeseen circumstances, plus the pressure on the cost of living.
Friday night coffee events were a major driving force for punters to snatch up some of the vouchers that were in high demand, and although the two lots of printed vouchers ran out, there is still demand for the promotion to continue again next year.
"The hospitality outlets involved have been happy every year and keen to be involved again, as it translated into immediate sales. Previously, they have individually managed the allocation themselves, and we have sometimes had to top up a few vouchers in the very last week. This year we allocated some extra vouchers to increase that capacity."
Despite the campaign being brought to a halt due to budgeting restrictions, the Parnell Business Association are pleased with the overall response from locals, especially when it bought new customers into the area. Adamson said that it had been a fantastic success, and there are plans to bring the concept back again next year. However, Adamson suggested a few changes should be made, such as tighter terms and conditions or only running the promotion on specific nights.
The idea of giveaways from local businesses came during 2021, when Parnell, much like many other areas, saw a decrease in business due to the Covid-19 pandemic. Adamson said that the promotion works due to its simplicity; posting a photo online, tagging the Parnell Business Association, and receiving a free meal.
"Our tenant mix has very few drivers of large volumes of foot traffic, and many stores are destination driven, so the pattern of small groups of visitors enjoying the space over a few weeks, and patronising adjacent businesses, works well. Part of the success, of course, is the value of social media shares to extend the message."
