Developing social cohesion through events

Abstract

Over the last ten years, the growth of New Zealand’s main urban centres has attracted a great deal of academic attention; but there is now also growing interest in the development trajectories and future growth potential of small rural towns. This renewed interest reflects growing central government recognition and concern that while some rural towns sit at the centre of considerable economic activity, others are struggling to maintain their social and economic viability and are at risk of becoming so-called “zombie-towns” noted recently in the New Zealand news media. The consensus seems to be that rural areas should diversify their economies, rather than relying on one form of wealth creation, such as dairy farming. In response to these signals, the South Canterbury township of Geraldine has purposefully used tourism as a tool for economic diversification and community development, and is currently engaged in strategic thinking about ways to improve and revitalise the town’s profile as a rural destination. Central to this approach has been the development of a portfolio of five key high profile events and festivals which now form a core part of the town’s tourism and community identity. This presentation examines the developmental role of this portfolio of events in Geraldine, and discusses the broader contribution to social cohesion provided by this approach to rural community development.