Festival organisers say Wellington hospitality holding up despite downturn

The organisers of the annual Wellington On a Plate food festival say the capital's hospitality sector is proving resilient in the face of economic challenges.

The event's director Beth Brash said this year's festival had attracted its biggest-ever regional participation and strong growth in areas including Kāpiti and the Hutt Valley.

"The hospitality industry has had various curveballs thrown its way since Covid and they're always on the frontline of that," she said.

"But it's an industry that pivots really quickly. They're resilient, they're smart and they're adapting to what customers want."

Brash said the rise of bakeries and affordable treats reflected changing consumer habits.

"Those small luxuries - an iced matcha and a pastry - still give people that little dopamine hit, even if they're not going out for a full meal."

Despite ongoing economic pressures, Brash said businesses remained optimistic and recognised the value of the month-long festival.

Last year's Wellington On a Plate (WOAP) and Beervana festivals generated a $10 million economic boost during August, while more than 85 percent of festival-goers said they discovered a new venue they intended to revisit.

"When Wellington On a Plate began nearly two decades ago, August was the quietest month for hospitality. Now it's the second busiest after the lead-up to Christmas," she said.

"It gets people out of the house in the last month of winter and creates repeat visitation for restaurants."

Brash said businesses also benefited from being part of a citywide promotion, with previous research showing finalists in WOAP's Burger Wellington competition recorded revenue increases of more than 40 percent in September.

This year's programme, themed "Word of Mouth", features more than 200 ticketed and free events alongside Burger Wellington, including an Elvis-themed wedding experience in Tītahi Bay, a fantasy tavern inspired by The Lord of the Rings, fragrance and chocolate pairings, and the return of drag cabaret dining experience Floridivas.

Brash said ticket sales had been strong, with more than half of all tickets already sold and around 13 events sold out.

"We're already seeing offices planning their burger trails and our fan-run Facebook group is buzzing before the festival has even started."

Floriditas co-owner Dominique Fourie McMillan said WOAP has become an essential part of the city's hospitality calendar.

"Events like Welly On a Plate give us the opportunity to do things that are outside the norm," she said.

"They allow for creativity and a little bit of fun and flair."

Floriditas will again host Floridivas, a three-hour drag dining cabaret featuring Hugo Grrrl and a four-course dinner.

McMillan said while winter was traditionally quieter, the festival transformed August into one of the industry's strongest trading periods.

"It draws diners into the city when they might not ordinarily come in," she said.

"There's a real buzz in Wellington during August. It's a boost to team morale, a boost to diner morale, and we definitely see a boost to the bottom line."

She encouraged Wellingtonians to browse the festival programme and support at least one event or participating venue.

"The more people we have in the city during August, the better."