An Amplify business survey following the 2025 ITM Taupō Super 440 has delivered a mixed report card – but also with some suggestions on how to improve the event’s impact for businesses in town.
While overall sentiment towards the event’s contribution to the district was largely supportive, with over three quarters of the 47 survey respondents describing its community and district impact as ‘positive’ or ‘outstanding’, a small proportion highlighted disruption, traffic, and a perception of town congestion as negative impacts, particularly for residents and non-racing visitors.
The report also noted that for local businesses the event’s impact varied substantially depending on the sector they operated in.
Not surprisingly “hospitality and accommodation businesses were the main beneficiaries, reporting good occupancy and repeat bookings,” the report said.
“However, retail operators and tourism providers reported neutral or negative impacts, citing lower local foot traffic and limited crossover from the racing audience.”
Roughly a third of respondents saw the business impact as positive or outstanding, just over a third neutral and just under a third classified it as negative or extremely bad.
The financial and trading turnover impact comparison with last year’s event followed the same theme as the business impact question results with accommodation and hospitality outlets generally reporting that they experienced steady or increased turnover with retail and discretionary spend businesses largely reporting unchanged or reduced turnover during race days, particularly while races were in progress.
General feedback was that the event was well-organised and ran smoothly with ease of public transport noted as a success factor.
Respondents also felt the event showcased the district and generated significant exposure and promotion through media and event attendance while the influx of visitors and town activations like the simulator and merchandise tent contributed to a lively atmosphere.
When it came to suggesting improvements, businesses could see potential for increased signage, posters, and street presence to help build anticipation and encourage foot traffic into town.
They also felt there needed to be clearer community messaging to manage perceptions around crowding which would encourage locals and visitors to engage with town businesses.
Other suggestions included involving local shops more actively through themed promotions, shop dressing, and events, providing local businesses with more opportunities to participate, such as hosting packages, promotions, or collaborative event offerings, and encouraging post-race activity such as hosting entertainment or incentives to encourage racegoers to visit town once racing concluded.
Amplify’s overall conclusion was that the ITM Taupō Super 440 continued to play a valuable role in promoting Taupō on a national stage and supporting the accommodation and hospitality sectors.
“To increase the event benefits, there is a desire to connect the event more strongly with town centre businesses and improve community-wide engagement,” it said.
Survey responses came from: Retail (27.9 per cent), Accommodation (20.9 per cent), Cafes (11.6 per cent), Tourism and Restaurants (both 9.3 per cent) and Trades and Services, Rental or Hire, Professional (all 7 per cent).
