4 minute read
Te Mānuka Tūtahi and Mataatua Wharenui
2020 for Tē Manuka Tūtahi Marae - Mataatua Wharenui has been a year of recovery, transition and reimagining the future. Catastrophic events and unprecedented economic uncertainty have been the catalyst for significant transformation leading into 2021.
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Despite the odds, our resolve to respond appropriately was predetermined by the foresight of our ancestors, the foundation with which Mataatua Wharenui was built. Times of uncertainty is not a new concept to our tribe, and history tells us we are not easily phased. Guided by the footsteps of our ancestors Mataatua Wharenui continues to be a thriving cultural icon of Ngāti Awa where traditional Ngāti Awa Reo, Tikanga, Kawa and Kōrero is perpetuated, and the future of Ngāti Awa cultural leaders are developed.
HAMIORA TUMUTARA PIO
- A PARAMOUNT CHIEF AND TOHUNGA OF NGĀTI AWA
With exciting opportunities on the horizon and our people at its core, a tribal tourism reset has been established. Tasked to deliver a cohesive and compelling Ngāti Awa Tourism brand architecture, it is a forward-thinking approach that encompasses the Army Hall Project, the rebrand of White Island Tours, the Mataatua Visitor Experience and other Ngāti Awa Tourism Assets.
The anticipation of the reset has determined the focus for Tē Manuka Tūtahi Marae over the past year. It is the driving force that has ensured Mataatua Wharenui is equipped and prepared to launch a new vision and strengthen further who we are.
OPERATIONAL REVIEWS...
As a result of the pandemic, the immediate pivot to operational objectives identified the need to operate collaboratively with Ngāti Awa Tourism Limited – previously White Island Tours. There is an undertaking to consolidate internal systems, processes and suppliers to reduce expenses and supercharge operational efficiency. Staff sharing means we can leverage key skills sets throughout the tourism entities. Centralising communications enables us to capture all enquires under one platform. IT systems and hardware upgrades have increased staff interaction and professional capacity. A body of work to future proof tourism assests began with the installation of fibre connections. The implimentation of mapping processess ensured continuity and one source of truth throughout the operation .
CULTURAL EMPOWERMENT...
The establishment of a Tikanga and Kawa document for Tē Manuka Tūtahi Marae is underway. This ensures all activities reflect, promote and are consistent with Ngāti Awa tikanga and advance the strategic aspirations of Tē Rūnanga o Ngāti Awa. It is a means of cultural safety and source of knowledge that will empower the Pou Arataki team to conduct themselves according to clear guidelines. This has seen the development and implementation of an intensive cultural training programme. A Karanga wananga for Pou Arataki Wahine was lead by Ngāti Awa Kai Karanga Tohunga Hana Te Pou. The marae was gifted specific Karanga for various kaupapa. Whai Korero wananga will be led by Te Kei Merito. Wananga outcomes and feedback will contribute to the finalisation of the Tikanga and Kawa document.
MARKET PROPOSITION...
A series of marketing opportunities enabled us to leverage campaigns throughout the year. The pandemic impacts on the tourism industry highlighted the need to engage unique and reputable cultural tourism products, ready to service the domestic market. The Mataatua Wharenui industry proposition changed overnight and was thrust to the forefront of major regional and local tourism marketing campaigns. Locally “The Road Less Travelled” was launched across social media, YouTube, Whakatāne.com, email marketing and a new brochure that was distributed to thousands of attendees at the Motorhome Show at Mystery Creek. Tourism Bay of Plenty released a series of videos rolled out to key New Zealand markets enticing New Zealanders to discover the significant cultural stories and diverse landscapes of Te Moananui a Toi. Mataatua Wharenui is a major feature contribution.
Rugby NZ chose Whakatāne as their town of preference to launch their Bledisloe cup campaign. We were privileged to welcome and host the All Blacks over 3 days. This provided further exposure through high profile media outlets and opening of the All Blacks campaign for 2020 - 2021.
Opportunity for publicity was not limited to the domestic market. With borders closed and international markets severly impacted, Mataatua Wharenui had the rare opportunity to extend its reach to 40+ million listeners around the world.
Its inclusion in the BBC Radio Documentary called Finders Keepers follows Zambia – British presenter Kema Kay on a personal journey exploring how his own cultural heritage has been put on display in museums, and the ongoing debate about how that is changing. An in-depth interview was conducted with Sir Hirini Mead, Judge Laine Harvey and Jeremy Gardiner who provided insight into the journey of “The House that came home”. The series will be aired worldwide and will also be available across the BBC’s podcast platforms. In summary we can say with absolute certainty, the original vision for Tē Manuka Tūtahi Marae remains steadfast regardless of the evolving cultural and economic landscapes. Manakitanga of our manuhiri on a world stage is a reflection of this. 2020 continued to develop an aligned co-ordinated approach to the development of Ngāti Awa tourism assets that maximise opportunities for the promotion of Ngāti Awatanga and its people.
