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Photo: Getty Images
Photo: Getty Images

AucklandNovember 17, 2016

Calm down, NZ Herald. The new Auckland slogan search was fine

Photo: Getty Images
Photo: Getty Images

Why is everyone hating on the Council’s latest attempt to sell Auckland to the world? Actually, is it everyone, asks Simon Wilson – or just the Herald and the other usual cynics?

No subject is more guaranteed to provoke ridicule than a city slogan. No ridicule is more likely to be attended by outrage than a slogan that cost too much. And no council is more likely to cause public offence for waste and stupidity than Auckland Council. Why is that?

The Herald reported last weekend, in that tone of weary scorn it adopts whenever the council spends any money on anything, that the council has wasted $500,000 on a new slogan for the city. The slogan is: “Auckland: The place desired by many”.

Quite why the Herald, and its Super City reporter Bernard Orsman in particular, seems to feel it necessary to sneer at everything the council does is a mystery. There’s lots the council does that’s wrong, but if the paper was able to discern a difference between valuable and truly wasteful spending it would be far more effective in helping to shut down the latter.

Photo: Getty Images
Photo: Getty Images

So, what really happened? First, it’s the job of ATEED (Auckland Tourism, Events and Economic Development), the council’s promotion arm, to sell the city to the world. Auckland wants businesses to set up here and investors to help them. It wants migrants ready to help grow the economy and events that attract visitors who will spend money. It wants tourists.

None of that will happen as much as we need it to unless the city promotes itself abroad. So the city needs a marketing strategy. That’s what the half a mill has been spent on: developing a campaign to attract people and money into the city. Is kneejerk complaint really the right response to that?

This is no rogue CCO operating independently, either. The governing body of council charged ATEED with the task and reaffirmed that instruction as recently as July this year. ATEED has kept the governing body and its relevant committees informed of progress and councillors have supported that progress.

ATEED’s campaign used to be called “Global Auckland” but that became “The Auckland Story”. Personally, I find it a bit loathsome that advertising people have become so obsessed with “telling our story”. Such stories are designed to make us feel sentimentally attached to a product while distracting us from whatever undesirable qualities it may have. Stories used to have a higher purpose than that.

It’s not the only way to sell a city, or anything else. “Absolutely Positively Wellington” didn’t have a story. But these days stories work, clearly, because they keep producing them. We all now live with the stories of coffee, telcos, jeans, even charities.

Because of that, ATEED would be stupid not to create an Auckland Story.

So how did it spend $500,000? Not on a slogan, but on the whole project. It was a two-year spend. They surveyed 55,000 people. Did a lot of research with public and private sector groups with an interest in the city. You know, the “stakeholders”. My suspicion? Maybe too many focus groups, but I’ll cheerily admit I have an aversion to them. They ran a successful social media campaign with the slogan LoveAKL. And they developed the story – that is, employed people who know how to write a narrative and create the audio/visual communication tools to present it.

Was the cost too high? I don’t know. The Herald doesn’t, either. It made no attempt to benchmark the spend against any other similar campaign. But, for the record, when the current New Zealand government went through a similar exercise to create the “New Zealand story” it spent $2 million.

Was Global Auckland a good project? We don’t know that either, because we don’t yet know enough about what’s in it.

Should the council engage in projects like this? From time to time, of course it should.

There was more. The Herald complained 115 people had worked on the project, which was simply untrue. There were, says ATEED, three people, and a bunch more staff turned up to a “one-hour brainstorming session”. Anyone with even a glimmer of understanding of modern business will know that was a good idea. When you invite staff to contribute creatively to projects, rather than assuming the bosses and the specialists have all the good ideas, it’s productive for the project and for the organisation.

Since the Herald story broke it’s been disheartening to watch the response of some of those close to the project. Michael Barnett, head of the Auckland Chamber of Commerce and a member of the Global Auckland advisory committee, said, “We don’t need a bumper sticker strategy”. Instead, he suggested, we should create “a compelling Auckland story”. Dear god. Was he asleep at the meetings or did he just not turn up?

The Ngāti Whātua Trust Board complained “a lot of time and money could have been saved by simply engaging with iwi and the community”. Perhaps Ngarimu Blair, representing Ngāti Whātua on the advisory board, was also asleep, or absent, or both, because that’s exactly what ATEED did.

As for Cr Rent-a-Quack, Dick Quax, he called the whole exercise “an outrageous raping of the ratepayer”. Listen, Dick. You can’t talk about rape like that. And you were on the council when it voted for the project. And you believe in business development, don’t you?

New mayor Phil Goff has distanced himself from the project, which he had no part in creating. His response is understandable but also disappointing, and he must feel like he got whacked on the back of the head when he wasn’t looking. Understandable because this is not a fight he needs to pick so early in his tenure. Disappointing because overseeing the way Auckland sells itself to the world is an important part of his job, and he can’t hide from that.

Whacked on the back of the head because it was his introduction, if he needed it, to the reality of being a mayor or council in this town. Which is this. Whenever you try to do something there will be a whole bunch of people, some of whom you thought had helped you do it, who will stand on the sidelines and just keep shouting “Bullshit!” The Herald will be conducting them.

As for the slogan itself, sadly, it’s not great. But there’s no such thing as a new city slogan that everyone will like. It does have the advantage that it invites the curious to find out why the city is popular. That’s good.

But it isn’t snappy so it won’t be memorable. And it isn’t distinctive: all good cities are desired by many. What distinctiveness it does have is buried in its origins, as the supposed translation of Tāmaki Makaurau, the Māori name for Auckland. That is disingenuous.

“Desired by many” is a new meaning for makaurau. Makau is a word for lovers, or sometimes favourites, and rau means a hundred, or more loosely, an awful lot.  ATEED’s own website gives the translation as “Tāmaki desired by many lovers”, and Te Ara, the official New Zealand encyclopedia, refers both to “numerous lovers” and “a thousand lovers”.

The city of a thousand lovers is a brilliant slogan, which in its innocent form totally conjures a city the whole world would want to live in. Alas, we are not innocents. A city defined by everyone cruising for sex? Not so good. Besides, “city of lovers” doesn’t quite have the breadth of purpose the council needs. Not to mention, there’s the small matter of our being the city whose former mayor gave lovers everywhere a very bad name.

So, basing the slogan on a Māori proverb? Good. Sanitising the proverb in translation? That’s a flawed way to build a reputation, especially as the new version is far less evocative than the real one. #Desiredbynotmanyifany

The tricky thing about developing a slogan is that you could put 100 overpaid advertising geniuses in a room for a week and they still might fail to come up with a single good idea. But a clever person might think of the perfect line in the shower tomorrow morning. Creativity, damn it, is fickle.

The fact is, though, the campaign isn’t dependent on the slogan. Auckland needs to sell itself, ATEED is the right body to lead that process, and telling a good story is a good way to do it. Back to the shower cubicle for the slogan, please, and for Christ’s sake don’t get a focus group in there with you.

But as for the project itself, let’s be having it. Because Auckland, we know we need to compete and we’re down here at the bottom of the Pacific but we’re not really, are we? Because aren’t we going to become the leading edge?

Keep going!
aptfeat

SocietyNovember 2, 2016

Q&A special: An AUT expert answers your questions about the housing crisis

aptfeat

Last week we invited you to lob your Auckland housing crisis questions at AUT professor John Tookey, an expert on the subject. Today he responds to a selection of the many questions he received, and explains why – spoiler alert – there are no easy answers.

John Tookey is a Professor of Construction Management at AUT, where he specialises in supply chain management. He is one of several lead researchers working on the Government’s National Science Challenge 11: ‘Building Better Homes, Towns and Cities’.

I’ve always assumed that the only way Auckland will ever catch up with the housing crisis is by building many residential tower developments based on standard templates, either as full or mixed-ownership social housing, or as affordable properties restricted only to first-home owner-occupiers or public servant ‘key workers’ as in London. We seem to be able to do the ‘expensive apartment’ approach, but does NZ have the expertise and capacity to build the ‘affordable apartment’ approach both cheaply and to the required standards? – Ethan Tucker

We have the expertise, no question. NZ produces some of the best engineers on the planet, employable anywhere. We are known for it. Pretty cool, right? However if you want to make money in the property game you try to build the biggest, sexiest place you can on the smallest space possible. Do it quickly and sell it on before the market or investors go away. Large multi-unit properties imply large upfront investments and maybe slow returns – hence higher risk for the developers. As a consequence you do not see huge numbers of high density developments of apartments etc. How will that change? Potentially getting council or government to ‘front end’ the risk by investing in land development of real estate, or they could commission these developments themselves, through the housing association model used in the UK.

aptfeat
Auckland apartments in (clockwise from top left) Takanini, Epsom, Eden Terrace, Orewa, Mt Wellington, Mt Wellington, Orewa, Mt Wellington and (centre) Freemans Bay. All photos: Rebecca Zephyr Thomas

Do you think the Supercity concept has added to the crisis ? Would it make more sense to leave Manukau, Waitakere and the North Shore to develop their own CBDs and grow in the natural way, Manukau expending south, the North Shore growing north etc, considering the current infrastructure? Auckland central would seem to be the only part of Auckland growing up at this stage. – Monica Cozma

Honestly – not much. The smaller councils had less funding to expedite development anyway. Arguably delays occurred as councils aligned their regulations and expectations prior to the supercity. But other than that, none of the previous councils had any more nerve to make things happen ahead of the market.

Is it the housing pricing that we need to adjust, or the NZ salary? The average cost of a flat in London is something like 46x the average salary; in Auckland, the average price of a flat/apartment, is less than half that ratio. So is housing in our major city too expensive, or are our salaries too low, or is it both? – Mathew Coleman

Our prices are inflated by investor behaviour and demand for central suburbs. Too expensive? Hell yes. Salaries too low? Arguably yes but in line with the country as a whole.

London and Auckland do not equate. London is a destination city and is seen as a go-to hub for many of the great and good of Europe, The Americas and the Middle East. Elites ‘base themselves’ in London. Hence the astronomic prices of central city districts because the inhabitants do not belong to the ‘average’ category you allude to. London is also a city with a vast infrastructure of rail and underground that allows long distance commuting. By comparison Auckland is totally wedded to the car as the main method of getting around. In the absence of serious public transport, Auckland is constrained to having massive pressure on the central city suburbs that allow folks to commute to work.

Would government intervention around building companies assist? House building in Auckland becomes a licensed thing and only two or three companies get the tender, forcing them to them to become bigger, better resourced building companies? Or just go the whole way and set up a couple of government-controlled building companies and let them do everything, with a government guarantee against the work? – Ben Jackson

Government and council intervention would help, yes. They can force outcomes through contract terms, conditions and the profit motive – “We want x houses by y date at z cost” – just like they did after the second world war to house returning troops. At the moment most construction companies are not investing in speculative (i.e. “give it a go bro – she’ll be right”) construction because they expect the market to take a downturn, soon. Housing gets built when there is a definite commitment of funds from a client to the finished product. Every house in every development you see is already purchased and fully funded. Depressing eh? The only way a surplus can occur and thus prices be affected is through government and/or council commissioning production ahead of the normal market.

If the real estate companies are the only ones profiting (maybe banks too), how can the general public be confident that they haven’t created this crisis for personal gain? – Tahi Piripi

You can’t. But actually it is property investors (mainly baby boomers) that are the beneficiaries of this bubble. The obvious profiteers from the bubble – real estate agents primarily – are without doubt less than popular for good reason. Apparently there is a code of conduct and ethics for these folks… yes really. I laughed too. However in reality the principle personal gains are usually amongst our friends and families. When we visit the ‘bank of mum and dad’ they got that residual wealth from somewhere. But rest assured, asset bubbles like this do not come from pre-planned ‘created crises’. They occur from investor herd behaviours – like with the dot.com bubble of the 2000s and the tulip bubble of the 1700s.

Beaumont Quarter, Freemans Bay. Photo: Rebecca Zephyr Thomas
Beaumont Quarter, Freemans Bay. Photo: Rebecca Zephyr Thomas

What sort of timeframe do you envisage when you predict an incremental decrease in values? – Nick Mulvey

Can’t say. More likely you will see ‘stagflation’ in which the prices stay the same for a long period of time while inflation eats into house values. It happened (and continues to happen) in Japan and more recently in the UK post the global financial crisis of 2008. After a number of years when house prices and values look more realistic then the market starts to move again.

Do you think there are now too many people (government included) with an interest in keeping house prices high at any cost to allow a correction back to even semi affordable levels? In other words, is it now a too big to fail situation? – Zac Fairhall

I don’t think the market is too big to fail – bubbles always burst. Period. Nor do I think it is a plan to retain high values deliberately. What I can say is this: if a government really stepped up and made a concerted effort to improve affordability, it would imply that it had acted in such a way as to reduce the fundamental value of the largest asset that most people own. i.e. their house. Does that sound like a policy that would earn a government further employment after the next election? Probably not. I guess turkeys voting for Xmas is the equivalent.

Do monopolies in the supply chain drive the cost of building in NZ? Have current property taxation laws added fuel to the current predicament? Should the use of more sustainable materials sourced locally be incorporated into the building code? – Arash Barzin

Honestly the evidence I see is that the cost of materials do not affect the price of housing. There is a fundamental conflation of cost, price and value in the minds of most people. Logic is this – we increase the total numbers of dwellings in NZ by about 1.5% annually. However the value of property is based on the residual value of housing in an area rather than the cost of building new. For example, most houses in Devonport are 50+ years old. How much did they cost to build? How much are they worth now? Therefore is the cost of materials significant in value? No. Put it another way, Let’s say it costs $2m in materials to build a 200sqm home in Manurewa. How much can you sell it for? Alternatively if the same house was built for the same money in Remuera, how much would it be worth? Materials costs do not affect price or value.

Taxation can affect things in terms of the capital gains game that investors play. In terms of locally sourced materials and their sustainability, well honestly our market is so small as to be unsustainable for manufacturers of all sorts of products.

Would you link the leaky homes crisis to the current crisis? Did it put off building and destroy faith in new housing to the extent that everyone was stuck cashing in on older homes which were ‘safe’, in turn leading to a lack of new projects and decent companies? – Ben Jackson

Not so much. Only issue is the drag effect of increased building consent costs to meet Building Act regulations. Otherwise we make better houses now than ever before.

Regarding houses selling for well over their RV: does anyone have the predictive ability to advise first home buyers “wait awhile til things become less crazy” vs “jump on as soon as you can before things get even crazier”? – Rebecca Gray

Anyone who says that they can tell you that with either high degrees of certainly or confidence is talking complete BS. The economic system is so complex and sits in a global economy with all sorts of nuanced balances between fundamental indicators that it makes prediction impossible.

The Freemans Park apartments in Auckland's Freemans Bay. Photo: Rebecca Zephyr Thomas
The Freemans Park apartments in Auckland’s Freemans Bay. Photo: Rebecca Zephyr Thomas

There are some fantastic places that already have the utilities to go up rather than build out (like the corner of Great North Road and what I believe is Titirangi Road, in New Lynn). Why aren’t there any initiatives outside of the city itself, like in a SHA, to tender a more dense style of living outside of zoning? – John Donald

It comes down to risk versus reward. High density housing construction equates to higher attributed costs (materials, scaffolding, time, labour) with lower margins. We talk about affordable housing but affordable to whom? Builders have to spend more money and bear more risk in order to deliver more affordable homes. Attractive? Not so much. Much more profit in building low density, single storey homes with a guaranteed return based on guaranteed funding.

Is the best way to simply address the issue of housing affordability and rampant market hyperinflation to have an effective and properly worked out capital gains tax? – Matthew Lane

No. This is a complex issue with multiple elements: Releasing more land. Forcing development. Disincentivising property investment. Incentivising the divestment of property holdings. Council / government investment in new development ahead of the market, and more. One dimensional solutions do not work.

Why doesn’t the government tax the property speculators to such an extent that they move out of the property market thus making more homes available to first home buyers? – Lawrence Townsend

Bloody good question. The problem is fundamentally that of property investment. But there are other issues that need to be addressed as a coherent portfolio of policies to deal with a complex problem.

What do you think of the Labour Party’s housing plan? – Jean Jeanie

Too little, too late. Sorry. Facts do not care about feelings. We are where we are now. Policy has to reflect the possible and affordable at the point of implementation. My sense is that if the economy hit the skids such that Labour would be elected, then any of the policy ideas would not be affordable or credible at that point of time. I would expect ‘mission creep‘ at that point.