ASB Baypark is changing the nature of Tauranga City by providing a unique venue for large and small-scale events, says manager Ervin McSweeney.

The ASB arena is gearing up for its busiest season yet, with the upcoming New Year's Eve gig Mount Vibes and the V8 Jet Sprints just two of a series of planned events.

Mount Vibes and the V8 Jet Sprints are two big events planned for ASB Baypark in the near future.

Ervin says growing interest in the arena as a venue of choice is being noted, so much so that the facility is changing the nature of Tauranga.

'The growth curve is unrelenting at the moment and we haven't yet hit our overall potential. The arena has added hugely to the whole ASB Baypark site and - in combination with ASB Stadium - means Tauranga has a unique venue.

'This place is providing the city with a calendar of exciting events. Yes, we have the beaches, but other exciting things for people to do enhance the city's attractiveness.”

Priority One chief executive Andrew Coker says the ASB arena is of significant value to Tauranga and the region.

"In an age where cities and regions compete for talented and skilled people – ‘the global currency of the 21st century' - assets such as the ASB Arena add significant value to the regional fabric that makes our region attractive to talent.

'This is so important as we work to grow and attract businesses here.”

Ervin says about 20 events were staged at the arena during the first two weeks of December alone. The arena was used for sporting fixtures, corporate gatherings, expos, games for those in their golden years, plus the arena's own branded programmes for mums and children, for example.

'It is a hub featuring a positive whirlpool of energy and a solid success story. We have just been through an exceptionally busy period and are now moving into another.”

The growth is especially significant given the arena has been well used since day one, he says.

'There was no slow start as we really did hit the ground running. Within the first two weeks of the arena opening we hosted significant events such as a Breakers' basketball match, Wrestling NZ championships, Magic netball game and Police Charity Luncheon.

'The momentum just built from there to include the AIMS Games, International netball, Davis Cup tennis and more. There are spectacular single events occurring here as well as a mix of ongoing ones every day.”

Figures show that in the first year about 290,000 people used the ASB Arena. That grew to 370,000 in the second year, while total usage between July and November this year was more than 200,000 and expectations are that will exceed 400,000 over the full 12 month period.

According to ASB Baypark management, the 370 000 equates to in excess of 200 individual events such as conferences , corporate meetings and trade shows, for example, which have defined starting and finishing dates. On top of that are the many other programmes and community events.

A break down in ASB Arena data shows that, in terms of total usage of the arena, events make up about 43 per cent, community sporting fixtures and programmes make up about 38 per cent, with sports tournaments completing the picture at 19 per cent.

In June 2014, ASB Baypark – which incorporates the arena, stadium and surrounding land – will celebrate its third anniversary. By then the whole site will have attracted about 1.5 million people. Figures show about 450,000 people use ASB Baypark facilities each year, although all indications are that that figure will grow, says Ervin.

Events on the calendar for ASB Baypark during the next three months alone include the Mount Vibes New Year's Eve concert, fireworks displays, NZ Speedway Championships, Monster Truck Show, National Drifting Championship Series, and V8 Jet Sprints.

'Every weekend is taken up with something that adds a point of difference to the event's calendar for the community. These different events include the school principals' stock car challenge and drive in movie nights. There is a lot of fun to be had on this site. It is dynamic.”

Management 'encourages and embraces” relationships with people in the private sector, says Ervin. The organisers of the V8 Jet Sprints, for example, are making use of the ASB Baypark site to offer a unique event.

'We are talking about really innovative stuff.”

He says the venue – which has been invested in by local government – will become increasingly financially viable.

'We have pretty much finished the establishment phase. Over the next three to five years the real benefits will flow. Our objective is for it to become more and more financially sustainable as a community entity.”