WOW ‘magic’ on and off catwalk

WOW, it’s great to have you back!

That’s a sentiment shared across the capital – not just because of the cultural injection of the World of WearableArt, but also the economic boost the festival brings.

This year’s event is set to attract the biggest audience ever, organisers say, with more than 60,000 people booked – two-thirds of them from outside the Wellington area – to see the show.

‘‘Something like WOW does a magic job of getting people from out of town into hotels and spending and enjoying themselves,’’ Wellington Chamber of Commerce chief executive Simon Arcus said.

It could hardly come at a better time for the capital, where shops and restaurants have been closing as the central city is hollowed out, largely because of Covid-19 and the work-from-home trend.

WOW was previously estimated to contribute as much as $28 million to the local economy over its 18-day run. But Arcus estimated the boost to the economy would be bigger this year, with more tickets sold and pent-up demand for enjoyable metropolitan experiences.

‘‘This event aligns so well with Wellington’s brand around arts, creativity and all the other pleasures of the city like the restaurants and retail,’’ he said.

WOW chief executive David Tingey said after cancellations due to the Covid-19 pandemic, audiences and artists were eager to return. ‘‘This is our moment. The city’s definitely ready for it, pumped and ready to go,’’ he said. Supporting industries such as hospitality and accommodation were also raring to go.

Foxglove, a bar and restaurant near the venue was already feeling the impact this week.

‘‘There’s more people around town and the waterfront seems busier,’’ manager Daniel Hicks said. This was partly due to WOW and partly to the end of the traffic light system and mask requirements.

‘There’s a generally better vibe around the waterfront,’’ he said.

In 2019, the last time WOW was held, 702,775 attended the show, including 492,000 visitors from out of the area.

WOW ends on October 16.