iD sales knocked by Adele concerts

A Dunedin Airport car park overflowing since last Thursday tells the story of what is expected to be a significant loss for this year's iD Dunedin Fashion Week.

While organisers said the week was a success, boosting the city's economy and attracting more than 80 media representatives to report on the event in Dunedin and beyond, the Adele concerts in Auckland meant many residents were out of the city last week.

And that hit ticket sales.

So many people headed north for the concerts Air New Zealand put on four extra flights from Dunedin to Auckland.

iD Dunedin Fashion Committee chairwoman Cherry Lucas said those people were from a similar demographic to those who would usually have gone to the fashion shows.

''I know that we'll end up with a significant loss,'' Ms Lucas said last night.

''I might as well be upfront and honest about that.

''We were competing in the same market as Adele.''

When the committee set the dates for iD months ago, it did not know Adele was going to be doing three concerts.

Ms Lucas said the event could have coped with one Adele concert, but not three.

The resulting drop in ticket numbers meant the loss would be ''in the same ballpark'' as last year's loss.

Last year the event posted a loss of nearly $55,000, a turnaround from the net profit of $124,126 in 2015.

That result was explained last year as coming from lower-than-expected ticket sales caused by the event coinciding with St Patrick's Day and Otago Anniversary weekend.

Ms Lucas said yesterday the 2015 profit meant the committee had sufficient reserves to cover the loss.

The signs of a loss were ''there early on'' in the event, and costs had been cut where possible and revenue maximised.

Asked if the event needed a shake-up, Ms Lucas said there needed to be changes to the committee's constitution and governance to make sure it was sustainable.

The committee would have ''a major debrief'' in the next few weeks to consider issues such as whether the awards should continue at the railway station.

''We'll just have to see; early days.''

On a positive note, she said the event had provided ''a great week'' in Dunedin.

''I think the shows were great, high standard.

''I think people who were there enjoyed it, had a great night.''

Ms Lucas said the city had ''a real buzz'' while the event was on, with busy shops, bars and restaurants.

''That's part of why we do it, the economic activity around it, and you could definitely see the difference over the few days,'' she said.

''The whole reason iD came about was the economic activity, celebrating what we do here, and for our local designers to sell their collections.

''I think we achieved that.''

Having the iD International Emerging Designer Awards at the railway station this year instead of the Dunedin Town Hall had worked in terms of the audience being closer to the models.

There were ''a few tweaks'' that needed to be made, however, for the future.

Dunedin Airport marketing and communications general manager Megan Crawford said the airport car park had been ''chocker'' since Thursday.

She could not provide numbers of vehicles parked over the period, but about seven airport staff and fire rescue staff helped out directing traffic from last Thursday, which was a particularly busy day because of the ''Flight to the Lights'' that day to view the aurora australis.

Because of the Adele concert last night, ''it's still pretty chocker'', and people going to the airport today should allow extra time to park.

Last night's concert should be the last and the car park was expected to clear today.

david.loughrey@odt.co.nz