Business North December / January 2021

92 | “From sitting inside the changing room, to the feeling the players get moments before walking out onto the pitch, there is no other attraction like it. We recently had some of the All Blacks go through the experience, and they were buzzing at how close people will get to experiencing what they do as players.” TOURISM The All Blacks Experience New All Blacks Experience kicks off T T Karen Phelps The development is a fully guided, state-of-the-art, interactive showcase of the All Blacks, Black Ferns, and all our national rugby teams. T he launch of the new interactive All Blacks Experience attraction in Auckland will give a much-needed boost to the domestic tourism industry, says Experience chair Dame Julie Christie. “We’re proud that the All Blacks Experience is the first major tourism attraction to open since the outbreak of Covid-19 and our lock- downs,” says Dame Julie. “Some people have asked why we would launch a tourism venture while the borders are closed, but we believe the experience is important, not only for Auckland, but the whole country.” The All Blacks Experience - a joint venture between New Zealand Rugby and Ngāi Tahu Tourism - opened for business this month. “NZ Rugby and Ngāi Tahu Tourism wanted to share this experience with our manuhiri as soon as possible,” says Dame Julie. “We strongly believe that the domestic audience will be a major supporter of the venture and we are really excited to be able to deliver something that will bring joy to people, especially after the year we have all had.” Ngāi Tahu Tourism is the Management Services Provider for the partnership. Ngāi Tahu has a proud tradition of whānau being selected for the All Blacks, Black Ferns and other national rugby teams in black, and the All Blacks Experience also helps honour their achievements. Dame Julie says the All Blacks and rugby in general are part of the fabric of New Zealand’s history. “The great thing about the All Blacks Expe- rience is that visitors can enjoy the experience whether they are long-time rugby fans, new to the game, or just wanting to do something new. “ She says that authenticity is a very impor- tant part of its ethos. The design team working on All Blacks Experience collaborated closely with current and former players through an advisory group including former All Blacks Ian Jones, Tana Umaga and Ian Kirkpatrick, Black Fern Sarah Hirini (nee Goss) and two-time Rugby World Cup winning former All Black captain Richie McCaw. Dame Julie says they were involved throughout the design and development of the experience to ensure it is an authentic and privileged insight into the making, shaping and being an All Black. “The All Blacks Experience had to be based on significant insights-based research and it had to be genuine and authentic and as true to the real thing as possible. “The only way that we could achieve that as an end result was by involving as many wearers of the black jersey as possible. Vis- itors will recognise that authenticity in their experience.” The development is a fully guided, state-of- the-art, interactive showcase of the All Blacks, Black Ferns, and all our national rugby teams in black. Located in the SkyCty entertainment pre- cinct, it comes complete with the smell of lini- ment, and features a 4-metre-high screen that puts visitors face-to-face with a larger-than-life Test match haka. It includes hands-on inter- active zones giving manuhiri the chance to test their kicking, catching, agility, and line out skills against the All Blacks. There are also zones that test the visitors’ ability to make a decision under pressure and see whether they make the same one the All Blacks did. Dame Julie says there are some unique aspects including the All Blacks mauri stone, which travels the world with them, which will be sited at All Blacks Experience when the team is not travelling.   “From sitting inside the changing room, to the feeling the players get moments before walking out onto the pitch, there is no other attraction like it. “We recently had some of the All Blacks go through the experience, and they were buzz- ing at how close people will get to experienc- ing what they do as players.” The All Blacks Experience also includes the largest All Blacks retail store in the country and has some unique purchase opportunities such as personalised jerseys and photos. Around 17 staff have been employed for the experience, including seven tour guides who will host manuhiri. Dame Julie says that some of those tour guides were among the many Kiwis who lost their jobs in other sectors. “This is another positive step forward for the tourism industry as we collectively adapt to the challenges created by Covid-19. The All Blacks Experience is excited to be at the forefront of this.”