City sees financial benefits of older shoppers

Increase in older shoppers: The introduction of the SuperGold Card has resulted in an increase in older people supporting retail in the CBD.

From City Scene, published on 8 February, 2009.

Auckland city retailers and tourist operators are said to be reaping financial benefits from an increase in older shoppers and visitors.

With the introduction of the SuperGold Card in August 2007, all people over 65 now receive free public transport throughout Auckland and free ferries to Waiheke Island. However, not only are CBD and Waiheke Island businesses feeling the benefits - so too are the recipients.

Tourism Auckland chief executive, Graeme Osborne, says, "There's been a definite increase in older people from Auckland, and from further afield, visiting Waiheke Island, which is great.

"Our i-SITE (visitor centre) has had about a 30 per cent increase in older people coming through its doors for advice, and several tourism operators and retailers have also commented on the positive impact on profits."

Alex Swney, chief executive of Heart of Auckland City added, "There is anecdotal evidence that supports the assertion that older people are taking advantage of their SuperGold Cards and coming into the city, which is having the knock-on effect of activating our local economy. For some who are often cautious of using their cars, this has proved to be a tipping point for them to utilise free public transport and come into the city to shop."

Councillor Aaron Bhatnagar, chairperson of the City Development Committee, concluded, "We are very keen to ensure senior Aucklanders enjoy the very best of our city, and it's great to see that the free travel also helps promote regional tourism, particularly the Waiheke Island economy."

City Scene took to the streets last week to speak to SuperGold Card holders and see how beneficial they thought it was. Here's what they said...

Roger Glynan

Does it mean you come in to the city more?
Well I work in the city, but I do come into the city more in the weekends now with my wife, which we wouldn't have done otherwise.

What benefit do you like the best and why?
For me, it's the free ferries.

Do you enjoy shopping in the CBD? Why?
Yes, I enjoy the city for shopping.

Helen Woodburn

Does it mean you come in to the city more?
Yes, it's much easier with free public transport.

What benefit do you like the best and why?
Going on the ferries to Waiheke for free - that's the best thing.

Do you enjoy shopping in the CBD? Why?
Not really, I'm more interested in coming into the city to go to the art galleries, the movies, or going out for meals.

Ian Loudon

Does it mean you come in to the city more?
Not really, but I do like coming in and parking at Sylvia Park and taking the train into the city centre. I think parking is too expensive in the city centre.

What benefit do you like the best and why?
Going to Half Moon Bay and coming in on the ferry. It's much more convenient having free public transport - I don't usually carry cash on me, so to be able to just show my card is very convenient.

Do you enjoy shopping in the CBD? Why?
My wife does! We usually just come in for lunches and things - there are some advantages of getting old!

George Stewart

Does it mean you come in to the city more?
Yes, I come in for a cup of coffee and admire the buildings. I used to work at some of those buildings 50 years ago!

What benefit do you like the best and why?
The free travel, because I don't have to have my eyes on the road while driving.

Do you enjoy shopping in the CBD? Why?
I'm getting too old for that, but I enjoy going into Smith and Caughey's. I do enjoy the seating along Queen Street. It means I get to walk for a bit and then sit down for a bit. My pins are getting too old for walking!