Hosting the Southern Hemisphere’s largest agricultural show, would to the faint-hearted be a mountainous task, but the new man at the helm plays the hefty workload down, taking it all in his casual stride.
Waikato businessman, husband and father-of-two, Jon Calder, donned his new hardhat as CEO of the New Zealand National Fieldays Society this January.
But there has been barely a moment for Jon to settle into his new chair at the Waikato-based Mystery Creek Event Centre, before he has had to charge full steam ahead into preparations for the annual New Zealand National Fieldays event.
Corazon Miller talks to Jon about juggling life with work and his plans for the future.
A new phase of life
It’s undeniably an exciting transition for Jon, who is enjoying living and working full-time in his home region. “The lifestyle in the Waikato is just fantastic for both business and for living.
“I was attracted to apply for the position, as I wanted to be a part of an iconic organisation in the Waikato. I was excited about the potential life I could see in both the centre and the events it held.”
In a sense Jon was coming home, though he’d been living in the Waikato, working in Auckland meant he had been doing a longer than average commute between cities and was living in Auckland three days a week. Now the commute has been cut to a considerably smaller 12 minutes, but Jon says he has continued to have a full-plate – though admittedly in a different way.
Work life balance
When asked how he manages to balance work and life, he laughs, “My wife doesn’t think I’ve mastered it yet.” But he is quick to add his wife is more than supportive of his career and it is her who helps to keep his feet on the ground, “she keeps me level”.
Jon says one way he tries to burn off the stress is by integrating fitness into his hectic schedule. “I do try to take time out; I exercise regularly at the gym and try to keep fit.” And if the gym doesn’t keep him fit, having two young children, Olivia, seven and Jack, five, to run after certainly will.
It’s a choc-a-bloc schedule – his working week is anywhere from 45 – 60 plus hours, but he loves it so much he doesn’t tend to clock watch. “I’m not the type to keep track of the hours; I just do what needs to be done.”
With such a varied role, Jon says no two days are the same. “In the three months I have been working there has been no typical day, I love it.”
From strategic planning, to reviewing event plans, evaluating finances, meeting councils and working with his team on the company’s culture and people, not to mention meeting with sponsors and stakeholders.
As heavy as all that sounds – Jon says the meeting and greeting aspect of the job makes it worth it. “I enjoy the people contact; at work, interacting with my team and meeting others in business.”
He adds, it is a quite humbling experience at times; meeting with the range of amazing people throughout the region who are interested in working together with him.
Past lives
Jon, who has an MBA and postgraduate diploma in management studies from the Waikato University, is more than adequately equipped to manage, with a lengthy CV in management, including roles with Freedom Air, Eagle Air, Air New Zealand and NZ Bus.
It is the Hamiltonian’s proven commercial background that the National Fieldays Society was looking for in a new CEO. It is the society’s hope that Jon will do more than manage, but also grow the business.
Despite Jon’s days as a youth working in dairy farms during the school holidays, agriculture is a largely new industry for him.
But, as chilled as ever, Jon points out running the Mystery Creek Event Centre is much the same to being at the helm of any organisation. “There are the same responsibilities and a similar set of challenges. I have to ensure we are fiscally strong to deliver service and generate a return for society.
“To do this I have to ensure I have the best people with the best access to resources in order to achieve our goals.”
Jon attributes his ability to manage the work, despite his limited experience in the industry, to a team that has got his back. He says it is his knowledgeable team who can provide him with the nitty gritties of the industry. “My job is to plan and develop a vision, I have a fantastic team – it is they who have the resources and capability to pull this through. I have been fortunate that the board gave me the mandate for the team I wanted, so I got a fantastic team which makes achieving things that much easier.”
The vision
When asked what his goal for the centre was he replies simply “to have the best multi-functional events venue”. “A lofty vision,” he admits, especially in light of all the other competition out there – but not impossible.
Already, the Mystery Creek Events Centre is well on its way there, with its reputation as a versatile venue just ten minutes away from Hamilton. With its abundance of both indoor and outdoor space there are a myriad of events that can be hosted – all in one place.
Jon says Mystery Creek is unique, with “its 98 hectares of blank canvas”.
“We can hold anything from concerts to events like our flagship event – Fieldays, and weddings – we are versatile.”
The lengthy list of events at Mystery Creek include Parachute, field days, equi-days, transport expos, conferences and even weddings. “Over the summer there were 30 weddings held – the site is extremely multifunctional.”
“We are taking and leveraging the uniqueness of our site to design events and to attract events, by catering for all different needs. Versatility is what sets us apart from the community.
The flagship
Today the fieldays remain the flagship event for Mystery Creek. This year’s fielday is John’s first – but he denies any nervous first-timer jitters.
“I have attended as a visitor before, so it will be a bit different sitting on the other side of the fence. What gives me confidence is all the planning and detail we have put into it,” he explains. Jon says he has from time to time, taken a step back and taken off his CEO hat to look at the developments, “It’s all really exciting.”
But exciting promises aside Jon doesn’t want to blow the whistle on any leading innovations that may be at this year’s fielday. After all this is what the fieldays are all about being; “a launch pad for new innovation”.
National benefits
Jon says it’s undeniable that fieldays is both beneficial and relevant to the nation. “New Zealand’s place in global agriculture is huge; we produce a 1/3 of the dairy exports.
“Fieldays are an iconic part of the industry, the go-to-event,” he says. “There is ample opportunity for businesses both big and small.” The event is a platform for a wealth of innovation, product showcases, networking opportunities as well as the place where businesses can connect off-shore with new export links.
The benefit to both the Waikato region and New Zealand is not deniable; 180 million dollars is said to be deposited into the region and a further 500 million dollars into the nation’s economy.
At last year’s fieldays Jon says there were 300 international visitors and 18 embassies present and this year he is expecting just as much, if not more.
Jon is promising 2012 will host the biggest and best fielday to date, with over 1,000 exhibitors coming and1400 sites planned. “We are 105 percent over-subscribed, with a hefty waiting list.” He says they are well on-target to the 130 – 135,000 people predicted to come to this year’s event.
What has astounded Jon, is the level of investment by the major agricultural business who exhibit at the fieldays. “Some are spending well into six figures on their exhibits,” he says. “It is a pretty impressive event.”
Come one, come all
Jon says the prime focus of the field days is the agricultural community. But they do try to cater for everyone, with areas that have a non-agri focus.
“There is something here for everybody.” From the art show, to the fashion catwalk showcasing clothes made from agricultural material and themes, as well as the Kiwi Best arena where there is a plethora of New Zealand’s best produce, food and wine on offer.
Jon says one thing his team has worked particularly hard on this year is to reconnect with Hamilton town-proper by bringing some of the fieldays events into town.
On the Friday night, there will be a gala dinner to celebrate the fieldays opening, as well as a cocktail function to be held at the University of Waikato the Tuesday before the event.
For a practical means of connection, Jon says the centre has liased with the city council to provide a direct link from the CBD to the event centre.
“The idea is to move a couple thousand people a day.”
New directions
Though there is new management, there is no need to fear a complete overhaul – no radical changes are afoot. “This year is just about reviewing the process,” John says. “The focus is on business as usual, going forward we will review fitting in with the audience and make sure we stay relevant and continue to innovate and develop.”
But he promises in the future there will be some changes – for the better. “There will be big plans to reshape and have a new focus.”
One of the big things in today’s technological age, is to look at how they can integrate technology into the industry. “We are looking at using mobile phones, to map and show us where the people are going and staying. So we can see what attracts people and use this to our advantage.”
Jon says they are optimistic about the presence at this year’s event, though the recession has impacted the previous year with a drop in sales he thinks things are on the rise.
“Last year the focus for a lot of farmers was to retire debt, but this year things do seem to be brighter, there is a renewed appetite, so we are confident our spending will be strong.”
Fieldays event photography taken by Stephen Barker www.barkerphotography.co.nz and Jeff Brasswww.thinkphotography.co.nz and provided courtesy of Fieldays.
