“What sets us apart from the rest is that I see an event as more than just running an operation. I see it as a brand with a marketing strategy that creates a personality for the event. The marketing and promotion of the brand is as important as the event itself. When people know your brand, they know they can expect good things to happen when they turn up.” Jane Patterson, Director, The Patter
We at the Patter regard it as our mission - and our passion - to maintain and to surpass the reputation we have earned as a leader in the event industry and to ensure all our events are of world class standard.
The Patter team possesses the strengths that ensure sports, arts, entertainment and corporate events achieve the high profile they deserve and are a memorable and successful experience for all involved.
Established in 2004, our team is driven by the mantra that precise planning and strong stakeholder relationships are the key to successful management. We offer consulting services in event strategy, event marketing and public relations, sponsorship management and leverage, as well as feasibility studies.
Director Jane Patterson
Jane’s career has seen her involved as event director for a broad range of large-scale events where huge numbers of people participate and the stakes are high for the event owners.
Her background in public relations and event management includes nearly two decades in the professional event industry, learning her trade at International Management Group Ltd (IMG), the world’s biggest sports and events marketing company.
With IMG, Jane’s role as event director was to take responsibility for the overall management of many major events. These included Ironman New Zealand (now under the management of The Patter), the New Zealand Golf Open, the annual Millbrook Resort and Mission Estate Concerts, and the Brazilian Soccer tour of Australia.
The detail, insights and “big picture” vision that are required in event direction come from understanding all the tasks: from determining the details of budgets and check lists to the strategies and action plans for marketing, public relations and sponsorships; from negotiating supply agreements, contracts and television broadcast rights to developing programmes for sponsorship leverage and event merchandising, right through to the all-important pre and post-event briefings for everyone concerned.
Jane’s experience in managing events led to her being contracted as general manager for the World Netball Championship (WNC) in 2007. This event, watched by audiences worldwide, was rated “highly successful” by the WNC Board, Netball New Zealand, International Federation of Netball Associations, international netball teams, stakeholders, media and fans.
The WNC Board stated that Jane:
“Delivered a financial result well above the initial Netball NZ forecasted profit...”
“Achieved event management excellence in terms of employing the right HR skills, delivery of event logistics, management of a volunteer programme, effective delivery of the technical requirements of the game and creating a world class atmosphere ...”
It is that breadth of vision and experience highlighted by the WNC Board that Jane brings to the management of all events The Patter undertakes.
Jane’s know-how also comes from participating in events. Seeing events from the other side - the participant’s perspective - is a highly enlightening experience for an organiser. Jane put herself to one of her most testing challenges when she completed the gruelling Hawaiian Ironman World Championship in 2009 and experienced the physical pain and endurance, the emotional depths of despair and heights of elation that most athletes go through as they accomplish the finish line in this extreme sport.
The Patter’s Reach
Our team has formed close and lasting relationships with the best suppliers and service providers who are committed to helping us make our events highly successful. We have instant access to specialists in fields as diverse as public relations advice and writing, website and graphic design, and traffic management.
The Patter is a member of the NZ Association of Event Professionals. We regard this membership as a vital element in maintaining our leadership role in the event industry.
