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A City to Be Proud Of
Tauranga is one of the country’s main centres for business, international trade, culture, fashion, and horticulture. But what is it that helps foster a sense of pride in our place?
Tauranga is one of the country’s main centres for business, international trade, culture, fashion, and horticulture. But what is it that helps foster a sense of pride in our place?
Watched over by Mount Maunganui’s iconic maunga, and neighbouring the country’s largest port, is the coastal city of Tauranga.
Home to more than 160,000 people, it is one of New Zealand’s main centres for business, international trade, culture, fashion, and horticulture - and one of the country’s fastest-growing cities.
Hints of some of the city’s inaugural businesses were first reported seen as far back as the 1870s along The Strand and Wharf St.
Today, Tauranga’s past and future collide with traces of the city’s historic character still visible alongside new developments and public spaces full of promise.
But what is it that helps foster a sense of pride in our place? Our Place editor Zoe Hunter speaks to some of our city’s business leaders and community creatives about their experiences in the city and aspirations for its future progress.
Tauranga City Council (TCC) city development and partnerships general manager, Gareth Wallis, believes the more we speak positively about the changes happening in our city centre and what it will mean for our community, the more we’ll be able to tell the story about it being an awesome place to live, work, learn and play.
Describe some positive experiences you have had in our city centre:
You can never go past the National Jazz Festival for an annual event that brings our community together right in the heart of our city centre. On a fine day, to see thousands of people roaming the streets, filling up the bars and restaurants, listening to some awesome local, national and international talent, is pretty cool. It sets the bar for what we hope activation and vibrancy in our city centre will become on a more regular basis in the future.
What are your aspirations for its future progress?
Tauranga is the second fastest growing city in the country and growing rapidly. To meet the demand of this growth, our city centre needs to change and that presents us exciting opportunities as a community. Ultimately, however we do it, my aspiration is that our city centre transforms into a place we’re all proud of.
What do you like about working in our city centre?
I love being a part of the significant change happening in our city centre on a daily basis. It excites me to see transformation happening in real time and have some kind of understanding about the impact we hope it will have for our community.
In terms of our urban environment, what do you believe are the key elements to regenerating our city centre?
We have the opportunity to regenerate our urban environment and create a more liveable, sustainable, and resilient city centre for current residents and visitors to the city, and for future generations. Increasing the amount of green space, improving our urban canopy, investing in sustainable transport infrastructure and services, and showcasing our unique connection with Te Awanui Tauranga Harbour are all ways that we can enhance our city centre’s urban environment and make it better than it is today.
What role does placemaking have in the community and the future of a vibrant city centre?
Placemaking is an essential tool to help us tell the story of our city centre’s transformation.
Programming a wide range of events and activities that speak to how we want our city to look, feel and operate in the future helps ensure we all know where we’re heading, all while bringing vibrancy to the city centre as we’re on a journey of change.
Where do you see the future of our city centre heading?
The future of our city centre is one of excitement, vibrancy, and inspiration. It’s one of wonderful dining, retail and cultural experiences. It’s one of enhanced green spaces and celebrating our city’s connection with Te Awanui Tauranga Harbour. It’s one where we’ve started to tell the stories of where we’ve come from and what’s important to us as a community.
What challenges do you believe the city centre is facing currently, and how do we remedy them for a positive future?
The biggest challenge the city centre faces is changing public perceptions.
For example, people think there aren’t enough car parks in the city centre, but there are more today than there were a year ago, and over 300 more coming later this year.
Last month, neither of our car parking buildings were ever anywhere near full, even at the busiest times of the day/week.
I’ve heard people say that we’re losing businesses from the city centre, but ground floor tenancies are currently 82% occupied and first floor tenancies are currently 87% occupied. Yes, some businesses have left, but others have started up, which combined has meant a largely stable level of occupancy in the city centre over the last 3-4 years.
Tauranga Business Chamber chief executive, Matt Cowley, says ultimately it is about having more people choose to live in the city centre so it becomes a 24-hour destination and not just a 9-to-5 place of work.
Describe some positive experiences you have had in our city centre:
I’ve had many wonderful experiences in Tauranga’s city centre. The vibrant atmosphere, diverse local businesses, and welcoming community make it a joy to explore. From enjoying delicious meals at local eateries to attending networking business events overlooking the harbour.
What are your aspirations for its future progress?
While there is a list of immediate challenges, most people can see the light at the end of the tunnel; we just need to get there. Plenty of private and public investment is planned over the next several years. My aspiration for the city centre is that all stakeholders can execute on those plans.
What do you like about working in our city?
With 20,000 or so people commuting to work in the city centre each day, it becomes easier to meet and collaborate with people, compared with traveling across the city. It also enables the ‘water cooler’ chats as you cross paths with other people who you haven’t seen in a while. Plus, there are plenty of cool cafes and bars to match the vibe of the meeting you’re having.
In terms of our urban environment, what do you believe are the key elements to regenerating our central city?
Ultimately, it’s about having more people choose to live in the city centre so it becomes a 24-hour destination, and not just a 9-to-5 place of work. People also need to feel safe walking around – both during the day and at night.
What role does placemaking have in the community and the future of a vibrant city centre?
It’s important to have dynamic, well-lit places that bring lots of people together. Not only does that provide a greater sense of safety, but it also makes urban spaces a fun place to visit.
Where do you see the future of our city centre heading?
It will become a more vibrant place after hours, and be a safe place for families and adults to enjoy the evenings.
What challenges do you believe the city centre is facing currently, and how do we remedy them for a positive future?
Funding, construction disruptions, car parking, safe and reliable public transport, more coordination across retailers and hospitality businesses.
Tourism Bay of Plenty head of destination marketing, Loretta Crawford, believes placemaking - the multi-faceted approach to planning, design and management of public places - can help bring people together and foster a sense of belonging.
How does placemaking affect the local economy?
Unique and authentic experiences enrich individual lives and help to define and create communities.
This, in turn, attracts others and draws people to the area where those types of experiences are being offered. This creates opportunities for new or existing businesses, including retail centres or markets, which can align with the types of experiences that locals or visitors are looking for.
The power of collectively marketing and managing a place or destination can raise the tide (i.e. the potential revenue) for all the individual businesses or organisations they represent.
This ultimately helps to support the local economy and community.
Why is placemaking important to Tauranga and the wider Bay of Plenty community?
Placemaking can help to optimise public spaces. It can bring people together, encouraging interaction, collaboration or celebration, and helps foster a sense of belonging, connectedness and pride in the places where people live or work.
This creates a stronger sense of identity and ownership among residents, contributing to a more vibrant and resilient community.
This, in turn, is appealing to people who live beyond our region who are consistently looking for those types of community and destination attributes when they’re deciding where to spend their travel money.
Events consultant and Flavours of Plenty 2024 festival director, Rae Baker, says community events are destination drivers and contribute to the overall well-being and quality of life in an area in several important ways.
In your opinion, why do you think placemaking in the community is important? How do you think it affects the local economy?
Placemaking plays a crucial role in every community by fostering a sense of belonging and unity, which in turn promotes overall positive social wellbeing.
When individuals feel a strong connection to their surroundings, they are more inclined to participate in community activities, resulting in a more vibrant and cohesive environment for everyone.
How do events contribute to placemaking in the community?
Events as a whole serve as destination drivers, attracting visitors and stimulating economic activity.
Community events contribute to the overall well-being and quality of life in an area in several important ways. Events like markets and kai and culture celebrations serve as civic centres and gathering places that bring together people from diverse ethnic, cultural, and socioeconomic backgrounds.
They foster a sense of community by providing a space for social interaction and connection.
Events support locally owned and operated businesses, keeping money circulating within the local economy, and often events like markets offer low-risk business opportunities, increasing access to economic opportunities.
Beyond just commerce, free events focus on operating in the public interest and serving public goals like community development, connecting urban and rural economies, and acting as community hubs.
Why do you think people should support events in our city?
Events make up the tapestry of our lives. Many of my happiest memories are from events that I’ve attended – big or small – and I truly believe that events are good for you.
People should support events because they give us a reason to connect with fellow humans. They provide opportunities for joy, laughter and togetherness. They also provide opportunities for growth, an economic boost, and a living for many.
Urban Task Force chairman and managing director of Carrus Corporation Ltd, Scott Adams, says it’s well overdue to be positive and excited about our city’s future.
Describe some positive experiences you have had in our city centre:
I have enjoyed dining at Picnicka and shopping at Farmers at Elizabeth Towers, witnessing the transformation of The Cargo Shed, functions at Clarence and Trinity Wharf, and attending conferences and seminars at The University of Waikato.
I have taken the kids to the art gallery, library and waterfront playground, had a birthday dinner at Harbourside, and broke a sweat up and down the new Elizabeth Street stairwell.
I’ve watched my son play rugby at the Domain, stopped to smell the roses at the Cliff Road gardens, played basketball at the Queen Elizabeth Youth Centre.
I have invested in Hamilton St and Spring St commercial properties, met friends at Wharf St, and got fitted out for a new suit at Bond & Co.
What are your aspirations for the city’s future progress?
A most fun, vibrant business metropolis and multi-storeyed living environment where future generations want to live, work, learn and play.
What do you like about working in our city centre?
Engaging in commerce with highly skilled local citizens who are inspired to drive the city forward for the good of current and future generations, while acknowledging the efforts of past business people and the great businesses they built.
In terms of our urban environment, what do you believe are the key elements to regenerating our central city?
People! High density residential living, new commercial buildings, retail and hospitality, primary, secondary and tertiary education, reserves and parks, civic amenities, and multi-modal transport.
What role does placemaking have in the community and the future of a vibrant city?
Architecture and urban design have a valuable place in the development cycle, but don’t overdo it. Sometimes you have to get on and trust those implementing the construction to do a fine job in creating quality landmarks and lasting legacies for the good of Tauranga.
Where do you see the future of our city centre heading?
There are a multitude of exciting current and future projects that will over the next decade see Tauranga become New Zealand’s most desirable and innovative city in the country.
What challenges do you believe the city centre is facing currently, and how do we remedy them for a positive future?
Reluctance to grow and fear of change are holding our city back. Negativity has no place in Tauranga’s city centre. Those days are gone and it’s well overdue to be positive and excited about our city’s future opportunities and possibilities. Good enough is not acceptable for any part of our city.
Director of The Incubator Creative Hub, Simone Anderson, says 10 years ago she saw a creative opportunity to transform a “neglected, sad city asset” into a space that addressed a deeper need for connection, creativity, and cultural enrichment.
In your opinion, why do you think placemaking in the community is important?
Placemaking inspires and motivates us to create a heart for our city that reflects us all inclusively. We need places that stimulate our senses, comfort us, entertain us, educate us, and bring everyone closer together! These not only boost our happiness, but give us a shared identity and will make us proud to call such a groovy place home. We are more likely to retain our youngsters and at the very least give them something to come back to.
What do you see the role of The Incubator as in the community?
The Incubator is an example of community-led placemaking. Ten years ago, The Incubator saw a neglected, sad city asset as a creative challenge and an opportunity to transform the Historic Village into a space that addressed the practical need for spaces, but also the deeper need for connection, creativity, and cultural enrichment.
By fostering spaces that are welcoming, rich in character and importantly with a distinctly non-institutional vibe, The Incubator has created an environment where people feel encouraged to visit, to explore their creativity, share their talents, and engage with their community.
Story by Zoe Hunter
