Press Release – Porirua City Council
Porirua’s newly reimagined city centre will comprise four distinct but complementary quarters, it was announced last night. A new branding concept developed by Saatchi & Saatchi for the Porirua City Council envisages the creation of Streamside, Market, Leisure and Harbour Quarters.
Porirua City Mayor Nick Leggett said the new concept will help determine investment priorities during the life of the 10 year, $18 million revitalisation plan.
“Each quarter builds on distinctive strengths that, together, will create a seamless and appealing city environment, with strong connections to the Porirua Stream area and harbour,” says Mayor Leggett.
• The Streamside Quarter: This will be the first area to be transformed over the next five to ten years and is at the heart of the new improved city centre. The area will attract high quality businesses including bars and eateries. The introduction of the new Bizhub will add to the attraction and transformation of the area.
• The Market Quarter: This will include the space under the canopies and Cobham Court. Transformation of this area will see it become even more of a hub for great shopping with its high quality weekend market. The revitalisation of the Saturday market is a key component of the revitalisation in this quarter.
• The Leisure Quarter: This area focuses on the leisure and arts activities of the city with its main draw cards being Te Rauparaha Arena and Pataka. Longer term there will be a focus on attracting more events and more active use of the green space with better connections for pedestrians to the city centre and harbour.
• The Harbour Quarter: This area showcases Porirua’s natural landscape and celebrates the harbour as its focal point. Initiatives for this quarter are longer term and include looking for investor and developer opportunities that will add value to the city centre, a boulevard providing better connections to the city centre and restored harbour’s edge.
Due to the strength of their existing identities and branding, the existing Mega Centre and North City Shopping Centre are not included in the plan.
“The success of revitalisation will be measured in new investments, thriving small businesses, increased retail sales and shopper numbers as well as community enthusiasm for the city centre,” says Mayor Leggett.
Porirua Chamber of Commerce CEO, Holly Thompson says, identifying areas of focus and the intended use for these spaces, as well as highlighting the work that the Council will be doing in each area provides much greater clarity for investors and businesses in the area.
“The new branding also provides a framework for existing businesses to identify with and leverage off in their own marketing and promotion,” she says.