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HASTINGS CITY CENTRE VIBRANCY PLAN A STRATEGIC FRAMEWORK 2015 – 2016 ANNUAL ACTIVITIES PLAN FOR 2015 – 2016


IT’S OFFICIAL HASTINGS IS NEW ZEALAND’S MOST BEAUTIFUL CITY. Hastings has been recognised by Keep New Zealand Beautiful for the great deal of effort put in by organisations across the district and at the Council to make the very best of our natural resources and unique built environments, and the ideas and input of its innovative people. “It’s just outstanding and something we are planning to really celebrate. We should all be very proud. Getting this national award reminds us just how very lucky we are to live in such a fantastic place, and gives us just the impetus we need to keep on improving to make this New Zealand’s most liveable city.” Mayor Lawrence Yule

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HASTINGS CITY CENTRE VIBRANCY PLAN

FOREWORD THE HASTINGS CITY CENTRE VIBRANCY PLAN HAS TWO COMPONENTS: 1. A Strategic Framework which outlines key areas of focus for the Stakeholders. 2. An Annual Activities Plan to deliver the Strategic Framework. The key challenges to achieving the aims are shown along with what successful outcome will look like. The Activities are divided into groups all with a specific goal, details as to who will deliver the actions, within what timeframe, and what the current status is. Organisations responsible for the delivery of actions identified in this plan will collaborate with a wide range of stakeholders wherever possible, ensuring the delivery of great outcomes for the Hastings City Centre. There has been a commitment from stakeholders within the Hastings City Centre along with passionate people to engage with resources to deliver the activities outlined. STAKEHOLDERS: • Hastings City Business Association • Hastings District Council • Creative Hastings • City Centre property and business owners / operators • Hawke’s Bay Chamber of Commerce • Landmarks Advisory Group • Members of the community and/or organisations passionate about the Hastings City Centre.

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KEY FOCUS AREAS What are we doing? MORE PEOPLE Growing the number of customers, workers, residents, students and visitors experiencing, and enjoying the Hastings City Centre.

MORE BUSINESS More businesses growing and investing in the Hastings City Centre.

MORE SUPPORT Growing marketing capability to provide effective leadership through a coordinated approach to robust strategic planning, the delivery of valued programs, effective communication and advocacy.

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HASTINGS CITY CENTRE VIBRANCY PLAN

OUR WAY FORWARD CHALLENGES What needs to be overcome?

KEY OUTCOMES: What we are attempting to achieve?

• Overcome negative perceptions about the Hastings City Centre including safety, cleanliness, parking, traffic and vibrancy.

MARKETING & COMMUNICATIONS: Grow the profile, reputation and community appreciation of Hastings City Centre.

• Encouraging more people to experience the Hastings City Centre, that go on to spend money with our local businesses.

EVENTS & PROMOTIONS: Attract more people into the Hastings City Centre encouraging increased expenditure with local businesses. Help build Hastings City Centre’s reputation as a leading business and cultural precinct.

• Reinforce Hastings’ credentials as a shopping destination. • Growing the number of residents living in the Hastings City Centre

PLACEMAKING CITY CENTRE LIVING SAFETY

• Getting businesses to participate in Hastings City Business Association programs.

BUSINESS ENGAGEMENT: More property and business owners engaged in Hastings City Centre programs.

• Businesses to participate in training and development.

BUSINESS PRESENTATION: Foster improved business presentation and appearance

• Businesses and stakeholders to engage with marketing, promotion and events.

BUSINESS CAPABILITY NETWORKING: Foster effective networking and business to business transactions and customer referrals. BUSINESS ATTRACTION

• Agreement of outcomes, plans and actions amongst all stakeholders. • Clear strategy and funding to deliver events.

ADMINISTRATION AND GOVERNANCE: A clear specification of the roles of Hastings District Council, Hastings City Business Association, Creative Hastings and other city stakeholders in delivering the Hastings City Centre Vibrancy Plan.

• Communication and cooperation

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HASTINGS CITY CENTRE VIBRANCY PLAN

THE STEPS TO TAKE Annual Activities Plan for 2015 – 2016 KEY FOCUS AREA 1 – MORE PEOPLE 1.1 Marketing and Communications .. . . . . . . . . . . . . . . . . . . . . . . . . . 9 1.2 Events and Promotion .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. 10 1.3 Placemaking .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. 12 1.4 Inner City Living .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. 13 1.5 Safety .. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13 KEY FOCUS AREA 2 – MORE BUSINESS 2.1 Business Presentation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15 2.2 Business Capability .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. 16 2.3 Networking .. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16 2.4 Business Attraction .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. 17 KEY FOCUS AREA 3 – MORE SUPPORT

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HASTINGS CITY CENTRE VIBRANCY PLAN

MORE PEOPLE KEY FOCUS AREA 1 Growing the number of customers, workers, residents, students and visitors experiencing, and enjoying the Hastings City Centre. 1.1 MARKETING & COMMUNICATIONS PRINCIPLES OF OUR APPROACH • Establish real clarity of roles and responsibilities between key stakeholders, particularly HDC and HCBA (lead vs support) • Ensure all activity is joined up • Identify, integrate and communicate all key stakeholder activity (eg. libraries, HCAG etc) • Establish a clear evaluation criteria for activity (particularly events), so we focus our efforts for maximum impact • Utilise Great Things Grow Here platform 1.1.1 DIGITAL COMMUNICATIONS (WEB, SOCIAL MEDIA, EMAIL ETC) Review current HDC/HCBA digital communications and deliver an integrated approach to grow engagement with Hastings City and strengthen its reputation. Approach will embrace website, social media, email and mobile. DELIVERY Hastings District Council (Marketing), Hastings City Business Association TIMELINE: Delivery from November/December

1.1.3 WHAT’S ON IN HASTINGS Strengthen promotion of activity happening in Hastings by creating more visible ‘What’s On’ channels in the City Centre. DELIVERY: Hastings District Council (Marketing)

DELIVERY: Hastings District Council (Marketing), Hastings City Business Association

STATUS: Continue with increased focus

TIMELINE: September onwards

1.1.4 EVENT MARKETING

STATUS: Second wave of activity delivered November onwards

Review the current promotion approach for Hastings City Centre events and identify opportunities to strengthen its effectiveness.

1.1.2 MEDIA

DELIVERY: Hastings District Council (Marketing), Hastings City Business Association

DELIVERY: Hastings District Council (Marketing), Hastings City Business Association TIMELINE: Delivery from November/December STATUS: Review commenced

Implement a range of activities (welcome signage, street banners, posters,banners,flags etc) to leverage the ‘Most Beautiful City’ award

TIMELINE: Ongoing

STATUS: Review commenced

Review the current HDC/HCBA media approach and deliver an integrated media approach to grow engagement with Hastings City Centre and strengthen its reputation.

1.1.5 NEW ZEALAND’S MOST BEAUTIFUL CITY AWARD

TIMELINE: Conduct review November/December STATUS: Continue with increased focus

1.1.6 BUSINESS ENGAGEMENT Meeting with individual businesses and agree support services required and opportunities for increasing Hastings City Centre economic growth. DELIVERY: Hastings District Council (Economic Development/Marketing) TIMELINE: Ongoing STATUS: Continue with increased focus

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1.1.7 ESTABLISH AND MAINTAIN A FULL DATABASE OF CITY CENTRE PROPERTY OWNERS

1.2 EVENTS AND PROMOTIONS

DELIVERY: Hastings City Business Association

UNDERTAKE ACTIVITY THAT ATTRACTS PEOPLE TO HASTINGS CITY CENTRE AND BENEFITS HASTINGS CITY CENTRE BUSINESSES. ANY ACTIVITY WILL BE EVALUATED AGAINST, AND UNDERTAKEN TO ACHIEVE THE FOLLOWING:

TIMELINE: On-going

• Brings people into the city centre and maximises their engagement and spend with local businesses

STATUS: Active.

• Enhances civic pride (people feel great about being in Hastings)

1.1.8 ESTABLISH A “WHAT’S GREAT AND GROWING IN THE HASTINGS CITY CENTRE” FACEBOOK PAGE

• Strengthens the reputation of Hastings (plays to our strengths)

Setup Facebook page with posts from Hastings City Business Association members sharing great experiences in Hastings City Centre. Integrated into overall digital communications approach. DELIVERY: Hastings City Business Association TIMELINE: On-going STATUS: Currently being scoped, targeting delivery in Q1 2016 1.1.9 HASTINGS CITY CENTRE PRECINCT PLAN Publish the City Centre Precinct Plan on Hastings City Business Association website, and reissue hardcopy to all property owners. DELIVERY: Hastings District Council TIMELINE: November 2015 STATUS: Active, to be circulated November 2015 1.1.10 IDEAS WEBPAGE Establish, promote and manage a Hastings City Centre ideas webpage to capture ideas and initiatives to move the City Centre forward. DELIVERY: Hastings District Council TIMELINE: October / November 2015 STATUS: Active – refer http://www.myvoicemychoice. co.nz/invigorating-our-central-city

• Fully leverages and strengthens relationships between key Hastings stakeholders • Aligns and reinforces the Hastings District Event Implementation Strategy 2015/16 1.2.1 APPLE FESTIVAL Develop and implement an Apple Festival celebrating the Apple Industry. Activities will include an apple trail promoting local culinary businesses, a pickers lunch and a community festival event in Albert Square. DELIVERY: Hastings City Business Association, Hastings District Council. TIMELINE: Delivery March 2016 STATUS: Commenced event planning and promotion 1.2.2 HASTINGS CITY CENTRE PASSPORT TO PARADISE Delivery of Christmas based retail promotion. DELIVERY: Hastings City Business Association TIMELINE: Oct / Dec 2015

1.2.4 CHRISTMAS IN HASTINGS CITY CENTRE Coordinate and integrate a full programme of Christmas related activity in the Hastings City Centre including, but not limited to, Christmas theming and decorations Santa’s grotto and other Christmas themed promotions, TSB Christmas Series of events (Christmas in Cornwall Park, Fiesta of Lights, Christmas Night Market) DELIVERY: Hastings District Council, Hastings City Business Association, Creative Hastings, Hastings District Library TIMELINE: November 2015 to January 2016 STATUS: Preparation for 2015 Christmas initiatives in progress 1.2.5 STREET ENTERTAINMENT PROGRAMMES

STATUS: On-going, being delivered

Activate Hastings City Centre streets with regular planned music, entertainment and activities.

1.2.3 SCHOOL HOLIDAYS

DELIVERY: Hastings City Business Association, Hastings District Council

Review current School Holiday programme activity with key stakeholders. Identify opportunities to build on and develop existing activity. Package up activity to promote and communicate for maximum impact. DELIVERY: Hastings District Council, Hastings City Business Association, Creative Hastings, Library, Art Gallery, Hastings Sports Centre etc. TIMELINE: On-going STATUS: Continue to collaborate with increased focus

TIMELINE: November 2015 to June 2016 STATUS: Currently being planned, targeting delivery from November / December 2015 1.2.6 MOVIE EVENTS IN HASTINGS CITY CENTRE Show themed New Zealand Archive movies in Hastings City Centre. DELIVERY: Hastings City Business Association, EIT Video School Projects, Hastings District Council, Focal Point Cinema, Hastings District Library TIMELINE: November 2015 to June 2016 STATUS: Currently being planned, targeting delivery in Q1/Q2 2016

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HASTINGS CITY CENTRE VIBRANCY PLAN

1.2.7 HORSE OF THE YEAR IN THE CITY Develop and deliver a wide range of activities involving key stakeholders which fully leverages Horse of the Year and activates the Hastings City Centre. DELIVERY: Hastings District Council, Hastings City Business Association, Horse of the Year Limited. TIMELINE: Developed November 2015, delivered March 2016 STATUS: To be developed based on learnings from 2015 project plan 1.2.8 BLOSSOM FESTIVAL Develop and deliver a wide range of activities which fully leverages the annual Blossom Festival and associated events

1.2.9 FULLY LEVERAGE EXISTING DISTRICT AND REGIONALLY SIGNIFICANT EVENTS FOR THE BENEFIT OF THE HASTINGS CITY CENTRE Identify and actively create opportunities for existing events to be leveraged to create Hastings City Centre specific activity. These events may include: Art Deco Matariki Bikewise month (February) Super Sixes Hawke’s Bay Marathon FAWC The Big Easy Night Market. DELIVERY: Hastings District Council, Hastings City Business Association TIMELINE: Ongoing

1.2.11 EXPLORE OTHER EVENT OPPORTUNITIES Actively scope new event opportunities which enhance and complement existing activities and align to the objectives of this vibrancy plan and the Hastings District Event Implementation Strategy. DELIVERY: Hastings District Council, Hastings City Business Association, Hastings District Library TIMELINE: Ongoing STATUS: Ongoing 1.2.12 EVENTS PROMOTIONAL CALENDAR Coordinate all the above activity into a Hastings City Centre events promotional calendar.

DELIVERY: Creative Hastings, Hastings District Council, Hastings City Business Association, Hastings District Library

STATUS: Ongoing

DELIVERY: Hastings District Council, Hastings City Business Association, Creative Hastings

1.2.10 CITY CENTRE NIGHT MARKET

TIMELINE: Delivered September 2016

Deliver the 2015/16 Night Market Season, encompassing opportunities for enhancing the night market as part of a formal review.

TIMELINE: November 2015 to June 2016

STATUS: TBD

DELIVERY: Hastings City Business Association

STATUS: Currently being populated, targeting delivery from November 2015

TIMELINE: October 2015 to March 2016 STATUS: Active, 2015/16 Night Market Season being delivered weekly

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1.3 PLACEMAKING 1.3.1 MID-BLOCK ACCESS CORRIDORS, LANEWAYS AND MURALS

1.3.4 FAร‡ADE ENHACEMENT AND LIGHTING SCHEME

Establish mid-block access and movement corridors, laneway rejuvenation and murals as a way of strengthening identity, access and connectivity.

Continue to facilitate the uptake of the faรงade enhancement and lighting scheme available to Hastings City Centre property owners.

DELIVERY: Hastings District Council, Creative Hastings

DELIVERY: Hastings District Council

TIMELINE: On-going STATUS: Increased focus 1.3.2 PARKING Trial free Hastings City Centre parking initiative and implement monitoring framework to monitor trends and changes in car/bike/public transport use and economic activity. DELIVERY: Hastings District Council TIMELINE: November 2015 to March 2016 STATUS: Active, being delivered 1.3.3 ATTRACTIVE STREETS PROGRAM Develop an Attractive Streets Improvement and Funding Program focused on key Hastings City Centre streets. DELIVERY: Hastings District Council TIMELINE: 10 Year Plan STATUS: Plan currently being prepared for consultation in 2016

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TIMELINE: On-Going STATUS: Active 1.3.5 STREET AND CITY ACTIVATION Facilitate the installation of sculpture, art, displays, activity and interactive installations in the Hastings City Centre in publicly owned facilities, spaces, parks and land. DELIVERY: Hastings District Council (Art Gallery, Library), Creative Hastings TIMELINE: November 2015 to June 2016 STATUS: Currently being planned, targeting delivery in Q1/Q2 2016


HASTINGS CITY CENTRE VIBRANCY PLAN

1.4 CITY CENTRE LIVING

1.5 SAFETY

1.4.1 SURVEY PROPERTY OWNERS

1.5.1 CITY ASSIST INITIATIVE

Survey City Centre property owners to determine appetite for inner city living.

Monitor the on-going success of the City Assist Initiative.

DELIVERY: Hastings District Council, Hastings City Business Association

DELIVERY: Hastings District Council

TIMELINE: November 2015 to June 2016 STATUS: Active, currently being planned

TIMELINE: On-going STATUS: Active

1.4.2 IDENTIFY PROPERTIES FOR CONVERSION Identify those properties suitable for residential conversion including but not limited to Queen Street East Heritage project. DELIVERY: Hastings District Council TIMELINE: November 2015 to June 2016 STATUS: Active, currently being planned 1.4.3 RESIDENTIAL CONVERSION PACK Establish a residential conversion pack/business pack for parties interested in converting commercial property to residential use. DELIVERY: Hastings District Council TIMELINE: November 2015 to June 2016 STATUS: Active, currently being planned 1.4.4 MARKET RESIDENTIAL CITY CENTRE LIVING Market the choice for inner city living with investors, realtors and developers. DELIVERY: Hastings District Council TIMELINE: November 2015 to June 2016 STATUS: Active, currently being planned

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HASTINGS CITY CENTRE VIBRANCY PLAN

MORE BUSINESS KEY FOCUS AREA 2 More businesses growing and investing in the Hastings City Centre. 2.1 BUSINESS PRESENTATION 2.1.1 COMMERCIAL PROPERTY PROGRESS Publish a monthly communication newsletter (digital and other) regarding commercial property progress, changes and tenancies, seismic strengthening, new business. DELIVERY: Hastings District Council, Hastings City Business Association to collaborate with Property Specialists TIMELINE: November 2015 to June 2016 STATUS: Active, commenced planning 2.1.2 SUPPORT ACTIVATION ACTIVITIES IN PRECINCTS Support retailer and trader initiatives to activate precincts. Support promotion and use of local facilities. DELIVERY: Hastings District Council, Hastings City Business Association

2.1.3 VISUAL MERCHANDISING TOOLKITS Develop visual merchandising toolkit for business. DELIVERY: Hastings City Business Association TIMELINE: On-going STATUS: Active, continue with increased focus 2.1.4 WINDOW THEMING PROGRAM Develop material to support the marketing plan and brand strategy for the Hastings City Centre and Great Things Grow Here. DELIVERY: Hastings City Business Association TIMELINE: On-going STATUS: Active, continue with increased focus

TIMELINE: On-going STATUS: Active, continue with increased focus

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2.3 NETWORKING FOSTER EFFECTIVE NETWORKING BETWEEN HASTINGS CITY CENTRE BUSINESSES, BUSINESS ORGANISATIONS AND KEY AGENCIES

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2.2 BUSINESS CAPABILITY

2.3.1 HASTINGS CITY CENTRE NETWORKING EVENTS

Implement a business development program focused on improved business capability and sustainability through education, training and the dissemination of relevant information.

Provide regular networking activities. Liaise with other organisations to combine networking opportunities. Focus on increasing numbers through use of informative speakers, topics, in kind venues and B2B activities and events.

DELIVERY: Hastings District Council, Hastings City Business Association and Chamber of Commerce

DELIVERY: Hastings City Business Association, Chamber of Commerce, Hastings District Council

TIMELINE: On-going

TIMELINE: On-going

STATUS: Active, continue with increased focus

STATUS: Continue with increased focus


HASTINGS CITY CENTRE VIBRANCY PLAN

2.4 BUSINESS ATTRACTION ATTRACT NEW BUSINESS TO THE HASTINGS CITY CENTRE

2.4.1 INFORMATION KIT FOR POTENTIAL NEW BUSINESSES

2.4.3 PROPERTY CONVERSION PACK

Utilising Great Things Grow Here Hastings, develop a Hastings City Centre proposal that covers all the resources, technology and infrastructure available to businesses in Hastings City Centre along with Business Case studies. This will be on the Great Things Grow Here Website.

Establish a property conversion pack/business pack for parties interested in establishing commercial, retail, food, hospitality and leisure enterprise in the Hastings City Centre.

DELIVERY: Hastings District Council TIMELINE: On-going STATUS: Completed 2.4.2 INVESTIGATE OPPORTUNITIES TO INFLUENCE THE TENANCY MIX WITHIN HASTINGS CITY CENTRE Develop an indicative proposal for mixed use retail and residential in vacant second floor buildings in Hastings City Centre. DELIVERY: Hastings District Council TIMELINE: On-going STATUS: Continue with increased focus

DELIVERY: Hastings District Council TIMELINE: November 2015 to June 2016 STATUS: Active, currently being planned 2.4.4 ATTRACT CONTACT CENTRE AND BUSINESS PROCESSING INVESTMENT Identify and engage with businesses outside Hawke’s Bay to locate business process and contact centre activities in Hastings City Centre. DELIVERY: Hastings District Council TIMELINE: November 2015 to June 2016 STATUS: Active

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HASTINGS CITY CENTRE VIBRANCY PLAN

MORE SUPPORT KEY FOCUS AREA 3 Growing marketing capability to provide effective leadership through a coordinated approach to robust strategic planning, the delivery of valued programs, effective communication and advocacy. 3.1.1 STAKEHOLDER COMMUNICATION

3.1.3 STAKEHOLDER RESPONSIBILITY

Develop a high level of awareness and understanding among key stakeholders through effective communication.

Develop a matrix of roles, accountability, funding and delivery for Hastings City Business Association, Creative Hastings, Hastings District Council and other stakeholders to deliver the Hastings City Centre Vibrancy Plan.

DELIVERY: Hastings City Business Association e-newsletter, Flyer drops, My Voice My Choice, Other social media TIMELINE: On-going STATUS: Continue with increased focus 3.1.2 CENTRE STAKEHOLDER GROUP Under the leadership of Hastings District Council and Hastings City Business Association establish a Hastings City Centre working Group to help move the City Centre Forward. Focus on vibrancy (marketing, promotion, events), the evening economy and inner city living. DELIVERY: Hastings City Business Association, Hastings District Council, Creative Hastings, Library, Art Gallery and other passionate people and groups. TIMELINE: November / December 2015

DELIVERY: Hastings District Council TIMELINE: November / December 2015 STATUS: Active 3.1.4 PROVIDE AND ATTRACT TARGETED SPONSORSHIP Provide and attract targeted sponsorship to events and activities to bring more people and business into Hastings City Centre. DELIVERY: Hastings District Council, Hastings City Business Association TIMELINE: On-going STATUS: Continue with increased focus

STATUS: Currently being scoped, target delivery December 2015

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HASTINGS DISTRICT COUNCIL 207 Lyndon Road East Hastings 4122 Private Bag 9002 Hastings 4156 Phone +64 6 871 5000 Fax +64 6 871 5100 Hastingsdc.govt.nz customerservice@hdc.govt.nz

TE KAUNIHERA O HERETAUNGA

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Hastings City Centre Vibrancy Plan