Blenheim town as a visitor destination

Blenheim, the largest town in Marlborough, with a population of 28000 is ideally located in a central position in the heart of the region.

Generously served by road access from North South & West, the town provides a T intersection between SH1 and SH6.

Also aligning is the main truck railway line that passes within a few hundred metres of the main town centre. Adding to this is the nearby airport just 6Kms from the CBD and the Picton Ferry terminal just 26kms to the Northeast.

Blenheim is blessed with its central New Zealand location, great infrastructure for access and the envy of many other aspiring visitor towns.

With a largely centralised CBD based on its river, the main shopping areas covers just a few flat blocks bordered by the river and SH1.

Unlike many other New Zealand small towns which suffer from strip development along the main highway, Blenheim is more consolidated, and the town retains its heritage heart. Centrally the streets are comfortably wide to allow parking and pedestrian combined with low rise buildings allowing great sunlight in what could be described as one of New Zealand’s sunniest towns. Opportunities abound for markets, alfresco businesses, and central pedestrian–based events.

Market square, Seymour square, the Marlborough Events Centre, Raupo café, and footbridge accessed quays on the Taylor River round off a set of framed leisure and business spaces that ground the town. The soon to be completed Library and Art Gallery will provide a much needed anchor project from which further amenities will partner in future.

Blenheim sits at the heart of New Zealand’s largest wine producing region and cries out to own its space as a gateway and departure point for vineyard and cellar door exploration. Dotted around the periphery of the CBD and leading away on the main roading routes is a comprehensive selection of hotels and motels offering easy foot access to the centre. The pride of the town is shown through several well–kept botanical park spaces including Seymour Square, the Taylor River side walkways and just beyond the surprising Pollard Park.

Blenheim is brilliant and unique New Zealand town with the world at its fingertips.

“Place making lies at the very heart of economic development. Places that have invested in the infrastructure and amenities that make good experiences have become the places that people want to visit, live, study and work. When destinations invest in place making in a determined fashion the flow on investment and benefits go far beyond tourism as businesses need to locate in the place’s talent wants to live”.

Source: David Perks WellingtonNZ – MBIE Destination Management Guidelines

Key Strengths Key Concerns

Easy foot access Non– cohesive business community

Close to main roading routes Wine focused town but not visitor focused town

Near airport Lack of cohesive visitor interpretation

Railway access Lack of definition of spaces

Low rise buildings and sunny climate Little nightlife

River heritage Lack of inner town residents

Central to vineyards Poor space planning in Market square

Formal park spaces Few sunny afternoon wine quaffing spots or a social heart

Seasonal services inconsistency

Key Opportunities Key Strategies

Wine centre/ market/ tour launch point Development of globally branded 4+ star hotel

Group tour/ cruise offering Develop feasibility study around wine/food market space

Defined nightlife spot/strip Connect town exploration journeys better

Central town large visitor attractions to get people to stop Focus on winter marketing to use cosy spaces and promote events and conferences

Town narrative discovery trails and loops Align Marlborough Events Centre with town service facilities

Better cycle connectivity to wine areas

Redesigned seven–day market space

Spaces for culture, coffee, art, foodies, niche clusters etc – breath life