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Our focus for the year

News story
Monday 1 Aug 2022

For the year ahead, we are focused on the recovery and reinvigoration of a world class city centre that is vibrant, safe and inclusive. Our goals are to maximise revenue, retain and re-attract business and investment, get students, workers and visitors back and ensure a safe and welcoming city centre. 

The focus of our work this year includes:

  • Creating energising experiences - for example, Art in the City or creative marketing campaigns for Christmas and the development of a campaign reframing the city centre's value and overall offering post lockdown. 
  • Maximising the benefits of ongoing private and public sector investment and ensuring businesses are supported.
  • Increasing our focus on safety.

Outlined below is a summary of our plan. A printable version is available here.

Recovery and Rebuild

Our main areas of focus include: 

Customer Growth and City Centre Positioning

Regaining and growing visitation and spend across our audiences - workforce, locals and visitors by providing them with reasons to engage with the city centre experience. We want it to be a place where people connect and enjoy memorable experiences, that are better than staying at home whether that's festivals, fashion and five o'clock drinks, and we we will share the emotive side of the city, it's personality and uniqueness. 

This year, our always-on approach across our digital, social and EDM channels are joined by our signature campaigns - and their associated activations throughout the year.

Some of these include: 

  • ​Restaurant Month, August 2022
    A month-long calendar of exciting events and special menu price points to share with Aucklanders and promote visitation from domestic markets.
  • Art in the City and Late Night Art, October 2022
    Promotion and delivery of this weeklong programme, a vibrant beloved community event that includes Walks of Art, Unlocked (corporate art) Collections and on-street installations.
  • Christmas in the City, December 2022
    Build on the foundational festive theming programme that ran in 2021 and deliver a campaign to support the retail sector. 
  • City of Colour, May 2023
    Delivering a second iteration of the 2022 inaugural event. 
  • Matariki ki te Manawa, June 2023
    Support and amplify the celebration of the Māori New Year throughout the city centre.

We will also be develping a new overarching marketing campaign, reframing the city centre's value and overall offering post lockdown, and look to amplify the storytelling of Auckland's melting post of cultures and ethnicities, including leveraging off events that happen here such as Chinese New Year, Matariki and Diwali.  

City centre vibrancy and community spirit

We will facilitate and support community placemaking and activations and make the city centre and its precincts a vibrant and exciting place to be. Programmes include our Empty Tenancies Programme and the support and amplification of events such as the Arts Festival, Writers Festival that bring people here.

Business Recovery

Advocacy for business, including support through construction impact around the CRL and the upcoming Midtown programme, and connecting businesses with support. We will advocate to ensure that local and central government policies and projects support recovery and economic growth in the city centre and provide opportunities for businesses to participate in relevant city centre activations and leverage public space investment.

City Centre Transformation

The development of place and access remain key priorities for the coming year. With ongoing significant public and private sector investment planned or underway, we will capitalise off this investment to deliver positive outcomes for the city centre and ensure that risks are well managed.

Our focus includes:

  • Mitigating business impact. 
  • Amplifying the narrative of investment showing confidence in the city centre, and collaborating with partners as appropriate.

  • Prioritising leading, influencing and promoting projects and activity which advances positive access and/or addresses issues of access into and around the city centre, with a focus on equity. 

Key projects include: Queen Street, Midtown development programme, Wynyard Quarter Developments, City Rail Link, Light Rail, Access for Everyone and the Central Parking Management Plan. 


    We will support a well-functioning, clean and safe city centre, with safety being a high priority, ensuring a networked layer of security across the city centre. Work programmes also cover city centre cleanliness monitoring, ensuring that we have robust data and insight at our fingertips to inform our work. 

    Key initiatives and programmes of work include: 

    • Increasing the level of security presence to be able to target hotspots and issues along with collaboration with Police and other safety operators to identify and escalate issues and influence solutions.
    • Continue to monitor current programmes of work, Storewatch, night-time security and Citywatch, as well as external data services, and undertake continued member outreach and communications to determine what solutions will best support businesses.

    • Advocate at a national level for increased resourcing for Police and wrap-around services, and better management of emergency housing. 

    • Actively monitor the physical health of the city centre and escalate issues to Auckland Council and Auckland Transport, to ensure the city is clean and well maintained. 

    • Continue Street Guardians in partnership with the Auckland City Mission, with support from MSD.