Petone now has its own logo and slogan to promote its businesses and attractions, thanks to the Jackson Street Programme.
Co-ordinator Robert Hutton says the organisation was set up 20 years ago to be the voice of businesses involved in the upgrading of the suburb’s main shopping area.
However, Mr Hutton says the group’s constitution requires it to promote the wider Petone area. “We cover the area from the railway tracks to The Esplanade. It’s about all of us. We want to promote the beachfront and the river.”
Mr Hutton says the idea of a Petone logo and identity has been around for a long time. But it has taken a longer time to come to reality because “we’ve been constrained by our budget”. “We’re making a big push with the image. But there’s no money for media or TV.”
He says many visitors don’t realise there is much more to Petone than its main street and its character shopping area. “People forget there’s an amazing collection of other businesses in Petone. We want to promote the whole lot.”
Mr Hutton has just returned from a trade show in Auckland where the logo was unveiled and received a good reaction through the sale of ‘only Petone’ cups and mugs.
Petone Community board chairman Gerald Davidson supports the new logo. “I haven’t heard any objections to it. It seems good to promote the uniqueness of Petone. Petone’s quite different to any other retailing area around Wellington.”
Mr Davidson says there still many from outside the area who don’t understand how special Petone is and what it offers. “The only reason Petone survived is that into a specialist niche. If it had relied on traditional retailing it would have gone.”