It has been a tough week for Pat Spellman.
His idea to make Tauranga a more te reo-friendly city tapped into a rich vein of simmering resentment that exists in some quarters against the promotion of Maori culture.
The main fear appears to be that city funds will be used to pay for the plan even though Mr Spellman is on record as saying no ratepayer money is being sought.
It takes a brave person to pitch a plan that would see signs in both English and Maori and local business owners encouraged to use the greeting "kia ora" when a strong reaction is inevitable.
The proposal has been hotly debated in the Bay of Plenty Times and online.