Editorial: Words lack vision

Auckland boasts of being "the world's most liveable city" while Rotorua is "Living the dream. World Class in every way".

Here in Tauranga we aim to be "an easy to place to move around". We aim to "live well, waste less" and be "actively involved".

And that's only the half of it.

At 66 words long, the city's vision statement is neither catchy nor inspiring and reads as though it came straight out of a council report. It tests the reader's will to read on. Whoever wrote the statement was obviously accomplished at this form of communication.

This visionless vision statement came under the spotlight this week when Chamber of Commerce chief executive Max Mason rightly described it as 'bland and boring' and challenged the city to revitalise it.

The issues of the city's promotion and vision were raised at Tauranga City Council's Annual Plan public submission hearings.

The Western Bay of Plenty's economic development agency, Priority One, asked the city council for $25,000 to help fund a campaign to promote Tauranga's city centre as a business destination.

Priority One's 240 members would match the council's contribution.

The agency's chief executive, Andrew Coker, told the council there was a perception Tauranga was a place where people drove at 30 km/h with their indicators on.

It will pitch Tauranga as being a better place to live and work than major centres here and overseas.

An inspiring vision statement might be a good place to start.

The chamber chief executive's call to revitalise the vision statement has gathered community support.

Tauranga MP Simon Bridges said Mr Mason's comments were "right on the money" and locals spoken to by the Bay of Plenty Times agreed the council's vision statement needed to be changed.

Surely, the powers-that-be can come up with something that encapsulates the region's stunning beauty and outstanding lifestyle opportunities.

A bit of passion wouldn't go amiss too.