In a report to the meeting chief financial officer Bruce Allan explained that 338 landowners, who collectively owned 473 affected properties, were contacted to get their thoughts on whether to retain the status quo or implement boundary changes either making the area smaller or bigger.
Among those within the current rated area, 19 per cent favoured retaining the status quo, while 31 per cent supported reducing the area to the main Heretaunga Street block and 31 per cent wanted the rated area to be increased.
Of those opposed to extending the rating boundary, such as Stephen Ricketts of Mitre 10 Mega, the whole concept of a marketing rate was questioned.
In his submission to the council, he said the current need for a marketing and promotion budget was not the same as when the rating was introduced more than 20 years ago.
"In our view the whole concept of a marketing rate should be abandoned, or at the very least reduced to just those few businesses that benefit from it."
He said he represented three large format retailers who, if brought into a proposed extended rating zone, would face a rate increase in the region of $5200 a year.
"Large businesses like those we represent will get no benefit whatsoever from the additional cost that would be levied on them from an expansion of the catchment area.
"What we would want to know is exactly what benefit HCBA or the council felt our business would get from this significant increase in costs.
"Unless something very different happened with the rate spend by HCBA, we cannot see how this could be justified."
Submitter Warren Ladbrook, who represented owners of other buildings in The Park Megacentre supported decreasing the targeted rate boundaries rather than increasing them.
He said that HCBA promotional events had little direct or demonstrable benefit to retailers in that area.
"We already pay significant contributions through targeted rates. In addition, our tenants already (at their own cost) undertake significant marketing campaigns and therefore would see little or no benefit from an increased catchment."
On a smaller scale, Gordon Vogtherr, who owns buildings on St Aubyn Street East, said he also favoured reducing the current targeted rateable area as his buildings were not within the central business district.
He said he had been submitting on this for the last three years and called for the council to abolish the targeted rate altogether.
HCBA manager Susan McDade made a submission on behalf of the association and said there had not been enough time allowed for adequate consultation, but she requested that the council consider extending the boundary from the current arrangement.
As well as spreading the rating burden, she said a two-tier model of rating had also been requested.
"So that those on the Heretaunga spine that receive benefit from retail promotions, centre city vibrancy activities and promotions pay a larger percentage than those businesses on the fringe that receive benefits such as advocacy, marketing and networking."
In his report to the council, Mr Allen said that with no clear mandate to change the rating area for the Hastings City Marketing Rate, the recommendation was to remain with the status quo.
"Given the number of submitters who indicated a preference against the rate being imposed on their property under any option, it is also recommended that council review whether a targeted rate to recover the activities of marketing and promotion of the Hastings central business area via the Hastings City Business Association is the most appropriate vehicle."