Editorial: Potential must be realised

Bream Bay is flourishing in Northland.

Bream Bay is booming.

But there is only the sound of a dull thud emanating from Whangarei central as some retailers bang their heads against the wall, frustrated at reaching out to, but not quite being able to touch, the wallets of our summer visitors.

There have been several observations recently about the emptiness of Whangarei's CBD, the lack of things to do in Whangarei city and so on.

And yet around the central city in most directions, thousands of holidaymakers are enjoying themselves.

So Bream Bay is booming. Why?

At this time of year, long stretches of white sand beaches and an abundance of opportunity for water sports - all within a 20-minute drive of fresh food and cold beer.

In Bream Bay, you can get away from it all but still be close to "it".

For some reason, this summer, there seem to be more people around.

Which only heightens Whangarei city's inability to clip the summer ticket.

There is one potential attraction in particular that has been well documented, that would encourage people to spend more time in Whangarei. But there needs to be more than that.

Not all Whangarei city businesses are lamenting their inability to profit from summer holidaymakers. Supermarkets have been cashing in on the visitors who stock up on provisions, and then leave.

Just like the 1950s. Here we are in 2015, has much changed? The potential is there.

This year will identify whether we have the key people to unlock that potential, currently stuck in a box with "service town" stamped on it.