Case Study 7.1: Napier

Napier has carved out a promotional approach strongly linked to its Art Deco architecture.

PHOTO CREDIT: SARAH HORN

Napier is a city that is increasingly using its Art Deco architectural heritage as a successful point of difference. Rebuilt following the devastating 1931 earthquake and fire in a relatively consistent style, the city today has the largest collection of Art Deco architecture in New Zealand. Key stakeholders in the tourism and marketing sectors have realised the value of this Art Deco architectural legacy in differentiating Napier as a unique destination worthy of visiting, in spite of its relative distance from the country’s main tourist routes.

Napier’s Art Deco Trust is one such stakeholder, promoting the city’s Art Deco identity through a diverse range of initiatives, including marketing, tours and numerous themed events. Their Art Deco Festival and Winter Deco Weekend are well attended by visitors from around the world, and provide great opportunities for eye-catching promotional images using the Art Deco heritage buildings as a backdrop, selling a unique image of the city.

Importantly, the Art Deco identity has resonated with locals and provided new economic opportunities for Napier. A growing industry of heritage-related businesses has been established, offering visitor experiences that complement and enrich the built character, strengthening the perception of the city as the country’s Art Deco capital and as a place to be immersed in Art Deco culture. In just one example, the city’s architecture has proved a major attractor for the lucrative cruise-ship industry. A survey of cruise-ship visitors found that Napier was the second favourite destination in New Zealand (after Akaroa), and when they were asked what they liked about the destination, the Art Deco heritage buildings came out on top. The subsequent economic impact of this industry on Napier is significant. A 2018 report demonstrated that the cruise-ship industry contributed $27m to Napier’s economy and supported 508 full-time equivalent jobs.

This means that not only are the buildings a key part of daily life in this living city, but in underpinning one of the most important sectors of Napier’s economy, their continued existence is a shared responsibility in which numerous stakeholders have an interest. Linking Napier’s identity so closely to its Art Deco heritage has increased the collective importance of these heritage buildings, making it more likely that threats to these buildings (either individually or collectively) will be met with a community response. Such a broad engagement with heritage is a positive attribute for Saving the Town when faced with future challenges.