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'Titiro whakamuri, kōkiri whakamura' 
'When you understand the past, you know your future'

Our brand story

Taonga Tauranga | Heritage Bay of Plenty Charitable Trust

Our Vision
​Heritage Together - Kotahitanga:  
Uniting the heritage sector across Tauranga City & Western Bay of Plenty.  Currently the sector is fragmented and operating in isolation from each other 

Our background
Taonga Tauranga│Heritage Bay of Plenty Charitable Trust started in 2017 as a group of heritage-interested citizens to raise collective heritage awareness in our region. We were initially approved as an incorporated society, since then being approved as a charitable trust.
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Community heritage voice 
We are Tauranga and Western Bay of Plenty’s recognised independent voice in raising widespread community awareness and understanding about the value of a united approach to connecting the history and heritage sector of our subregion (Waihi Beach to Otamarakau with Tauranga City and its port at its centre).  The ultimate aim is working in partnership with hapū, iwi and other heritage partners towards creating heritage unity, increasing heritage awareness and encouraging the establishment of a central museum connecting to a number of heritage experiences throughout the subregion and beyond. 
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2018's TCC Museum Referendum Recent 
All recent attempts at gaining a regional museum have been unsuccessful to-date.  Records from Tauranga City Council’s non-binding referendum in May 2018 show 41.04% of the relatively small proportion of Tauranga residents who voted wanted a museum, with the majority of those wanting a standalone museum at Otamataha Pā (Cliff Road). 
 
Western Bay of Plenty was not included
The referendum took no account of the 'Museum or Heritage Voice' of Western Bay of Plenty residents who consider themselves an integral part of Tauranga City. Some of these residents were left disappointed over the Tauranga City Council museum decision, yet their voice is pivotal in the success of any heritage initiative.

A regional museum for Tauranga - the back story
1873  First recorded museum collection on display at Mechanics Institute,
          Harington Street
1881   Disaster strikes - the Institute and collection are destroyed by fire
1882   Museum exhibition opens, including 100 Taonga from Captain Gilbert Mair
1906   Mechanics Institute becomes a public library
1938   Collection on display in Town Hall, Willow Street
1941   Collection goes into hiding during WWII
1969   New museum opens on the corner of Durham and Hamilton Streets
1975   Collection expands at Tauranga Historic Village and District Museum
1998   Collection goes into storage - where it remains to this day under TCC management
1998 – 2007  TCC initiative for a Museum on the Waterfront – abandoned after 2007 local body election
2010 – 2019 TCC settled the Tauranga Moana Museum Trust for the purpose of establishing a building in            Tauranga. TCC said ‘No’
2018  - present Taonga Tauranga | Heritage Bay of Plenty:   taking it forward with the 
           endorsement of TCC for an independent Regional Heritage Intent (framework) for the
           Bay of Plenty under the title:  Heritage Together – Kotahitanga

​When creating our brand we considered the following:
  • When it comes to heritage decisions that affect both Western Bay of Plenty and Tauranga City voters, our research has shown that up until now there has been little or no formal liaison or dialogue between the different associated councils on heritage matters. 
  • The strong belief is that in creating heritage awareness and ultimately heritage / museum centres with their connected heritage experiences, these actions will unite Western Bay of Plenty with Tauranga City through shared stories and taonga, particularly with respect to the wider hapū and iwi, the early European settlers and the new cultures who are now enriching our city and region.  All these stories intertwine to make us who we are today, and need to be told from the very beginning. 
  • Stronger access to all aspects of our shared heritage will build a growing sense of identity, connectedness, pride and achievement throughout Western Bay of Plenty and Tauranga City, from those who first arrived in the thirteenth century via waka, to those arriving to live here today via land, sea and air.
  • Our ultimate aim being, after connecting the heritage of Tauranga City with Western Bay of Plenty is to seamlessly connect with the heritage of Rotorua Lakes District and Eastern Bay of Plenty

Taonga Tauranga | Heritage Bay of Plenty 
  • 'Taonga' covers anything from an artefact to a natural resource or food source and beyond.  Our sweeping coastline for example is considered a ‘taonga’ – an abundant natural resource that can sustain us.
  • 'Tauranga' means safe harbour and is the commercial hub for the Bay of Plenty.
  • ​'Heritage Bay of Plenty' seamlessly connects us to our Bay of Plenty heritage and history​

Our Purpose
  • Our purpose is to foster heritage unity across Tauranga & Bay of Plenty and to increase heritage awareness and understanding of locals and visitors to the region. The ultimate aim being to work in partnership with hapū, iwi and other heritage partners towards encouraging the establishment and operation of a central museum connecting to a number of heritage experiences throughout the subregion and beyond. 

Our logo
  • Needed to be neutral and equally recognisable as a strong symbol connecting all people living and working within our subregion
  • Needed to be contemporary and simple in that it connects, at a glance, the full sweep of the Bay of Plenty from Waihi Beach through to Cape Runaway along with showing Mauao as an integral part of the Bay of Plenty coastline.  Translated, Mauao means 'Caught by the Dawn' and can be seen from Waihi Beach all the way down to Otamarakau and beyond  into Eastern Bay of Plenty. Our region has amazing ranges and rivers within it, such as the Kaimai range, the Wairoa and Kaituna Rivers, but the one aspect that connects it all is the abundant and stunning turquoise blue coastal sweep.  
  • Needed to be relevant, modern, and recognisable by all ethnicities as representing 'our place'.
  • Needed to be neutral and equally recognisable as a strong symbol connecting all people living and working within our subregion

Our Colour
  • Turquoise blue.  The colour that connects us as one people from Waihi Beach through to Cape Runaway

​Our Strap-line:  our people – our place – our stories
  • Refers to the stories and heritage of the peoples of Tauranga Moana, Western Bay of Plenty, Te Arawa Coastal, Regional Bay of Plenty and beyond from the first arrivals to those arriving to live here today, all ages and ethnicities.

​Our Values
  • Vision, Collaboration, Integrity