Purpose, People, Place: Shaping the Future of Town Centres

Manurewa Town Centre

In the heart of South Auckland, two vibrant business communities—Manurewa and Papakura—have taken bold steps toward shaping their futures. With the guidance of Local Works and its “Purpose People Place” framework, both Business Associations have developed robust 5-Year Plans that reflect not only economic aspirations but also the unique character and needs of their communities.

Understanding the Framework

Local Works’ “Purpose People Place” process is a community-centric approach to strategic planning. It’s built on three pillars:

·       Purpose: Clarifying the mission and long-term vision of the business association.

·       People: Engaging stakeholders—business owners, residents, iwi and local government—to ensure the plan reflects diverse voices.

·       Place: Grounding the strategy in the physical, cultural and economic realities of the local area.

This framework ensures that planning is not just top-down but deeply rooted in local identity and aspirations.

Manurewa: A Plan Built on Connection and Culture

The Manurewa Business Association’s 5-Year Plan stands out not only for its strategic clarity but for its deep cultural resonance. Developed through Local Works’ “Purpose People Place” process, the plan reflects a genuine commitment to Manurewa’s vibrant Māori and Pasifika communities—who are central to the area’s identity and economic vitality.

From the outset, the Association prioritised inclusive engagement which resulted in a strategy that champions cultural visibility, economic empowerment and community-led development.

One of the most innovative aspects of the plan is its approach to safety. Rather than relying solely on enforcement or infrastructure, the Association has embraced community engagement as a cornerstone of its strategy. Initiatives include their increasingly sought-after street ambassador programme which builds trust through delivering locally and culturally responsive outreach. These efforts create a safer, more welcoming town centre—where businesses, visitors and customers alike feel a strong sense of belonging.

Importantly, the Manurewa 5-Year Plan 2025-2030 is fully bilingual, presented in both Te Reo Māori and English. This decision reflects more than just inclusivity—it’s a statement of identity and respect. By embedding Te Reo throughout the document, the Association affirms its commitment to Te Tiriti o Waitangi and acknowledges the foundational role of Māori culture in Manurewa’s past, present and future.

Through this culturally grounded and community-driven approach, the Manurewa Business Association has crafted a plan that is not only strategic but deeply meaningful. It’s a blueprint for growth that honours the people and place it serves.

Papakura: A Vision for Growth and Identity

Papakura’s 5-Year Plan took shape through a similar process, but with a distinct local flavour. The focus identified by stakeholders was to position Papakura as a destination for innovation, culture and commerce.

The “People” phase involved deep engagement with stakeholders from across the community. This led to a strong emphasis on placemaking—creating spaces that reflect Papakura’s identity and invite community interaction. The plan includes support for pop-up retail, creative industries and collaborative marketing campaigns that highlight Papakura’s unique offerings.

In terms of “Place,” the plan acknowledges Papakura’s strategic location near transport hubs and its potential for growth and rich traditions of theatre, music and performing arts. Infrastructure improvements, digital connectivity and sustainability initiatives are central to the strategy.

Why It Worked

The success of these plans lies in the integrity of the process. Local Works didn’t impose a template—we facilitated a journey. By anchoring the planning in purpose, people and place, we ensured that each strategy was authentic, actionable and owned by the community.

This approach also built trust. Participants felt heard, and community members saw their values reflected in the outcomes. The result? Plans that are not just documents, but living strategies with broad support and clear direction.

Looking Ahead

As these 5-Year Plans move into implementation, the foundations laid by the “Purpose People Place” process will continue to guide decision-making. From funding applications to partnership development, the clarity and cohesion of the plans will serve both Manurewa and Papakura well.

For other business associations across Aotearoa, this model offers a powerful example of how strategic planning can be both visionary and grounded. When purpose is clear, people are engaged and place is honoured - communities thrive.