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Auckland Unlimited: establishment name confirmed for new economic and cultural agency

Published: 27 October 2020

Auckland Unlimited has been selected as the establishment name for Auckland’s new economic and cultural agency, formed through the merger of Regional Facilities Auckland (RFA) and Auckland Tourism, Events and Economic Development (ATEED).

The name was confirmed by the council’s CCO Oversight Committee today, in line with a recommendation by the new agency’s board.

Work on a Te Reo Māori name has also progressed well, with involvement from the Mana Whenua Forum and individual iwi. Te Reo Māori name will be gifted to the new organisation in the near future.

“Auckland Unlimited conveys a sense of our city’s huge and unending potential. It’s a name which suits an organisation whose role is to promote Auckland as a great place to live, visit, study and invest in," says Mayor Phil Goff.

“The new organisation brings together the functions of promoting economic development, tourism, cultural and sporting events. It has the benefit of the combined resources of the entities it replaces; saves ratepayers an estimated $67 million over ten years by cutting duplication; and will create a more streamlined, efficient, and adaptable organisation.

“With a new name and recently appointed chief executive, Auckland Unlimited is on track to be fully operational by December.

“This is the establishment name, the Board will continue to work with the relevant governance partners on the Te Reo Māori name which will follow proper tikanga processes,” Mayor Goff says. 

Auckland Unlimited’s incoming chief executive, Nick Hill, says, “Significant research and engagement has gone into developing this name, which reflects what our new organisation will be all about: enriching cultural and economic life in Tāmaki Makaurau Auckland.

Auckland Unlimited is an aspirational name our teams across RFA and ATEED can be proud of; and one that we hope will also resonate with our community as we work to deliver great outcomes for Auckland.”

“Auckland Unlimited reflects our ongoing role in making Auckland a vibrant city and supporting the development of our economy, building on the positive impact that RFA and ATEED have made to the lives of Aucklanders over the last 10 years.

“Confirming our new establishment name is another positive step in the creation of our new organisation, as will be confirming our Te Reo Māori name.”

A small team of senior leaders from ATEED and RFA worked collaboratively to develop a final shortlist of viable merged entity names for consideration by the RFAL Board.

The parameters for the establishment name included that it:

  • supports the new organisation's purpose and goals
  • reflects what the new entity will do and the range of economic and cultural activity it undertakes
  • includes the word 'Auckland'.


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