Putting Amberley on the map

Amberley businesses have come together to launch themselves as a collective, with the aim of attracting more visitors to the town.

The Hurunui District has suffered hardship following three years of drought and then the November earthquake, which has impacted the flow of north-bound traffic through Amberley.

However, 12 new businesses have set up shop in the last two years and that growth during tough times inspired local businesses to join forces and launch AmberleyNZ.

The new promotional strategy highlights the wide range of eateries, attractions, boutique retail, experiences and accommodation that Amberley has to offer.

The project is the brain child of Trish Coleman, owner of Mumma T’s Trading Lounge.

While on a trip to Auckland, Coleman came across a map in a shop in Ponsonby showing all the must-see stops in the area and thought a similar thing could work in Amberley, following the ‘‘burst of energy in the town’’.

Coleman approached local designer Margot Korhonen to put together a map showcasing the places to visit in Amberley, and photographer Claire Inkson introduced the idea of expanding the project to include more retailers.

‘‘Previously considered as an ice-cream stop, a trip to Amberley can now incorporate a unique boutique shopping experience with plenty of free parking and not a chain store in sight,’’ Korhonen said.

Businesses welcomed the ‘‘wonderful step forward’’ for their town with 37 business owners joining the initiative, which launched at the Nor’Wester Cafe´ in Amberley on Wednesday night.

Positioned on the State Highway, 40 minutes north of Christchurch, Coleman said Amberley is a great location for a day trip as it has so much to offer – they just need to let people know.

‘‘We are well poised to get people to stop in our town and enjoy what we have to offer,’’ Coleman said.

While focussing on Amberley, the initiative hopes to have spin off to the rest of the district.

‘‘I thought it was time we had some form of business association for some time,’’ Hurunui Mayor Winton Dalley said.

‘‘There is plenty of competition out there so we have to be good at our game.

‘‘There is a lot of enthusiasm, energy and determination behind this initiative...and it’s an amazing way to showcase what our district has to offer.’’