Purple Flag

Dominion Road Business Association, in collaboration with community stakeholders including the Balmoral Chinese Business Association, Eden Park, New Zealand Police and Albert Eden Local Board are proud to be applying for Purple Flag certification. Our assessment against international criteria takes place in October 2020 with the results of that assessment in February 2021.

If successful, the Dominion Road area will be the first Purple Flag area in New Zealand.

The Purple Flag standard, launched in 2012, is an accreditation process that allows members of the public to quickly identify town & city centres that offer an entertaining, diverse, safe and enjoyable night out. 

By meeting or surpassing the standards of excellence in managing the evening and night time economy (ENTE), Dominion Road will attract more visitors and revenue.

Owned by the Association of Town Centre Management [UK], there are over 70 Purple Flag towns and cities in the UK that are accredited under the scheme. The positive response by place managers, local businesses and venues, and the public is testament to the difference that this great initiative can make. Those already accredited have reported positive feedback from local businesses, a clear message for improved communications and a platform from which to promote their night time economy.

The accreditation process takes towns and cities through a comprehensive set of standards, management processes and good practice examples all designed to help transform the ENTE and provide a research, training and development programme.

Purple Flag can bring real benefits to the Dominion Road area including:

  • A raised profile and an improved public image for the location
  • A wider patronage, increased expenditure
  • Lower crime and anti-social behaviour
  • A more successful mixed use economy in the longer term

PF Map