Creative Tauranga has changed its name to Creative Bay of Plenty, Te Moana a Toi.
The name change comes as the new board looks at a revised direction for the organisation.
Last night the Creative Bay of Plenty trustees revealed the new name and strategic direction for the organization at an event with key stakeholders at the community gallery.
"The name is more inclusive of our whole catchment and Te Moana a Toi recognizes both the Maori name for the coastal Bay of Plenty region as the oceans that were navigated and settled by the ancestral figure Toi.
"It is also a play on words having a second meaning in reference to the Maori word for Art - toi - which encompasses all the artistic forms and expressions which give voice to the tapestry of human life,' trustee Awhina Thatcher said.
The board was currently recruiting for a new general manager and expected to be able to make an announcement in early September.
Creative Bay of Plenty was also launching its new website today, with the new name in place.