Hastings City Business Association is the new name of Hastings City Marketing.
General manager Jane Janes said the name change was decided after a review of core business.
"While Hastings City Business Association does not sound particularly 'out there' it reflects what we provide for our members," she said.
A key objective was
its retail strategy, to facilitate a dynamic mix of retailers in the CBD. Other objectives were events promotion, community communication and education of members.
Ms Janes said another reason for the name change was general confusion.
"Most people thought we were the marketing arm of the Hastings District Council or were an advertising agency."
Otherwise it was business as usual, she said. "We are full of innovation and will continue to be innovative."
