The Gisborne community is being urged to get behind their retailers and spend up large - once shops reopen - following an earthquake in the city last night.
The central business district (CBD) is closed following the 8.55pm quake, which measured 6.8 on the Richter scale.
An apartmentblock and two shops collapsed, roofs caved in, water tanks and winery vats burst and gaping holes opened up in roadways.
Heart of Gisborne city manager Kerry Donovan said about 400 retailers had been affected by the CBD closure, which stretches from Childers Road to Palmerston Road and from Customhouse Street to Cobden Street.
Council building inspectors were working as quickly as they could to reopen the area, and were aiming for midday.
"They are doing a visual inspection of each of the buildings from the exterior, ascertaining if there is any damage and trying to open each block as they can, cordoning off any buildings that they believe warrant further inspection," Ms Donovan told NZPA.
"So their priority is getting the city centre open as early as they can but also as safely as they can."
The council was giving priority to inspecting businesses providing essential services, such as pharmacies.
Ms Donovan urged retailers to be patient, and to remember the quake could have had far worse consequences; no one died and only 11 people received minor injuries.
She also urged customers to be patient when shops did reopen.
"If ever we needed a time for people to come in and do their shopping it's now. Obviously our businesses are going to need the support of their community in the next few days ... for people to come in and shop but also to be patient with them while they clean up," she said.
"Please come in and shop and spend up large but be patient.
"If ever we needed our community support it's now in the city centre."
