NZ Herald
  • Home
  • Latest news
  • Herald NOW
  • Video
  • New Zealand
  • Sport
  • World
  • Business
  • Entertainment
  • Podcasts
  • Quizzes
  • Opinion
  • Lifestyle
  • Travel
  • Viva
  • Weather

Subscriptions

  • Herald Premium
  • Viva Premium
  • The Listener
  • BusinessDesk

Sections

  • Latest news
  • New Zealand
    • All New Zealand
    • Crime
    • Politics
    • Education
    • Open Justice
    • Scam Update
  • Herald NOW
  • On The Up
  • World
    • All World
    • Australia
    • Asia
    • UK
    • United States
    • Middle East
    • Europe
    • Pacific
  • Business
    • All Business
    • MarketsSharesCurrencyCommoditiesStock TakesCrypto
    • Markets with Madison
    • Media Insider
    • Business analysis
    • Personal financeKiwiSaverInterest ratesTaxInvestment
    • EconomyInflationGDPOfficial cash rateEmployment
    • Small business
    • Business reportsMood of the BoardroomProject AucklandSustainable business and financeCapital markets reportAgribusiness reportInfrastructure reportDynamic business
    • Deloitte Top 200 Awards
    • CompaniesAged CareAgribusinessAirlinesBanking and financeConstructionEnergyFreight and logisticsHealthcareManufacturingMedia and MarketingRetailTelecommunicationsTourism
  • Opinion
    • All Opinion
    • Analysis
    • Editorials
    • Business analysis
    • Premium opinion
    • Letters to the editor
  • Politics
  • Sport
    • All Sport
    • OlympicsParalympics
    • RugbySuper RugbyNPCAll BlacksBlack FernsRugby sevensSchool rugby
    • CricketBlack CapsWhite Ferns
    • Racing
    • NetballSilver Ferns
    • LeagueWarriorsNRL
    • FootballWellington PhoenixAuckland FCAll WhitesFootball FernsEnglish Premier League
    • GolfNZ Open
    • MotorsportFormula 1
    • Boxing
    • UFC
    • BasketballNBABreakersTall BlacksTall Ferns
    • Tennis
    • Cycling
    • Athletics
    • SailingAmerica's CupSailGP
    • Rowing
  • Lifestyle
    • All Lifestyle
    • Viva - Food, fashion & beauty
    • Society Insider
    • Royals
    • Sex & relationships
    • Food & drinkRecipesRecipe collectionsRestaurant reviewsRestaurant bookings
    • Health & wellbeing
    • Fashion & beauty
    • Pets & animals
    • The Selection - Shop the trendsShop fashionShop beautyShop entertainmentShop giftsShop home & living
    • Milford's Investing Place
  • Entertainment
    • All Entertainment
    • TV
    • MoviesMovie reviews
    • MusicMusic reviews
    • BooksBook reviews
    • Culture
    • ReviewsBook reviewsMovie reviewsMusic reviewsRestaurant reviews
  • Travel
    • All Travel
    • News
    • New ZealandNorthlandAucklandWellingtonCanterburyOtago / QueenstownNelson-TasmanBest NZ beaches
    • International travelAustraliaPacific IslandsEuropeUKUSAAfricaAsia
    • Rail holidays
    • Cruise holidays
    • Ski holidays
    • Luxury travel
    • Adventure travel
  • Kāhu Māori news
  • Environment
    • All Environment
    • Our Green Future
  • Talanoa Pacific news
  • Property
    • All Property
    • Property Insider
    • Interest rates tracker
    • Residential property listings
    • Commercial property listings
  • Health
  • Technology
    • All Technology
    • AI
    • Social media
  • Rural
    • All Rural
    • Dairy farming
    • Sheep & beef farming
    • Horticulture
    • Animal health
    • Rural business
    • Rural life
    • Rural technology
    • Opinion
    • Audio & podcasts
  • Weather forecasts
    • All Weather forecasts
    • Kaitaia
    • Whangārei
    • Dargaville
    • Auckland
    • Thames
    • Tauranga
    • Hamilton
    • Whakatāne
    • Rotorua
    • Tokoroa
    • Te Kuiti
    • Taumaranui
    • Taupō
    • Gisborne
    • New Plymouth
    • Napier
    • Hastings
    • Dannevirke
    • Whanganui
    • Palmerston North
    • Levin
    • Paraparaumu
    • Masterton
    • Wellington
    • Motueka
    • Nelson
    • Blenheim
    • Westport
    • Reefton
    • Kaikōura
    • Greymouth
    • Hokitika
    • Christchurch
    • Ashburton
    • Timaru
    • Wānaka
    • Oamaru
    • Queenstown
    • Dunedin
    • Gore
    • Invercargill
  • Meet the journalists
  • Promotions & competitions
  • OneRoof property listings
  • Driven car news

Puzzles & Quizzes

  • Puzzles
    • All Puzzles
    • Sudoku
    • Code Cracker
    • Crosswords
    • Cryptic crossword
    • Wordsearch
  • Quizzes
    • All Quizzes
    • Morning quiz
    • Afternoon quiz
    • Sports quiz

Regions

  • Northland
    • All Northland
    • Far North
    • Kaitaia
    • Kerikeri
    • Kaikohe
    • Bay of Islands
    • Whangarei
    • Dargaville
    • Kaipara
    • Mangawhai
  • Auckland
  • Waikato
    • All Waikato
    • Hamilton
    • Coromandel & Hauraki
    • Matamata & Piako
    • Cambridge
    • Te Awamutu
    • Tokoroa & South Waikato
    • Taupō & Tūrangi
  • Bay of Plenty
    • All Bay of Plenty
    • Katikati
    • Tauranga
    • Mount Maunganui
    • Pāpāmoa
    • Te Puke
    • Whakatāne
  • Rotorua
  • Hawke's Bay
    • All Hawke's Bay
    • Napier
    • Hastings
    • Havelock North
    • Central Hawke's Bay
    • Wairoa
  • Taranaki
    • All Taranaki
    • Stratford
    • New Plymouth
    • Hāwera
  • Manawatū - Whanganui
    • All Manawatū - Whanganui
    • Whanganui
    • Palmerston North
    • Manawatū
    • Tararua
    • Horowhenua
  • Wellington
    • All Wellington
    • Kapiti
    • Wairarapa
    • Upper Hutt
    • Lower Hutt
  • Nelson & Tasman
    • All Nelson & Tasman
    • Motueka
    • Nelson
    • Tasman
  • Marlborough
  • West Coast
  • Canterbury
    • All Canterbury
    • Kaikōura
    • Christchurch
    • Ashburton
    • Timaru
  • Otago
    • All Otago
    • Oamaru
    • Dunedin
    • Balclutha
    • Alexandra
    • Queenstown
    • Wanaka
  • Southland
    • All Southland
    • Invercargill
    • Gore
    • Stewart Island
  • Gisborne

Media

  • Video
    • All Video
    • NZ news video
    • Herald NOW
    • Business news video
    • Politics news video
    • Sport video
    • World news video
    • Lifestyle video
    • Entertainment video
    • Travel video
    • Markets with Madison
    • Kea Kids news
  • Podcasts
    • All Podcasts
    • The Front Page
    • On the Tiles
    • Ask me Anything
    • The Little Things
  • Cartoons
  • Photo galleries
  • Today's Paper - E-editions
  • Photo sales
  • Classifieds

NZME Network

  • Advertise with NZME
  • OneRoof
  • Driven Car Guide
  • BusinessDesk
  • Newstalk ZB
  • Sunlive
  • ZM
  • The Hits
  • Coast
  • Radio Hauraki
  • The Alternative Commentary Collective
  • Gold
  • Flava
  • iHeart Radio
  • Hokonui
  • Radio Wanaka
  • iHeartCountry New Zealand
  • Restaurant Hub
  • NZME Events

SubscribeSign In
Advertisement
Advertise with NZME.
Home / New Zealand

<i>Brian Rudman:</i> A Viaduct by any other name would smell

Brian Rudman
By Brian Rudman
Columnist·
15 May, 2003 08:26 PM4 mins to read

Subscribe to listen

Access to Herald Premium articles require a Premium subscription. Subscribe now to listen.
Already a subscriber?  Sign in here

Listening to articles is free for open-access content—explore other articles or learn more about text-to-speech.
‌
Save

    Share this article

If I'd been pushed for a silver lining to the loss of the America's Cup then top of my list would have been the prospect of losing the American Express label from the Viaduct Harbour.

But expunging the money-changer's name might not be simple. Amex obviously enjoys its place on this
prime harbourfront billboard so much that it is trying to renew its naming rights deal with Auckland City.

It was a tacky deal when first struck and it's still tacky. Whatever price they're offering to renew is not enough. If councillors agree to a price for this geographical jewel, then what price Rangitoto or Mission Bay?

Back in January 2001, when the rights were last renewed, public distaste was such that I stupidly thought the decision was a one-off aberration, brought on by America's Cup fever.

Never again, surely, would our city fathers and mothers consider selling naming rights of a key natural landmark to the highest bidder.

At that stage the city had little say. It had already surrendered its rights to the area to a commercial offshoot of Team New Zealand. It was a time when the defenders could do no wrong and the city was bending over backwards to accommodate the sailors' every wish.

The first the public knew of the name change was when the credit-card firm issued a statement declaring that the area "previously known as Viaduct Harbour" was "now officially called American Express Harbour".

By that stage, the area had already undergone more name changes than a Russian city, and all in the space of a few months. Known as Viaduct Basin for decades, it became Viaduct Harbour as the city council tried to improve the area's image.

Then on October 2000, following the city's temporary handover of management rights to Team New Zealand, the yachties declared it America's Cup Harbour.

The sailors then sold the naming rights, for an undisclosed sum, to Amex, who quickly rechristened it again.

Stung by criticism, the various parties hatched a compromise of sorts. It took five months and pleased no one.

In New Zealand, the place was to be called "American Express Viaduct Harbour - Home of the America's Cup", while overseas it would be "The American Express Harbor [note the American spelling] - Home of the America's Cup Regatta."

At this paper, we ignored such nonsense and stuck to its real name, Viaduct Harbour.

In recent years we've learned to live with the concept of impecunious organisations forced to incorporate sponsors' names into their own in return for a shilling or two. A school in South Auckland does it, as does the national opera company.

For a while, Auckland Hospital misled people into thinking it was the offshoot of an electronics multinational by placing a giant neon advertising sign on its roof.

But renaming a publicly owned geographical landmark appears to be a first - and hopefully a last.

American Express' offer is to run shows at the Viaduct in return for naming rights. It's even offering to continue this activity from June, when its present contract runs out, until October to give the council enough time to consider the offer.

I can't see the need for such delay.

Council marketing officials are preparing a report for the June 6 meeting of the recreation and events committee. The report is to consider first, whether the council agrees in principle to selling naming rights, and second, if it does, what the value of these rights are.

It shouldn't take them until October to come up with the right answer, which is to wish Amex well and send it on its way with a reminder to remove their signage pronto.

I know committee chairman Scott Milne favours the proposal, seeing it as "an opportunity to get more activity down there".

He may be right but that's not the issue - though I can imagine many residents in nearby apartments won't be happy about the thought of more organised activity.

It's the principle we should be addressing: whether city-owned open spaces, historic buildings and the like should be hocked off as virtual billboards.

The answer is no.

You don't see the Sydney Opera House sporting a sponsor's name. You don't see Amex's name weaving through the tourism sites of Asia and Europe.

This is one thing we don't want to be leading the world on.

Advertisement
Advertise with NZME.
Advertisement
Advertise with NZME.
Save

    Share this article

Latest from New Zealand

live
New Zealand

Fresh flood threat as thunderstorms, gales lash north; south braces for another deluge

10 Jul 07:30 PM
Premium
New ZealandUpdated

'A sad loss': Why this prostate cancer treatment is 'disappearing' in NZ

10 Jul 07:28 PM
New ZealandUpdated

'Give Paea a chance': Wife's tearful plea for Tongan overstayer

10 Jul 07:28 PM

From early mornings to easy living

sponsored
Advertisement
Advertise with NZME.

Latest from New Zealand

Fresh flood threat as thunderstorms, gales lash north; south braces for another deluge
live

Fresh flood threat as thunderstorms, gales lash north; south braces for another deluge

10 Jul 07:30 PM

Electrical storms are set to hit at evening rush as Auckland braces for 16 hours of rain.

Premium
'A sad loss': Why this prostate cancer treatment is 'disappearing' in NZ

'A sad loss': Why this prostate cancer treatment is 'disappearing' in NZ

10 Jul 07:28 PM
'Give Paea a chance': Wife's tearful plea for Tongan overstayer

'Give Paea a chance': Wife's tearful plea for Tongan overstayer

10 Jul 07:28 PM
More wet weather on the way for Tasman

More wet weather on the way for Tasman

Solar bat monitors uncover secrets of Auckland’s night sky
sponsored

Solar bat monitors uncover secrets of Auckland’s night sky

NZ Herald
  • About NZ Herald
  • Meet the journalists
  • Newsletters
  • Classifieds
  • Help & support
  • Contact us
  • House rules
  • Privacy Policy
  • Terms of use
  • Competition terms & conditions
  • Our use of AI
Subscriber Services
  • NZ Herald e-editions
  • Daily puzzles & quizzes
  • Manage your digital subscription
  • Manage your print subscription
  • Subscribe to the NZ Herald newspaper
  • Subscribe to Herald Premium
  • Gift a subscription
  • Subscriber FAQs
  • Subscription terms & conditions
  • Promotions and subscriber benefits
NZME Network
  • The New Zealand Herald
  • The Northland Age
  • The Northern Advocate
  • Waikato Herald
  • Bay of Plenty Times
  • Rotorua Daily Post
  • Hawke's Bay Today
  • Whanganui Chronicle
  • Viva
  • NZ Listener
  • Newstalk ZB
  • BusinessDesk
  • OneRoof
  • Driven Car Guide
  • iHeart Radio
  • Restaurant Hub
NZME
  • About NZME
  • NZME careers
  • Advertise with NZME
  • Digital self-service advertising
  • Book your classified ad
  • Photo sales
  • NZME Events
  • © Copyright 2025 NZME Publishing Limited
TOP