See it big, keep it simple - it's a straightforward concept, but one that works for Eastern Bay of Plenty Chamber of Commerce chief executive Gerard Casey.
Born and bred in Taumarunui, Gerard has spent much of his career in the rural sector, giving him a down-to-earth perspective on business, without
limiting his vision for the future.
He worked with Wrightsons for 10 years and Coopers Animal Health for 10 years before coming to the Eastern Bay of Plenty to manage a veterinary health centre in Opotiki and Whakatane - a region he has come to love, describing Ohope Beach as "the best beach in New Zealand".
But Gerard said the local tourism sector could not take the region's attractive qualities for granted and service excellence was a must.
"Just because we have the most sunshine hours in New Zealand, that doesn't mean people will come here.
"It is the experience people have when they come here that will bring them back."
He and his wife, Janet, run a holiday home business, as well as the business consultancy, contracting his role at the chamber, and he said the region had much to offer visitors.
"I believe we have a fantastic area that people love, enjoy and will come back to.
"We have a really great pool of enthusiastic professional cafe and service people and the best beach in New Zealand at Ohope."
While Gerard believes in aiming big, that does not necessarily translate into big businesses.
"I believe we can become the superprovince of small boutique businesses.
"Instead of chasing larger businesses to come here, we could - and should - aspire to be the best innovative, creative and dynamic small business centre in New Zealand."
About 87 per cent of Bay of Plenty businesses have fewer than five employees and 96 per cent employ fewer than 20 people and he believed the region was in a good position to pursue that goal.
Listening to groups that will be instrumental in the Eastern Bay's economic future is vital.
For Gerard, this included the aquaculture and rural industries.
"When the aquaculture project fires up in Opotiki, it will benefit our whole region.
"We should also build strong relationships with our farming community - the rural/horticultural sector provides more than $250 million in income to this economy."
He sees iwi playing a strong role in the region's future through investment and partnership opportunities.
"Youth is another group we need to listen to more.
"They are the people who are going to be the next level of leadership in the community."
With four children of his own, he can appreciate what young people have to offer and Gerard hopes the region can attract more families.
"We need another 10,000 people in the region. Then we will have a vibrant community - all our businesses, schools and services will be strong.
"Our greatest challenge is attracting families to live and work here - still retaining the village provincial feel, but providing a great community."
See it big, keep it simple - it's a straightforward concept, but one that works for Eastern Bay of Plenty Chamber of Commerce chief executive Gerard Casey.
Born and bred in Taumarunui, Gerard has spent much of his career in the rural sector, giving him a down-to-earth perspective on business, without
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