Parnell Mainstreet becomes Parnell Inc.

Parnell inc. is the new name for Parnell Mainstreet Inc., the association of over 400 Parnell Road and Parnell Rise businesses.

The name change, approved by members at a Special General Meeting held on Tuesday 7 July 2009, is part of an image makeover for Parnell, including the introduction of a new brand for the area, cementing Parnell's position as Auckland's "Creative Quarter".

Parnell Inc. manager, Debbie Harkness, said the association wanted to make the name change for several reasons.

“In the near future, we want to extend our services to all businesses in Parnell and the former Mainstreet name was associated with businesses on the main road, that is, limited to Parnell Road.

"Parnell Inc. is a name that can encompass and envelop any future activities the association may undertake in the area, and draw in other community groups under this umbrella brand," Debbie said.

"Parnell Inc. also has excellent connotations of power and prestige, and the name stands out from the plethora of Mainstreet organisations that have less imaginatively renamed themselves as “ (area name) Business Association, ” she said.

Parnell Inc. operates under Auckland City Council's Mainstreet programme. Established to sustain and grow suburban town centres, the programme is self-funded via member businesses in each area.