Creative Tauranga has changed its name to Creative Bay of Plenty, Te Moana a Toi.

The name change has come about after the strategic review the organization undertook late 2015 and the new board looking at a revised direction for the organization, says chair Marcus Wilkins.

The Creative Bay of Plenty Board: Dean Wearne, Michelle Whitmore, Marcus Wilkins, Awhina Thatcher and Thoje Hood, absent is Megan Peacock-Coyle. Supplied photo.

Last night, the Creative Bay of Plenty trustees revealed the new name and strategic direction for the organization at an event with key stakeholders at the community gallery.

'The name is more inclusive of our whole catchment and Te Moana a Toi recognises both the Maori name for the coastal Bay of Plenty region as the oceans that were navigated and settled by the ancestral figure Toi,” says trustee Awhina Thatcher.

'It's also a play on words having a second meaning in reference to the Maori word for Art – toi – which encompasses all the artistic forms and expressions which give voice to the tapestry of human life.”

The organisation has also defined its purpose to 'create an environment where arts and culture thrive' and has set five objectives to make this happen”, says Marcus.

The board is currently recruiting for a new General Manager and expect to be able to make an announcement on this in early September.

Creative Bay of Plenty is also launching its new website today, with the new name in place at www.creativebop.org.nz