Who put the Magic in Mangawhai?

 

- JULIA WADE

Hard to imagine with today’s popularity but just over 25 years ago the Mangawhai area and town was a little known identity, excluded from the tourist trail, travel brochures and even from maps. 

In between then and now, something happened, something a little ‘magical’ perhaps thanks to a dedicated and determined group of locals. 

In the early days of the 1990’s Mangawhai was struggling as a town, looked over and invisible to travellers, its coastal location further hindered by uninviting dusty gravel on some of the artery roads. Something desperately needed to be done and on June 30 1992, 60 enthusiastic Mangawhai residents and business owners came together to find a way to promote the area. Included in the assortment was multiple business and the current Mangawhai Focus gardening guru Gael McConachy and long-term resident and artist Maggie Fletcher [formerly Margie Judkins].

“We met with the Polytechnic Business tutor, Lou van Es, to brainstorm a way forward,” Fletcher says. “A group, later known as Mangawhai Promotions [MP], was formed to promote Mangawhai as a scenic coastal route and destination.” 

‘Magic’ first became analogous with Mangawhai in a 1993 Northland Business Directory promotions advertorial - The Magic of Mangawhai.

There is a spell Mangawhai weaves over first time visitors; one which seems to entrance them back, often to remain forever.

The phrase 'Magical Mangawhai' was then coined in October 1994’s meeting of MP and appeared proudly in the organisations newsletter.
“And so the town was given its magic identity,” Fletcher says.  

However it took another two years before ‘Magical Mangawhai’ was recognised nationally, occurring when the MP team had a unique opportunity to participate in the 'Breakaway 96’ Holiday and Travel Expo. 

“What a community effort that was - a 48 hour deadline to create a mural and promotional artwork with donated materials. An amazing long board painted by Hamish Braddick, along with the mural and the Magical Mangawhai sign welcoming visitors to the Expo,” she says. “So in April 1996 the team sprinkled fairy dust - for there is no other way to describe what happened that week - as Mangawhai was exposed to the world of commerce.” 

In 2018 the magical phrase has endured and has become embedded in the local area and culture including Facebook pages, radio announcements and even speed limit signs. 

“It’s wonderful! Magical Mangawhai is still wearing its name proudly after being given this identity formally 24 years ago. An enchanted town? Magic? Absolutely!”

Photo:
Remembering the magic they helped bring to Mangawhai more than two decades ago; Kaipara councillor in the 1990’s and former reporter for the Northland Times Joanne Roberts who recorded Mangawhai Promotions success, artist Maggie Fletcher and gardening guru Gael McConachy.