WOW is not just about hard engineering, we’re softies really. We love the unique, rugged nature of our coastal communities, where the ozone charged breeze blows in across the wide open Pacific and the ocean pounds out rhythms on our gravelly shores.

While we’re working with the Hawke’s Bay Regional and Hastings District councils to sort out a solution to the ongoing erosion and inundation threat, we believe Haumoana, Te Awanga and Clifton coastal communities deserve a better regional and national profile.

WOW has been using the term Cape Coast as a term of endearment from day one. We believe there’s something edgy about it, so we asked WOW committee member and iconic artist Dick Frizzell, to come up with a logo.

We think it works as statement, to give local businesses, tourism operators and residents a catchy phrase to embrace as their own. This area, perhaps more than any of the areas that comprise Hawke’s Bay, represents all of the different features and assets that make the region special.

If you stand on the corner of Clifton Rd and East Rd at peak season you will soon become aware of the steady stream of traffic heading out to the wineries, the Clifton Café, the Kidnappers Golf Course, Elephant Hill, the Clifton Boat Club, the motor camps or for fishing, cycling, walking or sightseeing.

The Gannet Colony alone brings about $1.5 million into the local economy annually. In short the Cape Coast is a huge regional asset bringing in major tourist dollars.

Our Cape Coast branding is a facelift in name at least until the groynes are in place and the beautification process begins with walkways, reserves, landscaping, planting and other community ideas in place. The logo is to start appearing in the most unlikely places.

The WOW message is one of hope and promise for a brighter future which restores some dignity to our coastal community and a literal edge we can all be proud of. We’re going to keep saying it until it sticks: Cape Coast— Giving Hawke’s Bay an edge.

NB: The Cape Coast web site will soon be launched which will attempt to embrace the spirit of the region and its scenic, creative and culinary wonders, representing the best that Hawke’s Bay has to offer. At the moment we’re relying on the help of ‘the King of Haumoana’ Andy Heyward and his very useful www.haumoana.co.nz web site to keep everyone informed.