Abstract:
The commercial strip is a common sight in most modern cities - Heretaunga Street West in Hastings is a classic example of this. As an urban phenomenon, the commercial strip has developed in most cases independent of planning, determined chiefly by economic factors.
The development of Heretaunga Street West is examined in three ways. The physical evolution of the street is examined at significant times - the form aspects of buildings, their use and use of advertising. Next, reasons and influences behind the development - economic, social/cultural and regulatory - are explored. These influences and manifestations of development are examined in the context of international commercial strip development, thus allowing chronological comparisons.
Development along Heretaunga Street in it's early years was mainly driven by economic forces - Hastings is very dependant on the rural sector. Land along the street beyond the central business district initially was used for agriculture, but as Hastings developed it became used increasingly for housing. Commercial development grew after World War II, rapidly replacing these uses - due to New Zealand's growing (agricultural) prosperity. Social changes, like growing affluence and automobile ownership resulted in new building types (supermarkets/fast-food restaurants), and changes to building form and signage that catered to the automobile. International commercial influences (franchises and chains) began to appear on the street, a trend that has continued to today.
This process of development and the influences attributed to it closely paralleled international commercial strip development. Despite more regulatory controls than in the American context, Heretaunga Street West has evolved into a commercial strip that fulfils most features of overseas examples, allowing the conclusion that Heretaunga Street as a commercial strip is generic in nature, rather than highly influenced by local factors.
