The first day of trading for the Southland Regional Development Agency (SDRA) today has brought about a new name, with the organisation rebranding as Great South.

In a statement released today, the organisation says the name shows "the future is looking great with an exciting new identity revealed to drive Southland’s regional success". 

The newly established regional development agency came about after the initiation of the SDRA in late 2014 set to establish a high-level integrated strategy that would unify the regional development and aim to provide a better direction for economic and social development in the region.

The newly formed organisation replaces Venture Southland, with many of the operational elements of Venture Southland transferring to Great South.

The change also moves it into a council-controlled organisation that is business-led with backing from a broad range of shareholders including the Invercargill City Council, Southland District Council, Gore District Council, Environment Southland, Invercargill Licensing Trust, Mataura Licensing Trust, Southland Chamber of Commerce and the Southern Institute of Technology.

Great South also has the support of Community Trust South which is a member of the shareholder committee.

Previously Venture Southland was structured as a joint committee of the three Southland councils.

Chairman Ian Collier said Great South reflects both the history of regional development to date and the ambitious goals that have been set for the future.

“It’s both who we are and what we want to be, literal in the sense that we are located in the great South and aspirational for what we will strive to be."

The statement says Great South was "established to address the challenges that were recognised in the Southland Regional Development Strategy (SoRDS)" and to implement a "renewed sense of focus to growing the region".

The SoRDS, action plan and significant pieces of work that were being developed, including the Southland Murihiku Destination Strategy and the Southland Story, would all help to form the initial direction for the organisation.

Great South chief executive Ann Lockhart said the new name and corporate look signalled the start of an exciting new chapter. 

“It’s now time to maximise on all the work and planning which has been undertaken in the last few years and be inspired by Southland’s unlimited potential to be recognised as the best place to live, work and play." 

Ms Lockhart is in the role of chief executive while a permanent chief executive is recruited.

She said she was looking forward to working with shareholders and staff to form a solid foundation for both Great South and the region moving forward, and that the main focus of the organisation would be to create better lives for all Southlanders through sustainable development, with this approach being evident whether managing, governing, facilitating, advocating for, or owning an initiative.

“There are many exciting changes taking place across the Southland region and we are thrilled to be sitting at the forefront of this change and being part of the work to grow Southland's culture and lifestyle, economic diversity and overall population."

Southland District Council Mayor and chairman of the SRDA Shareholders Committee Gary Tong said Great South would build on the work previously carried out by Venture Southland.

“While Venture Southland was able to contribute to and achieve many wins for the region, the new commercial focus of Great South will allow ever greater expansion in the area of regional development. The possibilities are endless and we are all looking forward to what the future will hold for our region.”

The development of the name and logo has been a collaborative process between the board and a local marketing and communications company and "speaks to the exciting future of Southland and the regional development agency."

According to the statement, the new name represents the "gritty, determined, passionate and pioneering elements attributed to the Southland region", with the use of the koru "symbolising the connection between the past and the exciting future".

To view the promotional video that has been developed for Great South, click HERE