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Ōmokoroa from the Air: Alf Rendell and the Unsworth Subdivisions
First published 1 September, 2026 on the Tauranga Historical Society Blog.
Today, it is difficult to imagine Ōmokoroa Point as it appeared in the early 1950s. Streets lined with homes, holiday houses, reserves and community facilities now occupy land that was once largely open farmland. The Unsworth Subdivisions at Ōmokoroa from the 1950s through to the 1970s, represent an important chapter in the transformation of the peninsula from farmland to a seaside community.
In 2004, Tauranga City Libraries received a donation from Helen Unsworth, containing records, files, plans and hand-coloured photographs relating to her parents' Ōmokoroa subdivisions over the years. These materials provide a valuable record of the area's growth and the role the Unsworth family played in shaping the community that exists today.Aerial of Ōmokoroa 1956 - Te Ao Mārama - Tauranga City Libraries Photo 21-1305
The new superior stretch of road opened the peninsula to easier access and made new subdivisions more economically viable. What began as a practical response to changing circumstances evolved into one of the largest private subdivisions undertaken in New Zealand at the time. However, the development attracted the attention of Inland Revenue, which argued that the subdivision profits should be taxed. It was a test case for New Zealand to establish a new legal principle. Allan spent years fighting what he considered an unjust assessment, ending up with the Inland Revenue dropping the case in 1965.
As happened in many coastal communities around New Zealand during the post-war decades, improved roads, increasing car ownership and growing interest in holiday living and retirement, including from overseas, created demand for coastal sections beyond the main urban centres.
Subdivision Plans over the years - Te Ao Mārama - Tauranga City Libraries Ams 259
Marketing the Coastal Dream
The Unsworth subdivisions were notable not only for the number of sections created but also for the sophistication of their marketing. Sections were promoted through newspaper advertising, printed brochures and even screen advertising at Tauranga's Odeon Theatre in Elizabeth Street, stating: "You've seen the rest — now buy the best." Demonstrating his entrepreneurial spirit, Allan Unsworth also, promoted the subdivision from the driver's seat, using his car as a mobile advertisement to attract potential purchasers.
Reg Ellis and Allan with Reg's Kingfish, 1969 (Helen Unsworth Collection). At 13 Coppelia Avenue, Ōmokoroa Point, new house with farmland in the background and tractor shed on other side of fence. The tractor shed in the photo is still in use at the Ōmokoroa Settlers' Hall.
For many New Zealand families, the newly created sections offered a rare opportunity to own a piece of waterfront peninsula living at a time when coastal property was still within reach of ordinary households. The prospect of easy access to the harbour's fishing grounds was a major attraction. Fishing, being bountiful in those days, was a huge drawcard to the area - there was the wharf and a slipway for boat maintenance.
Cutting from Bay of Plenty Times advertisement for sections being sold by Allan Unsworth in Ōmokoroa - Tauranga City Libraries Ams 259
Alf Rendell's Aerial Vision
A distinctive feature of the Unsworth Subdivision was its innovative use of aerial photography. Renowned Tauranga photographer, Alfred Hugh (Alf) Rendell, captured images of Ōmokoroa at a time when aerial imagery was still relatively uncommon in local real estate promotion.A Lasting Legacy
This combination of careful planning triggered by the unexpected events of 1954. and visual storytelling made the Unsworth Subdivision unique. Today, the surviving plans and photographs provide a valuable record of a formative moment in Ōmokoroa’s development.
