Love Wellington: Championing Community, Business & Place

Launched in 2019, Love Wellington is a grassroots initiative dedicated to promoting Wellington as a vibrant, thriving town through positive storytelling, community campaigns and business support. Once facing a 15% vacancy rate, Wellington’s town centre has transformed, with 2025 seeing a healthy 3.6% vacancy and a growing mix of independent traders. With an online reach of over 12 million and 23,900+ followers, Love Wellington actively showcases local success stories and events, from Easter Egg Hunts to Valentine’s campaigns and open gardens, encouraging footfall and civic pride.

The initiative is led by Sally Themans and Jenna Humphreys—two passionate community champions with a strong belief in place-making. Sally, an experienced business and media professional, leads regional placemaking forums and has secured Wellington’s place on the national map with seminars, business engagement, and destination marketing. Jenna manages daily communications, digital media and events with flair and consistency. Together, they support over 170 businesses annually, collaborate with local groups like the Friends of Wellington Station and Climate Action Hub, and produce the This Is Our Wellington magazine. Their work not only revitalises the town centre but fosters a strong sense of identity, optimism, and community spirit in Wellington.