New Plymouth hasn't been voted the most liveable city in the world since 2008, but many locals are asking why not when it's got the beach, the snow and the rugby.
New Plymouth Photo: 123rf
Wellington currently has bragging rights over Auckland in New Zealand's most "liveable city" stakes.
The capital has recently captured top spot on the Deutsche Bank's list of "most liveable cities" for the second year in a row, while the City of Sails has fallen out of the Economist's top 10 all together.
But what do such lists really achieve? And does anybody outside of the main centres even care?
Taranaki was awarded the second best region in the world to visit by Lonely Planet not so long ago.
And it was awarded first place and a gold award for cities of population up to 75,000 in the International Awards for Liveable Communities (LivCom), held in 2008 in Dongguan, China.
But locals are puzzled as to why it hasn't won any awards in nearly 10 years.
They were pretty unequivocal when asked to name the most liveable city on the planet.
"New Plymouth. We've got everything. Nice sheilas, beach, snow, rugby. We've got the Shield, you know," Bob, who was enjoying lunch at an inner city cafe, said.
Roger had a similar view.
"Mate, the Naki of course. But it ain't Auckland or Wellington, mate. There's too many unsociable people there."
Canadian import Dawn Underwood was also a fan.
"I really do love New Plymouth. I've been here just over a year and it's got everything. I think it's awesome. It's got the surf, the mountain. It's awesome."
Even when offered the choice of Paris, New York or Rome ... the good folk of New Plymouth most often opted for their own home town.
Justin Lester Photo: Wellington City Council
And it's something even the Mayor of Wellington, Justin Lester, could understand.
"New Plymouth's a great spot. It probably won't feature on any most liveable city list any time soon because it hasn't got the scale to be compared on an international basis.
"You know I was up there recently and I enjoyed it. I went biking with my family around the waterfront and I also got my hair cut and the barber was very hipster. I almost thought I was back in Wellington."
Not that Mr Lester was about to surrender Wellington's title any time soon.
"There's a lot to be gained from them. Sure you're not to shout it from the rooftops if you're lower down the rankings, but for us we've been voted most liveable city in the world by Deutsche Bank for the last two years and it's a really good marketing and branding tool for our city.
"And it does provide a sense of confidence and reassurance that the place you're living in is a good place to live."
Mr Lester said he allowed himself a wee smile when Auckland officially gave up it's mantra of being the most liveable city in the world.
Ōtara businesswoman and community activist Swanie Nelson was under no illusions about the reasons for the downward spiral.
"I think it's most probably because of the bad traffic we have here and the average price for property here in Auckland is close to $1 million - $700,000 to $1 million - and that's for a property that barely has any land space around it."
Ms Nelson, who was behind the free food pantries initiative in South Auckland, said the judges might be overlooking the city's greatest assets - its diversity and sense of community.
"Complete strangers have to be able to work together and complete strangers have come together for the good of the cause which is essentially to feed our communities and that's been represented in the way these pantries, for example, have been mobilised so quickly in Auckland city."
But while Auckland did not rate a mention in New Plymouth, the capital city did at least have one fan - owner of the local Shoe Clinic, Nick Bull.
"It's my home town. I was born in Wellington and bred there so I love it. It's got everything, beautiful harbour, great weather. Like they say you can't beat Wellington on a good day."
No word on why Mr Bull was living in New Plymouth however.