The Waitomo District celebrated its proud rugby history by re-naming Te Kuiti as 'Meadsville' during the 2011 Rugby World Cup.
In honour of All Black greats Sir Colin Meads and his brother Stan Meads, Te Kuiti re-branded itself 'Meadsville' to celebrate the 7th Rugby World Cup competition hosted by New Zealand from 9 September to 23 October 2011. The promotion, organised by Robyn Lindstrom and Te Kuiti Development Inc, was launched on 29 August with the opening of 'The Meadsville Gallery' in Rora Street by Mayor Brian Hanna and Reverend Barney Winikerei. The gallery comprised a collection of large photographic images as well as a giant Waitete No. 5 jersey, Sir Colin's local shirt. Local shops and businesses also chose new names related to the theme and proudly displayed baby pinetrees as part of the promotion. Te Kuiti and District Historical Society Inc members Melissa Manawaiti and Ross O'Halloran also collected images from the Waitomo District's rugby playing past to display in the Heritage Railway House located at 239 Rora Street.