ASB Auckland Seafood Festival

2011 – 2016 

Client: Sanford 

Location: Auckland  

Avenues was awarded the contract with Sanford’s to grow the event from a community event, run by Rotary to a major event on the Auckland Anniversary calendar. 




Avenues transformed the wharf into a festive event space, including special food zones highlighting New Zealand seafood, two music stages, a cooking demonstration stage, and a VIP lounge. 

Avenues engaged with suppliers to make the festival more efficient but moving to a cashless festival, with the bars run by professional bar staff and a chef to manage the seafood stations. 

The festival became popular over the Auckland Anniversary weekend and ran over five sessions, three-day sessions and two-night sessions. 

The event generated $400k for charity over the 5 years.