ASB Auckland Seafood Festival

2011 – 2016 

CLIENT:  Sanford Limited

LOCATION: Auckland, NZ  

SERVICES: Festival Planning & Management, Graphic Design, Entertainment, Communications, Marketing, Sponsorship, Media

• Avenues was awarded the contract with Sanford’s to grow the ASB Auckland Seafood Festival event from a community event, run by Rotary, to a major event on the Auckland Anniversary calendar.
• Avenues were appointed as logistics managers in 2012, and then negotiated a full license to run the event with event owner Sanford Limited.
• Held every Auckland Anniversary weekend, the ASB Auckland Seafood Festival is a celebration of all things seafood – matching great wine and beer with some of the freshest seafood New Zealand has to offer.
• 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 by transitioning to a cashless system, with the bars operated by professional staff and a chef managing the seafood stations.
• The popular festival ran over the Auckland Anniversary weekend over five sessions, with three-day sessions and two-night sessions.
• Up to 25,000 people have attended each year since Avenues’ involvement.
• Event generated $400k for charity over the 5 years.
• Avenues managed all aspects of this event from strategy through to logistics, marketing, sponsorship acquisition and management, and media.
• Another complex event with lots of moving parts – and some very tasty seafood thrown in!