ASB Auckland Seafood Festival

2011 – 2016 

Client: Sanford 

Location: Auckland  

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 Festival is a celebration of all things seafood – matching great wine and beer with some of the freshest seafood New Zealand has to offer.

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 and 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!

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 by transitioning to a cashless system, with the bars operated by professional staff and a chef managing the seafood stations.