All Blacks Experience opens in Auckland

December 5, 2020

The All Blacks Experience, an immersive and interactive attraction celebrating New Zealand rugby, has opened at Auckland’s SkyCity.

Opened at launch event on Tuesday evening, the attraction is the first major new tourist attraction to be launched since New Zealand closed its borders due to the Coronavirus pandemic.

Speaking at the opening, Dame Julie Christie, All Blacks Experience Board Chair, advised “this is a huge milestone after a challenging year for everyone.

“Having New Zealand Rugby and Ngai Tahu Tourism working together has delivered something really special, and I’m excited to see and hear the reaction from people when they experience this state-of-the-art guided encounter.”

A joint venture between Ngai Tahu Tourism and New Zealand Rugby, the All Blacks Experience, took seven years to plan and over a year to construct, receiving $2,280,500 of New Zealand Government funding.

Celebrating all teams who wear the black jersey - not only the All Blacks, but also the Black Ferns, Maori All Blacks, and All Blacks Sevens - the immersive encounter sets out to express the passion of the All Blacks story including its history, its traditions and its players.

With a 45-minute guided experience lies at its heart, the attraction’s highlight is the All Blacks’ haka, with visitors able experience the full force of the haka via a four-metre high screen “bombardment”.

The attraction features five interactive zones including a chance for visitors to test out their own rugby abilities.

The attraction also includes the largest All Blacks retail outlet in New Zealand - the only official store for fans to purchase personalised jerseys.

Commenting on the opening, New Zealand Tourism Minister, Stuart Nash stated “the state-of-the-art All Blacks Experience in Auckland will be a world-class attraction once international tourism can safely resume (and) will be a major drawcard for visitors to the wider Tamaki Makaurau region.”

With the venture currently aimed at a domestic audience, Minister Nash added “any Kiwi who is passionate about rugby and our sporting and cultural history should consider putting this new attraction high on their list of must-do experiences.”

He went on to say “this new attraction shows there is much to be confident about for the future of our tourism industry.”

Te Runanga o Ngai Tahu Kaiwhakahaere Lisa Tumahai says the opening is an important milestone for the iwi, which has a proud tradition of whanau being selected for the All Blacks, Maori All Blacks, Black Ferns, and other national rugby teams.

She noted “the All Blacks Experience helps to honour the achievement of all our whanau who have worn the black jersey. The mana of that special jersey is recognised throughout the world, and it is certainly felt strongly by anyone walking through the All Blacks Experience, just as I (have) experienced.

“We know the pride New Zealanders feel for the All Blacks, Maori All Blacks, and Black Ferns will draw them to this experience and in time we will look forward to welcoming fans from around the world to get a true sense of what it feels like to run out onto that pitch as a member of one of the world’s most famous sporting teams.”

Ngai Tahu Tourism is one of the largest tourism operators in New Zealand with 12 businesses that include Rainbow Springs, Shotover Jet, Franz Josef Glacier Guides, Dart River Adventures, Hukafalls Jet, Agrodome and Glacier Southern Lake Helicopters. It also owns half of the astro-tourism Dark Sky Project.

Images: Features of the now open All Blacks Experience.

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28th January 2020 - All Blacks Experience appoints Phil McGowan as Business Manager

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10th September 2019 - New Zealand Rugby names former All Black as new Chief Executive

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6th July 2010 - Sport tourism takes centre stage

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