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New branding for Auckland’s live arts and entertainment organisation

New branding for Auckland’s live arts and entertainment organisation
May 17, 2014

Auckland’s live arts and entertainment organisation THE EDGE has been renamed Auckland Live, reflecting the organisation’s expanded focus on live arts and entertainment programming across the city’s major performing arts and stadium venues.

Director Robbie Macrae says that the new name will enable the organisation to secure more events for Auckland and to actively champion live arts and entertainment in the city.

Macrae explained “we champion Auckland internationally to attract blockbuster shows and concerts; collaborate with arts companies and festivals; and introduce children to the excitement of the theatre.”

“The name THE EDGE has worked up to a point, but it hasn’t represented us well internationally or allowed Aucklanders to understand the events Auckland is putting on for them. A stronger location-specific name that also says what we do will allow us to better communicate our role in Auckland to patrons, and to the industry here and overseas.”

Regional Facilities Auckland (RFA) Chief Executive Robert Domm says the Auckland Live brand reflects the expanded role of the organisation and its significant contribution to Auckland’s culture and economy.

“While THE EDGE was the name of an organisation focused on the central city, Auckland Live is now responsible for live arts and entertainment programming across all RFA venues, which now include Bruce Mason Centre and shortly QBE Stadium on the North Shore as well as Mt Smart and Western Springs stadiums.

“Auckland Live will be a strong brand to leverage to international promoters to secure stadium concerts such as Bruce Springsteen and The Rolling Stones and musicals like Wicked. These Auckland-exclusive events are exciting for Aucklanders, and, with the significant visitation numbers they generate, they make a significant contribution to the local economy.”

Auckland Live programmes performing arts and entertainment for the following venues: Aotea Centre (ASB Theatre & Herald Theatre), The Civic, Auckland Town Hall (Great Hall & Concert Chamber), Aotea Square, Bruce Mason Centre, Mt Smart Stadium, Western Springs Stadium, QBE Stadium (formerly North Harbour Stadium).

One of six council organisations, Regional Facilities Auckland (RFA), manages more than $960-million worth of major regional facilities and landmark venues across the city, including Auckland Art Gallery, Auckland Zoo, ANZ Viaduct Events Centre, The Civic, Aotea Centre, Auckland Town Hall, Aotea Square, Mt Smart Stadium, Western Springs Stadium, QBE Stadium, and Bruce Mason Centre.


• Bruce Mason Centre came under Regional Facilities Auckland management in April 2014

• QBE Stadium is scheduled to come under Regional Facilities Auckland management in May 2014

• THE EDGE began programming live arts and entertainment for Mt Smart and Western Springs Stadiums in 2013

• THE EDGE has seen more than a million visitors to its venues over the past 12 months for events ranging from free events in Aotea Square to two nights of Bruce Springsteen and the E Street Band at Mt Smart Stadium

• 90% of THE EDGE’s 2013 annual operating costs were met by external trading

• Coldplay, Bruce Springsteen, Eminem and Big Day Out stadium concerts attracted over 94,000 fans from outside Auckland, contributing $18 million to regional GDP

• Blockbuster musicals Wicked and Mary Poppins attracted more than 79,000 visitors to Auckland, generating 105,908 visitor nights and contributing $12 million to regional GDP

• Council funding of $3.2 million contributes to community, education and arts development programmes

• Upcoming events at Auckland Live include international productions of Annie and Shadowland, the return of Aotea Square Ice Rink, the inaugural Auckland International Cabaret Season, NZ Opera’s La Traviata, NZSO’s Beethoven’s Symphonies, APO’s performance of Wagner’s Tristan and Isolde and the ever popular family programme of free Saturday morning activities Pick & Mix.

Click here to watch Auckland Live’s new branding video.

Lower image: Auckland Town Hall, courtesy of NZ History.

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7th September 2012 - Creative New Zealand awards $5.2 million for arts development

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