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All Blacks Experience will bring fans closer to their favourite teams

allblacks.com     21 Dec 2017    

The All Blacks Experience is a joint venture between New Zealand Rugby (NZR) and Ngai Tahu Tourism (NTT).


New Zealand Rugby Chief Executive Steve Tew said the attraction aimed to be an inspiring place for all New Zealanders and visitors to celebrate New Zealand’s rugby heritage, achievements and culture.

“We are bringing together the stories of our rugby legends, the drama and excitement of Test match rugby, and the mastery and legacy of the All Blacks into a unique, world class attraction in the heart of Auckland city. 

“This will be a special place to enjoy a hands on, fully interactive experience of New Zealand rugby; a place to celebrate the successes of all our teams in black; a place to be inspired and learn more about what it takes to succeed at the highest levels of the game. 

“Many tourists will never get a chance to see an All Blacks game, but most know the black jersey and the haka. The All Blacks Experience will give them an exciting opportunity to get up close to these great symbols of our country, another place to create lasting memories of their time in New Zealand.”

The All Blacks Experience will be developed in partnership with Ngai Tahu Tourism (NTT), who, as one of the largest tourism operators in Aotearoa, have a track record of developing and managing iconic tourism experiences, including Shotover JetFranz Josef Glacier GuidesRainbow Springs Nature Park and Agrodome.

Ngai Tahu Tourism Chief Executive Quinton Hall, said our focus is on connecting customers to Aotearoa and our people, through the unique and memorable experiences we offer. 

“This is a great investment for Ngai Tahu Tourism, and a fantastic opportunity to partner with one of New Zealand’s most iconic and well-known brands in a way that will engage and inspire visitors from Aotearoa and overseas.

“Ngai Tahu Tourism will be contributing our significant tourism experience in the creation of the experience and the day-to-day running, of what is sure to become a must-see visitor attraction. New Zealand Rugby will provide their global brand, its legacy and access to exclusive rugby content.


“We also look forward to working with local hapu Ngati Whatua Orakei, and iwi who have a connection to the national game”. 

The attraction will be located on the fourth floor of the SKYCITY Entertainment Precinct on Federal Street. SKYCITY Chief Executive Graeme Stephens, said he was excited about the new venture. 

“SKYCITY is always looking for new ways to enhance the experience of visitors to Auckland and we are delighted to be working with NZ Rugby and Ngai Tahu Tourism.

“Federal Street is one of the most popular dining and entertainment precincts in the city, and this innovative and exciting attraction will add another dimension to the visitor experience.’’

A group of players and former players will act as a Player Advisory Panel for the Experience to ensure accuracy and authenticity is achieved throughout the project.

All Blacks Experience snapshot
• World first All Blacks interactive visitor attraction
• Innovative destination to showcase the heritage, culture, people and stories from across New Zealand rugby, 
• State-of-the-art insights into the famous faces and legendary teams in black, the science of winning, and rugby’s part in key moments in history 
• The All Blacks Experience Limited Partnership is a joint venture between New Zealand Rugby and Ngai Tahu Tourism
• Location: Level 4, SKYCITY Entertainment Precinct, Federal Street Auckland
• Opens 2019
• The All Blacks Experience concept was initially announced in 2015, work has now completed to secure the required funding and optimal location for the experience.