If it weren't for the chilly conditions and the warmer festival-wear, you'd swear it was summer again as 3500 people packed Soper Reserve for Mount Maunganui's Good Vibes Winter Festival.
The festival sold out in many cities months in advance as Kiwis missed the party atmosphere during lockdown and wanted to see their Kiwi music heroes, including L.A.B, Katchafire, Sons of Zion, Ardijah, Che Fu, General Fiyah, Three Houses Down and Lomez Brown.
He said lockdown had made people love live music more and he believed more people were excited to go out and enjoy good concerts.
He said New Zealanders were "super lucky" as much of the rest of the world were still in having to practice social distancing.
"It is crazy to know we are only one of the few countries operating with live music events. We feel very blessed for being able to keep doing what we do and keep our staff, teams, bands and production companies busy as for a while we thought we wouldn't have been able to get back to work for quite some time."
When asked why he thought the Good Vibes concept had resonated, he said it was a combination of a few things.
"The bands and good music and New Zealanders are very supporting of local bands, and also because people want to do things and have a good time in winter. Normally you only get this festival in summer but we took the risk and tried something a bit different and people seem to be loving it. Our shows have sold out around the country and the feedback has been great."
Saturday was Good Vibes' sixth stop in a nine-date winter festival tour and was the biggest of the tour.
Te Roopuhina Te Aho was among the thousands who enjoyed the music.
She was up from Wellington, staying with family in Hamilton, and attending with friends who were part of a group of mums.