The festival drew a crowd of about 2500 when it first started in 2013 and numbers have exploded with expectations of 15,000 people this year.
"I'm overwhelmed, we're selling tickets overseas now, to New Caledonia ... America," Mr Alvarez says.
The concert has moved from the original location at Wharepai Domain to Tauranga Domain, just 200m down the road, to accommodate surging numbers.
Camping is on offer for the first time this year with room for 3000 people at the ASB Baypark stadium. Breakfast will also be dished up at the campsite for those who need to recharge their batteries on day two of the festival.
Tauranga-born bilingual singer Ria Hall is hosting the event and plans to "have a jam" onstage with the performers.
"The festival is really significant for the reggae purists and ultimate reggae fans," she says.
Ms Hall believes the reason many reggae bands "came to fruition" is due to the influence of Bob Marley, so the timing is "really special".
Born from one of the rastafarian's hit songs, the festival's name, One Love, "definitely underpins" the festival, Tomorrow People band manager Tana Tupai says.
"It reflects the kind of people that are into this kind of thing, it's very positive and uplifting."
"It [the song One Love] epitomises everything this festival means."
Ms Hall says it is important to "celebrate the mantra of one love"and Mr Alvarez agrees.
"The name says it all, one love, you got to get together to celebrate one love," he says.
"We're bringing a little bit of Jamaica to New Zealand on this weekend."
New Zealand bands make up 70per cent of the line-up and include Nesian Mystik, who are reuniting in New Zealand for the first time in years.
A dollar from every festival ticket sold will be given to Homes Of Hope Charitable Trust.
Visit www.onelovefestival.co.nz for the full line-up of bands, ticket and accommodation options.
