Organiser Paula Fore wished a bigger area had been set aside for a dig at Kai Iwi Beach when she saw the children poised to start, with adults waiting right behind.
Children under 10 got a head start on the adults as sand began to fly at 1pm. Everyone was looking for numbered orange plastic tags buried 200mm to 300mm under the sand.
Those who found them could redeem them for 100 prizes - either a lollipop and orange balloon or something more substantial. Once they had claimed their prize they could continue digging.
At least 303 people paid a gold coin to enter and not all the tags were found, Fore said.
"There were still 20 prizes left in the sand and people were still digging at 3pm, looking for them."