Ahead of the 25th anniversary celebration of the Auckland Boat Show, we talked to five people who have been involved since the very first days.
Peter Busfield
“It’s all about the boats, the equipment and the industry” – Peter Busfield reflects on 25 editions of the Auckland Boat Show
As the Auckland Boat Show marks its 25th anniversary, NZ Marine’s outgoing executive director Peter Busfield reflects on how an idea born in 1998 became a cornerstone of New Zealand’s marine industry.
Appointed in 1997 as the first executive director of the Boating Industry Association of New Zealand, Peter was tasked with turning a volunteer-run organisation into a professional industry body. When he began planning the first Auckland Boat Show, he had never organised an event of this scale — let alone one on public waterfront land.
But the vision was clear from the start: a show run by the industry, for the industry.“For many exhibitors, the Auckland Boat Show is their main sales and marketing platform,” says Peter. “Boat buying can take years, so those repeat connections really matter.”
The on-water marina — built fresh for each show — has become the event’s signature, showcasing around 100 boats and creating a vibrant, festival atmosphere in Jellicoe Harbour.
Beyond sales, the show funds NZ Marine’s advocacy, training, and policy work, amongst other achievements helping secure vital marine spaces in Wynyard Quarter and supporting a $3 billion industry nationwide.
“The recipe is simple,” Peter says. “Great boats, great equipment, and the people who make this industry what it is.”
Smuggler Marine – there from the start
Like many in New Zealand’s marine industry, Smuggler Marine is a family-owned business which has evolved and grown alongside the Auckland Boat Show.
Smuggler Marine, as it was rebranded in 2004, started life in 1986 as David Pringle Boatbuilders, mainly building yachts including some of the iconic Ross 930s and Elliot 1050s that are still sailing today.
In 2004 the business moved into powerboats and created its very first Smuggler.
“That’s when we started focusing on the boat show market,” says Pauline Pringle. “Boat shows were the way we made sure everyone knew what a Smuggler was.”
“The Auckland Boat Show is in a great location, high end, people are there to buy boats, and it’s full of opportunity for our business. We love the quality of customers, the variety of people and exhibitors and the end of summer vibe.”
Veteran publisher Doug Dukeson
“What began as a bold idea to bring the industry together has grown into one of New Zealand’s premier on-water events, and we’ve proudly exhibited at every single show since day one,” says Doug Dukeson, publisher of Powerboat Magazine – known as Propellor Magazine back in 1998.
“We’ve always loved the early March timing. Our readers are still in full “boating mode after summer, and there’s a real buzz in the air. Ironically, the bigest challenge for the show can be the very thing we celebrate most, perfect boating weather! When the Hauraki Gulf turns on a pearler of a weekend, many boaties can’t resist heading out rather than heading into town for the boat show. Still, with four full days on the calendar, the keen boaties and serious buyers always make time to visit. For many, it’s the perfect opportunity to finalise a deal or start planning the next build. Holding the show early in the year also gives boatbuilders the chance to get new projects underway, ensuring deliveries are ready before the following summer season, another reason March has proven such a good fit.
After attending boat shows for 38 years, I can confidently say the quality of boats, equipment and innovation on display has never been better. We’ve exhibited at boat shows all over the country, from Southland and Christchurch to Wellington, Tauranga, and the Waikato, but nothing compares to the vibe of Auckland’s Viaduct.
Set against the backdrop of the city’s waterfront, it rivals some of the best marine events in the world. From Fort Lauderdale and Singapore to Sydney, Melbourne, and Sanctuary Cove, the Auckland Boat Show stands tall as a truly international event, one that reflects New Zealand’s deep-rooted passion for boating.”
Tim Porter, Publisher, Boating NZ
Tim Porter of Boating New Zealand was one of the group that made the Auckland Boat Show reality back in the late 1990s.
“Peter Busfield, the late Barry Thompson and I came up with idea,” he says.
He says there were two reasons that it came to be:
One was that the Auckland Viaduct had been developed for the America’s Cup. The other was to create an event run and owned by the industry for the industry.
Boating New Zealand, then owned by Fairfax, contributed funds to make the first event happen. “We had generous marketing budgets back then, so we kicked in funds, and we’ve been involved ever since.”
The magazine, which now reaches over 90,000 readers a month plus impressive digital readership entering the seven figures, hasn’t missed a year so far.
“I love the show,” says Tim. “I love the aspect of getting people on the water to see boats, to go for sea trials, and Jellicoe Harbour and the Viaduct Events Centre is a vibrant place people enjoy visiting.”
He says that the boat show’s industry ownership and affordability are key to its success. “There are some very loyal brands that have been involved since the beginning.”
Ross Williamson, Chair, NZ Marine Big Engine Group
South Pacific Diesel Systems Limited’s Managing Director Ross Williamson has been in the marine industry since well before the Auckland Boat Show came to exist and he has a message for commercial operators from all around the country :
Come to the boat show, see what’s on display, and connect with colleagues throughout the industry.
Ross says that seeing customers from places like Stewart Island and the Chathams is one of his favourite parts of the show.
“All the players in the engine market attend the show, which means its well worth the trip.”
He hopes to see the big tourism businesses, and those that run patrol boats, pilot boats and more at the event.