Auckland's City Limits festival is set to get underway at Western Springs this morning.

The promoter's happy, as ticket sales have reached the 20,000 mark.

Campbell Smith said that's a pretty good achievement for a festival in its first year, and he's looking forward to watching the day play out.

"A heady mix of excitement and trepidation. That's just the way it goes".

Gates open at 11, and 40 bands will play on several stages throughout the day before the more than 12 hours of festivities is wound up by headline act Kendrick Lamar tonight.

It's the first ever Auckland City Limits - with 40 bands, pop-up restaurants, comedy, a kids zone and even art.

Smith said he's pretty happy with how the event's been tracking.

"There is always a burst of excitement at the beginning and then it tapers off for a while. When you get in towards the show, you feel the heat ramp up in the last two weeks. Every day it just doubles and doubles and right now, I think there's a really huge sense of anticipation from the public".

Smith said despite it being an all-ages event, for the first time they don't have alcohol-free zones.

"We have a wet site. You can buy a beer at a bar onsite and take it anywhere to watch a band play or get some food. That's a nice change I think, from having our clients penned up in beer cages when they want to have a beer".

Smith said it'll likely make it a much more relaxing and enjoyable day.