Christchurch turns up the volume today as Electric Avenue gets underway. 

45 thousand punters are expected to attend each day of the Hagley Park event, with a further two thousand working on site. 

Last year's festival produced $10.5 million in visitor spending. 

Managing Director Callam Mitchell told Mike Hosking about 45% of their attendees travel from outside of Christchurch, so the $10 million includes things like accommodation, bar spend, and retail in the city.  

LISTEN ABOVE