- December 10, 2024
- Posted by: SportsV
- Categories: Home News, Industry News, News, Press Releases
Elior UK, in partnership with Scottish Rugby, has officially launched The Murrayfield Experience following its successful unveiling during the 2024 Famous Grouse Nations Series, which ran throughout November.
The Murrayfield Experience is a bespoke, world-class hospitality and events brand enabling Scottish Gas Murrayfield stadium to offer a wider range of tailored services for events of all sizes. The Murrayfield Experience positions this iconic venue as a year-round destination. From match days as the home of Scottish Rugby, to concerts, entertainment and private functions, this new hospitality brand sets the standard for a premier venue that caters to all.
The Murrayfield Experience blends a century of stadium history with modern culinary excellence, offering bespoke hospitality for rugby fans, families, concert-goers, corporate guests, conference organisers, private event hosts, and more. The appointment of a new head chef emphasises The Murrayfield Experience’s commitment to delivering a world-class food and beverage experience, with a variety of tailored offerings available all year round.
Signature menus, including bespoke ‘Murrayfield dishes’, highlight seasonal, locally sourced ingredients. Located in the heart of Edinburgh, benefitting from excellent transport links, The Murrayfield Experience is rooted in Scottish heritage. It celebrates partnerships championing local food, drink, and business partnerships.
The brand aligns with the stadium’s dedication to promoting men’s and women’s rugby as seen in its hosting hospitality for all Guinness Women’s Six Nations matches. The Murrayfield Experience will also expand accessibility to rugby events with the introduction of tiered hospitality packages for the Guinness Men’s Six Nations 2025.
The Murrayfield Experience recently hosted 1,100 guests per match during the 2024 Famous Grouse Autumn Nations Series, with over 80 food outlets and curated hospitality packages that included exclusive insights from Scotland players and guest speakers, along with family-friendly gatherings. This December, the venue will also host the iconic 1872 Cup match between Edinburgh Rugby and Glasgow Warriors.
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Already a celebrated concert venue, Scottish Gas Murrayfield has hosted stars like Harry Styles and Taylor Swift, who set a Scottish attendance record with 220,000 fans over three nights in June 2024. Upcoming 2025 events will feature Billy Joel, Robbie Williams, and sold-out Oasis concerts, affirming Murrayfield’s reputation as a leading music destination. The Murrayfield Experience will curate themed hospitality suites tailored to each artist.
Gerry Devine, Head of Stadium Operations at Scottish Rugby said:
As the home of Scottish Rugby, Scottish Gas Murrayfield embodies our heritage and passion, and The Murrayfield Experience enhances this by offering something for everyone—from families and lifelong fans to newcomers and those seeking premium experiences. Striking this balance is essential, and I’m excited to see how our visitors respond.
Natalaigh Taylor, Head of Marketing at The Murrayfield Experience added:
The Murrayfield Experience is redefining how we engage with our visitors, whether that’s during high-energy match days or exclusive private events. We’re proud to set a new benchmark in stadium hospitality, creating memorable moments for local visitors and tourists.
The Murrayfield experience will also be offering a new afternoon tea option to the recently relaunched Scottish Gas Murrayfield Stadium Tours, and branded ‘smart meetings’ workspaces will be introduced in the coming weeks as part of The Murrayfield Experience unveiling. The updated stadium tours, run by Scottish Rugby, are on sale now.
By prioritising innovation in food, drink, and service, The Murrayfield Experience aims to redefine stadium hospitality and become the ultimate venue for every occasion, and puts Scotland’s capital at the forefront of premium event hosting.
About The Murrayfield Experience
The Murrayfield Experience is the official hospitality and event catering provider for Scottish Gas Murrayfield, located in the heart of Scotland’s capital. Launched in November 2024, services include exclusive hospitality packages and tailored experiences for both corporate clients and individuals. Hosting world-class events of all scales, The Murrayfield Experience delivers more of life’s memorable moments. To experience excellence please visit www.murrayfieldexperience.com
About Elior
Elior operates high profile catering contracts across the B&I, health & care home, defence, education, stadia and heritage sectors. It provides customers with a bespoke offer that focuses on great food, drink and customer service and couples it with the benefits that a large company brings. Elior UK is part of Elior Group which operates worldwide with annual revenues of €5.8billion. For further information: http://www.elior.co.uk
About the Elior Group
Founded in 1991, the Elior Group is a world leader in catering and multi-services, and a benchmark in the world of business, education, health, social and leisure. Enjoying robust positions in 9 countries, the Group achieved pro forma revenue of €5.8 billion in 2023. Its 133,000 employees feed 3.1 million people every day in 20,200 restaurants on three continents and provide services in 6 countries. The Group is based on an economic model built around innovation and social responsibility. In 2004, the Elior Group signed up to the United Nations Global Compact, reaching advanced level in 2015. For more information: www.eliorgroup.com
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