Building on our 2024 SPH increase of +59% in food SPH and a +19% in drinks, in 2025 the challenge was to increase fan engagement while attracting a more family-led demographic, moving slightly away from a "party" reputation. We created carefully crafted zones with distinct atmospheres, introducing a LIV-exclusive dish for every trader named after the teams or golfing soundbites. These were placed prominently on zone-themed menus to maximise visibility.

Design support included a vibrant, consistent F&B look with LIV-branded cups, aprons and wraps for our local and national traders.

We combined high quality with high capacity - our top trader hit an incredible peak-portions-per-hour of 406. The 2025 event achieved a further 8% increase in savoury SPH, 5% in sweet SPH, and 14% in hot drinks. Successfully meeting LIV’s objective of shifting spend toward a family-friendly, less wet-led audience.

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