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Freemans Event Partners has secured a multi-year agreement with experiential events specialist RG Live to deliver food and beverage across its nationwide Halloween and Christmas light trails.
The partnership covers 13 venues across the UK, with 10 sites operating Christmas trails and 6 transforming for Halloween. Several landmark venues will host both seasons, while highlights of the Christmas programme include Neverland at Kenwood House in London and The Palace of Oz at Blenheim Palace. Other iconic venues covered by the partnership include The Royal Botanic Gardens in Edinburgh, Leeds Castle and Westonbirt Arboretum.
By combining Freemans’ scale and operational expertise with RG Live’s reputation for high-profile immersive events, the partnership is designed to elevate the food & drink experience while driving revenue for the trails. An anticipated 2.7 million tickets are on sale to ticket holders that will attend the trails, creating a powerful platform to engage visitors.
Freemans will oversee the complete food and drink operation, from product development to onsite delivery, ensuring a consistent service across all venues. By applying its deep industry expertise, Freemans is enhancing the trails’ food and beverage proposition to create an offer that is more closely integrated with the wider event experience. This approach focuses on elevating the customer journey through carefully selected quality products and trusted vendors, delivered in environments designed to be as immersive and memorable as the trails themselves.
Matt Luscombe, CEO, Freemans Event Partners commented: “This contract represents a significant commercial opportunity for both Freemans and RG Live. Our focus is on delivering an experiential food and beverage offer that excites visitors, builds spend per head and strengthens the overall profitability of these trails. RG Live has established a powerful seasonal events portfolio, and we are proud to be their long-term partner in driving growth.”
Matthew Findlay, Live Experience Director, RG Live commented: “Our trails are designed to captivate audiences and create lasting memories. Partnering with Freemans Event Partners allows us to match that creativity with an exceptional food and drink experience. Their ability to deliver at scale and adapt to the character of each venue ensures our guests enjoy a fully immersive experience from start to finish. This collaboration not only enhances the visitor journey but also strengthens the long-term growth of our seasonal portfolio.”
The agreement reinforces Freemans Event Partners’ position as the leading provider of food and drink solutions at scale, with the capability to deliver commercially successful operations across some of the UK & Europe’s most high-profile seasonal attractions.
