Featured Image: Jcmurphy/CC BY-SA 3.0
Croke Park is one of the largest stadiums in Europe with a capacity of 82,300 and, as a result of that, its operators are determined to keep it at the forefront of innovation to continue to attract major events.
Prior to TheStadiumBusiness Summit 2025, which begins in Manchester on June 24, we spoke with Head of Venue Business, Marie Smyth about her role in unlocking the full potential of the stadium.
What projects are you currently working on?
Marie Smyth: “Right now, we’ve got some brilliant projects on the go that are all about evolving how we host and deliver events at Croke Park. From upgrading our AV and hybrid capabilities to rolling out fresh branding and wayfinding across our event spaces, it’s all designed to make the guest journey smoother and more memorable.
“We’re also rethinking how our rooms work — adding flexibility so we can host everything from large conferences to intimate boardroom sessions. And of course, sustainability continues to be a huge focus. We’re not just talking about green goals — we’re actively building them into how we work, every day.”
What is the most exciting development in the industry for you right now?
MS: “There’s a real shift happening towards immersive, tech-powered, and purpose-led events — and it’s genuinely exciting. Clients want more interactivity, more connectivity, and more meaning behind the experiences they create.
“At Croke Park, we’re investing in the infrastructure to support that — whether it’s smarter AV, better hybrid options, or innovative use of data. At the same time, we’re deeply focused on sustainability.
“From energy and waste management to community impact, it’s about delivering events that leave a lasting impression for all the right reasons. I think we’re only scratching the surface of what’s possible — and that’s what makes this space so energising right now.”
What’s the next challenge for you and your team?
MS: “The big challenge ahead is continuing to grow in what’s becoming a really competitive landscape — all while maintaining the high standards we’re known for.
“Clients today want more than just a space; they want a full experience, and it’s our job to anticipate and exceed those expectations.
“We’re keeping a close eye on emerging trends, looking at new revenue streams, and constantly challenging ourselves to think differently. It’s about being bold while staying true to the magic that makes Croke Park such a special place to work and host events.”
What are your aims for 2025?
MS: “For 2025, it’s all about growth and innovation. We want to continue attracting new clients while strengthening relationships with the ones who already trust us with their events.
“That means offering more flexibility in our packages, integrating better digital tools, and working closely with partners to deliver seamless experiences. I’m especially excited about some of the collaborations we’re developing across AV, catering, and hotels — it’s all part of a bigger plan to position Croke Park as the go-to venue for corporate events in Ireland. And as always, we’ll be keeping sustainability and service excellence front and centre.”
Join Marie Smyth and hundreds of other industry leaders at #SBS25 at Emirates Old Trafford, Manchester, from June 24-26. BOOK TODAY.
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