Morphettville Brand Refresh
December marks a very special milestone in the history of Morphettville with our brand new, best-in-class, $21m Event Centre opening its doors for the first time and with it, endless exciting possibilities for the future.
For more than a century, Morphettville has been a place where South Australians have congregated to dress-up, play-up, and celebrate. On the eve of our 150th year, Morphettville is undergoing its largest transformation ever; a $350 million redevelopment that positions it at the centre of the community… as a place for everyone. The opening of our new Event Centre this week is just the beginning.
With significant change on the horizon, it was clear a review of the Morphettville brand was in order. While Morphettville has long been the beating heart of South Australian horse racing, it will soon be so much more. A residential address, an entertainment venue, the home of a century-old sporting club, a must-visit South Australian destination. And it was critical the Morphettville brand could reflect not only our rich heritage, but also the vibrant and diverse future ahead. A brand that had the flexibility to share that Morphettville will continue to be the State’s premier racecourse, and more.
More space, more fun, more for all… Morphettville.
Although much will change at Morphettville over the coming decade, the special feeling of a big race day will always belong, with every experience – from weddings to music festivals – offering the uniqueness, action, excitement, and energy of a day at the races. Our new brand is both representative of where we have come from, and where we are going, while leaving room for everyone to take away their own unique Morphettville experience.
Morphettville CEO, Grant Mayer said the new brand is a way for Morphettville to acknowledge our history as well as move into the future.
“We have just opened our brand-new Event Centre and will commence works with Villawood in the coming months and we needed a brand commensurate with moving in to a 365-day offering.
“The Morphettville precinct is well represented through our new brand, and we look forward to inviting everyone back to experience our next, exciting chapter,” he said.
