News & Press Releases
Racecourses Buy Into Positive Change
Date: Monday, 30 November 2009
An enthusiastic group of Racecourse executives gathered at Chester Racecourse last week (23 and 24 November) for an RCA Managers Seminar where ‘Improving the racecourse customer experience’ was the main theme.
With a focus on enhancing all aspects of a day at the races for existing regular racegoers as well as those being introduced to the sport, the event attracted representatives from 54 different racecourses.
RCA Chairman, Ian Barlow commented ‘Racing for Change will drive change across our industry to re-popularise our sport. At the centre of this change are the racecourses. We want our regular customers, and the new ones that we will attract to have an unrivalled leisure experience. This seminar was an intense day and produced many exciting new ideas that will make racing more popular. Some can be implemented very quickly; others will require rule changes or testing. But all will contribute to the Racing for Change programme.’
At the seminar, delegates were updated on the progress of the Racing for Change project and had an opportunity to share their ideas, experiences and best practice. The attendees heard from Neva Elliot, Customer Services Manager of the O2 Arena in London, recently voted the ‘World’s top concert venue’, who shared her thoughts on optimising the enjoyment of customers through providing unsurpassed levels of service and an exceptional environment. There were many obvious parallels with the aims of the racecourses. Other speakers included Nic Coward (BHA), Rod Street (Racing for Change Project Director), Nick Attenborough (Marketing Communications Director, REL) and David Fraser (Harrison Fraser), as well as several racecourse managers who all focussed on racing’s rich offerings and how best to further appeal to the widest possible audience.
A lively session was delivered by Paul Fisher from Jockey Club Racecourses, Claire Sheppard from Plumpton and Adam Waterworth from Doncaster on the use of mobile telephone technology in communicating with racegoers on racedays to provide an interactive experience. Collectively described as ‘the Virtuals’, they could each have been described as technophobes prior to researching their topic for the presentation. It is fair to say that with the knowledge they have gathered they are now very well placed to advance a technical revolution on their racecourses.
Racing for Change Project Director, Rod Street commented ‘I was really encouraged by the ideas and enthusiasm of the delegates, there was a strong collective view that, together, we can transform this industry for the benefit of all in the sport.’
Newton Abbot Managing Director Pat Masterson said ‘the seminar was a huge success. Whilst the mood on arrival was of apprehension in some quarters, this was quickly met with lively debate and an eagerness to provide thought provoking ideas and new ways forward.’
Paul Fisher, COO of Jockey Club Racecourses, said ‘the 2 days were excellent. I'm sure there were some doubting voices at the start of the event but by the end many questions had been answered on Racing for Change and former sceptics are now supporters’
The second day of the seminar concentrated on operational aspects of racecourse management, as well as a presentation by Jason Brautigam of the Tote on how racecourse betting is being improved for the customer. He also touched on the introduction of exciting innovations including technology to simplify the placing of exotic bets.
ENDS
For further information contact Caroline Davies at the RCA on 01344 873536 or caroline.davies@racecourseassociation.co.uk
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