British Racecourse Innovations are Showcased - Redcar Racecourse judged to be the supreme winner

Tuesday 23 November 2010

British racecourses are leading the way in promoting horseracing to new audiences and developing original means of generating income for the sport.

It has led to the first ever 'Showcase and Awards' to celebrate innovation,
excellence and marketing in racing.

Judges from Racing for Change, the Racecourse Association and the O2 Arena
particularly heralded the achievements of Chepstow, Doncaster, Hamilton
Park, Musselburgh and Redcar Racecourses.

Redcar Racecourse was judged to be the supreme winner for their social media strategy.

The initiatives awarded 'Distinctions' - and announced on Tuesday (23
NOVEMBER) - ranged from:

* generating profits for horse racing from a JLS concert (Hamilton Park);

* creating a special Edinburgh Cup racing fixture and increasing the crowd
by one third (Musselburgh);

* developing an online communications strategy that led to 5,000 Facebook
friends and 600 Twitter followers (Redcar);

* turning Welsh National day into a showcase for Wales (Chepstow);

* to dressing the town of Doncaster with Welcome to Yorkshire during the St
Leger festival and creating theatrical British and international catering
(Doncaster).

Picture - Amy Fair, Racecourse Manager at Redcar receives the Supreme Winner award from Chris McFadden (REL) and Ian Barlow (RCA).

The chairman of Racing Enterprises Ltd, Chris McFadden, one of the judges,
said: "In pressing economic times, racecourses have increasingly relied on
their commercial enterprise and flair to maintain their successes.

"There were a large number of very strong entries for this inaugural
showcase of initiatives from racecourses. Many were fantastic ideas, so
choosing those to receive 'distinctions' was a difficult task.

"New ideas must be driven by everyone, and the racing industry has to be
willing to try new things and take risks.

"Successful racecourses lead to a successful horse racing industry, and we
will continue to do everything that we can to encourage and assist
racecourses to attract new audiences."

The other judges were Neva Elliott, Senior Customer Services Manager at the
O2 Arena, Voice of the Races Charles Allen, David Fraser of Harrison Fraser,
and Caroline Davies, Racecourse Services Director of the Racecourse
Association.

Among the 21 initiatives that were 'highly commended' by the judges were:

* launching 'Liverpool day' during the Grand National meeting - leading to a
five per cent rise in attendance (Aintree);

* aiming at the younger set with a 'Lucky in Love' event (Beverley);

* planting a herb garden on the racetrack and involving local schoolchildren
in catering (Kempton Park);

* jargon-busting with an 'Inside Track' campaign fronted by Radio 2's Johnny
Saunders explaining the sport to new visitors (Newbury);

* hosting drive-in movies (Plumpton);

* and camel racing with jockeys on board in the 'Sand National'
(Sedgefield).

*Racing for Change is an initiative created by Racing Enterprises Ltd, the
commercial arm of British horseracing. The Racing for Change board features
all of the sport's key organisations and includes not only representation
from the racecourses and the participants, but also the Horserace Betting
Levy Board and the British Horseracing Authority, the bodies with
responsibility for funding, governance and regulation.

 

 


 

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