RACING FOR CHANGE ANNUAL REVIEW 2011 INTRODUCTION

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RACING FOR CHANGE ANNUAL REVIEW 2011 WORKING PROACTIVELY WITH BOOKMAKERS Nigel Roddis, Development Director – Betting The sport’s relationship with the bookmaking industry has not always been a positive one, due almost entirely to the adversarial nature of each annual Levy negotiation. However, many in the racing and betting industries believe that a better working relationship will deliver significant financial benefits for both parties, and a healthier future for the sport. A busy betting ring before the QIPCO 2000 Guineas Racing for Change is taking active steps to help build a more positive and proactive partnership for the future of the sport. Bookmakers have been clear that they want racing to be better promoted and to appeal to a wider audience. We are mindful that punters contribute enormously to the industry and one of our key aims is to broaden racing’s appeal as a betting activity. Our PR work focuses on the main protagonists in the major races so that the wider public have a greater interest in the outcomes. We believe that if we can stimulate this interest, people will have an opinion and ultimately be moved to back that opinion with a bet. Our editorial surveys aim to show that ‘lady luck’ can play a part in any flutter and that having a bet on the horses is an important part of a great day out. Where we can, we also try to educate novice racegoers about some of the factors to consider when having a bet, and try to demystify the jargon that might be alienating to first-time punters. Our website for novice racegoers, Lovetheraces.com, has special areas that help explain betting and form study. The site has also hosted ‘free play’ tipping competitions and will soon include a fun betting game that illustrates the experience of having a flutter, seeking to educate new and inexperienced punters. We’re also working much more closely with the betting industry generally and have implemented a number of joint initiatives that benefit both parties. their retail outlets, on Coral TV and on their website. The initiative gave racing a strong presence in their shop windows, while in-store promotions gave Coral customers a strong reason to engage with the UK’s richest ever raceday. Ladbrokes also partnered with us in 2011 via a joint PR initiative ahead of the Cheltenham Festival. Their betting data over a 12-month period was used to prove that the age-old adage about the ‘Luck of the Irish’ was a myth. The joint press release received coverage in several national newspapers, various regional papers and a number of overseas publications. Similar partnership activity was undertaken with Betfair ahead of the King George VI and Queen Elizabeth Stakes and with William Hill ahead of the King George VI Chase at Kempton Park. A particularly notable event in the betting industry during 2011 was the sale of the Tote. REL provided significant resource in advising and supporting the racing industry during the sale process, working closely with the DCMS (Department of Culture, Media and Sport) and the various stakeholders. REL is now actively engaged in the process of ensuring that the sale proceeds are delivered to racing in the most effective way possible. Our remit also includes all negotiations regarding commercial terms for racecard data – effectively the supply of runners and riders to betting and media outlets. New arrangements have been agreed with a number of users of this data, the revenue from which SOCIAL MEDIA The social media revolution has transformed the lives of millions with the use of digital technology, instant messaging, social networks and email growing exponentially in recent years. Horseracing initially struggled to capitalise on these new communication mediums. But, thankfully, the sport is now making good use of these important marketing tools in order to talk to younger adults and technologysavvy users. Our Lovetheraces.com website was launched in August 2010 and now has 200,000 unique visitors annually, many of them new to racing. Its content is designed to present Horseracing in a fun and engaging way to novice racegoers and other fans, providing them with beginners’ guides, fashion features, quirky news stories, competitions and video blogs from our Voices of the Races. Racing for Change uses Facebook and Twitter to communicate positive racing stories to a growing band of followers. We’re also in the process of preparing Wikipedia entries for many of the leading protagonists in the sport so new fans can learn about racing’s leading stars. And we regularly supply racing content to YouTube, with help from the sport’s broadcasters. Prior to British Champions Day, for example, we joined forces with Coral to promote the day through helps to fund Racing for Change activity. 20 21
RACING FOR CHANGE ANNUAL REVIEW 2011 THE RACEDAY EXPERIENCE Responsibility for improving the customer experience at Racecourses shifted to the Racecourse Association in 2011. Building on the early successes of 2010, the responsibility for delivery of an improved raceday experience transferred to the RCA in 2011. Continuity was maintained by retaining and growing the activities of the Raceday Experience Group, which is attended by representatives of some of Britain’s most proactive and innovative Racecourses. The Raceday Experience Group continues to encourage innovation by introducing and sharing ideas from both within and outside of racing. Racecourses are encouraged to share their latest innovations with their peers – something that would be unlikely to take place in other sports. During 2011, the RCA introduced an ‘On Tour Blog’ in order to provide creative stimulus. Prepared on the RCA’s behalf by consultants Harrison:Fraser, the blog showcases ‘best in class’ customer service from competing sport, leisure and commercial attractions. During the year, the On Tour team visited, among others, The O2, Twickenham Stadium, Silverstone, Chatsworth and Tokyo. The On Tour blog will continue to be developed in 2012. A new introduction, building on the Showcase theme, was a series of specialist masterclasses. These were designed to illuminate emerging issues of importance to Racecourse management teams. During the year, masterclasses were held in the north and south of the country and tackled subjects ranging from the use of social media to the interpretation of the Visit England Racecourse audits and the VAQAS (Visitor Attractions Quality Assurance Service) award scheme. External speakers led presentations and working sessions with teams from the Racecourses and excellent participation was achieved from both the Racecourse groups and independent Racecourses. During 2012, masterclasses have been arranged to explore the training of temporary staff and new food and drink concepts. A series of customer experience audits were carried out at Racecourses throughout the year with an increased emphasis on smaller and independent Racecourses. The culmination of the Showcase programme took place in November at Epsom Downs Racecourse with the second annual Showcase Awards. This expanded event has grown into a one-day conference and black tie awards dinner. Both the conference event and awards dinner were a great success, with increased attendance from Racecourses. Doncaster Racecourse was crowned the 2011 Showcase Champion – a new award introduced for Racecourse teams who were seen to be innovating across the board, from new food and drink concepts to innovative use of marketing and social media. The judges noted that both the number and the calibre of submissions had increased since the inaugural event in 2010 and that there was clear evidence that the pace of innovation and improvement in the customer experience at Racecourses was accelerating – with healthy competition between Racecourses much in evidence. Racegoers enjoying the spectacle on British Champions Day 22 23
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