RACING FOR CHANGE ANNUAL REVIEW 2011 INTRODUCTION

RACING FOR CHANGE ANNUAL REVIEW 2011
THE SHOWCASE AWARDS
First instigated in 2010, these annual awards recognise Racecourse
innovation and enterprise and have gone from strength to strength.
The 2011 awards received 86 entries from 37 Racecourses, twice the
number received in 2010.
The awards were designed to celebrate the
excellence and innovation being delivered by
Britain’s Racecourses in their work to improve the
customer experience. A panel of independent
judges shortlisted 30 Racecourse initiatives across
six categories – events, food and beverage, free
racing days, operational excellence, marketing
and raceday experience.
The judges named Doncaster Racecourse as
the Showcase Champion, and the course also
collected an award in the Free Raceday category,
thanks to their Royal Wedding meeting. The
crowd of 23,000 was one of the largest free Royal
Wedding events in the UK and was marketed
almost exclusively through social media.
In the individual categories, York Racecourse won
the Marketing Award, following expansion of the
fashion aspects at the Ebor Meeting, especially
the ‘Fashion in the Field’ initiative. Musselburgh
Racecourse was awarded the top prize in the
Operational Excellence category for maintaining
and improving the Racecourse’s status as a
5 star attraction.
Hamilton Park Racecourse was victorious in the
Raceday Experience category, following the
development of the theatre of the parade ring to
inform racegoers about horses and racing in an
entertaining and engaging manner.
Goodwood Racecourse triumphed in the Food
and Beverage category as a result of their
partnership with Diageo to design and implement
a new Tanqueray Bar.
In the Events Category, Carlisle Racecourse came
out on top thanks to their Edinburgh Woollen
Mill Ultimate Ladies Night in August, where the
Racecourse hosted the first-ever six-race lady
riders’ only card.
Newcastle and Plumpton Racecourses also
received highly commended awards for
new initiatives.
The team from Plumpton Racecourse receive their Showcase award
26 27