Report on Attendances at Irish Racecourses Launched

The Strategic Marketing Group, established by the Board of Horse Racing Ireland (HRI) to report on ways to improve attendances at Irish race meetings, has published its findings. It identifies 3 key goals:  

• Create a Customer-Focused Racing Product
• Restore and Grow the Levels of Attendance by the Betting Customer at the Racecourse
• Grow the fan base by increasing levels of interest in the Sport  

The Report observes that, while the recession is an obvious first cause of the decline in attendances since 2007, there are fundamental challenges which will remain even when the economy recovers:
 
- the need for increased customer focus by racing and racecourses;
- the disruption of the betting market by new technology and
- the need to grow interest levels in racing among the general population. 
 
The Group’s Chairman, Jim Nicholson, who is also Chairman of Down Royal Racecourse and a HRI Board Member, said: “Interest in racing is very intense among existing racegoers and we believe that there is real potential to grow the overall fan base by communicating the stories behind the sport to a wider audience.  This is a world-class sport and it brings with it pride, a sense of achievement and the celebration of a great tradition.’’  
 
The group carried out market research to find the level of interest in racing compared to other sports. They also identified what drives interest in racing and what the barriers to participation are.  
 
The report makes clear the central role of betting in attracting and retaining fans and recommends the creation of a broad forum to include HRI, the racecourses, on-course and off-course bookmakers and suppliers of online betting and exchange products.  It calls for the elimination of all restrictive practices in on-course betting and the inclusion of online and exchange options at the tracks.  
 
Other key recommendations are:  

• Creation of a two-tier fixture list based on Premier and Standard race days to provide a means to focus on days with broad popular appeal and also develop niche-market low cost racedays.
• Establish a combined national racegoer database and ticketing system to assist racecourses to identify existing and potential customers and to develop print-at-home ticketing capability for all racecourses.
• Agree a rating scale for racecourses to establish a basis for allocation of resources based on customer service quality and ability to attract racegoers.
• Use racehorse ownership as a promotional tool to stimulate interest in racing through clubs, pubs and third-level colleges.
• Facilitate and promote the use of social media in all areas of racing communications, particularly the racecourses, through training and best practice support.  

 
All major racing industry sectors were involved in stakeholder meetings during the preparation of the Report including the Racegoers Consultative Forum and a Racecourse Marketing Group established by the Association of Irish Racecourses (AIR).    
 
“Many viewpoints have been heard and the Report now sets out clearly what is needed from the customer’s standpoint” continued Jim Nicholson.  “We have an opportunity to put in place new practices and ways of thinking which will ensure that racing grows in popularity and will be in a position to maximise the benefits when the economy recovers”.  
 
Receiving the Report on behalf of HRI, CEO Brian Kavanagh said: "I welcome this report and thank the members of the group for the fresh thinking and expertise they have brought to the subject.  It will be of great value to HRI in developing the overall Strategic Plan for the industry.  I look forward to the discussions and comments it will generate in all areas of racing".   
 
For more information, please contact:
The Report is available on request from Horse Racing Ireland and online at www.goracing.ie/smgreport  (copy and paste link to view)
 
Taken from HRI's website www.goracing.ie/HRI/Resource-Centre/News-Items/REPORT-ON-ATTENDANCES-AT-IRISH-RACECOURSES-LAUNCHED/