The Racecourse Association

The increasing appeal of the independent coffee shop in today’s food and beverage market has not escaped the notice of the world of racing. How could it when the Independent Coffee shop is, it seems, everywhere, occupying both street corners and consumer’s hearts. In fact the consumer’s hankering for the charms of an independent is so strong that Starbucks have even set up three new shops in Seattle taking on the look and feel of an independent. Not without controversy we might add. Many racecourse teams have expressed a desire to ‘step away’ from the coffee shop chains and create their own unique independent coffee shops.

The On Tour team has been on hand to help the process along. Having surveyed the London café scene, we’ve found the secret (or rather seven secrets) to its success and have provided the racing world with a succinct step-by-step recipe to the creation of its own quirky Independent Coffee Shop Heaven!

Coffee Shop Heaven

1. Beans Glorious Beans
The first step to creating Independent Coffee Shop Heaven is a good quality, exotically/ethically sourced, preferably locally roasted coffee bean. Sheets of paper placed carefully on counter tops and tables articulating the impressive qualities of said bean will add to your Independent Coffee Shop’s street cred and assure customers that their money has been well spent – regardless of the price. A good quality coffee bean necessitates a menu complete with the latest in coffee-based drinks including current favourites the Long Black (Americano) and the Flat White (double-shot Latte). A machine dispensing electronic cappuccinos and lattes simply will not do!

Bags of coffee for sale

Good bean selection

2. Industrial Chic
Now that you’ve got your coffee beans all sourced and nicely presented (we suggest rustic brown paper bags for packaging) it’s time to consider what you want the shop to look like. For interior design, think ‘abandoned Victorian textile factory’, all exposed brick, white tiles, dark wood and the odd black, metal railing or hook dangling from the ceiling. But don’t forget to balance this industrial, urban aesthetic with copious amounts of throw cushions and other such soft furnishings. These soft furnishings should provide what might seem like an otherwise monochrome design with its colour accents and so feel free to go as bright and clashing as possible. In terms of lighting it should only ever be soft, hanging, shade-less bulbs work well, as do strings of fairy lights and/or pendant enamel shades. If it looks unplanned and eclectic then you’re on the right track.

Pendant lights and soft furnishings

Exposed brick, light bulbs and black slate

Fairy lights and colour accents

3. The Winning Menu
After making sure you’ve created the right look-and-feel for your shop it is time to consider the other vital element to any independent café and that is the menu. Customers will expect an array of artisan baked goods (try to achieve a 3-2-1 ratio of muffins, brownies and cupcakes). ‘Classics done well’ is the thing to bear in mind when it comes to sweet treats. A homemade Victoria Sponge and some rather robust, fruity flapjacks are always appreciated. To demonstrate your shop’s home-made credentials you may want to write up some recipes for your delicious baked goods on chalkboards displayed artfully on the walls or place a stack of take-home recipe cards on the service counter. As far as lunch is concerned, doorstep sandwiches are a safe bet but try to avoid processed fillers à la tuna sweet-corn. Traditional combinations such as ham and cheese are fine but make sure that if you’re going down the ‘ham and cheese’ route it’s cheddar from the local organic dairy and honey roasted ham hock. Note that when it comes to sandwiches the bread is critical. If you go too artisan then it lacks appeal to the masses but anything approaching a soft white will leave customers wondering why they didn’t make a packed-lunch that morning. Other interesting lunch items include soups in the winter, salads in the summer and savoury tarts

Homemade baked goods

Unusual flavour combinations

Beautifully presented sweet treats

Help yourself!

4. The Ultimate Barista
Next it is time to think about who you want in charge of cutting those espresso shots and steaming that milk to perfection. This is an extremely important step, as coffee connoisseurs will pay close attention to your barista looking for signs of craftsmanship and skill. Training is therefore absolutely crucial to the shop’s success. For guidance on this, bear in mind that an independent’s barista must be the antithesis of a Starbucks assembly line. As for the rest of the staff, they should be well-mannered individuals with equal parts style and wit, displaying both excellent customer service skills and conversational abilities that stretch beyond the usual ‘Hello what can I get you?’ formula. The independent coffee shop derives its personality from its staff and so it is vital that they are allowed to be themselves. When it comes to uniform, at most we’re talking a logo-ed (preferably black) apron.

Service with a smile

5. Merchandising: Get Creative
Now it is time for merchandising, this is the realm where the Independents can show off. Whether you choose to go for the eclectic ‘none-of-our-cutlery-matches-and-oh-gosh-neither-do-our-plates’ look or a uniform kit of black slates for displaying food, white American diner-esque cups for coffee and Duralex glasses for juices, the important thing is merchandising allows you to express your creative sensibilities.

Bright colours

Food displayed at eye-level

Mismatched cutlery and crockery

Interesting furniture

6. What’s in a name?
When the time comes to name the shop don’t be daunted. There are certain formulas that work well and are relatively easy to come up with. The one we’d recommend is the ‘name & name’ formula whereby you take two words or last names and join them together with ‘and’. Here are some examples: Foxcroft & Ginger (a popular and trendy London Independent) Harris + Hoole (chain of ‘independent’ coffee shops backed by Tesco) and Melrose & Morgan (another London favourite). If those don’t take your fancy then why not come up with a coffee-related pun for example, Daily Grind, Brewed Awakenings and our personal favourite, Palpitations? The humorous names work particularly well because they allow the personality of the shop to shine through.

The Breakfast Club

Milkbar

Kaffeine

Monmouth Coffee Company

Joe & the Juice

Foxcroft & Ginger

7. Independent Touches
Finally it is time to add on those finishing touches that will make visiting your independent coffee shop so much more rewarding than a trip to Costa or Café Nero. Here are a few suggestions:

• Slices of lemon and mint in your jugs of free tap water on the tables

• A sound-track of soothing, alternative music (jazz works well as does indie-folk).
  Why not get some records and a vinyl player? A sure-fire way to quadruple your street cred.

• At least one long communal table to achieve that unique community atmosphere that is key to a great independent coffee shop

• To really boost your foodie credentials, why not have a selection of organic, locally sourced produce for sale?

• Appropriate and interesting complimentary reading material

Labeled jam jars

Reading material

Produce for sale

Jugs of tap water flavoured with lemon and mint

It’s a stimulating place out there so keep up where you can.

Thank you.

This month ‘On Tour’ is at Lord’s, The Home of Cricket, for the England vs. South Africa test match. At £90 a ticket it is not a cheap day, but you do get a full day of activity. Those looking to save some money can try their luck on the day as unclaimed seats are sold off at discounted prices.

Pre arrival
Tickets arrive in a smart wallet along with a guide for the day. The wallet contains plenty of useful information including travel advice, tours and restaurants at Lord’s.

The contents of the Lord’s wallet

Arrival
‘On Tour’ arrived by public transport. The bus stop was helpfully entitled ‘Lord’s Cricket Ground’, and a steady stream of people led the way despite any sign of directions. Although it was not required, a map could be found within The Guide for Ticket Holders in the ticket pack.

There is no sense of occasion at the entrance. The ‘East Gate’ sign was less noticeable than the adjacent street sign, and ticket collection points were inconspicuous.

Collect your tickets from the hole in the wall

Pass through this understated entrance and the place feels more alive. After a cheerful bag check and full body pat down, you are handed maps of the grounds and guides to cricket fielding positions. At ease, and with plenty of time before the game begins, it’s time to explore.

You are here
Once inside, Lord’s does a good job at keeping you orientated. The main footpath is a ring around the stands, so it’s tricky to get lost and regular signage totems with ‘You are here’ markers keep you informed. Staffed booths are located at each gate for information.

No chance of getting lost here

Gift shop
The first place you will come to is the Lord’s Shop – easy to spot with its smart monochrome photography that cover its external walls; a modern feel with an historical touch. These positive graphics continue throughout the stadium. Inside you can pick up your Lord’s branded radios for the match commentary. Sun hats, knitted jumpers and raincoats provide clothing for all weather, while branded teddy bears, mugs and ‘I love cricket’ baby clothes provide souvenirs for the trip home.

A tasteful touch of red

Something for the parcel shelf

Added extras
The gift shop is not your only chance to take home something memorable from the day. If the pre-made bats in the shop do not strike you as unique enough, then why not watch the Gray-Nicolls bat-making display before purchasing your custom made bat.

Freshly carved just for you

The Lord’s shop runs book signings on its terrace. Meanwhile, younger members of the audience can be found hanging around the Media Centre trying to catch their favourite player for an autograph.

Ladies with tablet computers can be seen strolling the grounds, enticing innocent fans to become a part of the Wiggle Wicket – a digital video campaign of cricketers dancing, run by Twelfth Man, the Official Fan Community of England Cricket.

(http://www.ecb.co.uk/twelfthman/wiggle-wicket,2667,BP.html)

Would you like to dance?

Miniature bats for sale - perfect for an autograph

Let the game begin
Resisting the urge to dance digitally with the England team, we are off to watch the game. As with the rest of the navigation, finding your way to your seat is simple. Entrances are ordered alphabetically around the stadium, and at each entrance staff are on hand to direct you to your seat.

A consistent staff presence

There is little sense of excitement. The big screens flit between adverts for Insurance and the Lord’s Twitter hashtag. (https://twitter.com/HomeOfCricket). This integration of social media vanishes once the game begins and the scoreboards overtake the screens.

Tweet if you love lords

Unlike a game of Twenty20, there are no cheerleaders or mascots. Even when the tannoy system announced the arrival of Jamaican Olympic Athlete, Yohan Blake – here to ring the starter bell – we saw nothing. No showmanship, no live video, not even a photo of the Gold medal winner. Just the sound of the bell that could have been rung by anyone. (Although a nearby stranger did announce “that was a good solid ring” so he must have done something right.)

Many seats are without rain cover. This is not a problem for a sport that is known for its policy of ‘rain stops play’. Spectators leap out of their seats when the first drops hit the ground and head for cover outside the stands, and toward the bars. The padded seats were comfortable, but the width of the seat left you a little too close for comfort if your neighbour was a portly English gentleman.

The crowds take shelter from the rain

Food, drink and other services
Good food and drink is central to any day at the cricket, and Lord’s provides plenty of opportunity for this. You are never more than a few metres away from a vendor. The bars serve beer, wine, Pimms, teas and coffees as well pies and sandwiches, at not-unreasonable London prices: £4.50 for a pint, £5.50 for a glass of wine, and £3.50 for a sandwich.

Collect your drinks for the game

The glasses are plastic and the carrying trays made from cardboard – no sense of luxury here then. But it does allow you to take your drinks in to the stadium to enjoy during the match. The bars are also one of the few places under cover within Lord’s, making them the perfect place to escape in bad weather.

The food and drink at Lord’s is not just restricted to a beer and a baguette. A food village hosts a range of finer fast food dining experiences, from Mediterranean-inspired food at Jamie Oliver’s Fabulous Feasts, to premium champagne served at the Veuve Clicquot Bar. As expected, this was very busy during lunch, even as the rain poured down.

Before the lunchtime rush

The Veuve Clicquot Bar

For a slower dining experience, guests can book a table in the Harris Garden Seafood Restaurant and Champagne Bar for some alfresco dining. The presence of large screens lets you keep an eye on the game while you eat. Or, if TV viewing feels inadequate, then perhaps a seat in the Sir Pelham Warner Restaurant is called for. Located on the Mezzanine level of the Warner stand, it offers a three-course lunch with views over the playing area for £40.

When the sun puts his hat on (and it would certainly have to be a straw hat at Lord’s) the Coronation Gardens provided a pleasant setting for a picnic providing both lawn space and plenty of benches.

An ideal spot for a sunny afternoon

Nearby a sense of occasion was created by the presence of a lively four-piece brass band.

The WC’s were clean. One facility provided Molton Brown soap dispensers, but this turned out to be an exception. The rest aimed for a more utilitarian design.

A piece of history
The breaks between each session of play also provide time to take a trip to the museum. Historical ties, blazers, balls, trophies and art filled the cabinets. A touchscreen offered an interactive historical experience, but this felt older than many of the other exhibits. Hidden away under the stairs, its latest entry dated 2004.

Pieces from the past

The most visually exciting tale of Lord’s history was not told within these dark rooms, but through the stadium itself. Each structural support for the stands was encased in a banner portraying both a historical match statistic and a life-sized photograph of a player. A historical trail followed by everybody as they move around throughout the day.

Brush up on your cricketing facts while you walk round.

An end not to remember
There were many memorable moments to Lord’s, from its live music and graphics, to its friendly staff. Unfortunately the departure had none of this. No sense of farewell, no ‘see you next time’. You are out of the gate and gone.

Welcome back to On Tour and to our Special ‘Souvenir Olympic Edition’.

Our unusually blessed team of On Tour researchers have been under cover at London 2012 witnessing three events in three different venues. Given the extraordinary amount of coverage received by the Olympics we have decided to focus our London 2012 Souvenir Edition on the guest experience.

Before we start let’s put this endeavour into context. London 2012 is a one off. There has been no real dress rehearsal. Everyone and everything is new, the team, the place, the venues, the loos – the lot. Compare this with other venues and attractions who put on a show every day, or perhaps fifteen times a year as in many racecourses. I believe that this context makes what was achieved at London 2012, across a variety of venues, in a hundred different languages, so remarkable.

Under starters’ orders…

Today we will be looking predominantly at the Olympic Park and at ExCel, in London’s Royal Docks – a venue which housed more Olympic activities than any other. From the moment of arrival the greeting from staff was beyond what was expected. Welcome teams set the tone, at the railway stations, handing out maps at airports and at the Eurostar terminal, always smiling – always willing to help.

Arriving at the venue volunteers with giant hands joked with visitors

Remarkably security screening over eight million people in seventeen days worked impeccably with the same cheerful demeanour. ‘Good morning and welcome to ExCel and London 2012′ said the young lady at the X-ray machine. And the soldiers – very reassuring indeed thank you. Fast, friendly and efficient – eat your heart out BAA! And you can’t say you haven’t had the practice.

A cheery reception at security

Once inside more greeters, taking our photographs

Guiding us from umpire’s chairs with megaphones

And the large crowds of first time visitors moving quietly and smoothly through a large and complex venue.

The signage.. so thorough – so well thought through. From the welcome signs…

In case you didn't know where you were

Abundant and well designed Olympic branding in every conceivable location

…to the directories, with their clusters of helpers just checking everything is as you would like it.

More than the signs are the men and women helping to answer your questions

What of those essential first impressions? At ExCel a whole corner of historic docklands appears to have been regenerated.

Think you know London's Docklands? Think again

Whilst at the Olympic Park traditional formal planting gave way to meadows of wild flowers, all in flower, telling a story about the regeneration of this once highly toxic and polluted land. Lovely.

Inspired choice of English meadow and wild flowers

A small lesson on those big screens. In their own version of Henman Hill and Murray’s Mound (new name please umpire) a viewing park was installed with the screen and stage located on an island and with the screen facing two ways – double the audience.

Double-sided video wall with viewing both sides of the lake

And now for the greatest misconception of the whole affair – that McDonald’s was the only place to buy food at the Olympic Park. Utter nonsense. Yes they did build the largest McDonald’s in the world, entirely out of re-useable kit. It is fully recyclable and yes this did, by all accounts, prove a rather irresistible draw at 5am for the young athletes living in the Olympic Village, but this was not the only choice.

The world's largest McDonald's

Whilst other brands were precluded by exclusive naming rights deals, a comprehensive set of generic kiosks were created and repeated throughout the Olympic Park and at ExCel. Refreshingly relieved of their branding these kiosks appeared to do a great job serving a lot of people with relatively simple menus. Yes the queues were long at 6pm – but then the crowd could be 150,000 people. Some ingredients ran out – but compared to their more experienced competition their performance wasn’t bad at all. From our travels we could certainly name a few top flight sports and entertainment venues who don’t deliver so well.

Unbranded food court with all the usual menu options

And in case you want to whoop it up…

Champagne and Seafood Brasserie – I bet you weren’t expecting that.

'Would you like a glass of Fruit Cup, Sir?'

The image above remains one of our favourites in the brand-free Olympic world. £10 for a large cup of Fruit Cup. What on earth could that be? How much less beguiling these brands become when stripped of their frippery.

How do these prices compare with your bars?

Prices as you will see are firm but not excessive – compared to many racecourses and other venues – but you could hear the murmured complaints if you listened in.

For those with a sweet tooth, treat kiosks were bought to you by an unnamed confectionery brand dressed in purple.

Treat kiosks..

..guess which brand

Elsewhere on the Olympic Park the major sponsors have their Brand Pavilions. These corporate temples go to great lengths to align themselves with the social and environmental ethos of the games and with the performance and elan of the sportsmen and women. Budgets are large. Very large and, sadly, capacities are limited, so if you got in to one of these pavilions you were lucky. The two examples shown here are Coca Cola’s Beat Box and BP’s beautiful mirrored – ‘it’s all about you’ – pavilion.

Coca Cola’s Beat Box

BP’s ‘it’s all about you'

So, did we manage to watch any of the sports? Did we see history being made? Well no. We went on the only occasion when the Team UK (it is time to correct that geographical misnomer) did not win Gold – but that doesn’t dilute the awesome (yes we really mean that) effectiveness of the presentation. There was something beyond military in the precision with which the officials, stewards and humble equipment putter-outers moved around the venue. New referees in Judo entered like synchronised swimmers. Hurdles were put out and removed in a sequence that could pass muster as a ballet. If God is in the details then God was in the Olympic venues and working for the IOC. Spectacular. Try a little of this at home with synchronised treading-in, stewards moving in sequence, all designed to make the ordinary appear extraordinary. This is how it is done Channel 4.

A synchronised team of 25 put out the hurdles

Big screens at high level ensure a good view for all

Big screens covering every line of sight. High and low. All paid for by the sponsors.

The press in uniform. Imagine..

And finally, the medal ceremony. How can we make more of the ceremony at the end of a big race. Silks as flags?

Usain Bolt picks up his Gold. 80,000 people are upstanding. He is the little one in the middle. It is a big stadium.

Judo memorabilia

Even memorabilia celebrating past heroes in particular events.

But we’re not here to talk about sport.

At the end of the day London 2012 came to life thanks to the achievements of small number of extraordinary women and men – and a large number of very ordinary, highly motivated and well trained volunteers. Together with our armed forces, charming and evidently enjoying themselves, London 2012 achieved a festival atmosphere few could have anticipated. Phrases like ‘like no other’ and ‘the greatest party on earth’ for once moved from cliché to proud reality.

The reassuring presence of our Armed Forces

How very British. A bulletin board with a smile

In all, this was an extraordinary achievement for a team of people who had never worked together before. A feat of training and conditioning many sports and entertainment venues would do well to take a harder look at. There are important lessons to learn here and we are grateful for the superlative nature of the London’s Olympics for showing us how it should be done.

For our next visit we are off to Disneyland. Oh yeh!

One of the most exciting patterns to emerge from the 2011 Showcase Awards was a flurry of stylish food and drink outlets at racecourses. From Goodwood to Musselburgh a whole array of outlets have opened which raise the bar for the food and drink experience. These new outlets may be the tip of the iceberg but those racecourses who have experimented with characterful design and branding appear to be yielding extraordinary results in terms of performance. Further back in late 2010 Newbury published figures suggesting that sales at their Laurent Perrier Owners and Trainers bar had more than doubled previous sales figures. This should not be a surprise. Is this because the old outlets simply did not inspire their customers to spend – or because the new outlets so delight their customers that they feel compelled to spend? The answer, of course, is a combination of the two, but I still dream of a day at the races where the simple quality of the food and drink so inspires the customer that they simply cannot resist settling in for an excellent lunch. It has always been our view that customers are ALWAYS shopping. The only reason they don’t buy is because we simply fail to offer them something they want. This is important on the high street, but more so at the racecourse where, for many, the overriding mood is one of camaraderie and anticipation. Given the captive nature of some of our customers our failure to encourage them to spend on anything more than a pie or a pasty is a travesty. Made all the more so when we compare the eating and drinking establishments found on the high street with those at the ‘typical’ racecourse.

Eating and drinking everywhere...

...at London's Spitalfields Market

‘Not the High Street again’ you cry. It is true that it’s simply not ‘fair’ to compare a racecourse with a shopping centre or a High Street. They don’t run to the same financial model, or operate for the same number of days. But they are highly competitive – and one of the most encouraging signs emerging from the so called ‘Death of the High Street’ is a massive switch towards innovation and ‘independence’ even amongst the chains. Ironically it is the lack of investment and creativity on most high streets that has led to their current malaise. But here’s the rub, and the main point of this blog. Food and drink outlets in the High Street and Shopping Centres have had no choice but to improve. Evolve or die. You may not fancy a trip to Westfield in East London – but you should go. And a few of your colleagues have taken the time and the trouble. I recommend it. The quality of the food and drink outlets in this centre is remarkable. As a consequence the high street and shopping centres are once again pulling ahead of their sporting competition. This presents us with a challenge. Our customers are the same customers as those on the High Street. Only our customers have also paid good money to come in, may have travelled further and may be here for a celebration, an anniversary. It is up to us to fulfil not frustrate this goodwill.

Restaurant in the first shopping centre made out of shipping containers...

... at Boxpark in London's Shoreditch

I would like to arrive at a point in time where the racecourses are seen as the great innovators in eating and drinking. Places of fun and discovery: of performance. Of regional excellence and delicious aromas. But before this can happen we need to find a way to beat the chain operators and shopping centre owners at their own game. And as everyone knows – the best way to beat your enemy is to know them better.

So, in search of our prey we have ventured to two of the largest shopping centres in the land, Bluewater in Kent and the new Westfield in Stratford (that’s East London not on the Avon) to see how they are luring their customers to spend, spend, spend. You may find the following images surprising – we take the view that commercial catering in Britain has never been so good, so diverse and above all, so beautifully delivered.

But that’s enough from us. Let’s let the pictures tell their own story.

Let’s start at Bluewater in Kent, with its 31 million visitors each year…

Jamie Oliver’s Midas touch goes from strength to strength...

...with two chains now rolling out across the country

Nando’s, Portuguese chicken emporium has had a makeover and offers tasty spiced chicken in a formula that has become the ‘assisted self-service’ format of choice to the younger audience

A personal favourite bringing authentic Mexican Steet food to our happy shoppers is Wahaca

Worth a trip all by itself. Just get a look at that interior

Whilst Krispy Creme’s promise of indulgent deliciousness is appearing in more and more centres, airports and railway stations

The Power of the Brand!

And Cadbury, having finally got the hang of cafés...

...are reaching out their cakes and chocolatey fingers to a centre near you...

Meanwhile, over at Westfield Stratford, the Food Court truly comes of age.
With its speciality foods Great Eastern Market:

From Lebanese, to Moroccan, through Italy to India. Authentic food from authentic operators

To its main ‘casual food’ court on the upper level with over thirty food outlets offering every conceivable variety, nationality and price level

From Pho...

...a fast growing independent Vietnamese chain

And the Lebanon...

...to Jamaica

To the burgers...

...and fish and chips of East London

Pausing for Ice Cream, in the middle of the mall...

...in this newly invented ‘retro’ brand

And if you thought it was safe to go into a department store for a reassuringly disappointing tea and cake experience...

...then let’s pop into M&S for a taste of their new Tasting Café

Enough, enough. You must be full by now.

Our travels have taken us to places where low expectations were confounded. Where first class presentation is the norm – not the exception. Where sharing platters and fresh herbs are everyday and where customers will happily pay more for quality. But perhaps the most exciting, and challenging part of this trend is that the greatest level of innovation is happening at the mass end of the market. The humble burger reinvented at Byron, the sausage rediscovered, and the snack meal transformed from stomach lining (five pints approaching) to a genuine contributor to the enjoyment of the day.

To conclude we are certain that there are many examples of excellent food and drink provision at the racecourses which we have yet to experience. Please take the time to send in your photographs, menus and any other great ideas which you are planning to introduce at your racecourse.

Thank you

Next edition – staying with our focus on food and beverage we have been out to explore the future of coffee shop. And what a stimulating place it is.

Please click to open the full version of the booklet

In 2011 the second Showcase and Awards gave the opportunity to racecoures to share and celebrate their initiatives and innovations in improving the raceday experience of their customers.

Over 80 submissions were received and this booklet provides details of the winning submissions from each of the six award categories, as well as the Best New Initiative, selected by the Judges along with two Judges’ Awards.

For further information on any of the initiatives, please contact the relevant racecourse.

Please click on the link above to view the booklet.

From Chatsworth to Tokyo. A world or a Universe apart. This month ‘On Tour’ has travelled to the other side of the world – to the Orient – to see how technology is changing the relationship consumers have with brands and retailers. Whilst the direct lessons from Tokyo today to Britain’s racecourses might seem hard to connect – the reality is that developments in Tokyo, the arrival of 4G phones and the maturing of social media are clues to trends that are already emerging in Europe and the United States. Add to this that Tokyo and the Japanese economy have been in recession for ten years now. The result is a greater focus on retaining existing customers, building customer loyalty and delivering exceptional service.

In this blog we will lead you through an unfamiliar world, but a world (earthquakes apart) which has a great deal to teach Europeans.

The places we visit and the subjects we will explore are many and varied – and we don’t have the space to explore many in detail – so we hope you enjoy the ride.

Next generation smartphones.
To begin, let’s talk about smartphones. These next generation 4G phones are up to 500 times more powerful than today’s 3G dinosaurs. As a consequence everybody appears to be on their smartphone every minute of the day. Remember that 37% of smartphone users take their phones to bed with them. These users are always online and never alone.

Everybody, everywhere...

...constantly on the phone

One benefit of this connectivity is that customers are now looking for peer reviews (that’s the endorsement of their peers) of products in store. One example is this cosmetics store where customers scan the products QR code (that’s that funny looking square bar code) on their phone or on an in-store scanner and it offers up other customer’s reviews of the product.

Ask your friends to comment on your purchase

Other customers' reviews on screen

What did they say about this?

Follow the link to this product on YouTube

These same customers are also reviewing the product in-store and buying it more cheaply online. In a later edition we will show you customers doing their grocery shopping on their smartphones. Who needs shops anymore?

The death of money.
Both smartphones and smartcards are quietly doing away with the need for dirty old unhygienic money. Interestingly the banks have been outsmarted by the infrastructure companies , predominantly the rail and bus companies, producing travel cards (like our Oyster card) which can be used for basic transactions anywhere from the metro station to the department store, even vending machines.

Beyond money. The truly smart card

At the kiosk

At the vending machine

Intelligent vending.
Speaking of vending machines, how about a machine which scans your face (identifying age, height, colour and skin condition) before recommending the most suitable drink for the customer. I can’t imagine why it suggested I needed water.

You look like you need some water

Now that’s good service. And there are many more examples of service initiatives which link smartphone technology with old time service, such as this directory at the entrance to a shopping centre that responds to your mobile phone by changing the information and promotions offers to suit the individual. From mass market to a market of one.

Signage that changes according to your online profile

A culture of service.
So let’s talk about service. In a country where good service is taken for granted the battle is on to deliver the details that really make a difference. Like the pots of mineral water in the coffee shop to cleanse your palette and improve the flavour of your coffee. Yes indeed.

Fresh water to cleanse your palate

Or the machine which wraps your damp umbrella when you walk into a shop (it rains as much in Tokyo as it does in Britain). And the branded carrier bag dispenser at Isetan so you can put your lesser branded merchandise into a better class of carrier.

Umbrella wrap, Sir?

A better class of carrier bag, Madam?

To buggy and elderly persons shopping baskets/trolleys for rental – all in Isetan, one of Tokyo’s top department stores.

Younger and older persons strollers to hire

To perhaps my favourite, the staff of the leading department stores who ritually bow to their arriving guests as the store opens every morning at 10.00am. Wouldn’t that be nice at the races.

Welcome to our store

Glad to be of service

And of course the essential customer information desk staffed with highly trained, beautifully turned-out and invariably charming (always female) staff.

It is our genuine pleasure...

...to serve you

And I nearly forgot. How about the cosmetics department of a new store on Ginza (Tokyo’s Bond Street) which scans your face and then electronically simulates the application of a particular product, rouge, lipstick, mascara onto the face of the wearer. Awesome! Just scan the product in front of the screen.

Virtual make-up display

We didn’t look so good on it. So we’ve saved you from a photo of the Englishman abroad.

One could write a whole chapter on the loos. Like this WC whose lid lifts automatically on entering the chamber. Or this genuinely brilliant innovation, of a safe baby seat in the WC cubicle for use when you need a sit down.

Somewhere safe for baby in the WC

Self-lifting WC seat

Or those with jet washes, hairdryer, vibrating seat pads..too much information.
And a whole bunch of innovations designed to prevent you from ever having to touch the lavatory.

The role of signage.
Not exciting but important, like most US Shopping Centres, signage at the entry to commercial centres is exceptional. Well placed, attractively designed, increasingly interactive and thoroughly useful. A few samples below:

At Tokyo’s Midtown Galleria

At the fabulous mixed-use development Roppongi Hills

And at the Shin-Marunouchi building

Note in two examples below how photography is used to communicate the product on offer. Whilst the British consumer has been persuaded that food photography is down-market – perhaps it is time to think again. Especially for your novice customers and on busy festival days.

A world of eating choices

Changing plasma screen signage

Whilst we don’t recommend copying the traditional Japanese visual menus with every product in even the most ordinary cafés displaying markets of their food in the windows. Reminiscent of Beatrix Potter’s Tale of Two Bad Mice.

Plastic food on display in the most humble eatery

So good you could eat it.
Which leads us on to the wonderful subject of FOOD; and its presentation. In a country where the art of gift giving has been developed to its ultimate conclusion the presentation of food, in shops and restaurants is a constant delight. From the humble in-store café at Muji (the non-brand store) with its generous displays, free drinking water as standard and choices of seating for eating individually or collectively this is just the bottom of the pile.

Welcome to Meal Muji

Freshly cooked to order and in show-kitchen

Bread with your meal?

Thank you too

Through to the in-store café in almost every retail outlet, in this case Comme de Garcon.

In store café...

...at Comme de Garcon

Comme de Garcon - Ginza

To the beautiful delicatessen, bakeries and Western style cafés like Echiré, a French export, and Patisserie Artisanale, a celebration of all things dairy.

A celebration of dairy...

...at Echiré

To the exquisite displays in department stores and smaller outlets across the city. Poor presentation here is simply not an option. It just doesn’t happen.

Exquisite patisserie...

...with café to match

Dean & Deluca...

...with a world of treats

To the most delicious treats:

Irresistible sweet treats for those ladies who lunch

To the tea shop where the very art of tea is brought to life, half gallery, half emporium, and half tea shop for ladies who tea (yes, I know that’s three halves).

Tea emporium in the shopping centre

Gallery, or shop?

Beautiful display - personal service

The theatre of shopping

And to conclude this flying visit to the Orient. A small collection of the things that made us smile.
Hand decorated melons and £120 bunches of grapes in the fruit gifting shop – the perfect gift for your boss.

Fruit gifting

What wrapping would you like with your melon?

Priceless fruit gifts

Thornton's eat your heart out

Outdoor locker rooms. Now there’s a simple idea

Starbucks tills showing time-of-day promotions

Animated till TVs...

...changing through the day

And a doggy beautician with sunglasses, clothing ranges for the smaller dog, a photographic studio and, of course, doggy nappies for the unfortunate pooch who can’t be let out for a run around the racecourse at lunchtime.

Doggy Halloween heaven

For the petite pooch

Doggy nappies

Canine photo gallery

For our next instalment. Over the China Sea to Shanghai for a true taste of the future.

The ‘On Tour’ blog is written on behalf of the RCA by David Fraser of Harrison: Fraser.

It is summer time and hot in the city so we have decamped to the country, to Chatsworth – ancestral seat of the Duke and Duchess of Devonshire.

Set in the rolling hills of the Derbyshire Dales, Chatsworth has been the home of the Cavendish family for over 400 years. One of the finest country houses in the land with interiors, art and gardens of the highest calibre. Chatsworth is much more than a museum piece.

Chatsworth House

The house and estate at Chatsworth are very much alive – surprisingly so in places. Under the direction of the current 12th Duke and Duchess, the estate has been transformed into a thriving cultural attraction with a worldwide reputation. In one of his other roles the 12th Duke was, until recently, Her Majesty’s Representative and a Trustee at Ascot. In both locations we find a venerable institution moving proudly into the future – leading not following. So, uninvited – and undercover – the On Tour team made its way to Derbyshire to see how the Devonshire’s are changing the face of the country house in Britain.

As it is August, and the lucky ones amongst you will be on the beach, or hiking in France, we have decided to keep this review short, relying on the pictures to tell the story. If it’s the history of Chatsworth you are after you could always take a look on Wikipedia. It is, as you might expect, a long and fascinating story. This review however takes a more in depth look at the secondary facilities at Chatsworth, those spending opportunities where the real money is made. And if its tea and scones and lavender Pot Pourri you’re expecting– you’re in for a big surprise.

First off – a whistle-stop tour of the house.

Staggeringly beautiful and in the very best possible taste. Priceless art, carvings, galleries, exquisite statuary and an all pervading darkness that adds gravitas to this magnificent collection.

The main hallway

One of the most beautiful interiors in Britain

Exquisite details and ornate finishes...

...at every turn

You think you’ve ‘done’ country houses – and then you discover Chatsworth which totally redefines the genre. But a clue to the constant reinvention at Chatsworth and the sense of patronage of the arts is clear as you move through the gilded rooms. A Lucien Freud here, an electronic portrait of the young Lady Burlington there in the portrait gallery. This collection is alive – and all the more stunning for it.

Lucien Freud at Chatsworth

Computer portrait of Laura Lady Burlington by Michael Craig West

To the gardens.

Over 400 years a beautiful garden has been created under the guidance of successive Dukes. Capability Brown had a hand here, as did Joseph Paxton, architect of the 1851 Crystal Palace, and Decimius Burton, engineer of the great glass houses at Kew.

The Great Conservatory by Decimius Burton (built in 1836, demolished 1921/22) source: The Duke of Devonshire

This star cast appear, over-time, to have competed to create a garden of wonders with wonderful vistas and surprises around every corner; the 300 year old cascade and the outsized maze are just two examples from this horticultural theme park.

The maze at Chatsworth. source: www.gardenvisit.com

Creativity and innovation again have helped Chatsworth gain its reputation as one of the finest gardens in the land with over 300,000 visitors each year.

The gardens are host to constantly changing art and sculpture

The Grand Cascade. source: Wikipedia

So, how else to entertain these visitors from across the globe?

If there’s one thing that Chatsworth does well that racecourses can learn, from it is their shopping and eating facilities. With endless eateries and more than seven shops around the estate there are plenty of opportunities for grazing and impulse shopping.

The images below illustrate the quality of the shopping experience at Chatsworth.

The beautiful stables courtyard...

...with accompanying art and sculpture

Bold use of colour in the outdoor furniture...

...with plenty of

And in the collection of shops around the old stable courtyard.

Reassuringly expensive price for the garden furniture - £550 for four chairs

A wide range of home and gardenware attractively presented

Something for all ages

A new use for the old stables

References to the local sources and provenance of produce

in the farm shop

Everything grown either on...

...or close by the estate

One of the greatest lessons from the team at Chatsworth is that products do not have to have a connection with the house and its gardens. Instead, building on Chatsworth’s reputation for excellence and patronage in the arts, a world of merchandise opportunities are opened up.

The current Duke’s favourite novel, a book on graphic art, a panama hat – all carefully selected and personally recommended. In these shops the current Cavendish family have been transformed into individual brands of their own. The Duke’s Choice, The Duchess’ Choice, The Dowager Duchess’ Choice, together with ranges selected from the younger generation, the current Lord and Lady Burlington. Each presents their own collection of merchandise, with products from around the world. In this way Chatsworth can present product ranges targeted at each age range, from the most fashionable to the most mature. Brilliant. And executed with panache.

The Duke

Signed by Stoker Devonshire

The Duchess

Sourced from Chatsworth and further afield

Customers navigate the store...

...by the recommendations of the Cavendish family

Stylish branded merchandise

Signed copies of the Dowager Duchess

After all of this shopping, let’s have a bite to eat.

Provenance, breeding and home production play a big part in the presentation of the food and drink at Chatsworth.

Tasteful presentation in the Carriage House Restaurant

Plenty of choices - on the hoof

Own brand juice...

...and packaged meals

Homemade scones, cakes and treats...

...set the tone

Own-brand products stand side by side with more familiar brands, and outshine them. Great graphics, delicious food merchandising, good lighting and a variety of different price points to choose from ensure that every customer can find refreshment. Refreshingly expensive, yes, but you could always bring your own Thermos and a Penguin if these things bother you.

£3.95 for a Cornish Pasty, £2.55 for a large cappuccino. For me, the stylish interiors and surprisingly good presentation set the tone for prices which are ‘full’, but not inappropriate. Good things in life should command a premium, and great environments inspire a mood in customers which encourages spending. This seems to be the overriding ethos at Chatsworth and it is familiar with the best parts of the experience at Ascot.

Perhaps our favourite illustration of this is Afternoon Tea. Traditional afternoon tea, with all the usual suspects, retails for £16.50 per person. Impressive. Add a glass of Chatsworth Own Label Champagne and the prices climbs to £22.25. I bet it sells like hot cakes.

£16.50 per person for Afternoon Tea...

...with the Duchess

Away from the shops.

Pre-visit information is handsomely provided at www.chatsworth.org which has a clear and logical structure without fuss. A full complement of seasonal and outdoor events are laid on, ranging from the Morris Minor Rally to Sculpture without Limits, an experimental exhibition of contemporary sculpture set in the landscape of the estate.

Entry prices to the house and garden are £13.20 for an adult and £7.15 for a child. £38.50 for a family ticket.

To conclude, Chatsworth is much more than a stuffy country house. The entire guest experience has been thought through with a refreshing eye for detail. The constant interplay of ancient and modern lifts the tone, inspires a mood of confidence and ensures guests go home satisfied, whether their interests lie in English history, gardening, or simply pottering about. Chatsworth is certainly a full day out and one, from our perspective, that lifts rather than deflates the soul.

The ‘On Tour’ blog is written on behalf of the RCA by David Fraser

This month On Tour is at Silverstone – on the Saturday before the British Grand Prix.

With online ticket prices costing around £90 per person including vat – expectations are high. Such a ticket does not gain access to the grandstands and, as you will see, provides only limited viewing of the cars and track. More of that to follow.

Pre arrival.
A good online interface with plenty of information. A stylish ticket wallet delivered three weeks in advance containing a guide to the day, car park sticker (which refused to come off the windscreen) and Silverstone radio sticker all looked great.

Arrival
Access and egress from Silverstone have historically been ‘challenging’ so plenty of time was left. We need not have worried. The main A43 was closed for Grand Prix traffic and we rolled in on our own private dual carriageway. Could not have been easier. It must have been more difficult on Grand Prix day.

We tuned in on arrival to Silverstone FM on 87.7FM. Live commentary and discussion on the approach really sets the mood up nicely.

Ticket entry is remarkably uncomplicated – and perhaps not as secure as it could be – with no electronic scanning of tickets at the gate.

Approaching the main entrance

Official programme sales

First impressions
Noise, noise and more noise. We had been warned, thank you Caroline Davies, but nothing prepared us for the extraordinary sound of F1 cars out for a spin. The sound from the Pits is the closest I can imagine to being at the gates of Hell. And then they roar past you. Ear splitting. Free ear plugs are distributed but they had run out by 10am when we arrived.

Grandstand view of new Pit and Paddock complex

Regular entry tickets do not give access to the grandstands and the view, five deep at the fence, was less than ideal. Forty pounds for a general grandstand upgrade fixed that. So now we could hunt for a seat in the grandstands.

There are plenty of grandstands, some with rain protection but many without. Perhaps unsurprisingly seats are at a premium and the good ones were all full – so the £40 upgrade starts to feel a bit rich..

Three deep at the fence

A sea of branded red caps in the grandstand

Information and guest services
Silverstone does a great job with its guest service points and guest information. From orientation points in the car parks – now that’s a great idea – to regular and identikit customer service stations around the perimeter of the racetrack. Well designed, staffed and conveniently located. Plus directional signage totems and day by day programmes to keep you informed. Very thorough.

Well designed directional signage

One of the standard designs of Info Points

Environmental graphics help bring Silverstone's history to life

As for the loos. They are the best. Brand new, regularly spaced, simply designed and well ventilated. For such a busy venue it is probably a miracle that the loos were not a problem – and when we were there they certainly weren’t.

State of the art loo blocks

Away from the racetrack
Given the challenging viewing conditions outside the grandstands I suspect that many people spend a good while away from the racing and enjoying the general ambience of Silverstone. With a road running all the way round the perimeter of the racetrack there is plenty to see and do. Facilities tend to repeat every four hundred yards and there never seems to be a gap. As a consequence we estimate there must be well over a hundred food and drink outlets on site – probably more. You could not go hungry.

E-Zones
Entertainment Zones, or E-Zones, are located at key points and comprise a range of high quality and interesting ride on or climb on attractions. And the miracle is – wait for it – they are FREE. Amazing. Some jointly run with the Royal Marines, this is much more than bouncy castles and face painting. The pictures show it best.

Branded E-Zones at regular intervals

Free F1 simulator

Three seater virtual simulator

Royal Marines 'adventure' play

Snooze Box.
A first for us a hotel formed from Shipping Containers. Rentable by the hour presumably. A substantial facility this which seems to take Gatwick’s pod hotel, Yotel, to another level. And no we didn’t try it. Check out the excellent website www.snoozebox.com

Snoozebox portable hotel

Attractive branding

Club Silverstone
Located at Becketts, is a very swanky affair. Seemingly private but that didn’t stop us from visiting. A large ‘club’ style restaurant village with indoor BBQ’s live stage and exclusive Club Silverstone branding. We never did quite find out its purpose but the thousand or so people hanging out in there were clearly having a good time – and spending accordingly.

Club Silverstone branding

Long queues but excellent, rather expensive, food

Check the prices

More virtual F1 simulators

Helicopter rides
Judging by the number helicopters circling Silverstone this must be part of the Grand Prix tradition. We counted more than ten helicopters working from a purpose built temporary Silverstone Heliport. Reassuringly expensive but clearly essential fuel for the Grand Prix set. Helicopter chauffeurs and transports in varying sizes of helicopters are also available for transfers.

Promotional helicopter graphic

Taking off...

The spectator experience
For those of you who haven’t watched F1 live it may come as a surprise that it is, probably, more enjoyable to watch motor racing at home on the sofa. For the enthusiast, for whom the British Grand Prix comes only once a year, this must be close to the Holy Grail. Many stay over for the weekend in the hope of seeing, or more likely hearing, their idol. Flags wave and hooters hoot, together with polite English applause every time a McLaren races by. You can’t tell who is driving so it’s lucky they are both English. Can they hear the applause? No. Not at all. Does it matter? No. Not at all. This is worship at the high altar of one of the world’s most glamorous sports – with sponsors to match.

But what of the experience for the novitiate? For these the experience can be a little less enlightening. Cars go past in the flash of an eye. You can’t tell who is driving them. The leader board is just too far away to read ( I should have bought my binoculars), there is no discernable commentary, little information visible from the grandstand and, presumably, none whatsoever outside on course. There are big screens but they are just not big enough. They need monster screens. The scale is vast. The new Pit and Paddock building is 350 m long – that’s at least a ten minute walk. Screens close to hand on the grandstand structure would help. As would monitors at strategic points around the course, possibly integrated in the information signage. Without this information the racing can be very hard to follow. You don’t have the wider view of multiple TV cameras and there is no replay. What you have instead is your straight or corner with a few fast moving cars skimming across your line of sight. Exciting yes – but also frustrating.

And all of that makes no mention of THE NOISE. Like no other. And getting painful now.

Fanvision
Fanvision is one product designed to surmount these challenges. Rented by the day these hand held TV’s or mini computers are designed to provide TV quality coverage into your hand. Including on-board cameras and instant replays to provide that missing level of intelligence. We felt that this service deserved greater promotion – provided it delivers what it says on the box.

Fanvision rental station

Fanvision units for rent

Eating and drinking
No shortage of choice here and many familiar operators, but a lack of high street brands compared with Twickenham and some in racing. A small number stood out from the crowd. Firstly there was the cocktail bar (in a mobile unit) that came with its own tables, chairs and sound system. Such a simple idea and such a transformation in the atmosphere around it.

Big Pan mall
You’ve seen Big Pans but have you seen Big Pan Mall? Elegantly simple with six or more big pans in a row serving a range of dishes from Paella (it looked very good), through noodles to Garlic mushrooms in wine sauce.

And our absolute favourite Cole Henley, a farmers market meets surf shack aesthetic serving fresh meat and seafood to grill at our table. Sociable, with about ten people per table, fresh, organic, fun and well priced this seemed to be the perfect next-generation venue. Young attractive and well trained staff supported by a very credible bar serving great cocktails. The look is so established it’s hard to imagine they were only there for three days. Look out racing – here it comes.

Organic produce and fresh leaves

BBQ tables are the core of the concept

Cole Henley bar and food servery

Great message, great product

Shopping at Silverstone
With all the big name sponsor brands it’s not surprising that there is some serious merchandise on offer. Silverstone’s own brand, F1, and Vodafone McLaren Mercedes top the bill with multiple outlets. McLaren’s store has greater presence than Silverstone’s, and arguably better merchandise, but then this is a dream brand to bring to life. Silverstone has a bit further to travel on this road. Elsewhere other sponsor brands appear and crescendo in a veritable brand-mall presenting Lotus, Petronas, Ferrari, Red Bull and others. Not ideally located but clearly doing a steady trade.

Team stores together

International brand-mall

Great brands

Great presentation

Team Lotus merchandise

After show
This year’s Silverstone includes a programme of live events throughout the day including daily aerobatics (The Red Devils and others) and after show bands on the big stage. No doubt free again.

Aerobatics add to the excitement

Stage for after Grand Prix concert

All in all.
For followers of motor sport and the F1 circus this is a great day out. You don’t get close to the stars but this is as good as it gets. Our tickets were not chosen to provide back stage access – we wanted to experience the basic Silverstone product. And it is good. Very good. There’s plenty to do and see. You cannot go hungry, and the site is so large you spend the day walking it without getting bored. The racing is hard to see and inaccessible for the basic ticket holder. Tickets are expensive and upgrades doubly so – but the place was busy and accommodated a record crowd of 120 000 on Grand Prix Sunday. That’s a lot of loos, Coke’s and cars to process.

There are stories of long waits to escape the car parks at the end of Sunday, in excess of three hours, and Silverstone clearly needs to fix this. But all in all it is a great show, fun atmosphere and I hope nothing in my life will ever be so loud again.

Loyal fans await the silver flash of team McLaren

Great corporate branding across the site

Thank you Silverstone.

Next stop the peace and quiet of Chatsworth – the ancestral home of the Duke and Duchess of Devonshire.

The ‘On Tour’ blog is written on behalf of the RCA by David Fraser

Click the link below to open full version of the initiative booklet

Raceday Initiatives to Enhance the Customer Experience

The Raceday Experience Group has made idea-sharing the focus at all meetings in 2011. Members are invited to come to each meeting ‘armed’ with at least one new initiative which they are currently rolling out at their racecourse.

The plan is to bring together ideas and share them with all racecourses.

Please click on the link above to view the booklet and get a flavour of the great work the members of the Raceday Experience Group are doing to improve their customer’s experience in 2011.

Following our recent visit to The O2 the ‘On Tour’ team have travelled to west London to discover, and to disect, the guest experience at Twickenham Stadium, the home of Rugby Union. Owned and operated by the RFU, the stadium has been transformed over the last 15 years into a veritable temple of Rugby Union. With a capacity of 80,000 the Twickenham roar can be heard over three miles away.

The ‘On Tour’ team visit unannounced in order to experience the ‘average’ guest experience. As with the racecourses premium guests can usually be assured a good experience. For us the true measure of success lies with the mass experience. And for this ordinary customer the price of a ticket for a three hour experience, in average seats, was £75 per person.

So what is there to learn from Twickenham Stadium, and how can these observations be transferred across to racecourses?

Arrival.
For most the arrival experience will be by train.  Here, as at Ascot, the experience is remarkable;  slick, well rehearsed and with no room for error. Police presence is high and friendly, setting the tone for a well oiled day – in more ways than one.

Paramedics 'on standby'

Local driveways form a temporary food court

Discreet use of mounted police at critical junstions

Don't mess with me!

Arriving at the stadium the civic space to the front is impressive allowing orientation and works as a perfect meet and greet space.

Love the Races Charlie Allen meeting 'contacts' before the match

Iconic sculptures as meet and greet point

Finding your seat at Twickenham was a nightmare until three years ago an entirely new signage system was introduced together with a new identity for Twickenham (see how it is integrated with the web site: http://www.rfu.com/TwickenhamStadium)

Perhaps the greatest success of the signage system lies in its ability to navigate huge numbers of guests calmly to their seats. A rigorous numbering system has been used and, most importantly, the system doesn’t suddenly drop off just when you need it. Ruthlessly efficient – a role model for all large capacity venues. Red for directions, green for spending opportunities.

Attractive and helpful

Breaking up a relentless mass of concrete

Green for spending - 'the bar's a scrum'

And my favorite application of the identity – in the loos – where all good identity sytems should be seen.

Branding in the WC's

Now we know where we are going, and how much time we have left – we can relax and start spending. And for this Twickenham does not disappoint. Before going for a drink and a bite to eat we visit the Twickenham Stadium shop. Who says you can’t sell merchandise on the back of premier sporting events? The match day shop (there’s another for non match days) is around 10000ft2 (a medium sized supermarket to you and me) loaded up with sophisticated and well range-planned product. This is much, much more than the old style retailing of rugby shirts. We have classic ranges, RFU logo ranges, women’s ranges, kid’s ranges and a wide selection of pocket money items (under a fiver) to tempt everytaste and income bracket. Whilst the shop is not beautiful it is a product-ranging masterclass.

Designed for high traffic

A scrum at the tills

Twickenham branded merchandise

Pocket money gifts - for kids and school parties

Kids range for boys

and for girls

Eating on the hoof
It’s a case of the usual suspects here with kiosk operators familiar from Sandown and Kempton locally. However with the reassuring presence of Pizza Express and the wonderful Australian Pie Company there appears to be something for everyone.

Substantial, tasty food at a fair price

Meal deal - thai red curry pie with mash and mushy peas! £7.50

Long queue for Pizza Express and its 'express' menu

One menu, one price

A rare glimpse of a fast food classic

Comfort food yes - but well made, merchandised and delicious

Accepting the reassuringly expensive prices the quality of the product we experienced did not disappoint.

Time for a pint
With all this concrete and testosterone Twickenham is the natural place for a pint, and beer is what it dispenses in vast quantities. Plastics yes, but not too thin. And Twickenham’s greatest product benefit; you can drink at your seat and buy drinks throughout the match. So how does this magnificent beer machine dispense beer? With mixed results. For most the experience is one of long queues in a cold and windy undercroft. Not pleasant. Unfortunately the otherwise excellent signage fails to direct customers to the miles of bars and food serveries on the mezzanine above. This is a designed-in problem and greater efforts are required to help improve everybody’s transaction time. On a positive note the fast dispense Guinness and beer bars on the lower level are ingenious, if unlovely to look at. With eight pints at a time on fast flow and a significantly reduced product range these bars are designed to romp through the volumes.  After all, the pleasure is in the beer, not the environment: a Maslowian solution recognising that the negative impact of a long queue far outweighs the net benefit of all other consumer niceties.

Fast service bar, few choices - one size, one price

Note the crew at the back lining up shelves of pre-poured Guinness

An otherwise soulless undercroft. Queues beyond

With 80,000 customers to serve in 20 minutes - the inevitable half-time queues

In addition to the permanent bars a comprehensive range of temporary and portable outlets serve guests all around the stadium.

Oh so welcome Q-buster

Wheelchair height servery

And my favourite of all. The Wheelchair counter, set to the side of the main servery counter. There’s thoughtful.

Time for kick off!
Of course, for those who worship at the temple of Rugby Union the match is the real beef in the sandwich. On our two recent visits the showmanship of Twickenham has played a significant part in working up the two opposing teams and their supporting armies. Of course horseracing can never be as tribal as this – which is a shame; it’s a heady mix. Nationalism, tradition, epic scale and camaraderie.

There’s a suspense here, a build up…and once it starts its a guaranteed 80 minutes of top-class rugby. With a short break for beer. There’s little doubt that the thrill per minute count makes for an intense and rewarding experience.

From the pre kick-off music and fireworks, the national anthems, the tension of anticipation and the apparent democracy in the seating arrangements. Most of us are the same, and some a little more so – but their corporate boxes are right behind us. So unlike the petrified class structure that still exists in racing today with its enclosures, costumes, accents, connections and the centre of the parade ring. This in an audience at ease with itself, relaxed, modern, and guaranteed an all-out guns-blazing battle. Ever seen a Mexican wave at the races?

Italian patriotism and kick-off

Fireworks, mass bands and national flags build up the atmosphere

http://www.youtube.com/watch?v=3NtUqvUu9Ts

http://www.youtube.com/watch?v=suekS5E8Tnw

Fireworks, theme tunes, massed bands, special dances in the audience when a try or conversion are scored, its a participation sport, fuelled by roars and shouting and topping out with the arrival on pitch of none less than The Messiah, Johnny Wilkinson, for whom a five minute stint before the final whistle is enough to drive the crowd into a frenzy. I don’t make a habit of following rugby – but his arrival on the pitch moved even me. A national treasure.

All around the stadium sponsor’s banners reflect some of the most successful businesses in the UK today. International brands, prestige brands, city brands – there’s clearly an image of rugby, of national pride, or physical; excellence and performance that appeals to these corporate leviathans. Racing needs to get back to this level, and offer the big sponsors packages that truly stroke their egos. We need to get more ‘sexy’ and we need to regain the confidence to aim high.

LandRover, RBS, Emirates, Greene King, the list goes on

Half time has 80 000 people flowing with relative ease from their numbered seats to the vast array of bars and food serveries. Queues are not short, but we watched to ensure that everyone was served and returned to their seats satisfied. Speed of service once more winning over ambience – simplicity wins again. The reduced menu ranges also minimise the dangers of poor service by untrained temporary staff. Any fool can manage eight pints of Guinness. And there wasn’t any sign of that sign we still see at the races ‘bar shuts at start of last race’ or similar. WHY?

Customers flowing off the terraces

On the final whistle the vast crowd stands again, thoroughly satisfied, and flows with remarkable ease out of this vast stadium. Having braced myself for a long slow exit we found ourselves flowing quickly and safely out of the stadium and into the streets beyond. I expected 30 minutes minimum to get from stadium to station – we did it in ten. And then the crowd dispersed into the bars and cafes of Twickenham. No threat, no crush, just an operation of military precision. Along the way our route was punctuated by public health posters, the ‘Ref’s Bar Rules’, sponsored by Guinness and RFU advising customers how to enjoy the rest of their evening.

Ref

Sponsored by RFU

Final verdict.
For me this is better than The O2. Having more atmosphere, and a greater sense of its own identity. There is much for racing to look at here. For some the modern stadium lacks atmosphere – but I suspect a harking back to the past when things might have been more charming, but also colder, harder and slower.

Twickenham has emerged as a serious venue business, with its hotel on site and year round conference business. It seems, in spite of massive redevelopment, to have rebuilt its relationship with local residents and brought pride to the less than beautiful town of Twickenham.

It may only have to do the same thing, pretty much, twenty times a year, but then so do most racecourses. In this respect it seems to have made a good job of polishing the ordinary, removing the nuisance and recognising that a well oiled machine doesn’t have to be the most beautiful to deliver a highly enjoyable, and memorable, day out.

Good job Twickenham.

The ‘On Tour’ blog is written on behalf of the RCA by David Fraser of Harrison: Fraser.