The Racecourse Association

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 Mussleburgh 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.

‘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.

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…

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

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.

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.

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.

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.

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.

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.

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.

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.

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

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.

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

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.

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.

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:

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.

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.

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.

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

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

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.

To the most delicious treats:

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).

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.

Starbucks tills showing time-of-day promotions

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.

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.

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.

 

 

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.

 

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.

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.

 

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.

 

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.

 

 

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

 

 

 

 

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.

 

 

 

 

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.

 

 

 

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.

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.

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.

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..

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.

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.

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.

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

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.

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.

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.

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.

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.

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.

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.

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

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.

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

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.

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

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.

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.

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.

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

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?

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.

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?

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.

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.

Below are the top 10 suggestions to improve the customer journey that were identified from feedback following the Try Racing For Free Week in April 2010. These suggestions have been tested previously and are by no means exhaustive; any additional ideas which individual racecourses have should be pursued. The RCA and RfC are available to provide assistance if required.

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1. Pre-Arrival Information – Customers have indicated that even before they arrive at the racecourse they would like detailed information regarding what to expect. This could be sent to all customers when they register for tickets, and should include information such as directions; where to park; public transport links; the location, price and variety of food and drink available; facilities for children; dress code etc.




2. Information At the Racecourse – On arrival it should be clear to customers where to park, which entrance to use, where to collect tickets etc. All customers should be able to easily obtain further information, either about the racecourse in general or racing specific issues. Racecourses could achieve this by adopting the ‘Ask the Expert’ initiative trialled in 2010. For further information on this initiative click here.




3. Meet the Racehorse – One of the primary attractions of horseracing is the racehorse itself, and feedback shows that customers relish the opportunity to get close to the horses and learn more about them. Therefore, racecourses may wish to adopt the ‘Meet the Racehorse’ initiative. For further information click here.
   
   
   As well as the opportunity to meet the racehorse, customers have also indicated that they would appreciate further information on what to look for in the horse for certain races etc. This can be achieved either via commentary in the pre-parade/parade ring or signage – for example signage click here.




4. The Jockeys – As well as showcasing the racehorse, racecourses may also want to showcase the jockeys, particularly for key races. Racecourses can achieve this via links with local/regular jockeys or the PJA can assist in organising the jockeys to ensure they are available. For further information on the services offered by the PJA click here.




5. Behind the Scenes – Behind the scenes tours can enhance the raceday experience for both new and existing customers. For guidance on organising such tours, click here.




6. The Raceday Programme – For many new customers, the race day programme will be a valuable source of information, and racecourses should liaise with their suppliers to ensure that these are easy to understand and include as much information as possible. As a result of the Quality Assured Racecourse Scheme, Visit England has provided valuable feedback regarding raceday programmes – click here for a copy.




7. Betting Information – Feedback shows that betting is seen as key part of the raceday experience. This should be fun, quick and easy to do, but can be complicated and difficult for new customers to understand. To address this, a PDF of the ‘Go Bet’ guide could be circulated to customers in advance (for a copy of the PDF click here) or printed copies, available from REL, could be made available on the day. You may also wish to liaise with bookmakers and the Tote to pursue promotions to enhance the customer experience.




8. Catering – Feedback from 2010 indicated that the experience of buying food and drink was a key influence in customers’ overall enjoyment of the day. Racecourses should liaise with their caterers regarding the food and drink offering available to customers, and give consideration to the price, quality and variety of catering available, as well as queue management and customer service to ensure purchasing refreshments is a good experience.




9. Seating – The research conducted in 2010 identified the lack of seating at racecourses as one of the worst parts of the racing experience. Racecourses should therefore assess the seating which they have available and ensure that, whilst there is still freedom of movement for the crowd, there are plenty of places for customers to sit, and that information on where seating is located is readily available.




10. Follow up – Racecourses should follow up with customers to gather feedback of their experience and to encourage return visits.