“You better start swimmin’ or you’ll sink like a stone, for the times they are a-changin’.” Bob Dylan’s timeless lyrics couldn’t have been a better way to close the 2024 The Racecourse Association Ltd RCA Showcase Seminar. It was a day filled with inspiration, innovation, and a clear message: adapt or risk falling behind.
Having spent over 25 years working with and learning from racecourses, I’ve seen firsthand the creativity and resilience that have kept this industry moving forward. But let’s be honest resilience alone isn’t enough anymore. The world is changing faster than ever, and today’s challenges require boldness, adaptability, and a deep understanding of what audiences want. This seminar was a powerful reminder of what racecourses can achieve if they embrace change and think differently.
Reinvention Is Not Optional
Musselburgh Racecourse nailed it with their reinvention story. By recreating “Angus,” to a fun, adventurous persona for their racecourse, they’ve brought a fresh energy to their brand. Tailoring race days with specific themes, entertainment, and food for distinct audiences was brilliant—every event felt personal, modern, and connected to the community.
For me, the big takeaway is this: racecourses need to stop thinking of themselves as just places for racing. They should be vibrant, multifaceted entertainment destinations that appeal to all kinds of audiences. Personalisation isn’t just a nice-to-have; it’s the secret sauce that makes people feel like they’re part of something special. And technology, when used right, is the enabler of all of this.
Ann Marie and Stacey from our team, fully engaged and absorbing insights from each of the day’s speakers.
Embracing New Ownership Models and Communities
We’re also seeing a shift in how racecourses engage with ownership and local communities. Syndicates and community-driven initiatives are on the rise, and this isn’t just a passing trend. It’s a chance for racecourses to become more integrated with their audiences, creating a deeper sense of ownership and pride.
From a ticketing perspective, this is exciting. Flexible solutions that cater to these new models, while prioritising the customer experience, are exactly where we thrive. It’s about empowering racecourses to adapt while staying connected to their roots.
Winning Over the Next Generation
David Fraser’s insights on Gen Y and Z were a wake-up call for all of us. Younger audiences aren’t satisfied with the traditional experience—they’re looking for something immersive, tech-driven, and highly personalised. Fraser’s eight trends, like escapism, gamification, and hyper-personalisation, perfectly highlight where the opportunities lie.
Take Manchester City Football Club’s “Dressing Room Dinner” as an example. They’ve shown how to turn data and creativity into unique, memorable experiences. For racecourses, this could translate into everything from personalised hospitality packages to interactive games and behind-the-scenes tours. These ideas don’t just attract new fans—they create lifelong connections.
The Power of Data-Driven Personalisation
The Johnnie Walker Experience was another standout that we enjoyed first hand. From the moment guests arrived, their preferences shaped the entire journey, making every moment feel personal and meaningful explained in detail by Rob Maxwell . That’s a masterclass in data-driven personalisation, and it’s something racecourses should be doing, too.
The AIG Women’s Open also nailed this. Connor Wells and Chris Cottrell took us through their brave approach of starting from scratch and using audience surveys and data, they transformed their event into a family-friendly, multi-generational experience. The result? Higher attendance, better engagement, and more satisfied fans. Racecourses can take a page out of their book: listen to your audience, act on what they tell you, and the rewards will follow.
The Stakes Are High—Are We Ready?
Tracey Forbes wrapped up the day with a challenge: are we ready to claim our share of the $1.5 trillion sports and tourism market projected by 2032? For me, the answer is clear—yes, but only if we’re willing to innovate and put the customer experience at the centre of everything we do.
Over the years, I’ve seen this industry overcome its fair share of challenges. But the stakes are higher now than ever before. The good news? Racecourses are perfectly positioned to lead the way. By embracing change, investing in personalisation, and rethinking the customer journey, they can thrive in this new era.
At Future Ticketing, we’re ready to help racecourses make that leap. Our technology is built to empower racecourses to create hyper-personalised experiences, harness the power of data, and connect with audiences in ways that resonate deeply.
The times are indeed changing, and British racecourses are showing they’re ready to swim
