Client
Australian Turf Club (ATC)
Location
Randwick and Rosehill Race Course
Date
Autumn and Spring, 2016 - 2019
Team
Rebecca Barry, Mike Plummer, Kaylie Wallace, Simona Tumino, Andrew Tweed, Simon Tufi, Stephanie Sandrone, Maddie Blanch and Edward Yao
Collaborators
Myer, Bentley, Tabcorp, Lion, The Star, Moet & Chandon, Heineken, Longines, Active Air and Splashdown
Events / CX — Racing Carnival and Corporate Hospitality
One of the world’s most desirable destinations for thoroughbred racing, The Australian Turf Club (ATC) is the heart of Sydney’s racing. Each year, the racing community gathers to take part in the Autumn and Spring carnival action, a showcase of new and old thoroughbred talent in a heated battle to take home the titles and accolades.
Our Mission
With a multi-disciplinary team consisting of a few avid punters, we looked at the carnival as an opportunity to understand how we could elevate the experience for all stakeholders and attendees year in, year out.
Our Challenge
We had to ensure that the look and feel of each event was consistently captured across both venues. The design had to capture the energy, motion and emotion that permeates through the carnival, whilst also servicing the wants and needs of each individual through from General Admission to Members to the Trainers and ATC staff.
Crafting An Experience
Over the course of the 4 years we wanted to ensure that the customer and stakeholder experience was at the forefront of our proposals. We utilized previous racing carnival data supplied by the ATC as well as surveying a sample group of attendees to make informed decisions on the development and implementation of various spatial experiences scattered amongst the grounds of Randwick and Rosehill.
This data driven approach allowed us to further assess their validity and ensure that the type of structure, the selected furniture and their proposed locations would elevate the experience for the patrons, the stakeholders and the overall carnival. This testing quickly proved extremely useful and provided us the foundation of structures and products we could consistently dedicate to the ATC and future racing carnivals.
In 2017, the ATC announced a new carnival day now to be known as the Everest race day. It is the richest turf race in the southern hemisphere, with a total prize pool of $13,000,000 and 12 runners over 1200m at Royal Randwick.
Growth and Development
In latter part of 2018, the ATC recognised the growth of the carnival and began a large scale land levelling project to be completed for the 2019 carnival. This ensured an estimated 3,700m² of buildable space, creating additional avenues of revenue for the ATC by enhancing their corporate hospitality experiences.
Concurrently, we began the development of a new structure which we believed would enhance not only the racing experience but all sporting experiences and for the first time ever, we launched the Alto at the 2019 Spring carnival for the world to see.
Furthermore, our close relationship with the ATC has allowed us to grow the carnival from $520,000 in 2016 to $2,700,000 in 2019.
