Royal Ascot is hosting a range of other events to broaden its appeal.GETTY IMAGES
People do not "follow race horses in the same way they obsess about football or cricket," so "the trick for Ascot is creating experiences around each event that appeal to a wider audience," according to Lucy Tesseras of MARKETING WEEK. Royal Ascot is one of the U.K.'s "most renowned race meetings, known as much for its extravagant hats and glamour" as it is for horse racing. Over the course of the five-day event, which this year takes place from June 19-23, the racecourse "welcomes more than 300,000 visitors and generates three-quarters of its annual income." Therein "lies the challenge." While Royal Ascot is "undoubtedly the most prestigious event held at the racecourse, and the one by which it sets its standard," it only takes place a few days each year and tends to attract "quite a niche audience." So the business "has been steadily ramping up its offer by hosting a range of other events to widen its appeal to different customer groups." But Ascot Chief Commercial Officer Juliet Slot said that fighting for that share of purse "is difficult," particularly as it is "not just other sports it has to compete with." She said, "Most sports are quite tribal. If you follow football, you go and watch your football team. ... But people don’t follow race horses so we are a sport that sits more as an entertainment experience around sport rather than having a very strong tribal following of people that come to every race meeting." To attract a wider audience, Ascot is "building other events around the racing." Ascot hosts "themed experience days" such as food and wine festivals, a beer festival, a fireworks night, a Christmas shopping village and family days (MARKETING WEEK, 6/13).
STAYING TOGETHER: BDAILY's Nick Hill reported Ascot named Harrogate Water its official water supplier in a deal that will run from '18-22. The announcement is an extension of the three-year sponsorship deal signed in '15. The agreement will include a Harrogate Water-sponsored race as well as branding on site, print advertising in race cards, brochures and the Royal Ascot Magazine, and joint digital marketing. Harrogate Water "will also offer racegoers free bottles of spring water on exit" during Royal Ascot and Saturday flat race days as part of "Pace Yourself," the racing industry’s drink awareness campaign. Harrogate Water and Ascot "are also working together on a sustainability project to improve recycling across the site" (BDAILY, 6/12).
