Dara’s just the ticket for Cheltenham Racecourse

Cheltenham Racecourse has invested in its own ticketing system, enabling it to monitor its own ticket sales and expand its customer database.

Earlier this month, Cheltenham Racecourse welcomed Irish stand-up comedian Dara Ó Briain, who performed his Craic Dealer show in The Centaur to a sold out audience. The Jockey Club venue tested the new in-house ticketing system, Audience View.

Susie Bradshaw, conference and events manager at Cheltenham Racecourse, told Stand Out: “Dara’s Craic Dealer performance was our first in-house box office event at the Centaur using Audience View.

“We allocated an independent box office, around 20 per cent of the 2,200 seats to sell, as we wanted to capture a local comedy audience not yet on our database. The new system was effective in allowing us to reach an extended audience, building our database, and providing us with some valuable experience for future live events. Having an in-house system to sell events at Cheltenham Racecourse is definitely the way forward.”

Dara O’Briain took to the stage where he exchanged in ultra-rapid fire quips with members of the audience, and said that just because he’s Irish it doesn’t mean he likes horse racing.

The sports venue is building on its non-race day activities, and investing in new facilities in a bid to strengthen its offer, paying particular attention to its LIVE division, which has an increasing programme of non-racing fixtures.

Following the launch of its LIVE division in 2011, the racecourse is proving to be a crowd pleaser with audiences and promoters. The venue has confirmed that the Kaiser Chiefs will be performing in the venue’s Centaur auditorium on February 21, 2013.