Jockey Club Racecourses targets events sector

The Jockey Club is targeting the meeting and events sector by launching Jockey Club Venues. An official launch will take place on February 29 that will Jockey Club Venues target corporate and agency buyers as well as promoters of festivals and organisers of experiential campaigns.

John Baker, group operations director, said: “The launch of the brand is a very strong message from Jockey Club Racecourses that we value and want to further appeal to our non-race day market. For some time, many of our locations have individually attracted a wide gamut of events; the time has come to maximise on our people and products through Jockey Club Venues.”

The 14 strong collective consists of Aintree, Cheltenham, Newmarket and Sandown Park. Each racecourse is located close the UK’s major transport links. Cumulatively, the group will offer over 80 large event spaces, 230 breakout rooms and a major 2000-seater auditorium, all set amidst 3,000 acres of rolling countryside. Profits from non-race day activities will be ploughed back into the sport, thereby helping event planners to demonstrate corporate social responsibility.

New collateral, a dedicated website and presence at trade shows, along with a sales offensive, are being rolled out and are backed with qualitative service level measurement carried out by BDRC.

Baker said, “We really do benefit the organiser by having venues in key locations with large local footfalls and, most importantly, a team who are driven to show the hospitality that the Cheltenham Gold Cup and The John Smith’s Grand National are synonymous with.”