Horse Racing: A Personal Journey and Perspective

I’ve loved horse racing for as long as I can remember. I believe it was 1985 when I was 8 years old, it was Petoski Catching Oh So Sharp on the line. Inititally I fell in love with the beautifull animal. Then it slowly transcendent into love of horse racing. I’ve stood in packed stands, cheering for other owners horses before eventually buying a couple of my own, tends to be extremly expensive and the owners experience is still lacking. 

However, I  still feel the thunder of hooves deep in my chest. I’ve perched on rickety benches at lesser-known courses, soaking up the thrill of grassroots racing. I’ve also followed the majestic Frankel, arguably the greatest racehorse of modern times, on TV and watched him race twice, and even coaxed two of my closest friends into sharing my passion.

For a while, they were hooked, reading the Racing Post daily and tuning into every major meeting. But eventually, their excitement wore off. They found the on-course experience uneven: some racecourses excelled at hospitality, like Ascot Racecourse, while others left them with long queues, overpriced concessions, and limited access to the action, Not going to name any. It made me realize that while the thrill of horse racing itself is timeless, the modern customer’s expectations are not being met consistently.

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Below, I’ll share what I’ve learned, both as a horse owner who wants the best for my racing investment and as a fan who’s been to countless venues. We’ll walk through the customer journey stages and explore how each can be elevated to deliver a world-class, modern racing experience.

1. Pre-Event Excitement: The Spark Before the Raceday

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When I first persuaded my friends to attend a raceday during the Frankel era, the promise of witnessing a living legend lured them in instantly. The sense of anticipation, the excitement of learning about form guides, and the social buzz were enough to get them on board.

What’s Missing

• Comprehensive Information: Many racecourses lack clear online communication about ticket types, seating, dining packages, and travel logistics. If the towns and racetracks are not celebrating their racedays then the customer will not celebrate it and, sometimes, will lose interest over time.
• Personalized Marketing: Emails, social media posts, and apps often fail to offer tailored suggestions or highlight what makes each raceday unique. I am a member for over two decades in whatever organization is there and there is no random communication excpet from Royal Ascot Royal Enclosure, which comes in a personalized note. Now, other racetracks must learn from Ascot. The investment comes first and then after being consistent for some time, the customer will follow.

Opportunities

• Enhanced Digital Presence: Racecourses should create interactive websites and mobile apps featuring easy ticket purchase, course maps, insider tips, and pre-raceday exclusives. No centralized horse racing site except for Racing Post and looks at it from a betting perspective. Even though a study showed that racetracks do not compete against eachother for the customer but rather complement eachother.
• Personalized Campaigns: Simple data collection (like surveying attendees’ interests) can fuel personalized email marketing and encourage deeper engagement before the first bet is placed. Believe me, surveys are minimal.

2. Journey to the Course: Setting the Tone

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I recall the buzz I felt driving to one of the top-tier racecourses for my horse’s debut. Unfortunately, the excitement quickly turned to frustration when we hit a labyrinth of traffic and unclear signage. By the time we’d parked, we were frazzled, hardly the mindset you want before a day of sporting celebration.

What’s Missing

• Smooth Parking & Transportation: Confusing directions, traffic congestion, and limited parking hamper the initial impression. Every reader that ever attended horse racing in UK knows the parking issues. Public transport sometimes requires a good walk and add to that the extreme weathers UK has.
• Seamless Entry: Long lines at ticket booths and security checks often test fans’ patience even before they see a single horse.

Opportunities

• Smart Parking Solutions: Implement heat mapping and real-time parking indicators within an event app, guiding spectators to available spaces quickly.
• Mobile Ticketing & Fast-Track Lanes: Encourage digital ticketing and designated fast-track entry for pre-verified attendees, reducing wait times and frustration.

3. On-Site Experience: Delivering the “Wow” Factor

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I’ve attended courses where the “wow” factor hit me the moment I walked in, smooth entry, staff greeting me with a smile, and free Wi-Fi that actually worked. Conversely, I’ve also been to venues where I spent more time queuing for a mediocre meal than enjoying the thrill of live racing.

What’s Missing

• Consistent F&B Quality: Food and beverage options can range wildly in price, quality, and availability.
• Atmosphere & Entertainment: Racedays that truly feel like a festival, with music, interactive displays, and exciting announcements, are rare. Except for Royal Ascot of course.

Opportunities

• Contactless Ordering & Delivery: Allow spectators to order food from their seats via a mobile app, with the option for pickup or seat delivery.
• Immersive Hospitality: Incorporate interactive zones, racing simulators, or pop-up bars that capture the celebratory essence.
• Customer Flow & Signage: Clear signage and staff guidance reduce congestion and ensure fans can find their seats, concessions, and restrooms easily.

4. Race Action: The Heart of the Experience

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When the horses thunder down the final furlong, everything else fades into the background. However, if you’re stuck in a queue for a drink or searching for a restroom, you’re going to miss the very moment you came for. I’ve seen fans leave early because their enjoyment was overshadowed by logistical hassles.

What’s Missing

• Real-Time Updates: At some venues, you can’t even view a live broadcast of the ongoing race from certain vantage points.
• Accessible Viewing: Overcrowded rails and insufficient screens can force newcomers into second-rate views. Sometimes not even a single viewing angles, it is very evident that some racecourses have all their offering around the betting part of it, and it is decreasing.

Opportunities

• Dynamic Screens & Audio: High-definition screens around the track and in social areas, paired with a crystal-clear PA system, keep everyone engaged. You seldom see that.
• Racing Insights: In-app real-time stats, behind-the-scenes interviews, jockey cam feeds, these extras immerse fans and help them appreciate horse racing. Between races remain a point that racecourses did not address properly.

5. Post-Race and Departures: Ending on a High Note

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After my friends watched Frankel storm home, they were buzzing with excitement, until they got stuck in a long exit queue for nearly an hour. That singular frustration undid some of the magic. A perfect on-track experience can be soured by a chaotic or tedious exit.

What’s Missing

• Smooth Egress: Many courses lack efficient traffic management and post-event entertainment or engagement, leading to a hurried and stressful departure.
• Follow-Up Engagement: After the day is done, fans frequently receive no further communication from the racecourse.

Opportunities

• Staggered Departures & Entertainment: Offer post-race concerts, Q&A sessions, or meet-and-greets to encourage a gradual departure and minimize bottlenecks.
• Post-Event Communication: Email or push notifications thanking attendees, sharing race replays, and offering discounts for future events can nurture loyalty and repeat visits.

6. The Owner Experience: Nurturing Racing’s Core

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As an owner, I’ve felt the thrill of watching my horse in the parade ring, an intimate moment overshadowed by a lack of dedicated hospitality. Owners invest heavily in the sport, financially and emotionally, yet often find themselves navigating the same queues and price hikes as any other punter.

What’s Missing

• Owner-Centric Services: Some courses excel with owners’ lounges and dedicated staff, but many do not. Actually, most do not.
• Recognition & Appreciation: Simple gestures like complimentary programs, photos, or private seating are surprisingly uncommon. Very rare you get appreciated as an owner.

Opportunities

• Digital MemorabIia: High-res photos, ride-along jockey cams, and personalized videos for owners and their guests. So far I have only received one photo and one CD, yes CD, for one for my horses that won at their racetrack. I have raced over 30 times and have had 4 wins. No Memorabilia nothing.
• Enhanced Lounge Spaces: Private or semi-private lounges that make owners feel truly valued and included in the event’s success. The owners boxes have limited views in most courses.

7. Keeping the Flame Alive: Year-Round Engagement

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The era of Frankel converted my friends into daily followers, until it didn’t. They craved deeper involvement but found the post-race or off-season channels underwhelming. Without the daily thrill of a superstar’s unbeaten streak, they drifted away.

What’s Missing

• Ongoing Storytelling: Fans need regular content, trainer updates, stable visits, tips from jockeys, historical insights, to keep them connected.
• Fan Communities: A handful of big courses have robust social media and fan forums, but many smaller venues still rely on outdated communication.

Opportunities

• Year-Round Digital Content: Maintain interest with behind-the-scenes videos, interviews, and interactive Q&A sessions.
• Exclusive Memberships or Subscriptions: Offer monthly or yearly plans with perks such as early ticket sales, race previews, meetups, and stable tours.

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Partnering With Ali Bahbahani & Partners: Our Expertise

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At Ali Bahbahani & Partners, we help leaders turn uncertainty into competitive advantage. Our customer experience consulting and business transformation expertise can map out every touchpoint, from digital ticketing solutions and personalized marketing campaigns to on-the-ground hospitality training and post-event engagement strategies.

• Concept Creation: We advise on hot to design immersive, festival-like atmospheres that keep attendees coming back.
• Branding & Marketing: Tailored campaigns based on real customer data ensure you reach both seasoned racegoers and first-time fans.
• Holistic Approach: We believe every stage of the journey, from pre-sale buzz to post-raceday follow-ups, must be orchestrated seamlessly to create unforgettable memories.

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Conclusion: A Modern Racing Revival

Horse racing has all the ingredients for a captivating spectacle, heritage, pageantry, and heart-pounding excitement. However, the modern fan demands a cohesive, personalized experience that extends beyond the racetrack. Whether it’s luring new fans enthralled by a Frankel-like superstar or retaining loyal owners who deserve top-tier hospitality. The key lies in understanding and enhancing the customer journey at every stage.

I’ve seen the magic that exceptional hospitality can create, it’s what made my friends fall in love with racing, even if only briefly. Now, we must ensure that spark doesn’t fade. By embracing customer-centric strategies we can propel horse racing into a new era of growth and excitement.

If you’re ready to reinvent your racecourse experience or breathe new life into your event, Ali Bahbahani & Partners is here to guide you every step of the way. Visit us to learn more about our services and discover how we can help you create a lasting impression, from the first click on your website to the final roar of the crowd. Because when racing evolves, everyone wins.

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