GOAL ONE
1.2.3 ACCESS & PRIVILEGE CARDS & TICKETS
The system would also allow admission tickets and/or access cards to be issued to people at agreed permission levels subject to agreement with racecourses, eg. a jockey or trainer who is an ambassador for the sport would receive a username and password for the site, allowing him to print a designated number of tickets for his or her use. This could be applied to other categories such as owners, syndicates, prize-winners and people we want to incentivise. For owners in particular, this would provide flexibility and reduce the need for negotiation with tracks for tickets along with delivery and collection issues.
This system will take time to design and implement and will depend on full evaluation of the new HRI racecourse system in operation, but it should be a target for start-up in 2012 and completion within 2-3 years.
Opportunities for Development: • Print at home tickets (barcode scanning) • Improved membership management and options for new membership types, such as regional membership.
• Market research to identify prospects for upgrade, rewards and incentives.
1.2.4 OWNERS TICKETS
As owners are the foundation stone of attendance, the most committed participants and, in this challenging economic climate, the central market segment driving interest in racing among their immediate network, we propose that the ticket allocation should be increased to six and ten for owners and syndicates respectively.
1.2.5 FREE ADMISSION FOR UNDER 18s
Free admission for under 18s has been tested successfully at racecourses such as Naas and it is recommended for all racecourses. Some racecourses admit under 14s free and some confine it to under 16’s. Festivals, including festival- type events such as Leopardstown’s Summer Concert Series would be exceptions, to avoid revenue dilution. There is low penetration of this age group and it makes sense for racecourses to recruit younger racegoers.
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STRATEGIC MARKETING GROUP REPORT TO HRI BOARD
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