Racecourse reins in credit crunch

Apr 7 2009 by Gordon Bannerman, Perthshire Advertiser Tuesday

THE Big County business community and politicians went under starter’s orders at Perth Racecourse.

The award-winning Scone track is determined to emerge a winner in the face of hurdles posed by the economic recession.

And over lunch at the Galileo Restaurant, guests were given a taste of the newly rebranded leisure and events venue

Hosted by David Whitaker, chairman of Perth Racecourse, the event formed part of a broader strategy to reposition the business, as well as announcing significant new sponsorship, unveiling the thinking behind new branding, and profiling their key role within the leisure industry and local community.

Racecourse manager Sam Morshead gave a short presentation outlining the venue's key objectives and activities for the year ahead.

“To attract new clients and customers to both the races and the fantastic year-round corporate and leisure facilities we have here at Perth Racecourse, we wanted to re-brand – to present a fresh, contemporary and vibrant image of the Racecourse,” explained Mr Morshead.

“People say we punch above our weight, which is nice. These are challenging times but we are determined to fight, not flounder and we will get through this.

“We are not prepared to stand still. We are determined to come out of this bigger and better.”

Describing its brand as “historic, dynamic, exciting and accessible,” Perth Racecourse has already launched a new online booking system and an email marketing campaign to help reach existing and new markets.

Reflecting changing times, the Racecourse has become a member of various Chambers of Commerce.

The venue is also working closely with Visit Scotland and Perth and Kinross Council to help secure its place as one of the major events during the Perth 800 celebrations next year.

Perth boasts the highest average crowd of all the Scottish racecourses. The average of 4500 racegoers per day, is a figure bolstered by high levels of attendance at the venue's two Sunday fixtures.

Mr Morshead noted 12,000 racegoers attended the Perth Gold Cup last year. The Racecourse also attracted nearly 7000 corporate clients in 2008.

Despite the recession, the course has welcomed stanjames.com as title sponsor of the April Festival for a further two years, while newwave recruitment has signed a three-year deal for the Gold Cup.

The racing season opens on April 22 with the two day Perth Festival meeting.

Mr Morshead said: “These two major sponsorships, along with support from other companies, has brought total sponsorship to over £150,000. In the past 15 years, sponsorship has grown from £20,000 to a new high of almost £220,000.”

Friday’s corporate lunch event also highlighted the key role played by Perth Racecourse in the community and local economy.

In an economic impact study, international tourism consultant Professor Terry Stevens indicated that Perth Racecourse pumped over £7.4m into the local economy – a figure that is expected to have increased over the past five years.

The Racecourse announced it would continue to seek out and support local fundraising events and it will again host the emergency services educational week, Safetaysiders, for 10 days during May.

That will educate hundreds of children on the potential dangers found in – and outside – the home environment through a series of simulated scenarios staged at Perth Racecourse.

The Racecourse is also sponsoring a local ladies' football team for the first time this year.

Mr Morshead said: “We are not prepared to stand still, but we do need your help to move forward, so we can emerge stronger and better placed to give back even more to the local community and economy in less challenging times.”