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SPRING RACING: AND THEY'RE OFF!
And they’re off!
With excitement building for some of the year’s most anticipated sporting events, Caoimhe Hanrahan-Lawrence looks into ways that operators can optimise their spring racing offering.
FROM THE much-anticipated Melbourne Cup to local race days, the Spring Carnival is a time for guests to meet with friends, back their chosen horses, and celebrate the races at their favourite pub. By enhancing the in-venue atmosphere, building excitement for the whole racing season, and optimising the offering on big race days, venues can create a profitable and enjoyable racing season this spring.
A key part of drawing in guests to a venue is creating a welcoming and enthusiastic atmosphere during, and in the lead up to, the spring racing season.
Tabcorp COO, Paul Carew, said that spring is a particular exciting time for sports fans.
“Spring is the best time in racing and sport, with footy finals and US Sport on as well. There’s never been more on offer as far as live vision goes, and TAB is helping boost and enhance that in our pubs and clubs every day,” he said.
This excitement can be heightened by advertising about the Spring Carnival early on in the season, according to Kathleen O’Hara, marketing manager at O’Hara Group.
“We have state-of-the-art TVs, which people like viewing the races on, and we have betting with TAB all set up. Even though we have all that, I think people mostly enjoy the experience and the atmosphere. That means advertising early on. On our TVs, we use Sportsfy TV, which advertises any upcoming races, and we share that on our social media as well.”
The starting line
While Melbourne Cup is the race that stops the nation, the spring racing season runs for much longer, with many opportunities for pubs to draw guests wanting to enjoy the races.
“Cup Day is undeniably massive. The Melbourne Cup alone generates fifteen times more in turnover than the AFL Grand Final. But Spring Carnival is so much more than one day. Both the Melbourne and Sydney Spring Racing Carnivals are absolutely packed with incredible Group One and feature races. Legends have been made during the Spring Carnival. This season is the opportunity for up-and-comers to stake their claim,” Carew said.
With the weather warming up, operations manager at Nikakis Hospitality, Paige Griffin, sees spring racing as a prime opportunity to draw in greater crowds.
“Spring Carnival is a huge part of the year for venues. There’s good weather, so we have organic growth from that, and it’s a great time where people come together. For us at the Rosstown, we have a great partnership with TAB that does a lot of work behind the scenes. We have experienced TAB operators, making sure people are able to understand what’s going on during the racing period,” Griffin said.
To draw guests in throughout the Spring Carnival, O’Hara Group holds Super Saturdays, offering drinks deals and finger food in the sports bar on race day afternoons.
In addition, O’Hara Group has partnered with Tabcorp to further enhance its spring racing offering, with competitions such as TAB Tip ‘Em, which customers can sign up to for free, competing for prizes such as food and beverage vouchers. Additionally, O’Hara venues have hosted events with renowned racing commentator Dave Stanley, with a Punter’s Day planned for 26 October at the Warilla Hotel.
“We have held a few Dave Stanley events at other O’Hara venues, including the Berkeley Hotel and the Ophir in Orange. The cheer of the crowd when they back a winner is the best sound you can hear in a sports bar,” O’Hara said.
Pubs located near a racecourse may also benefit from providing entertainment before or after the race, with racegoers looking to meet with friends or continue to celebrate the day.
“The Camellia Hotel is right opposite the racetrack at Rosehill, so we have a lot of people visit there the night before. A lot of people stay in Parramatta or Rosehill, and a lot of horse trainers or owners come down the night before and make a weekend of it,” O’Hara said.
“We get people in the pub the night before, and then sometimes the morning before the races, or coming back after the races. Race days are the big days at the pub, and we also put on live music or a DJ for everyone coming back in the afternoon.”
Hats, hooves and heroes
Melbourne Cup often brings a different clientele to the rest of the spring racing season.
“On Melbourne Cup day, we put on lunches at different venues, and we also do prizes for Best Dressed, like Fashions on the Field. We have the TAB facilities, and the TV is playing all day to create a different kind of atmosphere. We get a lot of ladies visiting, because the Melbourne Cup is just a fun day, whereas on a Sunday afternoon, probably the majority of punters are men,” O’Hara said.
To cater to this different market, a diverse food and beverage offering is often called for, as at the Rosstown Hotel.
“It’s a celebratory time of year when people come together, and food and drink is definitely a huge part of that. We have an expansive menu, and we do normally theme it up, with more entrees, mains and desserts to make sure there’s something for everybody. The champagne is definitely flowing, and there’s plenty of cold beers as well,” Griffin said.
Additionally, Melbourne Cup can draw in patrons new to betting, who may need some assistance to operate the terminals.
“We see first time punters that want to come in and put their bet on a horse, whether it’s the favourite colours, favourite number, or a birthday. We do open the TAB early on that day, and we make sure we have lots of staff rostered on to keep the flow moving through the terminals. We like to put on a couple of people to help people through it and explain how to put their bets on their winners. It might be the one day of the year that people have a flutter on a horse,” Griffin said.
However, it is still important to cater for the regular patrons wanting to view the race.
“Our sports bars are still busy as well, but those are people that want to come in bet and watch the races and not dress up or sit down for the whole lunch. They might be in and out, or they might just watch the races in the sports bar. It’s about targeting different markets, but still getting excited for spring racing,” O’Hara said.
With events like the Melbourne Cup drawing in seasoned punters and firsttime race viewers alike, the spring racing season presents a vibrant opportunity for pub operators. Focusing on atmosphere, entertainment and service can set a venue up for an unforgettable guest experience this Spring Carnival.
A better view
Tabcorp’s Paul Carew shared his simple tips for optimising guest’s viewing and betting experience on race day.
“Start by ensuring your screens showcase the best local and international racing coverage – SKY 1 and 2 are essential. Next, log on to MyTAB, our daily operations portal, where you’ll find everything you need for the Spring Racing season. From wall sheets to exclusive offers and promotions, it’s all available there,” he said.
“MyTAB is also your go-to for keeping up with TAB’s latest digital enhancements, ensuring you’re fully equipped to meet all your customers’ needs this Spring.”
