Arena Racing Company ("ARC") 2013 attendances outperform Industry by 7.8%
Thu, Jan 30, 2014
Average attendances at the 15 ARC racecourses in Britain increased on average by 5.2 per cent in 2013, outperforming the industry average which decreased by 2.6 per cent.
In total, attendances at ARC's racecourses increased by 6.3 per cent in comparison to the industry increase of 1.8 per cent.
Mel Armstrong, Director of Marketing for ARC, said: "We worked hard in 2013 introducing a number of new customer initiatives to try and boost attendances.
"The figures show we made plenty of progress, especially at Chepstow, which saw a 24 per cent increase in average attendance, and at Doncaster where the average was up by 10 per cent.
"Customer initiatives such as the ARC Annual Member scheme, the Young Hooves Kids Club, live music and a more targeted communications strategy with our customers all played their part.
"The ARC annual member scheme in particular has been a significant success and arguably offers the best value deal in racing where a single membership fee gains access to all the other 14 courses for free.
"This will be a tough year with the World Cup in Brazil competing for the sporting and leisure pound, but we are still keen to do more to attract racegoers to our courses by putting the right customer offering on at the right time.
"As our knowledge of our customers increases, we plan to bring in fresh initiatives during 2014."