HK SEPT 1 - CONTINUOUS INVESTMENT IS THE KEY TO A SUSTAINABLE FUTURE

By Hong Kong Jockey Club | Saturday, September 1, 2012

Speaking at his pre-season press briefing at Sha Tin Racecourse today, the Hong Kong Jockey Club’s Chief Executive Officer Winfried Engelbrecht-Bresges outlined the Club’s commitment to take Hong Kong Racing to the world as it moves into the second year of Phase II of its three-Phase Racecourse Master Plan.

With racing facing significant competition and challenges, Mr Engelbrecht-Bresges expressed confidence in the Club’s model, which places Sha Tin and Happy Valley racecourses as the most important platforms in its customer segment-led strategy; its aim being to revitalise racing and stay competitive in the growing global entertainment and gaming industry.

Phase II of the Racecourse Master Plan involves a total investment of HK$3.6 billion and the CEO stated that the positive results seen in the first year were an important first step to winning back customers at racecourses.

Correlating with the Club’s investment, it registered a 4% attendance rise on the previous season in 2011/12 as it grew its customer base to 1.5 million.

“The response from our different customer segments is testament to our direction in investing in racecourse offerings to create a New Generation Racecourse experience at Happy Valley and Sha Tin, one that extends racing into lifestyle,” he said.

“The attendance rise on the previous season shows that we are moving in the right direction and our investments are paying off.”

Overall, the Club noted a healthy growth and a shift in the broader profile of its customer base last season as it implement new initiatives. Those innovations have made racing more relevant to new customers, providing easier access to the Club’s information using convenient technology as an enabler.

At Happy Valley, adrenaline and The Gallery proved to be key contributors as new facilities that enabled racegoers to tap into contemporary digital lifestyle components, such as popular racing apps and the world’s largest interactive touch-screen entertainment table, the groundbreaking ibu.

As Racecourse Master Plan Phase II advances into its second year with developments in full swing, Mr Engelbrecht-Bresges said that, the challenge now is to deliver venue upgrades at the two racecourses that will meet the aspirations of the different customer segments.

Mr Richard Cheung, the Club’s Executive Director, Customer and Marketing, outlined the specific hardware developments underway or due for completion this season at both racecourses, to meet demand in line with a segment-based approach.

Happy Valley, he revealed, will increase its prominence as a social and entertainment hub, with stylish contemporary upgrades to Young Members and Racing Club facilities, as well as a new Public Betting Hall extension to the Beer garden.

Sha Tin will undergo extensive renovations to meet growing needs, incorporating a stylish Public Betting Hall and several new prestigious Members and Owners facilities, such as newly-refurbished loges, a new coffee shop, a plush Owners’ cabin and a luxury five-star Owners’ Box for Owners with runners.

“The new betting hall zone behind the Happy Valley Beer Garden is a significant upgrade as it will be set up to be more ambient and female-friendly in response to a growing female presence,” said Mr Cheung, before adding, “and this season will bring greater focus on Members, a trend reflected in the renovations at Happy Valley to create fresh, energetic space for our Young Members, and at Sha Tin in the prestige upgrades for Members seeking a quality, relaxing and comfortable environment.”

With Phase II of the Racecourse Master Plan advancing into year two, Mr Engelbrecht-Bresges gave his thoughts as to why he believes it is vital that the Club continues to invest.

“It is very clear for us that investment is the key – that we have to invest in the future of the industry and safeguard the future of our contributions to the Hong Kong community,” he asserted.

“To have a sustainable future, continuous investment in racecourse offerings and product enhancement are a must. And it is a must that we have it as a vision that we want to be the world leader when it comes to everything racing, be it the racecourse, be it the racing product, be it the integrity, and be it as a global Hong Kong brand. Our on-going Master Plan project is a clear indicator of our commitment to take on these challenges, to sustain horseracing and take Hong Kong racing to the world.”

Mr Engelbrecht-Bresges concluded by inviting all to take advantage of the new facilities during the new season, which starts at Sha Tin on Saturday, 8 September.

More articles