On Track: RCA Showcase Seminar – A proper day of excellence & innovation
The late autumn highlights of Cheltenham’s November meeting, Haydock Park’s Betfair Chase and Newbury’s Coral Gold Cup are, for many in racing, key dates ringfenced when the fixture list is announced.
For others, the sights and sounds of Bonfire Night, red cups at your favourite coffee shop and the period when Strictly Come Dancing results move from push to shove are markers of an exciting time of year. For the RCA, November signifies a major month for the team. The culmination of months of planning, the excitement of confirming the Champion Racecourse of the year and best practice than you can fit into a grande pumpkin spiced latte; November is Showcase month.
Now in its 14th year, the RCA Showcase & Awards celebrates excellence and innovation across British Racecourses, plus the delivery of best practice from the wider sports and leisure industries.
Since 2019, the event has been hosted at the Champion Racecourse from the preceding year, which meant 2025’s event was held at York Racecourse in association with Future Ticketing, Great British Racing, The Racing Foundation, and Racing Together.
As is customary, the event began with the Showcase Conference. Over 100 delegates enjoyed a series of insightful presentations from six distinguished speakers, centred around the theme of the day: ‘The Race for Racegoers, Making You the Favourite for Racegoers Old and New’.
Bill Farnsworth, General Manager for Musselburgh Racecourse, said:
“The 2025 was a very good Showcase Event. The speakers during the afternoon were both educational and entertaining. We took away some very useful learnings from all the presentations.”
Winning On Delivery – Legend Global’s Stephen Cooper (Senior Vice President Food & Beverage) and James Haysom (Food & Beverage Development – Europe)
The pair discussed the crucial role catering plays in shaping the raceday food and beverage experience, noting how the latest global trends in F&B delivery and venue operations are redefining what modern racegoers expect. Drawing on examples from leading sports and leisure venues around the world, they explored how these trends are driving increased attendance and revenues.
Key themes included the growing impact of technology, such as self-pour beverage systems that significantly boost volume and reduce queue times, and the importance of speed of service in enhancing guest satisfaction.
They also highlighted the value of developing menus that reflect local and regional tastes, as well as the commercial opportunities created through targeted sponsorships and strategic partnerships.
Sarah Drabwell, General Manager at Sandown Park Racecourse, commented: “I thought the Conference in particular was very valuable this year. It is the one time of the year when racecourses can get to together, and talk about nothing other than racecourses, which is hugely useful and there is a lot to be learned.
Personally, I will be making sure that my teams attend these events whenever our diaries allow because I think they are one of the most useful CPD events of the year.”
Winning On Brand - Bettys & Taylors of Harrogate’s Abi Sawyer (Brand & Digital Communications Specialist)
Drawing on her experiences at Bettys & Taylors of Harrogate and specifically working on the legendary Yorkshire Tea brand, Abi spoke about how a strong brand, and a clear, authentic image play a vital role in successfully growing an organisation’s audience and becoming dominant market leaders. She reflected on how consistent storytelling, a well-defined brand personality, and a commitment to quality can build deep public trust and loyalty over time.
Abi highlighted examples of how Yorkshire Tea’s relatable tone, creative campaigns, and community-focused initiatives helped the brand stand out in a competitive market, demonstrating that when an organisation’s image genuinely resonates with its audience and is transparent in its actions, it can significantly expand its reach and long-term engagement.
Winning On Value - Chloe Carmichael from Cloe’s Deal Club
Chloe’s Deal Club is a money-saving platform dedicated to uncovering top deals, secret discounts, and smart shopping insights. Founded in 2019 and followed by over 200,000 people, it delivers a curated newsletter featuring exclusive offers, early access to retailer sales, and brand-negotiated discounts unavailable elsewhere.
Having previously worked in horseracing in digital marketing at Hamilton Park Racecourse, Chloe reflected on how her career had come full circle by being invited to speak at this year’s Showcase seminar.
Chloe emphasised the growing importance of value over just simply price, in shaping consumer spending decisions, noting that audiences are increasingly motivated by experiences that offer social currency, moments they can share, talk about, and feel proud to be part of – drawing comparisons to other industries, such as Formula One.
Chloe also highlighted the pivotal role racecourses play in crafting these memorable raceday experiences, explaining that when venues deliver high perceived value through atmosphere, service, and unique touchpoints, they not only meet customer expectations but also strengthen loyalty and connection.
Leanne O’Sullivan, Senior Marketing Executive at Horse Racing Ireland said: “This was my fourth year attending the Showcase Conference. It’s a brilliant networking event and I always look forward to learning from other racecourses as well as gaining useful insights from other industries.”
Cillian Hogan, Marketing Executive at Horse Racing Ireland, agreed: "I found the event to be exceptionally worthwhile. The opportunity to engage with fellow racecourses and learn from wider industry experts was hugely beneficial.”
Winning On Experience: The Showcase Champion Racecourse – York Racecourse’s James Brennan (Head of Marketing & Sponsorship) and Maiti Stirling (Marketing & Sponsorship Manager)
The 2024 Showcase champions returned to share insights into the initiatives they have continued to develop over the past year, placing particular emphasis on the importance of consistency in refining and enhancing their offering.
They discussed their recent racecourse renovations in detail, noting how carefully considered strategic plans, combined with a commitment to continually tweaking and improving elements based on real-time visitor reactions, have significantly elevated both the feel and the atmosphere at York.
By responding to feedback, observing how guests interact with spaces, and making incremental adjustments, they have been able to build an environment that feels more welcoming, efficient, sustainable, and engaging.
Jack Olliver, Head of Marketing & Innovation at Great British Racing, said:
“2025 was my first RCA Showcase and it certainly did not disappoint. The reigning champions, York, were fantastic hosts for what was an insightful and entertaining day. The range and depth of activity and effort on display from across the sport was magnificent to see and it was great to have the opportunity to meet so many representatives in person.”
What’s Next?
We will soon be hosting Showcase Revisited: Best Practice from the Class of 2025, which will offer a fresh look back at standout submissions and key insights from the day. The date is confirmed as Monday 2nd February, 10am-12pm on Zoom. To register, follow this link.
You can also explore the Showcase Hall of Fame on the RCA website, where you can visit memorable projects, achievements, and racecourse best practice from across the years. Visit it here: Hall of fame – Racecourse Association
Finally, we’re already looking ahead to Ascot 2026! There is much to anticipate and were excited for another great year to showcase our member racecourses. More information and opportunities to get involved will be shared throughout the coming year and as we move closer to the event.