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SubmissionGuide

2 SHOWCASE SUBMISSION GUIDE 2017

Contents

3 Welcome4 The Showcase Seminar6 The Showcase Awards8 The 2017 Judging Panel 9 The Judging Process10 The Awards17 Cheat Sheet: What Makes

a Great Submission?18 The Life of a Showcase

Submission18 Showcase Surgery19 Key Dates20 Terms & Conditions


Welcome to the RCA Showcase & Awards, the gala event of British racecourses that annually celebrates first class customer experience in partnership with Moët Hennessy and Racing Post. Now in its eighth year, it is renowned as the event to attend to learn from, engage with, support and celebrate racecourses.

The daytime seminar and evening black tie awards ceremony are both guided by the principle themes of excellence and innovation, which we encourage all racecourses to apply to every element of the raceday experience.

This year’s event will be held on Thursday 16th November at Newbury Racecourse. We are delighted to continue delivering the RCA Showcase & Awards and thank all racecourses for the levels of engagement and support shown.


A fantastic opportunity for British racecourses to gather with contemporaries, the Showcase Seminar is the culmination of the RCA Raceday Experience Group’s work throughout the year. It brings key industry topics to life in an open and engaging forum that promotes sharing best practice amongst peers.

We are proud to have hosted some of the biggest names in the sporting and leisure industry, with speakers from the O2 Arena, Arsenal FC, Liverpool FC and Center Parcs, alongside the most contemporary and successful racecourse teams, ensuring our members hear from those at the cutting edge of customer experience.

In short, the day provides:• A forum for in-depth and open discussion on

key topics• An engaging and informative experience for the

entire racecourse team• The opportunity to hear from the industry on

future strategy• Clear action points to enhance the customer

experience at your racecourse• The platform to network with like-minded peers

in a relaxed environment

The Showcase Seminar


The Seminar Experience

“The Showcase & Awards is a tremendous event with a real appetite to share and determination to improve what we do.”

– William Derby, Chief Executive, York Racecourse

“Each year the seminars and networking opportunities offered by a truly collective spirit at the Showcase give the Ascot team – across all departments – many practical and strategic ideas that can help us improve our customer experience.”

– Juliet Slot, Commercial Director, Ascot Racecourse

“The annual seminar not only serves as a great social occasion, but also a very useful means of benchmarking our progress against other leading racecourses.”

– Alex Eade, General Manager, Goodwood Racecourse

“The RCA Showcase & Awards Event seems to get better every year. The whole team really enjoyed the occasion last year and the seminars provoked a lot of thought. It’s proved to be highly motivational and we’re sure to book again in 2017.” – Jonathan Garratt, Managing Director, Cartmel Racecourse

“I am always grateful for my invitation to the Showcase & Awards. It is an excellent event and I enjoy every aspect of it.”

– Nick Rust, Chief Executive, British Horseracing Authority


The Showcase Awards is the highlight of the year and provides the opportunity to reflect on and celebrate the best of British racecourses over the past 12 months. For a chance of winning an award, racecourses are invited to submit initiatives for a variety of categories in advance.

The Showcase AwardsBenefits to entering the Showcase Awards include:• An unrivalled stage to promote the best of your

racecourse in the past year• A logical and clearly defined mechanism for

planning and measuring racecourse initiatives via the Showcase submission

• A platform to celebrate the year’s successes• The possibility to document details of your

initiatives, allowing measurable KPIs to be written for the racecourse

• The opportunity to assess the level of operation from other areas of the industry

• The chance to enter into friendly competition with peers


The Awards Experience

“A real highlight of the year and, when you take a minute to look at all the innovation and excellence in the entries, it reminds you what a great job racecourses are doing. The competition gets harder every year, and to even get a submission nominated is a huge honour, but to win vindicates all the hard work and commitment the racecourse teams put in on a daily basis.”

– Steve Parlett, General Manager, Kempton Park Racecourse

“Nothing describes the surprise and delight that we felt when it was announced that Bath had won the 2017 Racing Post Readers’ Award for Customer Service!”

– Jo Hall, Executive Director, Bath Racecourse

“It certainly gives us KPI to drive towards and, as a small team and an independent course, it is very rewarding to be recognised for our hard work and efforts by the industry and put alongside some very impressive campaigns.”

– Erin Boswell, Marketing Manager, Ripon Racecourse

“Pontefract caught the Showcase bug early on! We were lucky enough to receive the Customer Service Award in 2014 and the boost that winning an award gives a small team like ours is impossible to quantify. The Awards have pushed us on to devising better promotions and coming up with new, fresh marketing ideas which, in turn, have pushed Pontefract on to become a better racecourse.”

– Richard Hammill, Assistant Manager/Clerk of the Course, Pontefract Racecourse


The 2017 Judging Panel

The Showcase Judging Panel is comprised of six, independent professionals with expertise

covering all aspects of the Showcase Awards.

The panel thoroughly reviews each submission to distinguish which are the truly excellent initiatives. Each judge has a maximum term of three years to preserve the

integrity of the panel and ensure a fresh perspective.

Tony Langham Chairman, GBR/Chief Executive, Lansons

Chris Cook Deputy Racing Editor, The Guardian

Gareth Balch Chief Executive, Two Circles

Steve Brice Chief Executive, Pharaoh Experience

Patricia Pugh (Dr Patricia Hardy)Packard Curator, Palace House,

Newmarket & ROA Board Member

Matt Lynch Executive Director, Venue Inc.

THIS YEAR’S PANEL ARE:


The Judging Process

Rationale/Insight(score out of 2)

Excellence (score out of 3)

Innovation(score out of 3)

Value/ROI(score out of 2)

Total(score out of 10)

Comments

Each judge is provided with a simple scoresheet as shown below. They are asked to score each submission out of ten via the matrix provided.

In the event of a tie, the judges will be asked to deliberate and come to a majority decision of which entry should win.

New for 2017, the judges may award Highly Commended accolades if submissions are of such quality.

As the central pillars of the Showcase & Awards, Excellence and Innovation remain the two attributes which carry the most weight. They account for 60% of the total marks available per submission.

Excellence—delivery, achievement, style, finesse

Innovation—fresh ideas, not necessarily unique but uncommon and/or original approach

Rationale/Insight and Value/ROI, accounting for 40%, encourage racecourses to consider quantitative and/or qualitative measurement at both ends of their initiative. Submissions are expected to keep in line with and promote as best practice the recommendations from the Insight = Growth customer data project.

Rationale/Insight—conception, customer engagement, preparation, requirement

Value/ROI—validity, customer feedback, significance, financial and/or experiential return

The scoring system aligns with the submission sheet, which asks racecourses to plot their initiatives via Objectives, Delivery and Results, with a further sheet for additional information.All of the above applies to each award.


The Awards

1. #TopSpot

2. Best Campaign

3. Community & Corporate Social Responsibility

4. Digital & Social Media Excellence

5. Events

6. Food & Beverage

7. Operational Excellence

8. Owners’ Experience

9. Racing Post Readers’ Award

10. RCA Outstanding Contribution Award

11. The Love of the Sport

12. Groundstaff Champion

13. Showcase Champion


Award Categories

A #TopSpot is a standalone initiative, large or small, that enriches the racecourse brand and/or raceday experience for customers. Things to consider:• Innovative ideas • A novelty factor • Problem solving ability • Promotion of the racecourse brand • Aesthetically pleasing elements and additions

to the racecourse site • Opportunities to further engage with racegoers • Educational insights into sport/equestrian welfare • Fun ideas

To enter, tweet an image to @RCAShowcase with #TopSpot and a brief description.

There is no limit as to how many #TopSpots may be submitted throughout the year; however, only three may be put forward to the final gallery. Racecourses may select these three or leave it to the discretion of the RCA.

2016’s #TopSpot award went to Beverley Racecourse for the phenomenally popular Donkey Derby, which has become a must-see event in East Yorkshire. The event went viral, transcending the local and racing news to over 2 million people.

1. #TopSpot

2. Best Campaign

Think about:• What insight has been used in this campaign?• How are we communicating to our target audience?• What elements of the campaign were innovative?• Was the delivery truly excellent? Demonstrate key

areas to the judges.• What are the KPIs, how were these agreed?

Best Campaign celebrates excellence in the sphere of marketing, increasing the appeal of racing to new audiences and improving the frequency of visits amongst customers.

Entries must demonstrate the clear strategy and execution used for the campaign by means of a multi-tiered approach to engage with a target audience.

Newbury Racecourse won last year for their creative and stylish Al Shaqab Lockinge Day, labelled ‘Best Day Out by a Mile’. Interactive elements were superbly executed and had the results to match.


The Community & CSR Award recognises initiatives relating to the local community, environment or charitable causes.

Entries must demonstrate how a community engagement programme has and continues to improve relationships with the local community through working with key stakeholders.

Aintree Racecourse claimed the Racing Together Community and CSR Award in 2016 for a second year running. Building on their 2015 win, their programme had shown development in many areas whilst remaining true to the needs of the local community.

The Digital & Social Media Excellence Award celebrates best in class in the world of digital presence and social media.

Entries must demonstrate how the racecourse has crafted targeted campaigns through these channels in order to improve brand presence, customer relations and/or commercial gain.

Ascot took top honours for Digital and Social Media Excellence after taking digital marketing to new levels in 2016. Complementing a seamless integration of digital and non-digital output, they achieved a phenomenal volume of reach through innovative content.

This award celebrates superb events that provide memorable days out and attract new customers to racecourses.

Entries should demonstrate a defined strategy and excellence in execution, along with a clear link to the racecourse brand and encouragement of return visits.

Last year, the Events award was one of the most hotly contested categories. Musselburgh took the honours for their stunning Bi-Centenary Celebration Raceday, which included a visit from HM The Queen and the Duke of Edinburgh.

3. Community & CSR

Think about:• What initiatives have we done? Are these linked in

a strategy?• What areas of the community are we helping

and why?• Is there a legacy to the initiative(s)?• What partnerships have been developed, and how

useful are these?• How does the community strategy link back to the

business of the racecourse?

4. Digital & Social Media Excellence

Think about:• How have you pushed the boundaries in this

innovative space?• How have you complemented other key areas of the

business via digital/social?• Emphasise the measurement of your initiatives –

with digital/social, it’s easy to do!

5. Events

Think about:• How did you go above and beyond to host an

exceptional event?• What insight led to the event taking place?• How did you promote return visits to new

customers? Was this successful?


The Food & Beverage Award identifies excellence and innovation in racecourse food and drink quality and service.

Entries should reflect both the fare itself and its journey from conception to plate, as well as the level of service underpinning the operation.

Last year, Cheltenham Racecourse won for the outstanding spectrum of choice available in their new Princess Royal Stand.

The Operational Excellence Award recognises exceptional delivery and behind the scenes initiatives that improve the operational performance and customer service at racecourses.

Ascot took top honours for Operational Excellence in 2016, with their Raise the Standard initiative demonstrating how outstandingly run the venue is.

This award invites ROA members to demonstrate where racecourses have met and exceeded expectations relating to the raceday experience of racehorse owners. The following elements could be considered: • Pre- and post-raceday communication

with owners • Owners’ entrance • Owners’ facilities • Food & beverage • Winning and placed connections • Racecourse Owners’ Liaison Officer

A shortlist of the best entries, decided by the ROA and RCA, will be invited to enter a Showcase submission detailing their Owners’ Experience programme.

Chester’s significant provision of appearance money and fantastic facilities led to their win last year.

8. Owners’ Experience

6. Food & Beverage

Think about:• What is innovative in this crowded marketplace?• How have we reacted to customer demand?• Clearly demonstrate the results of the initiative to

the judges.

7. Operational Excellence

Think about:• What is exceptional about our behind-the-scenes

work to enhance the customer experience?• What is innovative about unseen initiatives

which have made a difference to the business and customer experience?

• What have the results been on the business and customer experience? Highlight key numbers to the judges.


For this award, Racing Post readers nominate their best examples of customer service at a British Racecourse. The judges will be asked to pick their favourite from a shortlist selected by the Racing Post and the RCA. All public entries will be subject to integrity validation by the RCA.

In 2016, Bath were awarded for their outstanding service after providing VIP Treatment to Gavin Priestly in the final leg of a national charity drive, having noticed the opportunity via social media. Bath complemented this with maximising funds for him where they could using collection buckets.

The RCA Outstanding Contribution Award recognises those who have made an outstanding contribution to racecourses throughout their careers.

This Award is open to all racecourse staff who you feel have made a significant impact on your racecourse and the sport of horseracing.

To nominate a member of your racecourse team, detail in no more than 300 words how the nominee has given exceptional service to a racecourse(s) over the years. Particular emphasis should be given to significant change or notable success in this period as a result of this individual.

Nominations will be considered by the RCA Board and Chairman.

The Love of the Sport Award celebrates initiatives that both enrich and extend the reach of the sport to customers.

Initiatives should demonstrate the passion, enthusiasm, knowledge and skill of those who work tirelessly in the sport, enhancing both customer enjoyment and education of horseracing.

9. Racing Post Readers’ Award

10. RCA Outstanding Contribution

11. The Love of the Sport

Think about:• How have you brought the unseen care and

attention given to competitors to life?• How have you conveyed information about the sport

to customers in an innovative fashion?• Have you targeted a specific customer group? Was

this successful?• Have you linked horse racing with another subject to

make it more accessible?

Think about:• Could you use promotional artwork from social

media, RCTV and racecards?


The Groundstaff Awards, in association with Pitchcare, Watt Fences and Fornells, celebrate the excellence and dedication of racecourse groundstaff teams across the country.

Racecourses are invited to enter a submission based on their code of racing: flat, jumps and dual purpose. The awards are judged by a panel of BHA, NTF and PJA representatives, taking consideration of: the condition of the racing surface; development and improvement of both facilities and the team; efficiency and good working practice; and support from owners, trainers and jockeys.

The winners of these individual awards are announced pre-Showcase, with the three winners becoming finalists for the overall Groundstaff Champion Award, which is announced on the night of the event.

12. Groundstaff Champion

Applications for the Groundstaff Awards run separately from all other Showcase Awards and will be distributed under separate cover.

In 2016, the Groundstaff Judges recognised the brilliance of the Cartmel Groundstaff team in widening their course and the significant improvements made to the drainage and irrigation systems.


The Showcase Champion Award honours the racecourse of the year by celebrating excellence and innovation across a multitude of key areas, thus leading the way in providing an exemplary customer raceday experience.

All racecourses are eligible to enter for Showcase Champion, however, submissions will only be validated once a racecourse has been listed as a Finalist in two or more individual categories.

How to enter:Racecourses should provide a testimonial of no more than 300 words on how they have provided a memorable raceday experience for customers in 2017, adhering to the Showcase pillars of excellence and innovation. A maximum of three pieces of supporting information may accompany the submission. There are no restrictions as to what the supporting information may be.

All areas of the business should be considered, with the best submissions demonstrating how

the racecourse team(s) have come together to offer a seamless experience and to progress the racecourse over a period of time. Objective measures such as the VisitEngland/Scotland Quality Assured Racecourse Scheme should be considered.

The judges will be looking for examples of:• Outstanding customer service• Initiatives that would be considered both

excellent and innovative• Inspirational leadership, setting an example

for other racecourses• Teamwork, pride and passion of the

racecourse team• Exceptional feedback from customers and/or

third parties

Ascot were 2016’s Champion Racecourse due to their continued drive for excellence across all aspects of the racecourse, including a superb digital strategy and their successful implementation of The Raise the Standard Operational Charter.

13. Showcase Champion


Cheat Sheet: What Makes a Great Submission?

Objectives• Provide clear objectives as to what you hope

to achieve• Demonstrate why the initiative is necessary –

what intelligence/insight has led to the idea?• Define the key performance indicators (KPIs) of

the initiative to monitor performance

Delivery• Describe how your initiative was delivered with

reference to any resources used• Clearly define the role of the racecourse within

the initiative• Point out the initiative’s innovative features –

what sets you apart?• Highlight challenges faced and how they

were overcome

Results• Provide results aligned to your objectives with

evidence of measurement• Demonstrate the value of your initiative – was

the financial outlay aligned to the impact on customer experience?

• Prove beyond doubt the validity of the initiative and why it was an excellent project for your racecourse

Supporting InformationInclude any additional information that you believe supports your submission, such as:• Links to outside media• Detailed feedback from customers and/or

relevant stakeholders• Financial information not for general inclusion

“Great work can originate anywhere. Big ideas don’t necessarily require a big budget. What matters is the quality of thinking, its soundness from insight, the thoroughness of

the execution and the ultimate outcome.”

TO BE ON THE RIGHT TRACK, CONSIDER THE FOLLOWING ELEMENTS:


The Life of a Showcase Submission

Submission draft (Racecourse)

Judges receive all submissions

Finalists announced

Showcase surgery (RCA)

Judges pre-read (Personal time)

Pre-awards build-up

Final copy(Racecourse)

Judges deliberate (London)

Winners announced

Showcase Surgery

The RCA will run the Showcase Surgery throughout the summer to provide support with drafting submissions.

The Surgery ensures that submissions are in the best state possible prior to the judging session. All advice is objective

and designed to enhance the information provided by the racecourse.

In 2016, over 80% of the eventual winners of the Showcase Awards had made use of this resource.

To get started, send your submission to Paul Swain.

mailto:paul.swain%40racecourseassociation.co.uk?subject=


Key dates

All submissions will be reviewed by the RCA ahead of the independent judging panel and we are happy to

give feedback as required.

The deadline for this feedback is:

Friday 22nd September

Final deadline for all submissions

Friday 29th September, 6pm

The RCA Showcase & Awards 2017 at Newbury Racecourse

Thursday 16th November


1. Submissions may be sent to the RCA from Tuesday 6th June 2017 until 6pm on Friday 29th September 2017. No submissions will be considered outside of this window.

2. In order to guarantee feedback from the RCA, submissions must be received by 6pm on Friday 22nd September 2017.

3. All content within the submission must be, to the best of the author’s knowledge, true, correct and original content.

4. Racecourses must be listed as a Finalist in two or more categories to qualify for a Champion Racecourse application.

5. Racecourses are limited to one submission per category and no more than three submissions overall (Owners Experience, #TopSpot, Outstanding Achievement, Champion Groundstaff & Champion Racecourse are excluded from this limit).

6. Submissions for all awards, with the exception of #TopSpot, must be made using the PowerPoint template supplied by the RCA and sent electronically to [email protected].

7. Submissions must not exceed one slide per section of the entry template.

8. Submissions for the #TopSpot Award can be taken from the RCA’s official Twitter @RCAShowcase or sent via email to [email protected]. Racecourses may submit a maximum of three #TopSpots to the final gallery for consideration and should state a preference if there are more than three.

9. The RCA reserves the right to alter the category of any submission if appropriate.

10. The RCA will provide written confirmation of receipt for all submissions. If this is not received within 24 hours, please contact the RCA office on 01344 873536.

11. Failure to comply with these terms and conditions could result in the submission being declared void.

12. The RCA reserves the right to alter the terms and conditions of the Showcase & Awards at any time with given notice.

Terms & Conditions

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[email protected] 01344 873536

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