- Armidale Jockey Club and Broome Turf Club partner with Future Ticketing
- Australia racecourses recognise benefits of Future Ticketing platform
- Future Ticketing is ticketing provider of choice across 75 racecourses
Digital ticketing provider Future Ticketing is announcing new partnerships with two racecourses in Australia. The Irish-based company has entered into multi-year agreements for ticketing software and services with Armidale Jockey Club and Broome Turf Club.
The move further expands Future Ticketing’s global footprint in horse racing, a sector where it has more than 70 partners worldwide. Armidale Jockey Club, New South Wales, hosts a dozen race meetings each year, stretching from January to its Christmas Cup day in December, with Armidale Cup day a highlight in March. Armidale Jockey Club’s slogan is ‘The Magic of Racing’ and Michael Timbrell, General Manager, explained why Future Ticketing will help the venue grow.
Mr Timbrell said:
“The main factor that influenced our decision to use Future Ticketing was the ability to build ticket sales within our existing website rather than have customers be transferred to a third party website. This makes it easier to link ticket sales within our digital advertising and gives us better control of our products and customers’ data.”
Kelda Jones, Chief Executive Officer, Broome Turf Club, said:
“We found the Future Ticketing platform easy to implement and operate, while at the same time, being cost-effective. Crucially, I think one of the reasons Future Ticketing is the ideal fit for us is because it is run by people who understand horse racing and the industry.”
Gregory Walker, Client Success Manager, Future Ticketing, noted some of the practical ways Future Ticketing’s advanced technology was adapted for Armidale.
Mr Walker said: “Armidale Jockey Club offered a bundle option for membership whereby customers can buy an annual membership and then receive 10 complimentary one-day flexi tickets with the order. Furthermore, the membership bundle allows an Armidale Jockey Club guest membership ticket to be purchased at a reduced rate.”
Broome Turf Club, Western Australia, hosted its celebrated Broome Cup Festival in August, one of nine meetings since May at the popular coastal venue.
Mr Walker pointed out that Broome Turf Club’s membership sold out after partnering with Future Ticketing and the venue successfully used the platform to sell race books online. Mr Walker added: “The Future Ticketing system also powered the online purchase of a number of products for Broome Cup Day in August, such as marquee entry tickets on the day, both for club members and non-members.”
Peter McNeile, UK and International Sales Director, Future Ticketing, said a major convenience for Australian race clubs is the ability to manage membership and single-use ticketing through one platform.
“Rather than having separate systems for members, general admission customers and event ticketing, Future Ticketing gives racecourses a centralised view of their audience and ticket sales. This can simplify administration, reduce the need to reconcile data across multiple systems, and create a more seamless experience for customers—whether they are a long-term member attending regularly or a first-time visitor purchasing a single race-day ticket.”
Mr McNeile pointed to other advantages:
“An especially valuable feature for racecourses that hold their own liquor licence is the ability to sell drinks and beverage tickets in advance. This allows clubs to offer drinks as part of the ticket purchase journey, giving customers the option to pre-purchase beverages before race day rather than relying solely on on-site transactions. For the racecourse, this can help improve the customer experience, reduce queues and cash handling on the day, and provide greater visibility over expected demand. It also creates an additional opportunity to generate revenue before the event, while allowing the club to maintain control over its own licensed beverage operation.”
Mr McNeile concluded: “Ultimately, the appeal of Future Ticketing is that it can bring ticketing, membership and additional race-day purchases into a single customer journey, helping racecourses simplify their operations while creating more opportunities to increase revenue and improve the experience for attendees.”
