Beverley Racecourse

Beverley Racecourse lays claims to being one of the oldest racecourses in the UK, in existence since 1690 and building its first grandstand in 1767. Located outside Hull in Yorkshire, the course is steeped in history including providing airbase support during war time.

Challenge

Beverley Races began a partnership with Future Ticketing in 2016, motivated by a desire to build a more detailed understanding of its customers, and to access revenue in advance of race meetings. The racecourse was seeking to take steps towards increasing the digitalisation of its ticketing sales and marketing function and offering its customers a more efficient and easy to use experience.

Solution

Future Ticketing’s high-performance core software automates the traditional ticketing box office function. Within 12 months of using Future Ticketing’s ticketing platform, 50% of customers had moved to online purchasing. Today, 80% of all sales are online and as a consequence Beverley Racecourse can analyse customer attendance and behaviour with ease at its Westwood track.

Value-added

The colourful outfits and striking visual turnout of racegoers align well with Beverly Racecourse’s online identity which it uses to segment ticketing to its different audiences. The core software enables clients such as racecourses to control their sales and marketing identity and provide an easy-to-use customer experience, with Beverley using its colourful branding to present a modern look for a sport whose heritage dates back centuries.