Located outside Hull, Beverley Racecourse is one of the United Kingdom’s oldest, yet most colourful, racecourses. The course has been in existence since 1690 and even provided airbase support during war time.
Beverley Races began a partnership with Future Ticketing in 2016, motivated by a desire to build a more detailed undertanding of their customers, and access revenue in advance of race meetings. Within 12 months of using the new 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 their Westwood track.
The colourful outfits and striking visual turnout of racegoers really align well with the Beverly Racecourse’s online identity. The course is proud of its slick branding and modern presentation of a sporting resource that wants its customers to have a smooth, easy-to-use digital journey. Future Ticketing empowers Beverley to achieve all this and deliver what its racegoers want and need.
“Our ticketing journey with Future Ticketing has been quite remarkable, and the transition to online sales has been much quicker than we anticipated, allowing us to grow revenue, marketing opportunities and interactive relationships with our visitors. The solution is comprehensive and easy to use, which is so important not only for our customers but for the small, busy team at Beverley. It isn’t like working with an external company – it’s like having our very own ticketing expert sat in the office!”
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