Victoria Racing Club unveils new fashion and entertainment park
VICTORIA Racing Club has unveiled a new fashion and entertainment area called “The Park” which will take experiencing the Melbourne Cup Carnival to a new level – and it’s all for free.
The Park will be a 10,000 square-metre playground which will become the central hub for all things fashion and entertainment, which includes the world’s largest Myer Fashions on the Field enclosure, live entertainment and plenty of other activies and hospitality options.
VRC Executive General Manager of Customer Engagement, Caroline Ralphsmith, said The Park will enhance the racing experience of not only existing racegoers, but it will also attract new audiences to Flemington during the Cup carnival.
“The Park combines the excitement of world-class racing with an energetic mix of fun, irresistible delights and endless possibility,” Ralphsmith said. “It will be Flemington’s official playground and will bring people together to indulge in the colour and escapism of Australia’s most celebrated major event.
“Myer Fashions on the Field and a central entertainment stage will anchor The Park, bolstered by experiences and public marquees from a number of our official sponsors, outdoor alfresco areas and an inspiring mix of foodie treats.
“We are excited to welcome back beauty giant L’Oreal Paris as the Official Beauty Partner of the Melbourne Cup Carnival with their ever popular L’Oreal Paris Powder Room and as a support sponsor of Myer Fashions on the Field.
“We also welcome support and enthusiasm from James Boag’s Premium, Tabcorp, Yellowglen, Lavazza, Pernod Ricard and Red Rock Deli, all of which will bring their own take for indulging the senses on a social experience to The Park. The opportunities will be endless.”
These initiatives are a part of a long-term customer engagement strategy which has seen the VRC invest significant funds into facilities, technology, hospitality and entertainment. Ralphsmith is hoping to turn around a declining number of on-course attendances.
“With an industry trend of declining attendances and increased competition for the discretionary dollar, the VRC recognised the need for customer engagement strategies, hinged upon innovation and customer experience that will reinvigorate current attendees and entice new audiences,” Ralphsmith said.
“As the custodians of the Melbourne Cup Carnival, the VRC must continue to evolve and push the boundaries of possibility and discovery to ensure the event continues to lead the way. The Park is a symbol of this evolution and the first phase of our long-term strategy.”
Punters can bet on the Melbourne Cup Carnival at Sportsbet.com.au.