Client Entertainment – Why Horse Racing Works so Well

Corporate Event and Hospitality Management Company, Cavendish Sporting & Special Events outline the unique combination of excitement, participation, sociability and flexibility that makes Horse Racing meetings such effective client entertainment events.

[UKPRwire, Fri Jan 28 2011] Corporate Event and Hospitality Management Company, Cavendish Sporting & Special Events outline the unique combination of excitement, participation, sociability and flexibility that makes Horse Racing meetings such effective client entertainment events.

Experienced event managers are frequently asked by clients to suggest ways of entertaining valued clients, or rewarding hard-working staff. Numbers, geographical area and budgets will vary, but one objective is constant – to attract the right people, and then to have great opportunities for networking and spending time with those people.

Whilst there is a wide range of activities and corporate events to choose from, some will achieve the basic objective better than others. If the idea is to be able to move around freely to socialize and network within the group, there would seem little point in attending an event where the guests have to sit in a row of seats in a grandstand and keep quiet, or where there is so much noise that any attempt at conversation is futile!

A good corporate hospitality company will be able to offer hard-pressed executives effective support, by identifying the basic requirements and putting forward appropriate ideas. This should be done well in advance, at the event planning stage, so that choices may be considered and evaluated. Once the decision has been made, guests need to be given reasonable notice, so it pays not to leave it too late.

Horse racing ticks almost every box for corporate entertainment. There are 59 active racecourses in mainland Britain, so the geographical spread is huge. All will have facilities for corporate parties, although the quality is variable – this is where the help of an event management company can avoid expensive mistakes.

Horse racing takes place all year round, with the glamour and speed of flat racing mainly during the summer months, and the thrills and spills of National Hunt racing (jumping hurdles and steeplechasing) during the autumn and winter. Fixtures are arranged well in advance, making the work of the event planner easier. Many of the most famous horse races, the Grand National or the Derby for example, take place on Saturdays, which do not always appeal to corporate guests as much as a day out on a weekday. Nevertheless, there are many weekday fixtures which offer good quality racing, and in the summer, evening racing is increasing in popularity, often with a well-known band or other entertainment to keep the party going after horse racing has ended. Evening meetings do not intrude so much into the working day, and are well worth considering if guests are reluctant or unable to take a whole day away from the office.

A private box offers the best environment for relaxed networking. Good quality food and drink is laid on, and the staff will generally do all they can to make everyone feel welcome and comfortable. Races, usually six or seven during a meeting, take place roughly every 30 minutes, so the action is never long in coming. Betting facilities are always close by, for those who enjoy a ‘flutter’.

Unless the host is a keen race-goer, it makes a world of difference if the event management company provides a knowledgeable event manager to oversee all aspects of the day. As well as ensuring that everything is arranged as it should be, he (or she) can help inexperienced guests to enjoy their day much more, by explaining some of the terminology and de-bunking some of the myths surrounding racing. A guest tipster can be an added attraction, but does not perform the same role, as he will only make a brief appearance before racing starts.

Because of the high profile of elite meetings such as Royal Ascot, horse racing is often perceived as an expensive form of corporate hospitality, and as with most other sports, at the top level it is by no means cheap. There is a lot of fun to be had, however, at lesser courses and meetings, at a fraction of the cost. The money saved can sometimes by used to add greatly to the overall experience, by arranging a stable tour before racing, for example, to give the guests a fascinating glimpse behind the scenes.

Sponsorship at the chosen meeting is also worth considering, as it adds to the impact and status of the host company, and confers additional benefits and opportunities for the whole party. An event management company with good contacts in the racing world will be able to offer advice, and negotiate the best package with the racecourse.

The flexibility of horse racing, with the range of dates and locations available and the facilities offered to corporate parties, gives the sport a high ranking in terms of the all-important Return on Investment and Return on Objectives. This is helpful in the modern business world, where every expense has to be evaluated and justified before approval is given. Corporate entertainment is still a major element of the marketing strategy of many companies, large and small, as it enhances the relationships which are vital to every successful business. Horse racing plays its part and is worthy of serious consideration when ideas for corporate entertainment at sporting events are on the agenda.

For further information, please contact Cavendish Sporting & Special Events MD, John Cavendish: Tel: 01420 588275, Email: enquiries@cavendishsporting.co.uk, Website: http://www.cavendishsporting.co.uk

Note to Editors
Country pursuits, including our unique GNAT Shooting, and motorised activities have kept us busy since 1988 and now with a growing team of dedicated specialists we also arrange conferences, summer and Christmas parties, team building and sporting hospitality at locations all around the UK. We are proud to guarantee the highest standards of preparation, organisation, entertainment and safety.

Cavendish Sporting and Special Events is also delighted to offer a professional and dedicated service in organising and managing the complete event.

We provide a professional and collaborative service from initial planning to event management on the day itself. From small soirées to fully themed corporate extravaganzas, Cavendish Sporting and Special Events has the expertise.

Charges for our services vary according to each individual event and are normally covered in commission from the venue and in the design & provision of our own ideas & products.

With our experience and professionalism we pride ourselves in creating a strong personal rapport with you, the client, to understand your every need. By doing so we will produce unforgettable, unique and highly effective results.

Contact:
John Cavendish
Cavendish Sporting & Special Events MD
Alton, England
01420 588275
graeme@bravuramarketing.co.uk
http://www.cavendishsporting.co.uk