Newcastle Racing & Events
Fast tracking success with temporary event WiFi
As horses thunder past the excitement is electric at Newcastle Racecourse. It’s easy to see why High Gosforth Park is one of the most exciting venues for thoroughbred horse racing in the UK.
As a National Hunt and Flat racing course, its season runs throughout the year. The management team work hard all year round to attract sponsors, host conferences, weddings, live events and not forgetting showcasing thrilling horse races.
Success is down to an excellent reputation for delivering a diverse range of quality events throughout the year. Not only that, the team deliver superior services to enhance overall guest experience, including premier WiFi, to attract businesses, sponsors, trainers, racegoers and event organisers.
Read Newcastle Racing & Events Case study to discover how the Newcastle management team fast track success for sold out events.
Racing has been staged at Gosforth park since 1881 and hosting historical events, Plate and Ladies Day, ever since.
Bought in 1994 by Sir Stanley Clarke’s estate which heavily invested £11m into developing and transforming the course.
Alongside significant racing dates, Newcastle Racecourse is now known for its state of the art facilities for business conferences and family occasions. Its continuing growth as a venue for conferences, weddings and events is down to the management team looking ahead and creating memorable experiences for visitors no longer ‘just a day out at the races’.
The 3 Challenges
Summer of 2017 the management team at Newcastle Racing, set out to deliver a fully-connected WiFi experience.
Overall objective was to engage the thousands of conference and race day attendees passing through the Park gates and deliver 3 outstanding temporary summer events:
- Northumbria Water Innovation Festival: state of the art festival of innovation
- Plate Day: Top class horse racing event
- Beeswing Ladies Day: appears on every social calendar in Northumbria
The first challenge was technical. The aim was to provide full interactivity throughout the grandstand, enclosures, grassed areas, hospitality suites, bar areas and marquees. Allowing guests to log on once and roam throughout High Gosforth Park without loss of signal.
Second challenge was capacity. Data demands of a diverse audience from Techy Conference presenters to guests placing bets or sharing on social and press logging stories in real time. Every guest had one thing in common – each expected superfast, secure and reliable WiFi.
Third challenge was marketing. As 1000s of guests attend each event its essential to connect, engage and capture data. Data capture is key to increase database, profile audience, improve future marketing and attract big sponsorship deals.
The Premier WiFi Solution
The Management team approached 802 for a specialist WiFi and marketing solution for the temporary events.
Accordingly, 802 delivered a high density Intelligent WiFi solution. Technically speaking, the solution included external and internal 802.11ac access points allowing up to 300 client simultaneous connections per access point with mesh capability and central cloud management suite.
The deployment also included dedicated edge and core switches with firewall and router services.
Finally, a dedicated 802 Media and Marketing suite was provided to offer product information, data capture, analytics and advertising spots using simple one-time log in and no password.
The Winning Results
For each event, 802 WiFi installation delivered superfast WiFi throughout the grandstand, enclosures, grassed areas, hospitality suites, bar areas, marquees and conference area.
“The WiFi exceeded all our expectations with one of the main event sponsors commenting that this was the fastest WiFi network he’d seen on any UK racecourse”
Russell Smith, Commercial Manager, Newcastle Racecourse
Enriched Guest Experience
Racegoers and conference attendees accessed state of the art WiFi and feature-rich content including social media, online betting, promotions and much more.
Exclusive Sponsor Opportunities
The sponsors 188 Bet had exclusive ownership of Racecourse portal displaying solus advert spots while blocking competitor Bookmakers across the WiFi. With one click 188 Bet gained new clients and the competitive advantage.
Mobile Adverts Displayed via WiFi Portal
Increasing Marketing Odds
Management team marketed directly to guests’ smartphones across state-of-the-art WiFi facilities. Captured demographic data and created meaningful dialogue and personal interaction. This is a winning formula for targeted marketing that engages, converts and increases sales.
Evidence of success
1) Innovation Festival
“¼ terabyte in one single session passed over the network at NWG Innovation Festival”
Northumbria Water Group Innovation Festival was a celebration of new technology with senior management from Microsoft, BT, CGI, UK power, Northern Gas Network to name but a few.
It was an honour for 802 to be selected to deliver state of the art connectivity for a festival of innovative thinking.
2) Plate Day
“720 new registrations on the day”
Northumberland Plate Day is a major UK racing fixture first recorded in 1833. Raising awareness and promoting this historic event is not difficult. That’s why making the most of new marketing opportunities and increasing CRM marketing database on the day is important
Arena Racing Company, owners of Newcastle Racecourse held a special VIP event in a track side Marquee. 802 provided an exclusive WiFi service to this group with value added features further enhance the VIP experience.
3) Beeswing Ladies Day
“918 brand new registrations and contact details in a single day”
For the women of Northumbria this an unmissable event and Newcastle Racing Events team never disappoint. Free WiFi and special offers for each guest enhance the experienced and boosted the marketing database.
802 is the leading provider behind the innovative, 802 Reach and Intelligent WiFi, that deliver superfast, secure, reliable broadband and powerful Media & Marketing tools for sporting arenas, hospitality, entertainment venues, retail, towns and public sector.
Get in touch
Contact Felix Gibson at firstname.lastname@example.org to discuss temporary WiFi for your next big event.