Epsom Downs Racecourse – Duchesses Grandstand launch Sales strategy

ASSIGNMENT

Following seven years of planning and a £38 million investment which included the building of a new Grandstand and 120 bedroom Hotel, GFG was approached to support Epsom Downs Racecourse (EDR) which is one of 13 racecourses owned by the Jockey Club.

Although a well-established brand and venue in its own right, GFG was approached to support the Conference and Event department with effective execution of their Sales strategy.

The key areas of the assignment were to mentor the Sales Director and Events team which involved:-

• Engaging more effectively with UK MICE Agencies, especially those with a strong Pharmaceutical Client base
• Implement a more effective pro-active sales approach to selective sales channels
• Introduce an effective Client Account Planning structure and disciplined telesales activity
• Create present to EDR’s board and then help implement the Sales and Marketing plan
• Provide ‘hands-on’ telemarketing support and engagement with the leads generated at CONFEX, the annual trade show in London

Output and Results

This four day a month assignment to date has implemented:-

• Successful engagement with a selected number of Confex leads at the official ‘grandstand opening’ leading to future potential revenue from a variety of sales channels.
• Support EDR in positioning their venue more effectively with a number of leading MICE Agencies, which included agreed overriding commission structure based on increased referrals.
• Supported EDR by attending various trade bodies and Networking events – HBAA, MPI and EIA
• Review of EDR’s CRM database, ensuring a more disciplined approach with data input leading to more effective e-marketing activity in conjunction with their Direct Marketing agency