Where else in the world can you stand around with 80,000 people singing Hey Jude after the last race? Can you imagine a Derby Day crowd singing Jimmy Barnes after the last?
With the Royal Ascot carnival starting tonight I thought I would share what makes Royal Ascot special, unique and why it is a must for any sporting or horse racing fan.
And, more importantly, what Australian racing administrators can learn from the best racing week in the world.
The annual five-day Royal Ascot racing carnival in the European summer is probably the most English, traditional and unique sporting event you can attend.
Like clockwork at 2.00pm each day the Queen is driven up the home straight from Windsor Castle in the traditional horse and cart with an entourage of royal guards.
This is a rare opportunity in itself to get so close to the Queen, especially if you follow her out into the bird cage.
It is obvious to see how much the Royal Family and the Queen means to the English public. Most of the crowd follow her from the birdcage and watch her as she walks on a private balcony to her Royal Box in the Royal Enclosure.
“Horses away….horses away” is one of many unique ground announcements you hear during the day at Royal Ascot.
Taking the 5/4 odds on the Queen wearing a blue hat, is also very unique. Even the backdrop of the course itself is different with the beautiful English scenery, a massive grandstand setup and Windsor Castle positioned at the top of the straight.
The track is breathtaking and depending where you stand determines what level you are in line with the horses.
The up-and-down track creates a sloppy, tough, agonising finish to every race, especially by the end of the week in the traditional English conditions.
A tough 1200m on a heavy course could be equivalent to a 1400 on a flat, dry Australian surface.
Being at Royal Ascot over the five days at last years carnival was a dream come true and everyday was surreal as the next.
The first race I experienced was Frankel winning by 11 lengths. Not only have I never seen such a more popular or dominant win, the atmosphere after only one race of the Royal Ascot carnival was equal to a Cox plate or Melbourne Cup.
This set the tone for the week with So You Think winning on the Wednesday, and of course Black Caviar winning in the most unforgettable, dramatic circumstances on the Saturday.
While the weekly structure of a Melbourne Cup is great, I do believe Australian racing and marketing administrators can learn from the English when it comes to promoting our carnivals and capturing an actual racing crowd.
While we get great crowds for our cup carnival it is coming more reliant on marketing towards the drinking crowds with DJs, headline bands or Australian Idol rejects.
English crowds are drawn to Royal Ascot for the elegance, tradition, nostalgia and more importantly the racing.
In Australia crowds seem to be lured to the races by cheap drink promotions. The addition of a ‘Schweppes Bar’ at Flemington during last year’s cup carnival was tragic.
Half the bookmakers were relocated or not wanted, only two TAB attendees were available and a DJ was pumping at 10am in the morning.
I can’t imagine what the racing traditionalists thoughts of this ‘initiative’ but as a 31-year-old racing and sporting fan I thought it was a step in the wrong direction.
Don’t get me wrong I love a drink as much as the next person while I am having a punt but don’t make the racing and the gambling supplementary.
Why don’t we actually promote our racing tradition and the stars of the turf?
The way Frankel, Black Caviar, the Royal Ascot carnival and horse racing in general is advertised and marketing in England is second to none.
During the carnival racing was on the front page everyday promoting the stars of the turf.
The day after the Melbourne Cup last year the main story on the news was a YouTube video of a drunken fight from the Melbourne Cup crowd.
When you build a bar you attract drinkers but when you rely on the essence of a sport it tends to promote itself.
Floyd Calhoun
Guest
Well, the UK is the birthplace of thoroughbred racing, so it should put on a decent show at least once a year. We don't need to feel too inferior in that regard. Totally different racing cultures here and there as well. The whole top hat scene in the UK will never translate here, and nor should it. It's like comparing apples and oranges. The Spring Carnival & the whole Melbourne Cup vibe is more aligned with the Kentucky Derby than it is with Ye Olde Worlde racing in Britain. Different society altogether. That's not to say that UK racing at such big events isn't an experience in itself. I've heard it's very good. Just different.
Jez
Guest
I think some have mis interpretud the difference between going to the races just to drink and going to the races for racing with a social element. Point being racing bodies should be promoting racing first followed by social activities when you see advertising for carnivals such as the spring DJs, Various Artist and Bars are promoted more so than the actual prestige of the event. I am not saying it is every club either however does figure prominantely in Autumn and Spring Carnivals, if you want DJs and Bands go to a festival.
Alfred Chan
Expert
Good article but there's not a lot I would change about the Melbourne Spring carnival. I think the timings are perfect for all the targeted crowds to get there on the days. Also being at the end of the year, its genuinely a time to celebrate and if it can get young people into racing, why not market to them. Yes, some people take it too far by getting outrageously intoxicated but I still think it's better having a 100,000+ crowd than the normal 2,000 for non-carnival meets. All the elegance and glamour is still there in Fashion on the Fields and marquees, just not in general admission.
Jez
Guest
Well said Tony, it is about time someone hit the nail on the head about the how Austrlian racing are pulling the wrong rein in regards to marketing the races. I have been going to the races since I was 9 and as a teenager I enjoyed the fact the members stands were not full of blow ins looking for a classier way to booze up with there mate while causing large ques at totes. People need to remember it is the sport of kings not sport of Kids but unfortunately racing clubs are looking for a quick earn and have literally shafted many people who have poured there hard earn into racing. Great article and hope there will be more like them to follow.
peeeko
Roar Guru
Saw plenty of people wasted when I went to royal ascot
Chad Bennett
Editor
Great article Tony, and a fantastic description of Royal Ascot. While I agree about what Australian racing can learn, it is a tough one - if they relying simply on the tradition and the stars of the turf, they very well might not attract the numbers that the bean counters demand, but at the same time, they are maybe cheapening their product the way they are going at the moment.