Australian Turf Club

The team members were asked by the ATC Board and CEO to lead a 6-month strategic review helping the ATC to secure the future of racing, with staff embedded in a project office at Randwick to analyse property, branding, membership and corporate legacy
Key deliverables
  • We provided advice on reforms to governance, product development, race day experience, asset consolidation and development, place-making, strategic engagement, and Asian marketing.
  • We commissioned Quantium to research spending patterns of ATC patrons in key racecourse markets.
  • We recruited and ran an Expert Advisory Panel that included marketing, retail, and trade experts.
  • Social licence advice was provided on balancing horse racing, gambling, and community expectation.
  • Professional mentoring for the Chair and senior staff to deal better with powerful state regulators.
  • Opened up networks that the club had not previously either been aware of or had access to.

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