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.
