New Newbury chief executive Julian Thick says ‘putting the customer experience first’ will be the way to reverse a worrying slump in attendances.
The grade one track is preparing to host its second biggest jumps days of the season with Betfair Super Saturday.
But 2013 figures have shown the Berkshire track suffered the biggest percentage drop in attendances – 19.04% - of any of the country’s courses.
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Thick says that an abandonment and one less music event than in 2012 contributed to an average drop from 8,034 to 6,746 but conceded the figures were ‘concerning’.
But, just weeks into his job, he believes a positive future can be built for a track which, in recent times has been dogged by negative headlines, most recently an ill-advised attempt to introduce a dress code at its Hennessy meeting.
Thick said: ‘The underlying position of the racecourse is not as bad as it seems but racecourses are a bums-on-seats business. It is disappointing the attendances went down and is something we want to turn around.
‘There are a huge amounts of positives about Newbury and we have a hugely loyal fan base but there is definitely more we can do.
‘We need to be more customer friendly and it our job to listen to all our customers, hear what they have to say and make changes where appropriate.
‘It is important you provide an experience commensurate with people’s expectations and they go away wanting to return.
‘We have significant plans to improve the customer facilities as part of the overall property build of the site. We think it is very positive going forward.’
Funds for Thick’s plan will come from the 10-year residential development at the track which will ultimately result in £42m being invested in infrastructure with 1,500 homes on site.
That, in itself, has led to fears how the track may end up.
But Thick, who takes heart from Hennessy day in November increasing its attendance from 14,250 to 16,500, insists the development can be achieved without damaging the nature of the 106-year-old course.
He added: ‘It is about balancing the needs of the business to go forward so that we end up with a strong sustainable racecourse that is good for racing and good for Newbury.
‘I am still very much in a listening phase – I am still hearing what people have to say.
‘But one of the strengths Newbury has is its long-term prestige as a top quality racecourse – we need to do all we can to build on that.
‘The development is very important to Newbury because it throws up the funds to create a state of the art venue.
‘It will also create a living community at the racecourse which will be an interesting model for other racecourses. It is not just a question of selling off the car park and building on it.’
Meanwhile, trainer Willie Mullins has confirmed Smashing, the only remaining Irish entry in the £152,500 Betfair Hurdle, is an intended runner with Andrew Lynch riding.
The 130,000 euro recruit from France has won both its races since arriving in Ireland.
Mullins will be without a runner in Sunday’s Irish Hennessy Gold Cup with intended representative Rubi Ball lame.
His absence will allow Ruby Walsh to link up again with Paul Nicholls to ride Tidal Bay. Walsh was No 1 jockey for Nicholls until stepping down at the end of last season.
Walsh has a course and distance win on Tidal Bay having won the 2012 Lexus Chase.
First Lieutenant, trained by Mouse Morris, is 7-4 favourite for the Irish Hennessy.
Nicholls had been contemplating switching Tidal Bay to Saturday’s Denman Chase at Newbury but, despite soft going fears, now looks like sticking to the original plan of running King George VI Chase third Al Ferof.