First UK Racecourse to sell out online

The Business Challenge

Staff can be tied up for hours manually creating bookings, sending out tickets, checking spreadsheets or collecting money.

The Solution

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With a fully integrated web booking system the racecourse has completely changed the way it promotes its services to current and potential race-goers. Bill Farnsworth General Manager at the Racecourse said “the impact of the electronic booking and admission system had made a far greater impact than he had ever envisaged. In the beginning I was a little sceptical that the regular race-goers would not use the system yet within three years there has been a return on investment of nearly 300%, visitors attending and the number of race meetings held have doubled.”

Private race-goers, public and corporate bodies can now book tickets, hospitality days, refreshments, complementary bets, even meals from the menus online. The back office systems are immediately updated, facilities and admissions arranged, confirmation tickets issued electronically and promotional materials sent to clients. All designed to enhance the race-goers experience. From Musselburgh’s wireless networks, book makers and race goers are checking other race meetings in real time, online. The network also authorises the electronic tickets on arrival, speeding up admission times whilst eliminating fraud completely.

Partnership Benefits

Such is the success at Musselburgh Racecourse that racecourse managers from around the UK have visited to check out the facilities.


Quotation Our e-business adviser’s input completely revolutionised the way we think about the race course, providing a complete race day experience to long term visitors, corporate parties and specialty race attendees. The future success at Musselburgh will be built on this scaleable business and IT platform.” - Bill Farnsworth, Musselburgh Racecourse

Related Project: Delivering Strategic Advice on Information & Communications Technologies

Project Team

Stewart Bell
Affiliate Consultant
st.bell@napier.ac.uk
+44 131 455 6537
Jamie Brogan
Affiliate Consultant
J.Brogan@napier.ac.uk
+44 131 455 3211/07714 332082