Harrison Fraser

Creating brands,
creating places

The Jockey Club

Leveraging heritage to enrich the future

  • Strategy
  • Guardianship
  • Print
  • Interior

The Jockey Club began writing its history in 1750, with the creation of a Coffee House in which influential figures with a shared passion for the sport met to discuss their visions for its future.

Today’s Jockey Club owns and operates some of the country’s most prominent courses. They lead investment and innovation as the largest commercial group in the sport, reinvesting 100% of their profits into the sport.

Consumer loyalty is an ever-fleeting stock. In our digitally enlightened age, financial, functional, individual and social value are all key ingredients to a recipe that will ensure cross-generational bite. The question we have been entrusted to answer, over our extensive work with the Jockey Club: how do you reframe values acquired over hundreds of years to appeal to a new audience, whilst maintaining the standard set by those who made it what it is today?

In answer to these questions, H:F has worked on the design of new cocktail bars that celebrate the life of the legendary Frankel, through to a new generation of luxury boxes, street food, and masterplanning the regeneration of some of the UK’s most iconic racecourses. From Newmarket, Aintree, Sandown and Kempton Park, H:F has created design standards through new leisure concepts bringing The Jockey Club experience to a wider, deeper audience.