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.