The J&B Met

Kenilworth Race Course, Cape Town

In 2014 Access was approached to help turn around the J&B Met (one of South Africa’s two leading horse races), which had seen many years of declining attendance and increasing costs. With a full delivery responsibility appointment, we developed a multi-year strategy, focusing initially on increasing attendance and reducing costs, and then on expansion of the commercial programme. Over the last two years we:

1

Focused on improving the J&B Met event experience – added a new food village, a world class show business line-up to keep guests entertained between races, and improved key event logistics such as security, signage and ticketing; and
2

Grew event attendance by 8% and 12% to 35 446, via improved event marketing and media coverage at low cost, via innovative media partnerships, as well by reducing ticket prices.

Despite investing in these improvements, operational costs were decreased by 10% and revenue is up due to increased in-house food & beverage revenue. Now that the J&B Met has an improved event experience and increased attendance, we are in the process of securing new commercial partners and exploring additional revenue streams.