Cheltenham Racecourse is to launch one of 2015’s biggest investments in UK sport – The Princess Royal Stand. The Stand will represent major new innovations around the public catering offering and feature state-of-the-art entertaining areas for hospitality clients, Cheltenham’s racehorse owners and trainers. The development will also see the opening of The Royal Box, which features a panoramic view of the racecourse and parade ring, along with high-specification hospitality boxes for business and private clients.
The expansion has taken nearly two years and has been devised to champion speed of service, and capitalize on new trends. The Cheltenham Club, a brand new concept, offers a fine dining experience, with members being allocated a table for the season. On the top floor of the new building, The Cheltenham Club offers an atmosphere reminiscent of what one might expect from a private members’ club. Facilities include a bar and seated area with fireplace and 360° views from the balcony.
Food and drink are an integral part of the race day experience and, to reflect a modern palate, Jockey Club Catering has established new concepts including the Big Buck’s champagne bar and seafood deli. Further innovations include a collaboration with Daylesford Organic, which will be providing hampers for The Princess Royal Stand.
Customers will benefit from digital innovations, including Apple Pay and the introduction of a 4G app to enable ‘click-and-collect’. A wine ordering app that delves into the tasting notes of the wines will also be available in the Owners and Trainers bar.
The statistics behind the Stand:
• £1.8m (US$2.75m) catering install
• 18,000 knives and forks
• 14,000 plates
• Six production kitchens
• 14,000 glasses
• 32 under-counter bar fridges
Phil Roberts, general manager at Jockey Club Catering, said, “The new Stand is a departure in sporting hospitality and very much asserts Cheltenham as the leader in British horseracing. Racing is a hugely social occasion and we looked at how customers want to consume as well as what good design looks like, and brought it to life in a setting that is undeniably world class.”
Ian Renton, regional director for Cheltenham Racecourse continued, “Our partnership with Jockey Club Catering has resulted in one of the best facilities in the world for sporting hospitality – we are sure our guests will be as excited about the food and drink as they are about the actual racing.”
November 20, 2015