The Qatar Goodwood Festival, affectionately known as “Glorious Goodwood”, is a highlight of the British flat racing season. Preparations for the five-day event, which attracts around 100,000 visitors, are a year-round undertaking. Let’s take a look behind the scenes to see what it takes to bring this prestigious festival to life.
Year-Round Preparation
The planning for the next “Glorious Week” begins almost immediately after the current one concludes. The team capitalises on the momentum and positive memories of the recent festival, launching ticket sales early while the event is still fresh in everyone’s minds. This extended lead time allows for meticulous attention to detail, covering both significant aspects and minor refinements.
This year, the team has benefited from fresh perspectives with the addition of new members, including a new General Manager. This individual, familiar with Goodwood, brings experience from other events and helps to ensure all elements are thoroughly reviewed and optimised.
Focusing on the Sport and its Legacy
A key focus for this year’s festival is to highlight the sporting aspect of the event and the rich history associated with the Goodwood Racecourse. With over 200 years of sporting legacy, the aim is to remind visitors of the significant moments that have taken place at this iconic venue.
This renewed focus doesn’t mean neglecting the other elements that make Glorious Goodwood special. It’s about striking a balance between celebrating the sport and maintaining the glamour and unique atmosphere that define the festival.
Adapting and Innovating
The team are constantly seeking ways to improve the festival experience and attract new audiences. While this year is seen as a period of consolidation, with a focus on re-engaging with past attendees, there are exciting plans in the works for future editions in 2027 and beyond.
Catering is also a key consideration, with new food and beverage options being introduced throughout the course. One popular addition has been the introduction of espresso martinis, which have proven to be a hit with racegoers.
Maintaining the Grounds
The Goodwood Racecourse is situated on the South Downs, offering a picturesque setting. Maintaining the grounds is a year-round task, with the maintenance manager working to keep the site in top condition. This involves a range of activities, from landscaping and repairs to ensuring the overall appearance of the venue is pristine.
Final Preparations
As the festival approaches, the final preparations intensify. This includes addressing any last-minute challenges and ensuring that all details are in place. One recent adjustment involves relocating the jazz band to a more central location, enhancing their visibility and contribution to the event’s atmosphere.
Ticket sales have been strong, indicating a high level of interest in this year’s festival. With some enclosures nearing capacity on certain days, potential attendees are encouraged to book their tickets soon to avoid disappointment.
Value and Customer Experience
Recognising the importance of value for money, the team strives to provide a high-quality customer experience without significantly increasing prices. This involves carefully managing costs and ensuring that the festival offers a memorable and enjoyable day out for all attendees.
A new marketing approach has also played a role in driving ticket sales. By focusing on both the sport and the glamour associated with Glorious Goodwood, the marketing campaign has resonated with a wider audience.
Running a “Small Town”
Organising Glorious Goodwood is a massive undertaking, akin to running a small town for five days. With up to 25,000 people attending each day, it requires a significant logistical effort. This includes providing essential services such as security, medical assistance, and information points. The extensive hospitality operations, serving thousands of meals each day, also contribute to the complexity of the event.
Enjoying the Racing
While the organisers are busy ensuring the smooth running of the festival, they also make time to enjoy the racing. The quality of the entries this year is high, promising competitive and exciting races. The hope is to witness memorable moments, reminiscent of past glories.
Booking Tickets
For those considering attending Glorious Goodwood, the advice is simple: book your tickets now. The ticket purchasing process has been streamlined with a fully digital system. Tickets can be easily purchased through the Goodwood app and accessed on smartphones. This also simplifies the process of sharing tickets with groups.
With favourable weather conditions and the positive memories from last year’s festival, this year’s Glorious Goodwood is expected to be a popular event. Booking tickets in advance is highly recommended to secure a place at this prestigious racing festival.