Ascot digs into data to grow premium business

Ascot has been a client of Two Circles since 2013 and currently works across a range of projects to drive growth across race day and sponsorship revenue streams.

As part of its ‘Data-Driven Business’ feature series, SportBusiness International looked at how, from 2014, Two Circles helped Ascot instigate a new data-driven strategy to stimulate growth in its premium business. This saw a reinvention of Ascot’s fine-dining product offering, and marketing and sales strategy, that resulted in premium revenue growth of 97% and fine-dining occupancy rates increasing to 98%.

Ascot Racecourse Premium Occupancy Rates (%)

“We could see our fine-dining business had real potential to grow at a faster rate than it had been doing and we knew the impact that a data-led approach had had on other areas of the business – particularly ticketing – so it made sense to apply the same principles here too”

Juliet Slot, Chief Commercial Officer at Ascot.

Access the full SportBusiness International article or read our in-depth article entitled What You Need to Build a Thriving Premium Business.