Racecourse operator Northern Racing is rolling out a £1.2m billing, ticketing and marketing system based on customer relationship management (CRM) software.
The new system includes Eventmaster ticketing software from Serendipity Interactive, installed with a wired and wireless salespoint infrastructures at Northern’s nine UK racecourses by lead contractor Bull Information Systems.
Northern Racing introduced the secure ticketing system – which has now been installed at three racecourses – to address crowd control problems on race days and to prevent fraud by criminal gangs producing forged tickets and membership cards.
Under the Eventmaster ticketing system, racegoers are issued with encrypted tickets that can be checked by staff equipped with wireless handheld scanners.
Each course’s ticketing system is hosted on Bull’s NovaScale Universal resilient servers with wired and wireless Cisco infrastructure connected to touch screen till points, wireless card scanners, and membership and general card printers.
The company also wanted the CRM platform to give its central and local management more control over the business, while retaining autonomous day to day racecourse operations.
The platform allows local managers to run targeted marketing campaigns for race meetings, based on analysis of attendance sales and profitability of previous events. It also provides reports to help managers identify general customer trends and peak visitor numbers.
The racecourse operator’s financial director, Tony Kelly, said: “The new software system is enabling our racecourses to administer ticketing and badges more effectively and provide a secure perimeter. We have also been able to deal with forging of tickets by criminals. While it is early days, we know that the CRM elements will in time provide us with more efficient and flexible marketing activities.”
Northern Racing aims to use the system’s real-time information to support wider e-marketing campaigns and the development of enhanced membership packages in future. The company will also be able to carry out consolidated real-time business reporting to improve financial management.
The new systems are set to be rolled out at the remaining six courses in the next few months.