Year of Service Masterclass

The RCA is proud to present the Year of Service masterclasses for racecourses to attend this autumn.

To reserve your place, please complete the attached Booking Form.

The Year of Service study, which began at the start of this year, was the result of both the RCA Board and Raceday Experience Group identifying the challenges in training temporary staff and the necessity for racecourses to become more proactive in providing quality staff training and hospitality, thus setting new standards in customer service and raceday experience.

The RCA has worked alongside Harrison:Fraser and the Raceday Experience Group to compile best practice from within the sport and looking further afield to leisure and retail both nationally and internationally. The On Tour blog on this topic provides a snapshot of what is to come.

We will be hosting a series of two masterclasses to share this information with racecourses—the first in October 2017 and the second in February 2018. Taking account of racecourse feedback, each masterclass will be hosted regionally to allow as many delegates as possible to attend.

Masterclass One—The Emotion of Great Hospitality


Thursday 5th October—Doncaster Racecourse (10.30am-3.30pm)


Monday 9th October—Sandown Park Racecourse (10.30am-3.30pm)

The first masterclass lays the foundation from which racecourses can set new standards in customer service.

Delegates will learn the theory and emotion behind great customer service as well as looking at best practice examples of how this theory has been activated in racing and other sectors. Much of great service is about how customers are made to feel, so delegates will be shown the psychology behind the different types of complainer and how to effectively help them.

A session on assisting vulnerable customers and a look at what is best practice in language and behaviour is also covered.

Masterclass Two—Delivering Exceptional Customer Service

The second masterclass builds on the learnings from the first session by demonstrating how to practically use what has already been learnt. Racecourses will be presented with a simple model to adapt or adopt taking on the practical application of exceptional customer service.

We will introduce a simple model to sustain and measure performance in customer service which can be adapted or adopted. Delegates will be shown best practice examples of where technology complements human interaction and scenarios where one or the other is the best way forward.

This masterclass will also see the luxury customer service element come to life and a look at what defines luxury in the modern day events market.