Service sweeter than a sticky toffee pudding
MENTION Cartmel, and sticky toffee pudding immediately comes to mind. Yet a world-renowned dessert is not the only claim to fame attached to the Lake District racecourse. Racing Post readers reckon that Cartmel is all about customer care.
Steve Cooper (centre right) and the Cartmel team pride themselves on a warm welcome
That distinction came through loud and clear last year in the only public category in the RCA Showcase awards, where Cartmel scooped over 300 nominations, more than 25% of the total votes, in a poll conducted by the sport’s trade daily newspaper to find the best examples of customer service on a British racecourse.
The judging panel, who chose the winner from a shortlist of five, highlighted one entrant who visited with a party of family friends for his 65th birthday. They noted: “His family, of all ages, were given first-class customer service and made to feel very much the VIPs for the day, which was capped off with an impromptu chorus of Happy Birthday by the restaurant staff, followed by a cake. The only downside was that 65 candles could not be found!”
Steve Cooper, who succeeded Jonathan Garratt as Managing Director of the Holker Group’s racing and leisure division, which includes Cartmel, in January 2018, accepts the plaudits but will take none of the credit for the award.
“It’s not down to me but firstly to Cartmel itself, to the blessing of location and the beauty of the racecourse site,” he says. “It was a privilege to walk into the job, which came with blazing sunshine in my first year, a bonus for racegoers if not the groundstaff.”
The Cartmel experience is truly unique, combining jumps racing with weekend breaks
Asked to delve more deeply into the secret behind the success, Cooper explains: “You’ve got to think of yourself as a customer, put yourself in their shoes and make their day and their decision-making as comfortable as possible, which starts with having understanding staff, good signage and an excellent, well-maintained facility.
“Then in our case there’s a massive pinch of the Cartmel magic, which I’m still learning to appreciate but which produces a winning cocktail.
“We had 101,000 visitors over nine days’ racing last season, which is among the highest averages in Britain, so we shouldn’t think this is a sleepy, backwater of a racecourse.”
Cooper makes special mention of Cartmel’s staff, many of whom are long-serving employees. “They understand the ethos of the racecourse and are proud to work here,” he says. “Proud and privileged, because on any given day anyone on the staff can affect a customer’s experience and ensure they go home with a 50% better experience than if they had not been on their game. I like to work on the principle of ‘don’t stop until you’re proud’.
“We’re lucky enough to work on one of the most beautiful, picturesque racecourses in the country, and we get touch points with customers who enjoy coming here. If we can satisfy them, they will encourage others to visit.”
Cartmel welcomed over 100,000 racegoes in 2018, each given the same level of exemplary service
Cooper came to race track management through the catering route, having spent six years with Jockey Club Racecourses’ joint venture with Compass at Aintree, Haydock Park and Carlisle, before becoming director of catering at the newly-opened Aviva Stadium in Dublin and more recently for seven years head of catering and service delivery for Manchester United at Old Trafford.
He believes his experience in other avenues of sport has been invaluable. “In many ways they are the same, because it’s all the little things that make a difference to customer care,” he says, “but racing is very different from other sports such as rugby and football, where for two periods of 45 minutes all eyes are on the pitch.
“By contrast, racing is continually busy, which brings with it a constant customer stream for food, beverage and toilets, all of which depend on the staff being on their toes, and their mettle, for long periods.
“Here at Cartmel, customers arrive at eight in the morning to get the best pitch and many of them often don’t leave until ten or 11 at night, after their barbecues, so we have to have our eyes on the prize and be front, side and back of everything.
“Preparation is the key, so that the raceday itself can be fun for everyone, from customers to staff.”
Steve Cooper’s first year in charge of Cartmel saw another RCA Showcase Award for the racecourse
2018’s success doubled Cartmel’s tally of Showcase Awards to two following 2014’s Communtiy & CSR Award in addition to the Groundstaff of the Year title won in 2016. Cooper is setting out his stall to challenge for further honours during the campaign that starts on 25 May. “We’re always striving to do more,” he says, “and that means a number of new features this coming season.
“Simon Rogan is sending his head chef Tom Barnes from his local, Michelin-starred restaurant to cook from a glass-fronted pop-up kitchen. Simon is doing just two outside events this year – us and Royal Ascot. So, I think we’ll have every right to call ourselves the Royal Ascot of the North.
“We’ve also got the 1856 Lounge, which takes its name from the year racing began at Cartmel, offering a relaxed atmosphere with a champagne and cocktail bar and garden terrace inside the paddock area. It’s a chance for customers to treat themselves to a bit of luxury.
“Then, on Friday 28 June, Sir Cliff Richard will be in concert after racing. He’s doing three outside concerts this year – Scarborough, Greenwich and Cartmel – so if racing fans want the chance to see a legend, they should head for the Lake District. They’re guaranteed a very warm welcome.”
