Business Issue
Ayr Racecourse required a web centric CRM system dealing with SECURE ticketing both on course and online. The ticketing solution had to be totally secure to combat the organised criminal gangs who were producing and selling high value counterfeit holographic tickets throughout the racing industry. Modules were required to manage Hospitality, Sponsorship, Restaurant and Non-raceday bookings as well as Members details, including the production of membership cards. Additionally the system required centralised marketing tools to produce and manage Telemarketing, Email and Postal campaigns, and in all these aspects the system had to provide real time reporting.

Solution
Serendipity, in conjunction with Ayr Racecourse staff at all levels of the racing business, envisioned, designed and implemented an extensive web centric CRM based administrative software solution and wireless data network, significantly enhancing ticket security and manageability of bookings with real time reporting, providing the information required to run the business efficiently.

Serendipity Products and Services
Eventmaster CRM ticketing system.

MYiNTERNET Web Filtering Solution.

MYmailSAFE Email Filtering Solution.

Custom Firewall Solution.

End- to-End wireless LAN design.

Installation and Support.

Staff Training Package.

Benefits
Ayr Racecourse now has a secure ticketing and membership solution that, together with new entry processes, maximises the perimeter revenues of the racecourse. The CRM system has provided a complete Business Management System increasing efficiency and communication across the whole organisation.

The Client
Ayrshire is a county of spectacular coastal scenery, bustling towns and picturesque villages. Situated in the south west of Scotland, the area benefits from the warming influence of the Gulf Stream giving it a moderate climate. The County town of Ayr, in the heart of the Burns Country is a modern, busy shopping centre, attracting many visitors throughout the year. Ayr is home to Scotland's premier racecourse, hosting both Flat and National Hunt fixtures. Normally holding at least 25 days racing every year, Ayr is host to the Scottish Grand National, the Ayr Gold Cup and a host of other valuable races during its 12 month racing programme.

The highlight of the jumping season is undoubtedly the Scottish Grand National held in April, just a couple of weeks or so after the Aintree equivalent, with many top performers taking part in both races. None have so far emulated the great Red Rum who won both races in 1974.

”The thing that I really appreciate about Serendipity is that their account management team really understand this business and their technical know-how is truly excellent.”

William Gorol, General Manager.

Spur to Action
New Owners acquired Ayr Racecourse [hereafter referred to as ARC] in 2003 and sought to procure a new Business Management System for early implementation. Research determined that there was no solution available to meet the identified key requirements specific to a Racecourse business, i.e. ticketing both on course and online, Hospitality, Sponsorship, Restaurant and Non-raceday bookings as well as Members details including the production of membership cards. Ayr had been suffering from an organised gang producing counterfeit tickets and selling them at the railway station and to the approaching crowds at full face value under the guise of Racecourse staff on a queue busting exercise.

Consequently, Serendipity amongst others was approached to review the existing ICT infrastructure, systems and propose a methodology for creating a strategic ICT plan for ARC concentrating on the areas of Security, Hospitality, Marketing and Ticketing Systems. The end game was to create an integrated, efficient and focused solution.

After examination of the proposals Ayr Racecourse awarded the contract to Serendipity and requested the creation a more immediate tactical IT plan to maximise the promotion of ARC and its services, facilitating early increased revenue generation. Further tactical plans were to be developed to complement the sales and marketing activities and support a cohesive and integrated approach to the market. It was imperative that the initial steps and tactical planning ensured a reasonable level of service provision while the strategic vision was formulated.

Evolving Design Programme
After a tender and procurement process, Serendipity was selected to move forward on a partnership-working model with ARC. Initial consultancy was then undertaken to align the ARC business processes to their ICT structure and vice versa in order to increase the level of automation within business processes and derive direct business benefit. Specific areas such as aligning the ARC web site and its business marketing was imperative; as without clear and matched business planning and marketing strategy, any web site will be divorced from the business process and is unlikely to deliver its full commercial advantage.

Following completion of the first phase planning, a technical proposal was prepared, priced and accepted in principle by ARC. After final survey, a fixed cost contract was agreed for Serendipity to deliver and support an “E-Commerce Web Site, Back Office CRM System and Anti-Fraud Ticketing System that would support all commercial business processes and marketing activities for ARC”.

Smooth Installation
Serendipity implemented its wireless network, CRM and ticketing system at ARC during the latter part of 2003 and the first iteration of the ARC Web-site [www.ayr-racecourse.co.uk] early in 2004. Both have been constantly evolving to meet the ever-changing business requirements of ARC. Throughout the whole rollout Serendipity was actively engaged in transferring the new skills required by the ARC Staff to help them deliver a smooth, efficient trouble free commissioning of the enhanced ticketing and CRM system.

Flexible and Responsive
Where William Gorol (General Manager of ARC) is most vociferous, is in his praise of the people that Serendipity has put in place. “The thing that I really appreciate about Serendipity is that their account management team really understand this business and their technical know-how is truly excellent. They obviously care about giving us the very best solution and have not taken the opportunity to charge us for every change we request. There are always open and frank discussions about the solution we have leading to, without exception, improved and enhanced design which in turn allows us to deliver better service to our customers”.

Commitment to Partnership and Quality
The partnership between Ayr Racecourse and Serendipity is based on Knowledge sharing and trust. Serendipity is working with ARC and other racecourses throughout the UK to produce the defacto Management solution for the whole racing industry.