On Melbourne Cup Day at Flemington this year, there will be young people dressed up in their finest, music pumping, drinks flowing, a festival atmosphere – and nary a horse race in sight. Palooza, the Victoria Racing Club’s new music festival in partnership with Live Nation, is an attempt to attract more young people to the races – or at least to Flemington.

It is a challenge getting new fans to the tracks, says Racing Victoria’s general manager of racing Matt Welsh. “We’re certainly working on different ways to get people to come,” he says. “Victoria is a wonderfully diverse state, and we want to make sure that everyone feels welcome.”