The Everest carrying Sydney racing to new altitude, as Australian Turf Club chief Jamie Barkley lifts bar higher

Exclusive: Australian Turf Club chief Jamie Barkley outlines his vision for Sydney racing and why it’s the biggest sport in the city, writes RAY THOMAS.

Hugh Bowman sends Winx (right) to the front is the race named in her honour, the Winx Stakes in August.

Sydney racing has become the hottest sporting ticket in town, racing’s champions like Hugh Bowman are as marketable as the biggest stars in other sports, and The Everest will be bigger again next year.

RAY AND SHAYNE: RANDWICK TIPS AND ANALYSIS

TOP PICKS: WEEKEND BEST BETS

RACE WATCH: ROYAL RANDWICK

Jamie Barkley joined the Australian Turf Club as its chief executive less than three months ago and already he is talking up a big game.

But Barkley sees the potential for racing and can speak with some authority on the Sydney sporting scene as he was in charge of the Sydney Cricket Ground Trust for 17 years.

“I think the timing could not be better to be involved in Sydney racing, it’s the hottest ticket in town right now,’’ Barkley said.

“If you look back say 20 years ago in Sydney sport, the hottest ticket in town was the Waratahs and the Wallabies.

“You couldn’t get a ticket for the Wallabies. Then it was the Sydney Swans when they moved back to the SCG, then the Big Bash cricket. But right now the hottest sporting ticket is racing and The Everest.’’

The new face of racing as the ATC and Racing NSW target a younger audience in an ever-changing market place.

THE EVEREST

The Everest, the world’s richest turf race with prizemoney of $14 million next year, and the inaugural running of the $7.5 million Golden Eagle has reinvigorated Sydney’s spring carnival.

Racing NSW’s chief executive Peter V’landys has been the driving force behind the introduction of The Everest and the Golden Eagle, Australia’s two richest races, which are bringing the crowds and interest back to Sydney racing.

BLACKBOOK SPECIALS: AROUND THE LAND

THE EARLY OIL: MOONEE VALLEY

Barkley believes the ATC has a two to three year window of opportunity to capitalise on racing’s soaring popularity which has been driven by the runaway success of The Everest.

“There is an extraordinary level of interest in The Everest,’’ he said.

“This event has provided a sold out public facility, all of our sponsorships have been secured for a long term and ATC membership is at all-time record numbers. So all the key performance indicators right at this moment could not be heading in a better direction — and how good is this, the Golden Eagle pops up for spring.’’

Barkley said the aspiration of both ATC and Racing NSW is to make The Everest an even bigger event.

“There is a public infrastructure project being developed on the Leger Lawn, it won’t be complete for The Everest next year but it will for Everest 2020,’’ he said.

“These further development opportunities at Randwick will take the capacity way beyond 40,000.

“The Everest was sold out and was almost a perfect event this year but will be bigger and better next year.’’

Crowd pleaser: Kerrin McEvoy celebrates as Redzel makes it back-to-back wins in The Everest.

RACING’S NEW AUDIENCE

V’landys’ vision of The Everest appealing to a younger audience has been reflected by the race’s on-track attendances and the ATC’s membership sales.

“This year 55 per cent of the new memberships we have sold have been to the under-35 age demographic,’’ Barkley said.

“No doubt, the ATC has embraced new technologies and digital platforms that have been embraced by the new Millennials. But we can’t sit on our hands, we need to provide different places and experiences on the racetrack for our different demographics.’’

Racing NSW’s chief executive Peter V’landys announces a new race called The Golden Eagle with prizemoney totalling $7.5 million for four-year-olds.

GOLDEN SLIPPER

Barkley revealed ATC is focusing on revitalising the Golden Sipper, the world’s richest two-year-old race, run at Rosehill Gardens next March.

“The ATC wants Golden Slipper week to be very much like the build-up during Everest week,’’ he said.

“We plan on turning Slipper Week into something special with a lot of events planned for Rosehill.

“The club has a clear vision for western Sydney to deliver their race. We had record crowd of recent times at the Golden Slipper this year and we want to build on that.’’

THE CHAMPIONSHIPS

Sydney’s autumn carnival next year climaxes with The Championships at Royal Randwick on the first two Saturdays in April that will most likely feature mighty mare Winx’s race career swansong in the Queen Elizabeth Stakes.

Barkley said the ATC will be promoting The Championships’ iconic races and the achievements of Winx next autumn.

“When the autumn carnival turns to Royal Randwick for The Championships, we will see what I am going to call a celebration of the best racing in the world,’’ he said.

“In the last of the world’s top 100 races, Sydney has three of the top 10 races so we should be celebrating the quality.’’

Sydney's Lance Franklin and the Swans were once the hottest ticket in town.

Hugh Bowman and Winx have lifted racing to new heights in popularity.

RACING’S STARS

Barkley said racing has an opportunity to raise the sport’s profile by marketing its stars and the excitement of raceday.

“I’d love to see someone like Hugh Bowman, and he probably already is, to be as well recognised as Buddy Franklin or Steve Smith,’’ he said

“I want to raise the engagement with the public on raceday with racing’s heroes like we see on a Friday night at Canterbury when the jockeys are signing autographs for the public.

“When Hugh Bowman on Winx is riding down the straight after a win in front of the crowd, or like Kerrin McEvoy did after winning The Everest on Redzel, this is magical stuff for racing’s fans. To me, it is about those memorable moments and memorable experiences and I want people to come to the races and say I was there.’’

Hugh Bowman and Winx combine to win the race named in honour of the champion mare, the Winx Stakes, at Royal Randwick in August. Picture: Getty Images

NIGHT RACING

ATC is considering making Royal Randwick Sydney’s second night racing venue.

“Sydney’s light-rail project, which will be completed in about 12 months, will be a game-changer for Randwick,’’ Barkley said.

“I think in two or three years we have this window of opportunity to cement racing’s place in one of the most congested sporting markets in the world.

“We need to be continually reinventing our business model and night racing at Randwick is part of the ATC’s strategy.

“With the light rail project ready in a year and with our connection to the CBD, it could be huge. ATC is moving forward with its review of night racing at Randwick.’’

Canterbury Park remains firmly entrenched on the city racing calendar.

CANTERBURY’S FUTURE

Barkley maintains Canterbury, which is primarily used for midweek and night meetings, has a long-term future in Sydney racing.

“Canterbury has an awesome position in Sydney racing because the local community has embraced racing there,’’ he said.

“The quality of race fields has picked up immensely and the crowds are at record numbers, we have seen massive improvement in all of the key indicators.

“I think any consideration in relation to Canterbury has to be taken as part of an over-arching policy of the future of Sydney racing but Canterbury has important role to play in meeting racing’s needs in Sydney.’’

Originally published as The Everest carrying Sydney racing to new altitude, as Australian Turf Club chief Jamie Barkley lifts bar higher