VRC commits to grassroots push to engage members and racing fans

Victoria Racing Club has committed to a new grassroots push to engage members and racegoers in a bid to improve the Flemington.

VRC chief executive Kylie Rogers. Picture: Jason Edwards

Victoria Racing Club has committed to a new grassroots push to engage members and racegoers in a bid to improve the Flemington experience.

The world’s biggest racing club, with more than 34,000 members, is set to launch its Melbourne Cup Carnival Tour this week.

It comes as VRC chief executive Kylie Rogers and chairman Neil Wilson faced members and patrons alike at iconic South Melbourne racing pub The Emerald Hotel last Thursday night.

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Publican Andrew Lewis organised “at the bar with the VRC” to promote constructive discussion on racing issues.

“I don’t want people nitpicking and coming back after the races and after a few beers saying this and that,” Lewis said.

“It’s the biggest racing club in Australia, we’ve got the biggest race in Australia, not The Everest, the Melbourne Cup is the biggest race, let’s embrace what we’ve got there and work with each other.”

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The VRC has faced scrutiny the past 12 months primarily around its financial position.

The club, poised to return to profit this year, lost more than $70m post Covid shutdowns.

The VRC last year reported a $24m loss including $14m in depreciation and amortisation on assets.

A rich Melbourne Cup Carnival broadcast deal signed last year, which Rogers inherited, is largely behind the financial rebound.

However, bumper spring and autumn carnivals, which exceeded forecasts, boosted the balance sheet along with a reduction in costs.

“The club remains on track to deliver a positive revenue result,” Rogers said.

“Consistent with what was outlined in our AGM presentation.

The Emerald Hotel Picture: Supplied

“We also have several new partnership and racing announcements to make and look forward to sharing more details soon.”

Rogers and Wilson, along with VRC directors Glenn Carmody, Allison Purdey and Sophie O’Kane, engaged with members and racing enthusiasts in the public bar last Thursday.

“Events like last Thursday night clearly demonstrate how important our club is to our members, and we don’t take that for granted,” Rogers said.

“We’ll continue to engage in events just like this, where we listen and learn, and importantly build real relationships with our members who are our most important stakeholder.”

Questions, suggestions and requests included a call for more cash bar options at Flemington, more choice in food and beverage, racing program innovation and ideas around growing attendance.

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Passionate racegoers and owners James and Sam Russell, 40-year VRC members, appreciated the opportunity to speak directly to Rogers and Wilson.

The Russells spoke to the importance of initiatives to get more people to Flemington, outside of the major race days, and a specific safety concern.

“We were in an environment today where I felt we were listened to, we were heard,” Sam Russell said.

“Our voice was actually finally heard and much more personalised than writing an email.”

James Russell added: “It’s taking the VRC out of their castle and putting them in among the people.”

Sal and Susannah Ciardulli, also 40-year members, echoed the sentiment.

“You don’t get that at an AGM … saying I’m concerned about this and to have them listen to you, I felt like they listened to me,” Susannah Ciardulli said.

VRC Chairman Neil Wilson, trainer Gai Waterhouse and VRC CEO Kylie Rogers Picture: Michael Klein

Rob Smedley, a 23-year member, asked the VRC brass about the club’s financial state.

“It was reassuring … good to chat to them about a few other things as well,” Smedley said.

“The proof is in the pudding I guess, talk is cheap. We’ll wait and see.”

Prominent owner Nick Williams, at The Emerald socially on Thursday night and not for the VRC meet and greet, welcomed the initiative.

“That’s what racing is about,” the multiple Melbourne Cup-winning owner said.

“You got to engage with your membership base and they’re obviously doing that. It’s a great idea, it really is, do it in a casual environment, have a drink with people rather than be formal.

“A lot of people don’t like asking questions in forums, every Tom, Dick and Harry got their chance to ask what they wanted and they were moving around the room, I think it’s a bloody good idea.”

Originally published as VRC commits to grassroots push to engage members and racing fans