Young people let loose from lockdowns, in a mood to dress up and keen to celebrate the completion of their studies are on minds at the Victoria Racing Club.
“Twenty per cent of last year’s attendance were 18 to 29-year-olds. It is work we have been doing to get the young people back,” Victoria Racing Club chairman Neil Wilson told CBD at Monday’s launch for the 164th Melbourne Cup carnival.
Singer Anastasia is excited about the Melbourne Cup carnival Credit: Eddie Jim
“There are a cohort of younger people coming out of the VCE, coming out of university that use [Stakes] Day as a celebration day,” said Wilson, adding Generation Z were dressing up in areas of Flemington that did not require a dress code.
“I really believe this, post-COVID, younger people have been looking for a place that’s safe to get dressed up. Young men are wearing suits and ties and pocket squares, and young women are dressed up beautifully.”
For the 164th Melbourne Cup, the work Wilson refers to includes a roster of 140 performers designed to attract younger patrons. The club called out Ronan Keating, Sophie Ellis-Bextor and the Temper Trap as proof positive of its youth cred – and while, yes, a heyday 15 years ago is recentish in CBD’s eyes, it’s not certain an 18-year-old would see it that way.
The guest of honour at the Cup carnival launch was clearly neither international headline singer Anastacia, nor VRC ambassadors including sole female Cup-winning jockey Michelle Payne, OAM, Hall of Fame trainer Gai Waterhouse, AO, nor champion jockey Jamie Kah.
Gai Waterhouse, Michelle Payne and Ariarne Titmus at the Melbourne Cup carnival launch. Credit: Eddie Jim
That role clearly belonged to the 18-carat gold $750,000 Melbourne Cup itself, fresh from its 110,000-kilometre grand tour through 39 destinations across six countries.
The special welcome home for the “most cherished trophy in Australian sport” consisted of a swirl of unfurled fabric and smoke which cleared to reveal the Cup in the tight clutches of Payne and another ambassador, Olympian Ariarne Titmus.
Anastacia brought energy and enthusiasm – “horses are the most gentle giants around” – and a modernist camouflage-inspired outfit (“I do have on Uggs – I’m representing”) that would surely see her politely ushered out of the members’ enclosure.
Soft rain fell, but last year’s spectacle, which resulted in Victorian Racing Minister Anthony Carbines drenched in champagne, was not repeated.
The 2024 Melbourne Cup carnival launch. Credit: Eddie Jim
The event generated $468 million in economic activity and directly and indirectly employed 18,000 people last year, Carbines said.
More than one-third of first-time attendees came from the 18-to-29 age group, he said. “Melbourne is ready, the world it ready – so bring it on and let’s celebrate.”
Wilson addressed the concerns young people have about racing and animal welfare.
“We’ve done a lot of work on education, a lot of work on making sure people understand what actually is happening and where the truth is,” he said.
Waterhouse noted the chilly 15C temperature and the cloudy, windy conditions.
“This is only momentary. By tomorrow the sun will be here, warming our hearts for the wonderful Melbourne Cup,” she said, demonstrating the value of experience.