Victoria Racing Club (VRC) has teamed up with Ticketmaster Australia, with the company becoming VRC’s exclusive ticketing service partner for all race day events held at Flemington Racecourse.
The multi-year partnership covers the Melbourne Cup Carnival and hopes to provide horse racing fans with an elevated experience. The racecourse will also utilise Ticketmaster’s Virtual Venue solution to enable fans to preview the view from their section at Flemington Racecourse before purchasing a ticket.
VRC will also work with entertainment company and Ticketmaster owner, Live Nation, to curate content for race days and non-race days at Flemington Racecourse.
General admission ticketing provider Moshtix, also owned by Live Nation, will offer a self-serve solution to the racecourse to enable hirers of the venue to choose a solution that fits the needs of the event.
Chief executive of VRC Steve Rosich said: “In partnering with Ticketmaster, the VRC sought a partner that could provide ticketing solutions both now and into the future, focusing on service delivery, leading and innovative technology, global reach and business growth opportunities. In Ticketmaster we believe we have found that partner.
“This partnership connects the VRC to Ticketmaster’s global audience, extending our brand around the world and elevating the Lexus Melbourne Cup and the Melbourne Cup Carnival by attracting even more international attendees to Flemington Racecourse.
“Flemington visitors – whether attending one of our world-class race days or a major international music event – can expect an outstanding event experience from ticket purchase to turnout.
“We are thrilled to partner with Ticketmaster and are excited by the opportunities our partnership presents for our VRC members and patrons, and for the VRC brand globally.”
Rosich added: “Together with Live Nation we’re bringing VRC members access to exclusive events including concerts from international and national performers, festivals and events held at Flemington, enhancing the member experience.”
Ticketmaster Australia managing director Gavin Taylor said: “We are excited for the opportunity to work with the VRC and to be a key partner that can support their vision to be recognised in Australia and around the world as a leader in racing and event entertainment.
“Our ticketing solutions will provide a seamless event experience for VRC members and fans, while our marketing and insights tools will allow the VRC to continue to reach and grow new audiences both in Australia and internationally.”
Image: Ticketmaster Australia/Getty Images
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