“Future Ticketing has transformed how we sell tickets at Punchestown. Since using the platform, we have sold to thousands of new customers, significantly reduced our administration costs, generated substantial cash-flow with over 82,000 pre-sold tickets and eliminated fraud issues. Importantly, we now provide a better ticketing and event experience for our customers.”
Dick O’Sullivan, President of Punchestown Racecourse
Punchestown Racecourse is regarded as the ‘Home’ of Irish national hunt horseracing, attracting over 200,000 visitors per annum including the prestigious five-day Festival each spring.
Future Ticketing’s unique embed code with its customisable CSS style sheet allows for Punchestown and their web designer to design a customised best in class ticketing purchase flow which maximises conversion rates and brand experience. Along with the Future Ticketing open API documentation the Future Ticketing customisable style sheet allows Punchestown to create a proprietary branded customer journey guaranteeing best in class customer conversion rates which can be easily monitored and adjusted.
Annually, Punchestown hosts approximately 18 race days per annum with a combined total of over 100 ticket types spread across general admission, packages, boxholders, stakeholders, sponsors and corporate hospitality. Ticketing and hospitality packages and pricing vary considerably across multiple days and meetings. During the Winter national hunt season requirements for ticket types are generally limited to about a dozen while on Ladies Day of a festival there would be over 60 ticket types available across various categories.
Future Ticketing has been particularly successful in converting new younger customers and families to major race meetings including most notably for the Irish National Hunt Festival. Since beginning work with Future
Ticketing Punchestown has broken their festival attendance record on no less than three occasions and
regularly set new one day attendance and revenue records.
On event days the Future Ticketing reporting system allows Punchestown management to view complete live redemption data directly on their mobile devices, this live information allows for efficient and effective management of staffing, hospitality facilities, restaurants and bars. Live data can also be made available to Statutory authorities to improve traffic management, safety and security helping to reduce third party costs. The complete detailed redemption data can also be analysed post event to understand in granular detail ticket usage across members, sponsors, stakeholder, hospitality and public attendees.
Utilising the functionality available from Future Ticketing Punchestown has been able to grow exponentially its social and business group bookings and bundled package sales. The flexible Future Ticketing group booking
function allows for variable pricing and bundled packages such as the hugely successful party pack which
includes optional food, drink and betting vouchers and has attracted 1,000s of new groups and companies to Punchestown. Alongside the revenue growth, the addition of bundle ticket purchases allows for a smoother entry for customers as scanners notify the scanning staff if a customer requires a badge or voucher based on
the ticket type they have purchased.
Future Ticketing is the digital partner of choice for Ireland’s largest racing events including the Iconic Galway Races; the Listowel Racing Festival in September; The Curragh the home of the classics, and a growing number of other Irish racecourses including Ballinrobe, Dundalk, Down Royal, Downpatrick, Gowran Park, Kilbeggan, Limerick, Naas and Tramore. In the UK, Future Ticketing has a growing footprint and is providing ticketing solutions for racecourses at Beverley, Catterick, Fakenham, Redcar, Newton Abbot and Taunton. On average, racecourses increase their attendance from ticketing by 14% in their first year of using Future Ticketing.