1. AUSTRALIAN JOCKEY CLUB
WARWICK FARM CASE STUDY
Project Title: Business and Facility Development Plan
Client: Australian Jockey Club (AJC)
Project Description
ISFM Australasia was engaged by the AJC in August 2010 to
complete a business and facility development plan to guide the
future development of Warwick Farm Racecourse.
The finishing post
A key objective of the study was to identify areas of opportunity
which might individually, or collectively, work towards improving
the clubs overall business from both a facility and operational
perspective. The following areas of opportunity underpinned the
scope of ISFM’s work:
− Developing additional business units, activities
and opportunities which support the Club’s
existing business, and at the same time in-
crease revenues and net returns
− Increasing use of existing club facilities and
general infrastructure
− Improving the efficiency of operations, in both
day-to-day and event mode
− Maximising business opportunities through
closer community and corporate relationships
and partnerships
With an objective to maximise income from non raceday activities,
ISFM undertook a detailed market research program which identi-
fied a number of business opportunities that will enable Warwick
Farm Racecourse to operate 7 days a week and create a valuable
community asset for the ever-growing population of greater west-
ern Sydney.
Aerial view—Warwick Farm Racecourse
The final plan submitted to the AJC recommended that a number
of business opportunities be further explored (including, but not
limited to, the development of accommodation offerings, a licenced
club facility, quality food and beverage outlets and an outdoor
amphitheatre) to create a sustainable business unit to complement
the Club’s existing training and racing operations.
Services
− Market Analysis
− Financial Planning and Feasibility
− Facility Masterplanning
− Strategic Business Planning
− Site Planning
− Industry and Government Consultation
− Operational Analysis
Outcomes
The results of the works to date have delivered the following
outcomes for the AJC:
− Creation of a site and facility masterplan for
The existing Macquarie Stand the long-term development of the race-
course
− Creation of a more attractive racing sched-
ule for the racecourse
− A sound direction for the AJC to proceed
− Development of key community and stake-
holder relationships for the future benefit of
the racecourse
ISFM | AUSTRALASIA
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