OVERVIEW OF THE MELBOURNE RACING CLUB The Melbourne Racing Club (MRC) is Australia’s premier racing club, hosting over 80 race meetings per annum across three premium venues – Caulfield, Sportingbet Park (Sandown) and Mornington Racing Club. The Melbourne Racing Club hosts two major Carnivals per annum – one during Spring and the other during Summer. These race days feature some of the most sought after races in the Southern Hemisphere including the BMW Caulfield Cup, the Sportingbet Blue Diamond Stakes and the BECK Caulfield Guineas. The MRC has over 10,000 Members with a high AB demographic, typically drawn from some of Melbourne’s most affluent suburbs. MRC has 1,500 Young Members (aged 18‐ 40). MRC not only holds a strong membership base but also attracts over 300,000 serious racegoers on an annual basis. The demographics of the overall audience attending at Caulfield include 18‐35 ‐ 37%, 36‐50 ‐ 35% and 51+ ‐ 28% with an approximate 55/45 male to female split.
CHARITY RACE DAY Melbourne Racing Club is seeking to appoint approximately twenty (20) charities to be part of a new race day concept during the Caulfield Cup Carnival for 2014. The Club will be adapting Sir Rupert Clarke Stakes Day, Sunday 28th September, into a Charity Race Day, providing charities the opportunity to fundraise through a high profile race day at Caulfield Racecourse. Each charity will have the opportunity to profile their cause as well as the chance to fundraise through ticket sales, hospitality sales, race sponsorship sales and donations. In addition to this high performing charities will be able to participate in the Charity Cup. The Charity Race Day will be televised by TVN, Sky Racing and Channel Seven on 7TWO and will be supported by the MRC advertising campaign. The charity activity and Charity Race Day will also be supported by MRC’s PR agency. The Charity Cup The Group One Sir Rupert Clarke Stakes will be the main race of the day. A full field in the race is eighteen horses, plus four emergencies. Through a live barrier draw on the Wednesday prior to the Charity Race Day, charities will select a horse in the race. The charity who has sold the highest number of general admission tickets to the Charity Race Day, will have the first horse selection, the second highest number of tickets will have the second pick and so on, until all horses are selected. Only the top 18 charities (subject to 18 horses running in the race) will be eligible to select a horse in the Charity Cup. The race will be run as normal, but a separate prize pool will be allocated to the Charity Cup, with the charities allocated to the horses who place 1st, 2nd and 3rd, taking a share in the winnings for the charity. The prize pool for the Charity Cup is to be confirmed, but the Club is aiming for a pool of $30,000 or more.
FUNDRAISING OPPORTUNITIES Ticket Sales – Mandatory Each charity will be allocated a minimum of 1,000 general admission tickets to the Charity Race Day. The charity will be responsible for on‐selling these tickets to their database of supporters. The tickets are valued at $25 each for Adults, $10 each for Concession (inc. GST) and Children under 14 years enter for free. Of the $25 Adult ticket, the charity will keep $20 and the remaining $5 will go towards the MRC running costs of the Charity Race Day. Charities have the opportunity of fundraising $20,000 though this initiative. MRC will also sell tickets through the Caulfield website where patrons will be able to select which of the 18 charities they would like their ticket donation to go towards. MRC will pass this revenue on to each charity on at the conclusion of the Charity Race Day. Charities are able to request further ticketing above and beyond the minimum 1,000 if required. Hospitality Sales – Optional Charities have the opportunity to purchase hospitality packages in the Skyline Corporate Suites, Committee Room, Black Caviar Restaurant and the Manikato Restaurant on the day at a reduced price (approx 20‐30% reduction depending on the restaurant) . Charities can then on‐sell this hospitality at the full price to supporters, corporates, use as auction items, fundraisers or to invite important guests to the Charity Race Day.
FUNDRAISING OPPORTUNITIES Race Sponsorship Sales – Optional There are five races on the day that are available for charities to on‐sell to corporate partners or to use as auction items etc. These races are available on a first come first served basis for charities. The sponsorship value for each race is listed below. For races that charities on‐sell, the charities will keep 80% of the below value and 20% would go to Melbourne Racing Club to cover costs.
Races available Four (4) x Open Handicap Race – to be on‐sold for reserve of $10,000+ ex GST each One (1) x Listed, Testa Rossa Stakes – to be on‐sold for reserve of $15,000+ ex GST Melbourne Racing Club can assist with putting together proposals for charities to assist in selling the races. The Benefits of race sponsorship for sponsors are listed on the next page.
FUNDRAISING OPPORTUNITIES Benefits of race sponsorship to sponsors
Naming rights to one race (as selected above) eg: [Company name] Handicap*
Mounting Yard presentation with speech opportunity for sponsor representative (on TVN)
Invitation for all sponsor guests to attend the Mounting Yard, with special viewing of your race and involvement in Mounting Yard photos and presentation
Logo displayed on the super screen, played intermittently throughout the day
Form guide and industry publication recognition through naming rights to the race
Two (2) x Winning Post signs (optional cost borne by sponsor ‐ $400 ex GST per sign. One off payment)
Race book advertisement (one page mono ad) on Charity Race Day
Opportunity to purchase branded saddlecloths and strappers jackets (optional cost borne by sponsor ‐ $1,300 ex GST. The sets can be retained for future use.)
Recognition in the Members' Charity Race Day email, distributed to over 10,000 MRC members
TVC to be played on the super screen (if supplied)
Lectern signage (cost covered by MRC)
Attendance in the winning owners room for a celebratory drink with the owners and Committee host at the conclusion of the race and formalities
Opportunity to activate around the race course on the day (including social media run competitions). To be discussed and agreed / supported by MRC.
*Please note that race names can be named after a business, person or advertising campaign message
PROMOTION OF THE CAUSES Promotional Area Each charity will be allocated an area at the racecourse in which to undertake promotional activities such an distribution of flyers and information, merchandise sales or giveaways, tin rattling and other activity as agreed between the Club and the charity. Each charity will be provided with a 3x3 marquee and trestle tables and chairs. Melbourne Racing Club would encourage charities to use this opportunity to promote their cause to the thousands of patrons on course e.g. activities that highlight the cause or provide additional fundraising opportunities such as a garage sale for the Salvation Army or riding for the disabled using blindfolds on people riding ponies to demonstrate what it is like riding while fully or partly blind. Melbourne Racing Club can assist with ideas around these activities for each charity. Charity Ambassador Each charity will be required to partner with a new or existing ambassador or patron to assist with promoting their cause and driving ticket sales. If charities do not have relationships with existing personalities or celebrities, Melbourne Racing Club can provide assistance. The charity ambassador should be encouraged to attend on the day and participate in some of the lead‐up events such as the Barrier Draw.
OTHER EVENT ACTIVITY Mascot Race Charities will have the opportunity for their mascot to participate in the Mascot Race on the day which will be held prior to the main race of the day down the main straight of the racecourse. The race will be a 100m sprint to promote the charities involvement in the day and will be televised. Family Entertainment Melbourne Racing Club will provide a variety of family entertainment and rides for patrons attending the Charity Race Day. Launch Event Melbourne Racing Club will be running a media launch event mid year to formally launch the Charity Race Day concept to the media as well as the charities participating. Charity representatives and ambassadors will be invited to participate. Barrier Draw A live Barrier Draw will be held on the Wednesday prior to the Charity Race Day to allocate each horse in the Sir Rupert Clarke Stakes to the barrier it will run from. During this draw, each charity will also be allocated to a horse running in the race for the Charity Cup. Charity representatives, mascots and ambassadors are encouraged to attend to select their horse and be available for media opportunities Horses will be selected randomly through a process during the Barrier Draw.
NEXT STEPS If you are interested in this opportunity please fill in the confirmation form attached to the proposal by Friday, 23rd May 2014 and return to the below contact via post or email. If you would like further information or to book a meeting time, please contact: Melissa House Charity Event Coordinator PO Box 231 Caulfield East VIC 3145 03 9257 7508
[email protected]
