Our response was to understand why. We worked with Compass Group plc for two years to get under the skin of Ascot. We talked to attendees and, just as crucially, non-attendees. We looked globally at similar sporting occasions. We needed to know the guest profile, the expectations and the disappointments. We applied our industry expertise and brought the trends that resonated to the track.
The result was a guest experience befitting the full majesty of the occasion.