Winning results for top sports venue: How we helped to fill the stands at Musselburgh Racecourse
Discover how this 5 star attraction transformed their business with an integrated ticketing eco-system from switched ON.
Discover how this 5 star attraction transformed their business with an integrated ticketing eco-system from switched ON.
“While the uniqueness of our venue brings certain operational complexities, our ticketing system and website set us apart, enabling us to deliver projects that truly matter to our sporting venue. The team is approachable, agile, and handles the fast-paced nature of our business exceptionally well.”
Digital Experience, Operational Efficiency, Ecommerce & Ticketing
Enhance customer experience, increase revenue, maximise commercial opportunities, and elevate brand visibility in a competitive marketplace.
The venue required a fully integrated solution that could:
• Increase ticket sales and conversion rates
• Reduce entrance queue times
• Improve back-end flexibility for staff
• Support peak traffic on high-attendance race days
• Strengthen safety and crowd monitoring.
• Provide real time reporting on flow rates, vticket spread and income.
Key features included:
Ticket conversion:
A reimagined purchasing flow targeted multiple audience segments, reducing drop-off and boosting sales.
Entry flow efficiency:
A multi-entrance strategy and automated scanning reduced bottlenecks and entry times. Barcoded tickets, POS terminals and food & beverage token systems ensure that the audience gains entry and access to their purchased items in a seamless manner.
Operational flexibility:
Venue staff can easily configure ticket types, pricing, memberships, and race-day packages via a central admin interface and add additional entrance gates on demand.
Abandonment system
Mass communication toolset to alert the audience when a fixture is cancelled due to adverse weather, offering automated ticket re-assignment to retain income or refunds where necessary.
Customer-centric digital experience
Leveraging our deep eCommerce and UX expertise, we rebuilt the Musselburgh Racecourse website and mobile experience from the ground up. The outcome was:
• A seamless, mobile-responsive purchasing journey
• Personalised ticketing options for different user needs (families, members, groups)
Improved digital comms that nurtured engagement and repeat visitation.
Infrastructure for scale and safety
To meet the demands of busy race days:
• We deployed a load-balanced, scalable hosting architecture for reliability under high traffic.
• Real-time race-day monitoring tools were introduced to enhance both security and crowd safety.
• 25%+ reduction in average customer entry times
• Increased ticket sales, particularly via mobile
• Higher customer satisfaction, evidenced by positive post-event feedback
• Repeat customer uplift, thanks to improved digital engagement
• Robust system resilience, supporting thousands of racegoers without disruption
• Operational ROI achieved through efficiencies in ticketing, admin processes, and crowd flow.
Designed to work with how you already do business
