Riding through the storm
Joanna Wales , Ascot Racecourse head of operations & events , reflects on the challenges of staging the first international sporting event during the global pandemic and looks ahead to welcoming thousands of spectators to Royal Ascot next year .
On 16 March 2020 I left the office
and said goodbye to my incredible team , unsure of when we would work face to face again . All sport and events had been stopped with immediate effect following the announcement of a national lockdown and the country fell still and quiet .
We continued to work and to plan remotely , unsure as to when we would be allowed to race again . Royal Ascot , due to take place in June , was getting ever closer and as the weeks went by we realised that the idea of welcoming The Queen or any other spectator was not a reality .
It was not until early May that the idea of racing behind closed doors was even considered ; the next six weeks were a whirlwind as we explored the safest way of bringing the sport back , albeit without spectators . Royal Ascot was the first international sporting event held during a global pandemic , ever . It was broadcast in 171 territories and never have I felt so strongly that the eyes of the world were focused in on the event we were delivering .
So , what went on behind the scenes ? During those first months of lockdown , we had to understand new protocols , how the virus was spreading , what cleaning technologies were most effective and the ever-changing Government and industry guidelines , whilst devising the operational
“ Never have I felt so strongly that the eyes of the world were focused in on the event we were delivering .” plan that would become the basis of the framework for the industry for the rest of the year .
As a business , we were learning how to work remotely , to work within Covid-19 protocols , to motivate our teams from afar and how communication could not only still work but flourish whilst based in different locations . Almost all the planning for Royal Ascot Behind Closed Doors was done remotely . The design of the Covid-19 signage , which was part of the compliance programme for the 1,000 racing and media personnel entering site , was the only reason to be at the racecourse .
As a large-scale public event organiser , I am used to plans changing but the agility that has been needed this year is phenomenal . With all events , it is the team alongside me that gets me through those changes of tack and everyone working towards a shared goal . This year the team was different ; my operational colleagues were furloughed and so the team was made up of industry body representatives , medical personnel and doctors , horseracing experts and our clerk of the course .
From a standing start , we pulled together to deliver a safe and hopefully beautiful event , even without the colour of the crowd . Our focus was intentionality and a common goal that we would not be thwarted by the global pandemic surrounding us . How did we stay connected with our customers during this time ? We reimagined the experience of coming to Royal Ascot across our digital and social channels with our Royal Ascot at Home campaign . Instagram fans were invited to take selfies in front of our virtual flower wall or submit images of their Royal Ascot outfits as part of our charity initiative , # styledwiththanks .
With Royal Ascot Behind Closed Doors under my belt , what does 2021 hold in store ? I think it ’ ll be a mixture of continuity and change . I believe some things are going to stay with us , and that we will need them more than ever . The need to keep abreast of the guidelines and recommendations across our industry and government bodies ; the need to be agile and write plans that think of the long term whilst also deliver on the short ; the need to keep our teams engaged and motivated whilst they are not able to be as involved or productive as they would usually be and the need to be able to work with new and different stakeholders and experts .
Personally , I am staying positive . The journey to Royal Ascot next June begins now , we hope to be able to welcome our customers back in their thousands . As an industry , we have shown that outdoor sporting events can be delivered safely with the customer at the heart of the experience and I know we will return , stronger than ever .
Ascot Racecourse head of operations & events Joanna Wales
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