Aintree Racecourse Community Programme 2 nd March 2016

Contents  From the beginning  Objectives  Where were we at the start?  What were our priorities?  What have we done?  Internal  Programmes  Liverpool John Moores University  Takeaways

From the beginning

Objectives – why are we doing this?  Responsibility  Because we should - we have a responsibility to as a large sporting organisation  PR/CSR Benefits  Reputational benefits from being closer to opinion shapers, industry and commerce, the education world and community groups in Liverpool and throughout Merseyside  Potential commercial benefits  Greater opportunity to attract new sponsors and partners and can showcase our capabilities, facilities, achievements and ambitions

Where were we when we started?  Perception that Aintree hasn’t positively connected with the local Aintree and Merseyside community  Contacts – Aintree needs to build new contacts in Merseyside and beyond - a mapping process is in place to build relationship to merge with our existing and well established base.  Lack of awareness of existing community activity  Aintree communication channels – need to reflect our community work  More city/community engagement at a high level - social and speaker events

What were our priorities?  Community Plan  Launch at Becher Chase Community Day – free access for community  Develop sustained and focussed plan aligned to our Jockey Club routes  Programmes and partnerships  Relationships and contacts – can’t do it on your own  Partners - build our empire by partnering with the most established community programmes in Merseyside  Target new contacts and influential people in the community - establish and cement new relationships  Use our assets – facility and people  Communications  Ensure Aintree’s communication channels reflect the community work and act as a informative hub from the offset  Key messaging document to be developed an then PR

What have we done? Internal

Internal – Community Programme website

Internal – Logo and Steering Group  Steering Group  Several people from different departments  Marketing, Operations, Management, Sponsorship, Racing and Finance  Logo

2015 Community Programme Video

What are we doing? Our Programmes

Best for Health and Wellbeing  Highlights of 2015  Alder Hey Hospital jockey visit  Now in it’s 13 th year – 2015 was one of the best to date  Dozens of jockeys, Amberleigh House and Neptune Collonges  Sky Sports, ITV, BBC North West and Channel 4  Walton Centre – featured charity for Becher Chase Community Day  2016 – what’s to come?  Alder Hey Hospital – new hospital  Celebration of the partnership  Progressive Health Partnerships  Working with experience

Best for Health and Wellbeing

Best for Disability  Highlights of 2015  Three disabled riding sessions in 2015  Everton in the Community and Riding for Disabled Association  Approx. 80 kids with parents  Tied in with Racing Together – Carrie Ford  Media coverage – Channel 4, Liverpool Echo and Heart FM  2016 – what’s to come?  Three – four disabled riding sessions  Channel 4 – potentially tie in Paralympic team

Best for Disability

Best for Community Engagement  Highlights of 2015/6  Children’s Community Choir at CGN15  Becher Chase – Chairman’s Lunch  Racing Together school’s activity  Crabbie’s Grand National Trophy Tour  Three local schools – St Bosco, Maricourt and Hudson Primary  Katie Walsh, Carrie Ford and John Baker  ITV Granada, Channel 4 (TBC), Liverpool Echo and BBC Radio Merseyside

Best for Racing in the Community

Best for Mental Health  Highlights of 2015  Approx 10 Dementia Tours with Everton in the Community  Aintree historian leads with lunch provided  Media coverage – Liverpool Echo and we benefit from Everton FC‘s global following  First Military Veterans Tour  Sefton CVS – a dozen vets  2016 – what’s to come?  Twelve Dementia Tours with Everton in the Community  Two sessions every two months  Same format  A wider Military Veterans programme

Liverpool John Moores University  Working with several departments for projects around the CGN16:  History – two history of the GN projects  Fashion Communications – raising the profile of Ladies Day  Fashion Design – fashion through the ages projects  Drama – Racemaker programme  Art – creative art and sculptures for the CGN16  Event Management  Opportunities for students and resource and ideas for Aintree

RCA Showcase Awards Best CSR and Community Programme Winner

Takeaways  Objectives – why are you doing this?  Community Plan  Let objectives shape your plan  Be flexible as you grow – never know what’s around the corner  Use your assets – people and facilities  Partnerships are key – can’t do it on your own  Universities, schools, media etc  Enjoy it – making a difference

QUESTIONS