HKJC: How Happy Wednesday became the mid-week destination

The Hong Kong Jockey Club has been drawing younger crowds back to Happy Valley Racecourse as a result of its rejuvenated Happy Wednesday experience. With more collaborations, celebrations and culinary offerings to come, the fun is only just starting 

It’s a thought-provoking dilemma – how do you attract thousands of people, particularly Gen Y and Z crowds who have limited experience in horse racing, to a venue built specifically for the sport with few other entertainment options in the area, and keep them there all night? Hanane Sabri, Head of Racing Marketing at the Hong Kong Jockey Club (HKJC), believes she has the answer.

“This season, Happy Wednesdays have been a massive success in bringing back the crowds and solidifying Happy Valley Racecourse as the go-to midweek destination for the younger generations,” says Sabri. Under new leadership of the Club, the HKJC has rejuvenated and revitalised the entire Happy Wednesday experience by diversifying music and dance performances, upgrading the dining experience, digitalising horse racing, and enhancing physical engagement by providing multiple Instagrammable photo spots along the trackside.

The numbers speak to that. This year’s Season Finale, held on July 10th, attracted over 16,400 attendees at Happy Valley Racecourse, the second-highest attendance of the season behind the blue-riband LONGINES International Jockeys’ Championship, held in early December 2023.

First-time visitors could be forgiven for forgetting that the event is centred around horse racing. The venue was pumping with tunes from a blend of international performers and homegrown DJs, while in the Beer Garden, samba dancers hyped up the crowds as they tucked into summer treats, like ice lollies, slushies and other cooling treats, from the food trucks. A first-ever Happy Valley end-of-season Jockeys’ Parade was also a big hit among younger racing fans.

#legend also collaborated with the HKJC to provide a fresh experience at the Season Finale. In the exclusive Sponsors Box, guests of #legend and the HKJC were treated to a fantastic night with racing education, canapés and free-flow champagne. DJ Johnnie Darka spun tunes while singer Kerryta Chau performed a set. With a rock star-themed dress code, everyone looked the part as they rocked out at the magical conclusion to the racing season.

“We’re approaching Happy Wednesday from an entertainment and digital angle to attract a younger demographic. We have some exciting F&B brand collaborations in the pipeline that we’re sure our Happy Wednesday racegoers will embrace. We’ve also invited a host of international and local bands, such as the fantastic Pandora and other up-and-coming artists, to perform at Happy Wednesday. We want to tap into the zeitgeist among that Gen Y and Z demographic, and that means broadening our programme to include the latest trends – Canto pop, K pop and dance acts are all on our radar. We’re revamping our Happy Wednesday brand campaign for the new season in a drive to tap into even more of our city’s discerning Gen Y and Z crowds. We see it as a platform to cultivate future racing fans by exhibiting the sport’s thrilling aspects beyond just wagering. This aligns with our goal of transforming horse racing and our racecourse into a modern experience,” says Sabri.

While event themes varied throughout the season (there were 10 in total throughout the campaign), the underlying commonality was that every single event was a 360-degree, holistically entertaining racing experience for attendees, catering to the music lover as much as the social media influencer, the racing novice as well as the racing fan.

It is the latter in particular that Sabri and her racing marketing team put the most emphasis on. A crucial and constant challenge is cultivating the next generation of racing fans in a fun rather than forced way, showing a younger demographic how this sport is as much a signature of the city’s DNA as the Rugby Sevens and the Star Ferry. That is why, alongside the themed food trucks, exclusive brand booths and rotation of new acts at Happy Wednesday, visitors can also find immersive pop-up installations in the Beer Garden that provide photo opportunities and social media moments that educate as well as entertain.

“A fundamental tenet of our approach has been democratising the sport so that people of different ages can enjoy the thrill of horse racing. To that end, we’ve introduced fun concepts to provide a digital racing education for those new to the sport,” says Sabri. “The Club has earmarked vast resources to help us broaden our appeal to a younger audience from next season.”

When it comes to “edutainment”, accessibility to information and ease of navigation are essential. The Hong Kong Jockey Club (HKJC) has worked to address the digital-centric preferences of its target audience through a multi-faceted, omnichannel experience. The HKJC’s 3-in-1 mobile app provides a seamless online-to-offline experience, with more attractive and engaging offerings that complement their high-quality food and beverage options. Guests can stay informed about the latest racing events and special offers via the HKJC app and access exclusive on-course promotions at their fingertips.

“Firstly, we prioritise understanding our customers’ preferences, which allows us to tailor consumer-centric experiences while maintaining the core elements they love. Secondly, we forge exciting partnerships. We’ve collaborated with events like the French May and Oktoberfest celebrations and bodies like the Italian, French and Irish consulates, infusing cultural experiences. Additionally, we work with the Hong Kong Sports Institute to showcase the athleticism of our jockeys. Jockeys are amazing athletes who need to be promoted as such,” explains Sabri.

As Hong Kong looks forward to a new racing season, HKJC will launch a brand-new “Asian Vibes” theme, catering to different generations and attendees of different backgrounds.

“This fresh theme, coupled with the excitement of our upcoming 140th-anniversary celebrations and the opening of two new venues at Happy Valley Racecourse at the end of September that will offer an unrivalled digital experience as well as a totally unique entertainment programme, underscores our commitment to making Happy Wednesday a constantly evolving and unmissable weekly event,” says Sabri. For people who enjoy diverse Asian cultures, including Korean, Japanese, Thai, and Indian, Happy Wednesday will be the go-to destination for a sensational multicultural experience featuring music, culinary offerings, and live performances.

Of all the horse racing capitals around the world, Hong Kong remains the only one that has successfully made itself a mid-week entertainment highlight. Sabri and her team want Hongkongers to take pride in this claim to fame.

“We understand Happy Wednesday needs to extend beyond just the Beer Garden,” she says. “We want to position it as the midweek destination, a truly inclusive and energetic mid-week experience for a younger generation. HKJC should own Wednesdays in Hong Kong and become the number one attraction for our Mainland and overseas tourists. The location of our racecourse in the heart of the city is one of a kind in the world.”

Happy Wednesday returns to Happy Valley Racecourse on September 11 with even more excitement and can’t-miss entertainment. 

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