`I believe in the product - the racing, ambience and now the facilities - we have at Sandown'.

Byline: Howard Wright 

DAVID MORRIS used to sell bread, cakes and sandwiches for his family's chain of bakeries in Wales, then coffee for Starbucks. Now he is selling horseracing at Sandown.

The seasoned racegoer might not imagine many similarities, but Morris does. He believes the basic philosophy of retail - to look after the customer - is as important in his role of racecourse managing director as it was on the high street.

It's especially important at Sandown, he says, because staff and paying public alike have had a trying time over the last two years, when the builders were in.

Morris, who hits the peak of his racing season this weekend with the Coral-Eclipse meeting, admits that the pounds 23 million redevelopment went on longer than anticipated.

"It was a difficult period for everybody," he says, "but all credit to the team, because they kept the show going and the business running prior to me joining.

"I was the lucky guy, because when I came at the end of October, the contractors were off site, but the rest of the staff were battered and bruised. So it was a case of me setting out to give them praise and protection, but also to let them know that, having gone through a pain barrier, we could push forward together and capitalise on the wonderful facility we've got."

Morris, who wants to bring the feel of a family business back to Sandown, believes the staff have a critical role to play in fostering good customer relations.

"When I was going through my interview process before I joined Sandown, I went racing here and the warmth and passion came over loud and clear, which gave me assurance that the staff had retained their commitment for the business, despite everything."

Morris has addressed the turn-off that Sandown had become for a number of regulars, especially through the redevelopment, when he admits it was difficult to keep customer standards and service to a level that both the racecourse executive and the public wanted.

"We've started to look at that right from the customer experience coming into the racecourse, and the signage programme that we've worked on with the BHB will go live on July 23, covering the entire site.

"It's part of addressing the myths and fears that have been identified among potential new racegoers, because we don't want people to feel intimated or foolish.

"If the first-time experience is fulfilling, and they've gained a bit of knowledge, they will come back a second, third and fourth time. We need repeat business, so the `offer' must tie in to value for money."

MORRIS'S retail background tells him that the experience of going racing must also include added value for the product, hence the attraction of a dedicated lounge for women, with fashion shows, make-up demonstrations and beauty therapy available on Eclipse day, which has been tagged Ladies' Day.

"If we build off that one day, by giving everyone, both male and female, a great experience, including high-quality racing, I'm sure it will entice people to come back.

"The next stage is to enhance the customer offer, starting with maintaining the quality of Flat and jumps racing, and then building the experience, which includes the food and beverage offering.

"We must listen to and be aware of what the different customers want. We have the ability to be flexible, and, most of all, I believe in the product - the racing, the ambience and now the facilities - we have at Sandown.

"It's `work in progress', but we want to get it into people's minds that when they are looking for a day out, a Saturday or an evening, Sandown is an automatic choice."

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David Morris at Sandown: `If the first-time experience is fulfilling, they will come back'