A change of tack as Ffos Las heads towards its tenth year.
NEXT month Ffos Las will be celebrating its 10th anniversary, but many outside of racing circles - and even some within - have not heard of, let alone visited, the Carmarthenshire racecourse.
However, with new owners, that will, if all goes to plan, change soon.
Around 10,000 people visited the course on the day of its first meet, but until the band Madness perform a gig, following a day of seven races, at the course on Saturday, they have never seen crowds like it again.
When Ffos Las opened in 2009 it was the first National Hunt racecourse to open in the UK for 80 years. The racecourse was built at the site of a former open cast mine, one of Europe's deepest from which millions of tonnes of coal were extracted.
It was the energy businessman Dai Walters who was behind its conversion to a jump and flat racing track, but after almost a decade he sold the site to Arena Racing Company (ARC).
ARC had held a management contract with the course since the start, helping to organise the raceday fixtures, arrange their their media rights deals, and give commercial support.
They took full control last year, and now plans are being put in place to increase the profitability of the course.
Sitting down with Phil Bell, executive director of both Chepstow and Ffos Las racecourses, and Simon Rowlands, the Ffos Las general manager, they outlined some of the plans for the course.
The priority was to review the races and make sure they had the right race days at the track. This led them to question the fixtures in January and February, and contemplate increasing the number in summer months when the population is swelled by tourists to west Wales.
"There is a fixture allocation we go through with the British Horse Racing Authority," explained Mr Bell. "We can also talk to the other courses in our race group [they operate 16 across the UK] and potentially switch fixtures.
"At the moment we are having a bit of review, and not just where they are but the number of them. We may try and get a few more if we can. In an ideal world we would like to race 23 or 24 times a year."
Mr Bell also said a lot of the people involved in the track has been colleagues and acquaintances of Mr Walters, and while that had been very helpful they are keen to widen the circle of those involved.
This is where Mr Rowlands has come in as general manager.
"Simon was the catering manager at Chepstow [Racecourse] and when we bought Ffos Las he knocked on my door and said he wanted to run it, very enthusiastic and we gave him the job," said Mr Bell.
"Courses survive by the boss man or boss lady being very proactively locally, so in Ffos Las' case Swansea, Llanelli, Carmrathen, Neath, Tenby and Haverfordwest we needed someone heads a team of people that work the area and becomes known as the figure head of the venue. Simon is our man for that."
They also have a business development manager for both Chepstow and Ffos Las, Kevin Hire, who goes out into the businesses in the region to get them involved in the course.
They are having a major commercial push in the area. Branding is one income stream they are seeking to improve, adverting boards all around the venue, they are looking for a sponsor for the grandstand.
By far the biggest and most ambitious plan for Ffos Las is creating a festival at the course, along the lines of Glorious Goodwood or Royal Ascot but, admittedly, on a smaller scale.
This is a long-term plan, but within 10 years Mr Bell hopes the course will host an event attracting up to 10,000 people every year.
Another plan, this with a shorter time scale, is the introduction of a Gentleman's Day.
The Ffos Las course is probably most famous for its Ladies Day, held every August, and the idea of the Gentleman's Day is to give men a chance to dress up, and Mr Rowland's believes tapping into the Peaky Blinder style.
Then there is the challenge of utilising the venue on non-race days. This weekend's Madness gig being an example.
"We only race 19 days a year at Ffos Las, so there are awful lot of days to fill the venue with non-racing and that'll be our one of our bigger challenges," says Mr Bell.
"We are trying to work what the location is best suited to.
"Some of the things we are looking at on a bigger scale are potentially a caravan location to be parked long term, looking at more potential music events, we are looking at things like fireworks, and running and cycling events.
"These things take a long time to establish and get going. We may well do fireworks this year, but some of the bigger things we are looking at will take more time to establish.
"The other things is we have a 17 bedroom accommodation lodge which we use for stable staff to use on race days, but with west Wales being a tourism destination we are looking at selling that in blocks to walkers and cyclists.
"We are not looking to open as a hotel as the numbers don't seem to stack up but if we get all the rooms sold."
While the Carmarthenshire setting might give Ffos Las a feeling of splendid isolation that is not necessarily a good thing.
Accessibility of the course is a problem the new management team are keen to address.
One solution that is being implemented is the Ffos Las Flyer linking the railway station in Llanelli with the course.
This will be a number of buses - up to six for big events - doing continuous trips back and forth linking people with the venue.
The philosophy of Mr Bell and his team is more akin to a different sort of race; the tortoise and the hare.
They might not be flying out the blocks but they have a plan, they will stick to it and you wouldn't bet against them being first past the post.
<B Caroline Williams, the GM at Chepstow, Phil Bell, executive director of both Chepstow and Ffos Las racecourses, Simon Rowlands, the GM at Ffos Las
<B Former Ffos Las owner Dai Walters at Ffos Las Racecourse, Trimsaran Barry Batchelor
<B Ffos Las racecourseAdrian White