Felicity Barnard, the CEO of Ascot, is a quick learner who has successfully navigated the transition from the Premier League to the sport of kings. Since her arrival in April 2021, Ascot has seen a remarkable turnaround, with rising attendances and prize money. The racecourse has become the only British track to attract over half a million racegoers in 2025, and its overall prize fund of £19.4 million in 2026 is a new record. The King George VI & Queen Elizabeth Stakes in late July will be the track's first £2 million race, marking a significant milestone. The return of Flat racing on Friday, with a seven-race card, is a prelude to the highly anticipated Royal Ascot event, which is just over six weeks away. The track's iconic "Ascot You" ad campaign has already generated buzz and sold thousands of tickets for the five-day meeting. Barnard emphasizes the excitement surrounding the Flat season and the Royal Ascot campaign, highlighting its global and cultural significance. The uniqueness of Royal Ascot, with its blend of elite competition, royal patronage, fashion, and a grand day out, is a key factor in Barnard's career shift. She appreciates the rich history and stability of the racing industry, with its diverse stakeholders, which differ from football.
However, Barnard's dual role as both a custodian and an executive presents a challenge: balancing cherished traditions with the need to appeal to both older and younger generations. Pricing is a strategic tool in this regard, with Ascot offering a range of ticket options, from £25 in the Windsor enclosure to thousands for Michelin-starred restaurants. The racecourse has successfully adapted to attract a more diverse and younger demographic, with the Village product in the infield offering a festival-like atmosphere and a different dress code. This shift has led to a significant decrease in the average age of consumers over the last three to four years.
Despite the challenges, Barnard is keenly aware of Ascot's importance to the racing industry as a whole. She supports the call for major reforms in racing governance, advocating for a bigger say for major players in the sport's future. Ascot's proven ability to navigate through uncertain times provides reassurance to the industry. Barnard emphasizes the interconnectedness of the racing world, where every racecourse, including Ascot, plays a vital role in the sport's progress. She believes that the industry's success relies on the collective efforts of all stakeholders, and Ascot is committed to encouraging visits to other racecourses, such as York and Doncaster, to foster a sense of unity and growth within the sport.
