The new racing season will commence next Sunday (Sept. 7) at Sha Tin Racecourse. To enhance the customer experience on-site, the Hong Kong Jockey Club announced yesterday that two new facilities at Sha Tin Racecourse's Grandstand II—Champions Connection and Gensō Eki—will be operational by then, further promoting horse racing tourism.
Champions Connection uses digital technology to immerse visitors in the horse racing experience as soon as they enter Sha Tin Racecourse, while Gensō Eki is an immersive venue combining dining and digital entertainment, offering a digitized horse racing experience. Visitors can also enjoy a horse racing-themed "escape room" puzzle.
Winfried Engelbrecht-Bresges, CEO of the Jockey Club, stated that the club has invested over HK$10 billion in the racecourse development blueprint over the years. By upgrading, renovating, and rebuilding facilities at both Sha Tin and Happy Valley Racecourses, the venues have transformed from gambling-centric spaces into highly attractive tourism destinations for both residents and visitors, offering world-class sports and live entertainment. The next phase involves an additional investment of HK$4 billion to develop the racecourses into world-class sports and entertainment hubs.
Engelbrecht-Bresges emphasized that the Jockey Club has been committed to developing Hong Kong horse racing into a global brand and shaping the rich racecourse entertainment into iconic activities popular among residents and tourists. Moving forward, the club will continue to enhance and elevate entertainment performances alongside the race tracks.
Digital Technology Attracts Young Racing Fans
The 2023/24 racing season attracted over 1.7 million attendees, doubling the number from the previous season. Engelbrecht-Bresges anticipates an increase in both betting turnover and attendance for the new season, though he remains cautiously optimistic about the extent of the growth.
He added that a significant portion of last season's attendees were from the younger generation. "They are very interested in horse racing and look forward to learning more about the sport through digital and interactive experiences at the racecourse." He believes that the cutting-edge digital technology employed in Champions Connection and Gensō Eki will boost the interest of racing fans and younger generations in horse racing within a vibrant, modern environment.
At yesterday's press conference, Philip Chen, the Club's Executive Director of Property, introduced Champions Connection, located on the second to fourth floors of Grandstand II at Sha Tin Racecourse. As visitors enter, they are greeted by digitally displayed images of thoroughbred horses living in natural environments across the four seasons, projected onto the pillars of the second-floor corridor.
Further along is the "Naked-Eye" Interactive Displays of Legendary Horses, where visitors can enjoy 3D digital recreations of six classic racehorses in a virtual stable, including the three-time Hong Kong Horse of the Year "Golden Sixty." Opposite this, the Jockey Showcases accurately recreates six elite jockeys and their lockers and personalized racing gear through digital technology. The fourth floor also features Hong Kong's first life-sized, lifelike mechanical horse, providing an excellent photo opportunity for racing fans.
The second and third floors of Champions Connection also incorporate other features of Hong Kong culture, including pop-up stores from popular local brands selling food and beverages, retail shops, and DIY workshops run by non-governmental organizations aimed at promoting horse racing entertainment, sustainability, and building a better society. Attendees can not only enjoy an unforgettable day at the races but also purchase horse racing-themed merchandise.
Escape room offers insight into horse racing history
The newly opened Gensō Eki is located on the 3rd to 4M floors of Grandstand II at Sha Tin Racecourse, combining sports, entertainment, and dining elements. Dennis Hau, the Jockey Club's Executive Director of Customer Strategy, Insights and Innovation, stated that the top-floor Maze Race escape room combines challenges and exploration, allowing visitors to solve a series of horse racing-related puzzles while learning about the history and legends of the sport. The same floor also features Gensōverse, where visitors can use extended reality (XR) technology to simulate riding classic Hong Kong racehorses and experience the thrill of horse racing.
The Gensō Snap area is an ideal setting for visitors to take photos or short videos, with an AI photo station allowing them to take horse racing-themed selfies. The Gensō Isle track viewing area also displays several horseshoe artworks handcrafted by the Jockey Club's farriers. Gensō Eki also includes two dining facilities, with the third-floor Fudo Town food court offering a relaxed atmosphere and diverse food options.
Appealing to new demographics
In street interviews, some residents expressed enthusiasm. One longtime racing fan, who has been betting on horses for about 30 years, said that the Jockey Club's introduction of an escape room and 3D digital recreations of classic racehorses in virtual stables felt very fresh. He would consider visiting but believed it would "be more attractive to young people." Others noted that while attracting tourists and adults is positive, children should not be exposed to more gambling-related content, as it could lead to addiction.
Some young tourists mentioned that they had not previously been aware of Hong Kong's horse racing activities due to limited online information.
"The newly introduced escape room particularly appeals to me because I've played many escape rooms before, but few combine horse racing with escape room puzzles."
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Timothy Chui, executive director of the Hong Kong Tourism Association, noted in an interview with Wen Wei Po that Hong Kong's horse racing history is long-standing and has attracted many specialized tour groups in recent years. He revealed that typical itineraries include sightseeing at locations like Victoria Harbour in the morning and visiting the racecourse to watch horse racing in the afternoon.
With the upcoming relocation of the Sha Tin Sewage Treatment Works near Sha Tin Racecourse, he suggested that part of the land could be used to expand an integrated resort. He proposed that the Hong Kong SAR government collaborate with the Jockey Club to introduce more tourism elements, transforming the area into an integrated resort with facilities such as an equestrian academy offering horseback riding lessons. This would be particularly suitable for providing cruise passengers with short stays a one-stop experience for dining, accommodation, entertainment, and shopping.
Legislative Council member Edward Leung emphasized that horse racing has a long history in Hong Kong and is a signature attraction for tourists. The new facilities modernize horse racing activities, transforming them from an older generation's pastime into a trendy activity for young people.
He recommended expanding professional experience programs, allowing tourists to visit backend facilities and interact with horses on non-race days. "Taking a page from Ocean Park's model, offering experiences like feeding or grooming could create unique tourism programs."
(Source: Wen Wei Po; Journalist: English Editor: Darius)
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