Aiming High

You can bet your bottom dollar that in this world of instant gratification, entertainment facilities not prepared to enhance the customer experience will not be able to attract or retain customers. This is particularly true in the gambling world, where the thrill of the bet holds appeal for as little as two minutes.

To keep ahead of the game, the Hong Kong Jockey Club had the betting hall at 3/F Grandstand at Shatin racecourse gutted and renovated to create a new experience, with the emphasis on entertainment.

Axiomoval Partnership director Kelvin Mui says the design strategy was to create an interactive, modern and friendly environment that would shift the customer's perception of the club from a betting hall to an entertainment experience.

"Secondly, the criteria was that the design should increase customer time at the club, increase sales and create a flexible space for multi-functional events something relatively new to the jockey club," says Mui.

To do this, the interior was refurbished and a platform of balcony seating was demolished to create a protruding glass atrium. The atrium offers a large panorama of the actual racing field and mountain backdrop, as well as allowing natural light and warmth in.

Mui says the atrium resolved another design challenge, which was to create a flexible space for corporate entertaining. Previously only small corporate boxes were available during racing season.

"As the race days are limited to autumn, winter and spring, the jockey club wanted to offer an event venue for large corporate groups. The atrium can be decked out with banqueting tables, and provided with high-end catering and other event facilities. When not being used for corporate functions, the space is filled with seating for the general public. Stackable plastic chairs and tables can be set right up against the glazed wall."

The reinforced plastic furniture is lightweight, durable, and easy to maintain, while still being comfortable enough to sit on for longer periods of time. It is also easy to store and mostly light in colour.

The flooring was replaced with reconstituted marble. Mui says despite the fact that this light colour palette will get noticeably dirty much more quickly, white was chosen because it brightens the space.

"The original betting floor was stepped back and very dark. It lacked ventilation and had hardly any sight lines of the actual racecourse," he says.

The inner beams and pipes were left exposed and painted white to provide a sense of space and interest. Extensive lighting keeps the recessed area bright.

Previously, clusters of betting clients were grouped around television screens. Now, grand television walls and additional screens installed around the floor ensure customers can view the race from anywhere on the main entertaining floor.

The new layout places large betting areas on either side of the promenade, encouraging punters to place their bets and fan out towards the centre to spend at the bar and numerous new food and beverage options. Both the large screens and dual betting halls help maintain traffic flow.

Punters are even able to see the race underneath the glass table top of the main bar, says Mui.

"This 30-metre bar and food servery stretches to either end of the betting areas, making it one the largest bars in Hong Kong. The colour red represents fortune in the Mandarin culture, but also offsets the white and brightens the recessed area."

A creative substraight above the bar brings an element of fun and art to the interior, but also doubles as an air duct to house some of the robust air conditioning and ventilation system.

Mui says an improved air conditioning system was an important factor for the new jockey club, to keep customers comfortable and cool, especially in the hot summer months when the grandstand has events.

Story by: Trendsideas