Driving Digital Simplicity & Fan Engagement with TicketCo
About Taunton Racecourse
Founded in 1927, Taunton Racecourse is a proudly independent venue located in the Somerset countryside. Known for its friendly atmosphere and winter race days, the course hosts 14–15 race meetings per year, welcoming between 30,000 and 40,000 attendees annually across general admission, hospitality, and memberships.
With a local footprint but national appeal, Taunton has carved out a unique space in the UK racing calendar by focusing on midweek winter fixtures, carefully timed to avoid clashing with nearby courses such as Exeter and Wincanton.
Meet the Client: Guy Wolfenden
Marketing and Raceday Operations Manager, Taunton Racecourse
Guy brings deep commercial experience from Somerset and Warwickshire County Cricket Clubs and Exeter City FC. With a hands-on approach and a strategic mindset, he oversees everything from marketing to ticketing operations, ensuring smooth race days and strong community engagement.
“Racing is different from everything else. It’s not just about the cash—it’s about putting on a good event. That’s what makes this job so rewarding.”
Why TicketCo?
Before switching to TicketCo, Taunton struggled with an outdated ticketing platform that created friction for its older-skewing demographic. This resulted in a high percentage of on-the-day gate purchases—meaning lost data, lower operational efficiency, and no advance visibility.
TicketCo was chosen because of its:
- Simplicity for the end user – “Name, email, ticket in your inbox.”
- Data ownership and segmentation – Enabling targeted digital marketing.
- Fraud prevention through access control and digital ticket scanning.
- Seamless integration with Mailchimp to support future CRM growth.
“The system had to be straightforward. For our audience, complexity meant hesitation. TicketCo gave us clean, simple journeys, and the data to go with it.”
Ticketing Setup & Sales Flow
- General Admission: No seat mapping; open-access layout.
- Hospitality: One premium suite + bundled packages (drink & food vouchers).
- Merchandise: Racecards and add-ons available via online checkout.
- Ticket Prices: Up to £25–£30, with a £5 discount for advance purchase.
- Ticket Buyers: Predominantly aged 30+, with a strong 50/50 gender split among ticket holders.
Sales are 100% digital in advance, with paper tickets available only on the gate. Even on the morning of a race, customers are buying online, demonstrating trust and ease of use.
Raceday Operations
- 2 main entrances, each equipped with up to 3 handheld scanners.
- Peak attendance: ~6,000 guests on December 30.
- Scanners operate on 4G/5G, allowing flexibility and speed.
- Group QR codes and partial-entry workflows enable streamlined ingress.
- Racedays typically last 7–8 hours, with gates opening two hours before the first race.
“The access control side is brilliant. It’s fast, flexible, and reliable - even for our biggest events.”
Working With TicketCo
Taunton’s partnership with TicketCo has been supported by Customer Success Manager Grady Rawlinson, whose responsiveness and proactive support has built confidence.
“Grady’s been fantastic, always there when we need him. Even during high-pressure moments, we’ve had quick answers and full support.”
Data and Growth Ambitions
Taunton uses TicketCo to feed email contacts directly into Mailchimp. Though a small team, the course is beginning to shape targeted marketing journeys for members, younger audiences, and hospitality customers. Future ambitions include:
- Creating members-only content areas
- Segmenting conference/event attendees vs. racing fans
- Cross-promoting with local partners like Somerset CCC and rehomed ex-racehorse programs
Conclusion: A Model for Modern Racing
Taunton Racecourse is proving that even smaller, rural venues can punch above their weight with the right tools, team, and mindset. By choosing TicketCo, they’ve unlocked modern ticketing that fits both their audience and ambitions.
“We wanted a simple system that gave us data and control. With TicketCo, we got that, and a whole lot more.”
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