It's one of Ireland's oldest and most picturesque racecourses and has changed little over the years, but Gowran Park, Kilkenny, is finally set for a facelift to take it into the 21st century.
However, punters attracted to the course by its particular charm need not worry. Gowran Park's marketing director, Mr Hugo Jellett, says the changes will be on a suitable scale so as not to damage the character of a place which looks largely the same today as it did 50 years ago.
In Mr Jellett's unbiased opinion Gowran Park, where horses have been racing since 1914, is "without doubt the most beautiful racecourse in Ireland". He is confident it will still be when a new grandstand, expanded parade ring and championship golf course have been completed.
Mr Jellett left his marketing position in New York last year to take up his Gowran Park role, and his efforts are bearing fruit. One of the first tasks he set himself was to raise local interest in the racecourse, which had depended almost entirely on support from outside Kilkenny. Now between 25 per cent and 35 per cent of those attending Gowran Park come from Kilkenny, compared to just 8 per cent 18 months ago.
An attempt is being made this week to cement the relationship with locals through a most unusual marketing tie-up. This links the Kilkenny Racing Festival, beginning in Gowran Park today, with the Kilkenny Beer Karnivale, a Latin music festival taking place in the city.
The idea appears to be that punters might round off a day's racing with a night of salsa music in the bars of Kilkenny, or that the music festival's young revellers will be drawn by the idea of a first visit to Gowran Park. Mr Jellett admits he has no idea if it will work but considers it a worthwhile attempt to broaden the racecourse's support base. "There's definitely going to be a crossover . . . It's something new and it's worth a try."
The music festival begins at the racecourse on Friday, the final day of racing. Next year's racing festival will take place over the weekend so they coincide.
The redevelopment of the racecourse is made possible by an Irish Horseracing Authority (IHA) scheme designed to bring all racecourses in the State up to today's required standards. Funds spent by the courses on upgrading are matched by the IHA. In the case of Gowran Park, a busy racecourse with 13 meetings a year, the total investment will be £4 million.
Phase one, the upgrading of the stables, has already begun, while the remaining three elements - the grandstand, golf course and parade ring - should all be completed by next August.
The grandstand development will involve extending the existing main stand on both wings, to replace two existing smaller stands which are to be demolished. However, there will be no increase in the height of the structure so the scale of the current buildings will be maintained.
"The intention is to resist doing what's happened elsewhere with three tiers of private boxes and suites and so on. That is not what we are about. Preserving the trees we have in the enclosure and the woodlands we have around the racecourse is also really crucial," says Mr Jellett.
The Jeff Howes-designed golf course will be partly enclosed by the racecourse and is being developed by the 50 or so local landowners and business people who own Gowran Park. It is to be open by July 1st, 2001, and will be a valuable source of extra income to the racecourse.
The Kilkenny Racing Festival begins today and concludes on Friday. The Kilkenny Beer Karnivale opens on Friday and runs until Sunday.
