HID, the pioneer in trusted identity solutions, announced that Chester Race Company, owner of the world’s oldest racecourse still in operation, has adopted Near Field Communication (NFC)-based ticketing technology – the first major sports venue in the UK to adopt an end-to-end solution provided by HID.
Leveraging HID’s Event Management Platform (EMP) and Janam’s rugged XT3 handheld scanners, the organisation has revolutionised its guest admissions process, offering a seamless and efficient entry experience at Chester Racecourse.
Oldest operational racecourse
The company also manages Bangor-on-Dee and Musselburgh racecourses, alongside diverse catering
Founded in 1539 during the reign of King Henry VIII, Chester Racecourse holds the Guinness World Record as the oldest operational racecourse. Operated by Chester Race Company, the venue welcomes over 200,000 guests annually to its 15-race season, including the renowned Boodles May Festival, which features the Chester Cup.
The company also manages Bangor-on-Dee and Musselburgh racecourses, alongside diverse catering, hospitality, hotel and recruitment businesses.
HID’s NFC ticketing technology
“Admissions are our first touch point with our guests on a race day, so delivering an excellent customer experience is critical,” said Gareth Simpson, Head of Racecourse Operations at Chester Race Company.
“By adopting HID’s NFC ticketing technology, we’ve transformed the entry process, offering guests the ease of smartphone-based tickets in their Apple or Google Wallets. It’s just like downloading a mobile boarding pass for an airline flight.”
Chester Racecourse’s new system streamlines
Chester Racecourse’s new system streamlines the ticketing process from purchase to entry
Chester Racecourse’s new system streamlines the ticketing process from purchase to entry. Guests now receive encrypted e-tickets within seconds, downloadable directly to their smartphones, along with guidance about dress code, race program and directions. On race day, reminders appear on guests’ devices as they approach the venue, further enhancing convenience.
Key to the implementation is the purchase of 45 Janam XT3 rugged mobile computers which enable offline ticket validation for continuity of service. This is important as the racecourse is in a low-lying area in Chester where the mobile signal strength is poor.
Upgrade its network infrastructure
Preloaded ticket data on each device eliminates reliance on Wi-Fi connections, enabling swift and accurate access even during peak times. With a scan time of less than a second, the Janam XT3 units significantly reduce congestion and wait times and work well in poor light conditions.
To support the NFC ticketing solution, Chester Race Company has made significant financial investments to upgrade its network infrastructure, deploying Wi-Fi 7 access points along with new routers, switches and robust 10-gigabit Ethernet connections to the Internet.
Access control solution in real-time
HID's EMP integrates with a ticket sales platform from SeatGeek, with a bespoke API recently written to integrate the two systems to enable ticket purchases to be updated automatically in the access control solution in real-time, thereby removing a cumbersome manual process adopted in the past.
“We’ve addressed all our entrance issues,” added Simpson. “From faster entry to real-time visibility of guest attendance, HID’s solution has been transformational.”
Terms of enclosure and stands
NFC-based system offers more benefits as Chester Racecourse knows exactly the number of people
The NFC-based system offers additional benefits as Chester Racecourse knows exactly the number of people who have entered (out of the tickets sold) and where people are in terms of enclosure and stands.
This helps it meet its compliance with capacity obligations, along with consideration for forthcoming legislation such as Martyn's Law. It also reduces ticket fraud by eliminating barcode sharing or resale opportunities by touts.
Additional features within HID's EMP
Looking ahead, Chester Race Company plans to expand NFC ticketing across its portfolio and explore additional features within HID’s EMP, such as accreditation management for staff and contractors, as well as loyalty program integration.
“We’re the oldest racecourse in the world using pioneering-edge technology,” concluded Simpson. “HID’s solutions are enabling us to create modern, memorable experiences for our guests by streamlining admissions totally using a tool that everyone has in their pocket – a smartphone.”
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