Getting to know Jimmy Busteed

Meet Jimmy Busteed. Currently the General Manager Sales at Australian Turf Club, Jimmy shares with us how the Meetings and Events business at the venues [including Royal Randwick and Rosehill Gardens] adapted quickly, while learning all they could from operating the Race Days – the only sport to continuously remain active during 2020….

1. Give us a quick snap shot of what you were doing (workwise) prior to COVID-19 restrictions, and what type of jobs (events) did you have planned for 2020?

Prior to COVID our Meeting and Events business was going really well and we were in a strong position to hit all our budgets. We had a spring loaded with events including large scale conferences, site-wide exhibitions, galas, international incentives and music festivals.

2. How was your business impacted when the COVID-19 crises initially hit?

Dramatically. We lost approximately 50% of revenue in a matter of days. Events cancelled and there was great uncertainty around re-booking not knowing when the COVID storm would pass.

3. Have you been able to introduce new products?

We responded quickly when restrictions initially eased and introduced new conferences packages from 50 pax. We continued operating from a racing perspective and took many of our learnings into our Meeting and Events (non-race day) operation, including strict bio-security measures such as thermal imaging technology.

4. If your business has had to go into hibernation, what have you been doing during the lockdown phase?

We didn’t go into hibernation, as a club we kept racing. The only sport in Australia to continue under COVID due to the strict bio-security measures that were put in place for participants and staff.

From a Meetings and Events perspective we reviewed and restructured our packages, we launched new Royal Randwick and Rosehill Gardens venue and wedding brochures, a new website, new digital proposals and worked on multi-year deals with clients.

Our Sales Team also engaged in an active customer service campaign, checking on clients regularly and seeing how they were going through this difficult period.

We sent out food and beverage hampers to our top tier clients and loyal members as a gesture of support during lockdown.

5. What has been the biggest challenge on your business during this crisis?

The biggest challenge was to keep momentum with business activities. As restrictions started to ease the business needs to be in a place where it could constantly adapt to change and effectively execute.

Another challenge was staying innovative and creating products that would work for our customers and be in line with NSW Health Regulations that were in place at the time.

6. Have there been any surprise silver linings?

We were very fortunate as a business that we were able to keep operating due to racing continuing and keep all staff in jobs.

We took the time during COVID to re-look at our Meetings and Events strategy and create new beautifully branded assets and create a new website that is integrated into our overarching Australian Turf Club brand.

7. What’s next for your business? Are you starting to reopen? Will you continue with any new products?

We will keep all new products initiated that were developed during this period to make it easier for organisations looking to do business with us.

COVID gave us the opportunity to review and restructure our business development model and how we do things. It is integral to able to flexible in the current environment.

8. On a personal note:

“In isolation I… always had a shower and got dressed for the day ahead. COVID may have stopped events but the world was still turning so it was important to stay fresh and positive.”