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Dine at Chez Roux
N ineteenth century-born was “the sum of details”. They could so easily be the words of Lee Moulson, the Jockey Club South-West’s regional head of sales, who for the past five years has passionately lived out this message. It means Cheltenham’s hospitality – providing an experience guests can enjoy that leaves them wanting more – is second to none. Lee and his team recognise the importance of knowing their clients’ individual needs and requirements, so they ensure their racecourse visit is the very best it can be. This means going further to ensure every detail – be it the cutlery on the table, guest arrival or ticket security – is taken care of, care being the operative word. One of the first things Lee introduced to the sales team when he joined in January 2013, was focused customer relationship management, in other words, finding out what clients wanted by getting feedback from them pre and post event. By spending time getting to know the people who enjoy attending Cheltenham, the team can then offer additional appropriate “products” such as The McCoys or a Cheltenham Masters Darts according to the interests of customers. The success is evident in the numbers. In 2013 hospitality revenues were around £4 million; today they are more than £10 million and growing. “When I took on the role, it became clear through the feedback from talking to our clients that a large proportion wanted high- American businessman Harvey S Firestone wrote that the secret of his success was a two word answer: know people. He also said success
“ Hospitality is constantly evolving
not as big as Final Fence. We are looking at a different food concept and working on a design which is very exciting,” he said. The seamless operation that goes on within Cheltenham’s hospitality is down to meticulous preparation, communication and co-operation between all staff, dedication to the customer’s needs and passion to provide service of the highest class. There is a tremendous amount of work behind the scenes. “Hospitality is constantly evolving and at such a fast pace. We have got to be on top of what is happening in the world of business and client entertaining so that we can provide a better, more premier experience. It means understanding trends, visiting sporting and non-sporting venues and fine tuning details such as the way we greet people and how we present,” added Lee. “We are always challenging ourselves to come up with new ideas we know our customers want.” He admitted his dream would be that a new style of restaurant was introduced every year, specifically tailored to the needs of clients gained through building relationships with them. “I just want everybody to have the experience that I would want for myself,” he said. After talking to Lee that’s a very high bar of standard indeed.
Lee Moulson, the Jockey Club south-west’s regional head of sales
end fine dining. So we introduced Chez Roux, run by Albert Roux, his son Michel Roux Jr and granddaughter Emily,” said Lee. “We also introduced Champions Walk, tailored to provide a much more casual experience for customers who wanted something more relaxed. “And following recent feedback, our clients have asked for a more intimate, private dining experience for smaller numbers so we are now working on a concept called The Theatre. “It won’t be as formal as Chez Roux, and
Albert Roux, Emily Roux and Michel Roux Jr run Chez Roux at Cheltenham Racecourse
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