The VRC’s charm offensive during the Melbourne Cup Carnival has turned to Oaks Day, now pitched as a chance for business people to mingle and relax.
The Victoria Racing Club says the notion that Oaks Days is “Ladies Day” is long gone as they reposition Thursday’s famous race day as an opportunity for business to entertain clients and mingle in a more relaxed environment than the other three days of the Cup carnival.
Post COVID, Oaks Day is at an interesting juncture, with Kennedy’s sponsorship of the race concluding while its identity is being reimagined. There is also an awareness among corporate sponsors and individuals attending that while dressing up and conveying a touch of glamour is fun, they also need to be mindful of community concerns.RMIT marketing expert Con Stavros said the environment had changed since the start of the century.
“It is hard to maintain the momentum and big event organisers sometimes think they need to reinvent it year after year,” Stavros said. Bridget Marshall and Tresna Cusack says the opportunity to dress up and make a day of it at the Oaks has appealOn Wednesday, Bridget Marshall and her sister-in-law Tresna Cusack, both from Perth, attended the VRC Oaks Club lunch at Crown Palladium before attending the race day itself.
Cusack has previously attended Cup Day and this year chose Oaks Day and Saturday’s Stakes Day with a desire for a little variety.
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