Royal Ascot, the globally revered racing event returned this year with a full capacity crowd, for the first time in three years.
However, while the number of racegoers to certain enclosures were reduced as part of the racecourse’s long-term ambitions and attendee feedback to improve customer experience, The Village enclosure was back for the first time since 2019 in a larger area, with increased capacity – alongside more of ADI’s mobile and modular screens.
Fresh from a commanding presence at the Queen’s Platinum Jubilee celebrations, our full range of LED screens were present with force at this year’s Royal Ascot. This was ADI’s largest deployment ever at Royal Ascot with 22 screens in attendance – this is also the most screens ever seen at a UK racecourse.
Our iCONIC 12, 15 and 25 screens, which could be seen down The Mall in London at the Jubilee, were placed mainly in several hospitality areas across the site, providing all the racing action to those away from the track and up-to-date event infotainment and brand activation. While the massive i60, i100 and super-wide i120 screens were situated trackside, hyping up the vast crowds with close-up racing drama – and creating the perfect canvas for brands in between races.
DID YOU KNOW?
One of ADI’s iCONIC 100 screens on the Heath is opposite the Royal Box and has a dedicated video feed which only ever shows the betting odds – this screen is especially for the Queen and is called ‘The Queen’s Odds.’
Dress to Impress
All our big screens can be branded and are dressed in Royal Ascot banners for the event. The five Royal Gardens screens have to be loaded into the venue 7 days early, so they can be dressed with planters and box structures – even the screens need to look Royal Ascot ready in the Royal Enclosure.
All our screen technicians working in the Royal Gardens must wear Top Hat and Tails in accordance with the dress code for this area once the gates have opened.
This was quite a challenge in the hot weather this year!
An Enduring Partnership
For over 15 years, ADI have enjoyed collaborating with Ascot racecourse to develop and supply LED solutions to Royal Ascot that enhance the race-day experience – such as our i15 mobile screens which have in-built speakers, and the installation in the Parade Ring of the Epoch 460 – ADI’s unique rotating screen, is our largest to date.
The giant Epoch has been a valuable asset for Ascot; its ability to revolve between portrait and landscape formats makes it a flexible and eye-catching platform for brands and advertisers.
ADI were the first to bring giant LED Screens to UK horseracing over 20 years ago and we now provide LED solutions to over 80 racecourses in the UK alone, becoming one of the industry’s favourite suppliers – deploying our LED solutions to some of the largest race meets and festivals in the world.