The Epoch in the Royal Ascot parade ring
ADI’s contract as exclusive LED screen supplier to Ascot Racecourse Ltd sees us provide a course-wide solution for all meets, including 17 screens for Royal Ascot.
The jewel in the crown of the world of racing, Royal Ascot is one of the most prestigious events on the sporting calendar. The annual festival week sees over 300,000 racegoers enjoy the splendour and colour of five days of the finest racing, fashion and glamour, and of course boasts the attendance of HRH Queen Elizabeth II each day.
Since taking over the contract, ADI have vastly improved both the number and quality of LED screens to the event and nearly doubled the total screen area on-course through a combination of additional screen positions and larger screens.
It is a contract that only ADI could service in the way we do; previous suppliers facilitated the contract using a mixture of screens, with many cross-hired from overseas. This meant a wide variety of different types of screen with different branding and quality. ADI are able to provide Ascot Racing with a solution using only their own iCONIC screens bringing a host of benefits to Ascot:
ADI worked closely with Ascot to perform a full site audit of the Ascot course, enabling ADI to suggest appropriate screen positions and agree suitable screens across the course. A fine example of this is the installation of the brand new Epoch 460 screen in the Parade Ring. The Epoch is the first portrait/landscape LED screen which seamlessly rotates between both formats, replicating the ‘mobile experience’ on a larger scale.
ADI provide 15 iCONIC screens with larger iCONIC 120 and 100s facing the grandstands and a variety of smaller screens (iCONIC 12s, 15s and iCONIC 25s) in hospitality areas and Parade Ring behind the grandstands. These smaller screens have helped to increase bar sales, as guests can enjoy the action from almost anywhere onsite.
We were delighted with the screens for Royal Ascot, both in terms of their quality and the service provided by ADI. They helped us to communicate effectively with our guests and certainly enhanced the raceday experience for everyone. In particular, the iCONIC 15s around the Parade Ring were a success and proved great focal points for one of the busiest areas on the site, whilst the larger screens ensured that everyone facing the course had a great view of every race.