Cheung was careful to point out that the track bias information was not an opinion, but rather raw data punters could use in deciding their bets as a race meeting progressed. A screen will display where previous winners at the meeting were positioned in the run.

'We try not to be conclusive. We cannot afford to have a point of view. All we can do is be narrative,' Cheung said. 'Hardcore customers also like to track how hot a trainer is on a given day ... there are a lot of people [in Hong Kong] who believe in superstition, so we have a screen that tracks it for them with both trainers and jockeys.'

Another off-season marketing move was the introduction of new mobile betting service applications for Apple's iPhone and iPad devices.

Cheung said a renovated beer garden at Happy Valley and a Soho-style sit-down restaurant, to be opened on the third level of the grandstand, were part of the club's attempt to 'bridge the gap' between members' area and the general public.

'We are missing that middle layer of people,' he said.'They are thinking about entertainment and thinking less about whether they would win or lose. Compared with Macau and other entertainment venues in the world, we felt like we were lacking that. That's the reason we are investing more.'