'Relative to their numbers, racehorse owners are the most important group' One of the benefits of a strategic partnership between the Hong Kong Jockey Club and the Japan Racing Association has been the lessons of 'customer segmentation'. According to executive director of racing Winfried Engelbrecht-Bresges, that means accurately identifying the club's core customer groups and measuring their benefit to the club's overall business. And then, in turn, spending on services and facilities for those groups is allocated in proportion that corresponds to their contribution. 'There is no doubt that, relative to their numbers, the racehorse owners are the most important customer group,' Englebrecht-Bresges (pictured) said. 'In addition to paying some very substantial prices for their horses in the first place, they also pay their livery charges and are usually involved in the betting turnover as well. 'So we believe that, in creating the new parade ring, it is appropriate to recognise the significant contribution from owners and to create for them a facility that is quite special and unique. 'In Hong Kong, it is a privilege to be an owner and we wanted to provide these special customers with facilities that reflected that privilege, and is also a way of acknowledging their contribution.' What used to be an old press centre has been converted into a new owner's pavilion. Access to the parade ring is now easy and comfortable, no longer a bottleneck. Everything is classy but functional. So even for the most deeply involved of all racing fans, the racehorse owner, Sha Tin's new parade ring will be everything the Jockey Club promised - a totally new racing experience.