A year into their partnership, Arena Racing Company (ARC) and Seat Unique have transformed how racegoers discover and purchase premium hospitality.

As the UK’s largest racecourse operator, ARC set out to modernise its digital booking journey across 16 racecourses, making it simpler and more accessible for customers to upgrade to hospitality. When it came to choosing a partner, Seat Unique stood out for its proven technology and ability to deliver a smooth, user-friendly experience.

According to ARC, Seat Unique has “completely removed the hurdles” from the buying process, allowing fans to browse, compare and book with ease. The result has been a more consistent, data-driven and customer-focused experience across every venue. ARC reports that performance this year has reached around 106% of budget, a milestone it attributes to the visibility and accessibility provided by Seat Unique’s platform.

Customer feedback has been overwhelmingly positive. Bookers describe the buying process as straightforward, finding it easy to engage with ARC’s hospitality offerings and appreciate the ease of booking. The improved digital journey mirrors the quality ARC delivers on race day, aligning the online experience with the same premium standards guests expect in person.

Over the past year, the partnership has been defined by collaboration and a shared commitment to improving the racegoer experience. ARC and Seat Unique have worked closely to ensure that hospitality feels accessible, transparent and consistent across all 16 racecourses. By combining ARC’s deep understanding of its audiences with Seat Unique’s technology and data insights, the teams have created a smoother, more engaging buying journey for fans - one that mirrors the excitement and quality of race day itself.

The partnership’s API integration has brought ARC new agility and insight. The two systems now work seamlessly together, unlocking data that helps ARC track demand, identify trends and respond quickly to customer needs. Seat Unique’s internal data indicates more than 1 million sessions per month on the platform, giving ARC valuable exposure to customers already predisposed to premium experiences.

ARC also reports tangible growth at its flagship events. Attendance at the St Leger Festival rose by roughly 14% year-on-year, with more guests choosing to upgrade their race-day experience.

Reflecting on the collaboration, David Leyden Dunbar, Group Director of Commercial Strategy at Arena Racing Company, says:

“We were already exceptional on the racecourse. Now, the first point of the buying journey matches that same high standard.” 

Adding to this, Robin Sherry, CEO of Seat Unique, comments:

“Working with ARC over the past year has been an outstanding example of how technology and partnership can elevate the customer experience. By integrating our platform across 16 venues, we’ve made it easier for fans to access hospitality while helping ARC grow engagement and revenue. We’re proud to support ARC in setting a new benchmark for the racing industry.”

Seat Unique’s network and market insight continue to help ARC stay ahead of customer expectations and deliver hospitality that is simple, transparent and enjoyable to book. One year on, the results speak for themselves: a seamless booking experience, data-driven growth and a new benchmark for race-day hospitality.