Get used to it: ATC is here to stay

Breeding & Racing reports: The ATC Board announced “Australian Turf Club” will be retained as the name of the merged Sydney Club (from the old Australian Jockey Club & Sydney Turf Club) “following strategic brand research” which consisted of “analysis of the club’s developing business strategy, an email survey to over 11,000 members, member focus groups & stakeholder interviews”. Over 1,300 former STC & AJC Members “actively participated in the research, as well as industry stakeholders including media, trainers & racehorse owners”. A key research finding was the majority of survey respondents (65%) think the name Australian Turf Club is an “impressive” to “excellent brand”. In considering alternative names the name Australian Turf Club “is preferred to the Sydney Jockey Club & Sydney Racing”. ATC chairman John Cornish announced the Board was “unanimous in their resolution to retain the launch name. As a Board, we are aware of the subjectivity of the matter & of the differing opinions in the market. We are never going to appease everyone; but the research findings support the chosen name, as well as the Club’s vision to be internationally recognised as a leader for racing, events & membership.”