Sentimentality aside, a bold vision for a new Club Stand representing the aspirational nature of VRC membership, the iconic nature of the Melbourne Cup Carnival and a contemporary and enviable race day experience was formed:
"The Club Stand eloquently embodies the virtues of the Flemington spirit.
"It heightens the expectation and the pageantry above the normal. It acknowledges history, saluting what has gone before and inspiring excited anticipation about what is yet to come. It defines a member experience unsurpassed anywhere in the world."
Amanda Elliott, Chairman, Victoria Racing Club.
The design that followed this visionary brief was not only the architectural embodiment of the joy and spectacle of the Flemington experience, it was also based on highly analytical foundations.
As part of the briefing process, the team invested a vast amount of time to research and analytical studies. This initial process created a strong bond between the architects and the VRC team, which was essential for creating this extraordinary building.
Our team members immersed themselves in the Spring Racing Carnival to observe and collect data about visitor movement patterns and operations. Arup conducted pedestrian modelling on existing conditions, which served as a base for testing the design work to follow. The later design has been scrutinised throughout the design phases through real-time modelling of pedestrian movements. Arrival and entry points, central lobby zones and circulation within the venues have been laid-out to ensure visitor comfort, security and safety at peak periods.
Image: Current and future quantities of dining and race view seating were studied, targeting significant increases and providing sight lines to dining seats in all possible cases.
Sight lines were studied as part of the design process and verified by Arup's team on the final design. The analysis included a review of the profile, viewing comfort analysis, and sightline obstruction analysis for each selected interval on the track not only for the external seating and standing areas, but also for zones within the venues. The design has been optimised to achieve the best possible viewing standards.
Image: Sightline study of existing stand
Member profiles were studied in great depth to ensure that the food and beverage offer, service and operational offer was specifically tailored to the needs and aspirations of the membership group.