Hong Kong Jockey Club

Horse racing is the most popular spectator sport in Hong Kong and, for well over a century, the crowds, horses and optimistic wagers met at the Hong Kong Jockey Club.

So often, in fact, that HKJC generates over 10% of the city’s total tax revenue.

Yet aging infrastructure, stale marketing and upstart operations in neighboring Macau presented it with long odds for survival as the premier equestrian venue.

BMD paired with NBBJ Architects to “reinvent the racing experience.”

It truly was a race — an aggressive six-month timeline was set for research, strategic repositioning and master plan reveal.

A multi-disciplinary team, built of architects, analysts, communication designers and experience engineers, launched into over 600 hours of research: interviews, site audits, scenario workshops, competitive market analyses, social structure studies and probes into political protocol.

A triple-pronged brand architecture emerged:

• Authentic Racing Experience
• Business Innovation Incubator
• HKJC Brand Extension