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Breathing new life into a tired hospitality space to improve the race-day experience.
The Long Bar is a Premium GA space within the Berkshire stand. The space had had several updates since the stand was built but the guest experience was lacking and required enhancement, not only to improve the race-day experience but to improve revenue.
F3 zoned the 795 sqm Long Bar - which included some expansive triple-height spaces - to deliver different F&B offers within the space. These included a new Gin Bar with bi-fold doors to the improved external terrace, a central bar serving both sides of the large space, and an Upgrade Restaurant, each with their own identity.
A warmer palette of natural materials and green tones was introduced to connect the interior with the surrounding paddock and racetrack, which can both be viewed from the Long Bar making this a unique race-day experience.
