“This has been Bridget Jones for “Sit Up, Britain” with, let’s face it, a bit of a crush now, actually.”
When I heard that attendance at the L’Ormarins Queen’s Plate had been increasing year on year, it made me sit up a bit. I then remembered the classy ad campaign with its instantly recognizable blue and white theme and realized that promotions for the 8 January 2011 event had already started in September – 4 months in advance. Forward planning – how refreshing !! Better still, I’d seen the event promoted at innovative venues such as Vida e Caffe and avenues other than the usual racing publications, websites and forums (ie targeting people OUTSIDE racing). By now I was feeling pretty impressed. This looked like a thoughtful, well-planned and well executed offensive. Then I read the name at the bottom of the press release – Jonathan Snaith –and it suddenly all made sense.
I like people who are passionate and interested in this industry. I especially like people who are prepared to get off their rears, roll up their sleeves and do something positive. Throw a pair of blue eyes into the package and I’m pretty much sold.
Being a nosey sort (and not entirely immune to those chiseled features), I invited myself over for a chat.
The Queen’s Plate
The Queen’s Plate is the oldest race on the SA racing calendar and its prestige and distinguished history are without equal. The very first Queen’s Plate was run in 1861 in honour of Queen Victoria, who donated the beautiful silver plate still in use today along with 500 sovereigns towards the purse.
There have been a few changes along the way of course. Originally contested over two miles and on handicap terms, the Queen’s Plate settled into its current format of a weight-for-age contest over a mile in October 1948 at Kenilworth Race Course. It has evolved as a bastion of racing excellence and is now the defining race in our calendar boasting a long list of track luminaries on its honour roll.
The Experience
Mrs Rupert took over the reins in 2003 and she did so with a long-term plan and very definite end result in mind. It is her hands on approach and elegant personal touches that set the bar so far above everything else on the racing calendar. Under her expert guidance, the L’Ormarins Queen’s Plate has transformed from a day at the races to a race day experience. Due to her vision and no small amount of effort, the day has acquired an enviable reputation for style and elegance. Not only a diary day for racing enthusiasts, it is now mandatory in all discerning social calendars too. Jonathan has been on the team for the past 4 years and is working hard to ensure that the 2011 event will live up to its reputation.
Superb L’Ormarins wines will complement sumptuous Cape Town catering, which will range from sushi to the fabulous Hudson Burgers to ensure there’s something for everyone.
Millinery and design studios across the country are already buzzing with activity to ensure that the headdresses and haute couture on show are nothing less than cutting edge. For ladies with a flair for the flamboyant, there are prizes for best dressed and best hat.
And to lend a touch of old school glamour, the Franschoek Motor Museum will have some of their finest exhibits on show.
There is a schedule of entertainment planned for the evening with the line-up including some of the brightest young things on the South African music scene – Louise Carver, Zebra and Giraffe, Locnville, Gazelle and Crazy White Boy to name just a few.
Access all Areas
The areas below the grandstand will be converted into a style lounge and opened up to encourage people to make use of the space, explore the course and sample the superb food and entertainment on offer. With the expected numbers and all the distractions on offer, one might fear that you could spend the whole day on course without seeing a horse, but nothing could be further from the truth. Horses and racing are very much the core focus for 2011 and to ensure that the equine talent remains firmly centre stage, the chute to the track will be modified to cut diagonally across the grass for a real up close and personal view of the silks, the horses and the jockeys.
Also, for anyone wanting to pay tribute, our recently returned local hero Horse Chestnut will be parading in front of the stands between race 5 and 6. An opportunity not to be missed !
A specially commissioned race programme will provide information and betting guidelines for new initiates and is included with the R250 Style Lounge entry ticket along with a R20 betting voucher. For those having trouble deciding how to invest the vouchers, betting buddies will be available to lend a hand.
The King of the Queen’s Plate
Three-time Horse of the Year, Pocket Power can rightly be said to have made this race his own. He has extended the exquisite silver platter exceptional hospitality over the years by taking it home an unprecedented four years in succession. With an undreamed of 5th successive victory (and a world record) firmly in his sights for 2011, Pocket Power will cast a large shadow in the parade ring come January. With the ‘People’s Champion’ racking up an emphatic 20th career victory in the recent Green Point Stakes, anyone with aspirations to the throne will have their work cut out. He is clearly in no mood for a gap on his mantelpiece yet.
Jono
It took me a while to gather my thoughts and impressions on our meeting. I can’t say ‘impressive young man’ without sounding like I need a blue rinse, but those are the words which spring most readily to mind. He has an air of quiet determination and I can see why Mrs Rupert sought him out to join the team. It is a responsibility Jonathan obviously takes very seriously.
He is not someone given to hyperbole or superfluous, well anything really. He knows his subject inside out and he sketches the plans and ambitions with a great deal of levity. Jonathan not only understands concepts like ‘social media’ and ‘below the line advertising’, but knows how to implement them with devastating effect. The attention to detail, from the ground up, is meticulous and nothing is taken for granted or left to chance. There is a website, a Youtube clip, Facebook and Twitter feeds. Professional promotional companies have been enlisted to create awareness in local social hot spots. All Access is covering the 2011 event and will be running an appetizer in early December followed by a full insert on the event in January. On the day the super efficient Michelle Van Eyden and her team from the Sail Group will manage the logistical side of things to ensure that everything runs smoothly.
It’s odd what I get excited about these days, but probably the highlight of the visit was learning that a full debrief is held immediately after each event to evaluate what worked, what didn’t and to start planning a strategy for the following year.
While we talk Jonathan sends messages and makes calls to check details for me. It is a measure of the respect he commands that nearly all those messages are returned before the interview concludes.
Our conversation digresses a little and Jonathan becomes animated when talking of skipping school to attend racing back in the days when one had to queue at the Tote and jostle for a position on the rail. He is obviously deeply disappointed by the current lack of support and determined to get people back to the track. Jonathan is serious about using this event not only as an end in itself, but also to showcase what racing has to offer and build a support base to extend to other race days and events.
My dad is in the habit of adding ‘Young’ as a prefix to anyone he is fond of. In my experience, good leaders inspire faith and belief in leading by example and Young Jonathan here does nothing less. There’s an old expression – the harder I work, the luckier I get and Jonathan is not someone who depends on luck. When he says the 2011 L’Ormarins Queens Plate is going to be the best to date, I believe him.
Tickets are available through Computicket, Kenilworth race course, Vida e Caffe and Café Caprice. Corporate VIP hospitality options are available at R1400. For more information, please visit www.lqp.co.za or contact [email protected] for details.
