East Yorkshire’s most glamorous event of the summer launched in spectacular style today with the unveiling of a promotional film encapsulating the grace and power of the equine stars of Ladies’ Day at Beverley Racecourse.
Ladies’ Day is the social highlight of the racing calendar at Beverley, giving style-conscious ladies and gentlemen the chance to dress to impress and stand out from the crowd.
With just three weeks to the big day on August 16, the racecourse today released an evocative video promoting a new three-year partnership with Flemingate, Beverley’s fast-growing retail and leisure destination.
Filmed at dawn before the Flemingate centre becomes a bustling hub of activity, the video follows four magnificent horses as they canter through the centre’s main thoroughfare, past its high-quality retail and dining outlets.
The four-legged stars of the film were under the expert guidance of horse trainer and stunt rider Ben Atkinson, of Goole-based Atkinson Action Horses. The family-run company supplies highly-trained horses and riders for film and television, including TV hits such as Poldark, Peaky Blinders and Jamaica Inn, and has worked with the racecourse on a number of projects over the years.
Sally Iggulden, Chief Executive at Beverley Racecourse, said: “We’re thrilled to team up with Flemingate to bring the focus of Ladies’ Day back to Beverley and we thought this film would be a wonderful way to promote the partnership.
“You don’t expect to see horses running free in a shopping centre, which is why the film is so striking and different. The horses are always the centre of attention at Beverley – even on Flemingate Ladies’ Day, when they share the limelight with racegoers in all their finery – and the film reflects that.
“It also places the equine stars in a location that has quickly become part and parcel of Beverley, as demonstrated by Flemingate’s support for Ladies’ Day.
“It’s an unusual way to promote Ladies’ Day, but perfect in view of our exciting partnership with Flemingate.”
Ben Atkinson, who is the riding double for Aiden Turner, who plays the title character in Poldark, alongside Beverley’s own glamorous rising star Eleanor Tomlinson, said: “Working with the team at Beverley Racecourse has enabled Atkinson Action Horses to be a part of some incredible projects, from tuxedo Cossacks to riding stallions through shopping centres.
“However, this latest challenge tops them all! We hope people enjoy watching it as much as we enjoyed helping to make it!”
The film features Atkinson Action Horses trainer and stunt rider Katherine Pickering, who is seen leading the horses through Flemingate, exuding the beauty and glamour of Ladies’ Day.
The video was filmed and produced by Nova Studios, the film-makers behind the “This City Belongs To Everyone” video used in Hull’s successful City of Culture bid.
Matt Stephenson, Director at Hull-based Nova Studios, said: “It’s great when we get the chance to work with creative clients such as Beverley Racecourse on unusual assignments such as this – even though we had to get up at three in the morning for the filming!
“Seeing Ben working with his amazing, beautiful horses in Flemingate, set against the backdrop of Beverley Minster in the early morning light was unforgettable. It’s one of those times when you remember how lucky you are to be in the business of making films.”
The partnership with Flemingate will herald in a new feel for the hugely-popular annual event this year. Changes to the format include the addition of three large inter-connected marquees, with a seated garden area, in the centre of the picturesque course.
The central marquee is the venue for the Most Stylish contest which, in a change from previous years, is open to everyone to enter. The fantastic prizes include a seven-night holiday for two to the Costa Blanca, courtesy of Humberside Airport, and a spectacular Longines Conquest watch donated by Flemingate-based jeweller Guest & Philips.
There is also the Retreat pamper marquee, presented in partnership with Debenhams at Flemingate, where racegoers can enjoy some relaxation and pampering services, such as hair and make-up touch-ups. It’s an ideal place for ladies to take the weight off their high-heels and relax away from the hustle and bustle of the main event.
The third marquee is home to the Secret Garden gin bar. A new partner to the racecourse, North Yorkshire-based Sloemotion offers natural flavour combinations for gin based on ingredients foraged from hedgerows and woodland edges, such as sloe berries, damsons and cherries.
Sally Iggulden added: “Our partnership with Flemingate has helped to inspire a new approach for this year’s Ladies’ Day and we’re confident the changes we have made will be very successful and popular with racegoers.
“They will add even more glamour to the occasion and make the day even classier, more inclusive and a little calmer.
“In addition, thanks to our wonderful partners, the prizes for this year’s Most Stylish awards are absolutely fantastic!”
Graham Tait, Flemingate Centre Manager, said: “We’re delighted with the film, which is so creative and inspirational. It has really captured the essence of our partnership.
“We’re so proud to be supporting Beverley’s biggest social event for the next three years and excited to be working so closely with Sally and her team to make this year’s Ladies’ Day even more glamorous.
“We’re also proud of the contribution Flemingate has made in bringing major investment into Beverley and making the town a bigger draw than ever before. Ladies’ Day is hugely important for trade and tourism in the town, so we believe this is a perfect partnership.”
Tickets for Flemingate Ladies’ Day are selling fast, with the Premier Enclosure already sold out, so racegoers are urged not to lose out by booking in advance, either online at www.beverley-racecourse.co.uk or by calling the ticket hotline on 01482 867488.
Gates open at 11.30am on Wednesday, August 16. The first race is at 2.10pm and last race currently at 5.15pm.