The Work That Goes On Behind the Stables

University of Oregon students are granted an exclusive peek inside Leopardstown Racecourse's backstage operations as staff gear up for a race day.

Lush green fields stretch as far as the eye can see. Purple banners that read ‘Leopardstown’ silently sit at the finish line. The sound of trotting hooves is drowned out by the speakers as the announcer runs a mic check. The walls are plastered with their slogan, "Dublin's heart is racing."

Endless channels fill the screens in the news trailer that lies just outside the venue. Their countless buttons change everything from the color of the sky to the advertisements that play during the breaks. Bulmer cider glasses are removed from their boxes, and arranged in rows. The clouds begin to open, letting in just enough light to illuminate the fresh cut grass.

Staff walk in and out of the tunnels, making sure that everything is in order. Rows upon rows of plastic blue seats stare out into the quiet course. In a few hours, these stands will be filled with fans as they await the start of the horse races.

Catering to up to 20,000 people, Leopardstown Racecourse is one of Dublin’s many treasures. Located at the base of the Dublin Mountains, just six miles south of Dublin's city center, its goal is to bring together spectators and equestrian fans in an exhilarating celebration of community and sport. Every day, countless employees at Leopardstown work hard and dedicate themselves to achieving that goal. “It’s a passion for us; we like what we do. They say, ‘You know you don’t work a day in your life doing a job that you love.’ That’s how we feel,” says Gary O’Brien, a sports reporter for Leopardstown.

There are 23 race days at Leopardstown, featuring highlights from both National Hunt and Flat racing. Built by Captain George Quin, the racetrack was completed in 1888 and was modeled after Sandown Park Racecourse in England. Leopardstown was acquired by the Horse Racing Board of Ireland, now known as Horse Racing Ireland, in 1967. The track is a left-handed oval, measuring one mile and six furlongs, with an uphill finishing straight. The total estate spans 220 acres.

At Leopardstown Racecourse, Ciera Callanan specializes in digital marketing. Her responsibilities include creating and implementing creative marketing plans that engage fans, promote upcoming events and improve the racecourse's online visibility through digital and social media initiatives. However, the success of these marketing efforts relies heavily on the dedication of a committed team that works nonstop behind the scenes at every horse race. Every detail counts, from trainers preparing their horses with intense training to grooms meticulously polishing each horse. Everyone plays a role.

A variety of content, including ASMR videos and horse racing results, is released via Instagram and Facebook. These tactics help draw people in. In addition to entertaining longtime supporters, Leopardstown attracts newcomers who are intrigued by the excitement of horse racing. The appealing material emphasizes the rich history and culture around the sport in addition to the passion of the races. According to Joanna Doran, marketing manager at Leopardstown, "I think what feeds across all sports is the stories—the people behind the sports and the stories within them."

This media approach fosters a deeper connection with audiences, inviting them to experience the commitment and dedication that makes horse racing a beloved tradition in Dublin and elsewhere.

“Ultimately we want people to come racing, cause if we don't have an audience, we don't really have a sport,” says Marie Arnold, general manager at IRIS. A committed staff is critical to a horse race's success. Their careful planning, arranging, and execution guarantees the events run smoothly. They are ultimately the reason why visitors return time and time again.