“We are thrilled to be bringing all the trackside activity direct to our valued customers and general admission racegoers,” Ms Hack said.
David Jones would not comment on the specifics of its sponsorship deal with the Melbourne Racing Club but said the company’s overall investment in racing remained the same.
A beefed-up Fashion Stable will include a “roaming” runway, live entertainment and appearances by David Jones’ ambassadors and “racing influencers”. A new area, called the “inner circle”, will include pop-up activations by David Jones brands and a champagne bar.
Melbourne Racing Club chief commercial officer Peta Webster welcomed David Jones’ more “customer-centric focus” at the track.
It follows a similar move by Myer to abandon its Birdcage marquee at Flemington in favour of a ramped-up presence in The Park public area, where it holds Fashions on the Field.
Ms Webster said the Caulfield Lounge space would return with a new look this year, “with more info to come”.
While there are no other major changes in sponsorship at Caulfield, there have been several moves at Flemington, home of the Melbourne Cup Carnival. Several marquees, including Kennedy and Channel 10, are moving trackside to “millionaires’ row”, while the domino effect has enabled others to move to better vantage points.
This month, David Jones reported a 42 per cent slide in profits, with acting chief executive Ian Moir pledging to reduce the number of physical stores. Last week, Myer reported a small jump in profits of 2.2 per cent, the first increase in nine years.