The race that stops a nation? VRC wants Cup to be bigger

The Melbourne Cup might be known as the race that stops the nation, but the Victoria Racing Club wants it to have an even greater public impact than it already has.

These days families are more fragmented, society is more atomised and, even though it is a public holiday, plenty of people still have to work on Cup day.

Much has been said and written about the huge impact overseas runners have had on the race and whether or not that has affected betting turnover.

VRC officials think the turnover isn't an issue - that once-a-year punters who bet on the Cup in the past didn't know the horses either, and would select a choice often based on name, colours or a particular superstition. That probably hasn't changed.

But they are keen to reinforce Cup day's iconic status away from the track and in the community at large.

Flemington will be packed out on raceday and wagering will be as high, or higher, than ever.

But will there still be the same number of street parties and get-togethers of families and friends who all tune into the race to watch together.

Leigh Jordon and Neil Wilson, respectively the executive general manager of racing and the VRC's chief executive, are keen to make the Cup a big deal in the wider community away from the racetrack, in a way that it used to provide a social focus 15 or 20 years ago.

''I would love to see us concentrate a bit on getting the Cup back to the 'burbs, getting that real family involvement back in the Cup once again,'' said Jordon.

''When I was growing up it used to be promoted and advertised in the shopping centres, in community shopping strips and in pubs and cafes, not just in the local TAB.

''I live out in the 'burbs myself, and I think we could probably really engage back with the local community, really foster that.

''There used to be so many barbecues that used to be held, people would get together. I would like to promote that sort of thing again,'' he said.

While the VRC would need to provide much of the marketing muscle for such an initiative the industry as a whole could benefit if it lifted interest in racing. Many of those who are currently owners or professionally involved in the sector had their interest whetted in their youth by watching the Cup on TV at such family and community get-togethers.

''There are already great community events like the parade on the Monday before the Cup. You don't see that anywhere in the world. It's unique,'' said Jordon.

''We have to make sure we don't lose that. The Cup has great cut through, but there are little things we can do to grow that, to reinstill that into the Melbourne community.

''I am just saying that we should not sit on our laurels. The Melbourne Cup is quite phenomenal around the world.''

Wilson endorsed Jordon's suggestions and said that it was about getting balance. The Cup was a great Melbourne institution that had a special place in the calendar and life of the city, but it was now an international race and locals - punters, racing fans and those involved in the industry - should see it that way.

''We obviously think about that a lot. It's an international race, it's available for internationals to try and win. We would like to see the Australian horses have that ambition of winning the race, to get them to think more that these races are international races rather than just a Melbourne race,'' Wilson said.