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<\/p>\nFlemington\u2019s exclusive Birdcage enclosure will have even more of a party vibe this year, according to Rogers.<\/p>\n
\u201cWe have been deliberate this year to reorient the footprint of the Birdcage to create a festival, a party,\u201d she says. \u201cWe obviously have our major partners front of house, but it culminates in an amphitheatre of fun. The back of the amphitheatre is a big stage where we\u2019ll have music acts and, while the racing is on, Flemington TV.\u201d<\/p>\n
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An artist\u2019s render of this year\u2019s three storey Lexus marquee for the Birdcage at Flemington. <\/p>\n
Marquee construction is well underway at Flemington with the multi-storey structures already erected on the lawns and taking prime position at the corner of the Birdcage is Lexus\u2019 three storey \u2018Landmark\u2019 marquee with balconies on every level and interiors designed by Brahman Perera.<\/p>\n
Former Tetsuya\u2019s executive chef Josh Raine, who owns and operates Sydney wine bar 40Res, is helming the food at Lexus and will be serving sashimi and Wagyu beef with smoked eggplant.<\/p>\n
Next door Crown\u2019s marquee will also be three storeys and it will sit alongside Nine, owner of this masthead, Mumm\u2019s \u201cSetting Sail\u201d marquee, TAB and Lion\u2019s Izakaya-themed marquee in the front row.<\/p>\n
At the back of the Birdcage the VRC\u2019s \u201cMarmont\u201d marquee headed up by Grant Smillie allows public access to the once invitation-only Birdcage at a price with tickets $2200 each.<\/p>\n
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DJ Fisher, who played at the LIV Golf in 2024, is set to play the Melbourne Cup Carnival.Credit: AP<\/p>\n
It\u2019s out with the Grange and in with the actuaries at this year\u2019s carnival with wine brand Penfolds no longer a sponsor, replaced by insurance company Howden.<\/p>\n
Penfolds for many years hosted the party marquee with saxophonists on the dance floor and tastings of 2020 Grange, which retails for $1000 a bottle.<\/p>\n
However, the wine brand pulled its sponsorship last year and there is no replacement sponsor for Penfold\u2019s prime marquee spot overlooking the parade ring. Instead, it will be replaced by the VRC\u2019s own offering \u2018Parade Social\u2019.<\/p>\n
DeBortoli is the VRC\u2019s wine partner for the carnival but neither Howden or DeBortoli will have a marquee in the Birdcage, which Rogers attributes to the short turnaround on the sponsorship changes and says \u201cthat\u2019s all opportunity moving forward\u201d.<\/p>\n
\u201cWe\u2019ve only ever had four naming rights sponsors of Derby Day in the history of Derby Day, and Howden is a principal partner of Royal Ascot [in the United Kingdom], and it was wonderful to spend time with them over at Royal Ascot and see how dedicated they are to the equine industry,\u201d she says.<\/p>\n
Juggling sponsors and marquees in the exclusive Birdcage enclosure will be key to the VRC shoring up its finances after recording a $24 million loss last year.<\/p>\n
On taking on the top job a year ago Rogers got to work cutting costs including making 40 redundancies across the VRC\u2019s staff.<\/p>\n
\u201cIt was very clear on arrival that a big focus was ensuring we are financially independent and prudent with our spending,\u201d she says. \u201cWe have right-sized the business.\u201d<\/p>\n
Rogers isn\u2019t keen to identify any cuts and instead says she has focused on identifying double-ups within the club.<\/p>\n
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VRC Birdcage Map 2025 Spring RacingCredit: VRC<\/p>\n
\u201cWe\u2019ve removed that duplication and that has allowed us to focus on spending money in the right areas,\u201d she says.<\/p>\n
Rogers points to record VRC membership of 34,320 last year and pre-tax earnings of $12 million, a $17 million increase on the previous year.<\/p>\n
\u201cWe\u2019ve had a great year financially,\u201d Rogers says.<\/p>\n
One headache Rogers didn\u2019t want to deal with is an investigation into her teenage son who was reported for underage drinking at Turnbull Stakes Day in the VRC\u2019s prestigious Committee Room.<\/p>\n
Rogers declined to comment.<\/p>\n
\u201cI can\u2019t talk about it because the investigation is ongoing,\u201d she says.<\/p>\n
She will be counting on the VRC\u2019s lucrative new deals with Tabcorp and Nine and bumper crowds to bolster the bottom line.<\/p>\n
\u201cWe had 185,000 patrons across the four days last year, which was 8 per cent up year-on-year, and we are targeting more again,\u201d she says.<\/p>\n
Rogers is looking to the future as well with 40 per cent of the VRC\u2019s general admission patrons last year under 30.<\/p>\n
\u201cI can see the opportunity, and I can see different ways where we can innovate and push further,\u201d she says. \u201cAnd that\u2019s what we\u2019re doing with these footprint changes, precinct changes, and we\u2019re just starting.\u201d<\/p>\n