Smarter Navigation Comes to Flemington

A new live, interactive map will transform how members and racegoers navigate Flemington Racecourse.

Developed in partnership with spatial experience platform PAM, the new digital map brings intelligent, real-time wayfinding to one of Australia’s largest and most iconic racing carnival and event venue.

 Accessible through the VRC website, the official VRC app, and on course QR codes placed throughout the precinct, the map provides an intuitive guide to every part of the Flemington experience, from finding friends and food stalls to getting trackside for the feature races.

“Cup Week at Flemington is a four-day event unlike anything else,” said Nikki Clarkson, Chief Marketing Officer. “With new precincts, expanded entertainment zones, and a reimagined event layout, this technology ensures our members and guests can move effortlessly around the racecourse and experience everything Carnival has to offer. It’s like having a personal guide in your pocket.”

A connected experience from start to finish

The new map is designed to enhance every stage of the racegoer journey. Before arriving at the racecourse, users can plan their trip from anywhere in Melbourne or Interstate, whether travelling by train, tram, rideshare, or car. Once on site, the live map provides precise navigation to entrances, grandstands, hospitality suites, fashion and entertainment areas, and food and beverage locations as they evolve throughout each race day.

The platform dynamically updates to reflect the latest activities and activations across Flemington, from live music at The Elms precinct to fashion showcases on the Front Lawn and family experiences in The Park. As the Carnival progresses, the map adapts in real time to help guests discover what’s happening and where, reducing congestion and maximising enjoyment.

Smarter operations behind the scenes

Beyond the fan experience, the new mapping platform provides VRC’s operations and event teams with valuable insights into crowd movement and site activity. These real-time analytics help the Club manage flow, maintain safety, and deliver a smoother experience across all race days.

“Cup Week attracts tens of thousands of guests each day,” said James Kandiliotis, Precinct Operations Manager.“This technology allows us to see how people move throughout the precinct and respond quickly to ensure the experience remains safe, enjoyable, and world-class.”

Technology that elevates the VRC experience

Powered by PAM’s intelligent mapping technology, used by leading venues such as the Australian Open, the Flemington digital map represents another milestone in the VRC’s ongoing digital transformation.

“The VRC is setting a new standard for event navigation and fan engagement,” said Stephen Minning, CEO of PAM. “The platform is smart, scalable, and designed entirely around the racegoer experience, ensuring every visitor can make the most of their time at Flemington.”