Melbourne Cup Carnival shines brightly as crowds flock to Australia’s premier week of racing

The Victoria Racing Club (VRC) recorded an uplift in attendance for Penfolds Victoria Derby (81,612), Lexus Melbourne Cup (91,168), Crown Oaks (50,873), and TAB Champions Stakes (62,022), taking the total crowd figure to 285,675, more than 8% up on last year and the biggest crowd since 2018.

Among the racegoers who witnessed the incredible stories and crowning of new champions were plenty of fresh faces. Across the week, 45% of general admission ticket buyers were under the age of 35 and Lexus Melbourne Cup Day general admission spaces were a sell out.

The Melbourne Cup Carnival continues to generate important jobs with more than 14,000 accredited staff in 2024. The event delivered more than $468 million in gross economic benefit in 2023, a figure which is expected to be exceeded by this year’s Carnival when final numbers are compiled over coming months.

VRC Chief Executive Officer Kylie Rogers thanked the members, partners and racing fans from around the world for helping deliver a memorable 2024 Melbourne Cup Carnival.

“It was fantastic to see Flemington at its finest for the 2024 Melbourne Cup Carnival. Sensational Spring sunshine bathed the front lawns and raceogers enjoyed the opportunity to dress up. The energy from the Member’s Stands to the Mounting Yard was electric,” Ms Rogers said.

“We welcomed more than 285,000 patrons, the biggest crowd since 2018, and they were treated to some of the most competitive racing in recent memory. Among the crowd, we saw the next generation of racing fans with 45 per cent of general admission attendees aged under 35.

“The generosity of patrons shone through with a new Pin & Win record of more than $660,000 raised for Ronald McDonald House Charities Victoria & Tasmania and fundraising for the Good Friday Appeal and RSL Poppy Appeal.

“The event does not reach these heights without the support of our members, sponsors, partners and the Victorian Government. I would like to acknowledge our principal partner Lexus, broadcast partners TAB and the Nine Network, and our major partners Penfolds, Furphy, TAB, and Crown for their ongoing support.”

Minister for Racing Anthony Carbines echoed the sentiment.

“We saw hundreds of thousands race through the gates at Flemington and pack our hotels, retailers, cafes and restaurants across the city – pumping millions into the local economy and bringing Melbourne alive.

“The Carnival not only featured the best in thoroughbred racing, fashion and entertainment but also highlighted the vibrant spirit of Melbourne as the premier events destination.”

The Lexus Melbourne Cup in its 164^th year once again proved why it not only remains the ‘race that stops a nation’®, but the race which changes lives. Irish jockey Robbie Dolan rode long shot Knight’s Choice to victory, lifting the Cup and transforming his career forever. Dolan’s ride was a win for the ages, storming home in front of more than 90,000 fans, which included his father who had made a surprise dash out from Ireland. 

The Lexus Melbourne Cup not only attracted the biggest attendance of the four days, but also had the eyes of the nation glued to the TV. The great race was watched by 1.9 million people on Nine’s free to air coverage, a 12% lift on last year’s figures, and was also beamed around the world to more than 750 million viewers across 228 international markets.

The Lexus Melbourne Cup was streamed on 9Now to an audience of 371,000, and when combined with other streaming platforms, took the total race audience to more than 2.5 million.  

A significant number of Australians tuned in across the week on Nine and 9Now with a total four-day audience of more than 5.5 million.

The external content was supported by VRC’s social media platforms which saw 54 million impressions across various channels, a 68% growth on 2023 and 22 million video views, a significant increase of 60% year-on-year.   

Viewership of vrc.com.au and other owned digital channels has seen a 34% increase, with the quality and quantity of content providing a mix of informative and unique storytelling across racing, fashion, hospitality, and entertainment.

On the track, 475 horses competed across 37 races for more than $30 million in prizemoney, with 23 different training stables and 19 jockeys tasting success. 

Jockey Jamie Kah, on Goldrush Guru, became only the second female to win the Penfolds Victoria Derby following Clare Lindop’s history-making ride on Rebel Raider in 2008.  Damian Lane aboard Treasure the Moment certainly gave the crowd a moment to remember as he stormed home to win the 166th running of the Crown Oaks. And James McDonald had a Carnival to remember, breaking his own record of most number of Cup Week wins with 11, also taking home the TAB Champions Stakes in barnstorming fashion with Via Sistina.

VIPs and celebrities from across Australia and around the world including Elizabeth Hurley, Damian Hurley, Sir Bob Geldof, Nicky Hilton, Arriane Titmus, Jess Fox and Emma Booth soaked up the atmosphere, including in The Park where the live stage entertainment hosted names such as Ronan Keating, Anastacia, Ricki-Lee and Sophie-Ellis Bextor.

Six catering companies and 24 food vendors ensured racegoers enjoyed a premium selection of the food that Melbourne is famous for. Across four days, the Carnival served 500kg of calamari, 400kg of beef, 360kg of chicken, 280kg of lamb, and 170kg of prawns. More than 60,000 sandwiches, 55,000 pies and 15 tonnes of hot chips were served to racegoers looking for a classic favourite. 

Across the Carnival racegoers celebrated with more than 12,800 bottles of G.H.Mumm, more than 28,000 bottles of wine, more than 260,000 beers, and more than 20,000 cups of coffee.    

The Carnival’s Pin & Win record of more than $660,000 for the Ronald McDonald House Charities Victoria & Tasmania will enable them to provide more than 4,125 nights of free ‘home away from home’ accommodation for families of seriously ill children receiving paediatric care in hospital. 

The Pin & Win campaign has now raised more than $8.6 million for charities since 1995.

The Ronald McDonald House Charities Victoria & Tasmania was not the only organisation to be supported over the Melbourne Cup Carnival, with $13,500 raised for the Good Friday Appeal on Crown Oaks Day and more than $25,000 for the Victorian Branch of the Returned & Services League of Australia (RSL Australia) through poppy lapel pin sales.

The VRC’s Melbourne Cup Carnival Fashions on the Field event celebrated its 62nd anniversary and showcased the finest local and international designs and attracted more than 1,000 entrants from around Australia and the globe.