Goodwood Case Study
Goodwood deploys Exterity to enhance custom events with dedicated IPTV infrastructure
The first Duke of Richmond, son of King Charles ll, chose Goodwood as his country retreat and bought the original Jacobean house in 1697. There have since been nine successive Dukes, and for 200 years guests have been coming to Goodwood to enjoy horseracing, motor racing, golf, flying, shooting and cricket, all of which have been introduced by enthusiastic family members.
The modernisation of the Estate was inspired by the tenth Duke of Richmond, and has been further developed by Charles Richmond, the 11th Duke, to meet the challenges of the 21st century: reviving the motor racing events, investing in the original downland golf course, the organic farm, Goodwood Hotel, and improving the customer experience at Goodwood House itself. Creating the Festival of Speed and the Goodwood Revival, he has put Goodwood firmly on the international calendar as one of the great centres of sport and entertainment in the world.
Goodwood's 12,000-acre estate deploys audio and visual elements in support of many of the events held on site each year. These include video feeds displayed onto 11 large LED screens and hospitality areas for the Festival of Speed, one of world's greatest celebration of motorsport and car culture. To deliver video, Goodwood had traditionally run coaxial cabling over considerable distances; a costly and inflexible solution that delivered relatively low-quality images. Similar ad-hoc AV networks are also deployed for other events across the year and senior management began examining how this situation could be improved through the creation of a dedicated IP video network.
Behind the scenes, Goodwood employs over 600 staff across its four main sites, which are connected by an integrated IP network to support the software and services used by its business, including hotel bookings, accounting and office productivity suites.
The IP network that connects each site via dedicated fibre offered the ideal conduit on which to deploy an IP video network as Di Hudson, Group Head of IT for Goodwood Estate explains. “The Festival of Speed site is 3km end-to-end, which makes routing analogue video quite challenging. By deploying a dedicated IP video network, we were able to supply the main outside broadcast feed over the network, as well as direct feeds to our main sponsor pavilions, complete with dedicated branding.”
Hudson turned to Deliver Events Ltd, a highly regarded specialist in creating IP networks for events, for advice on creating a permanent IP video infrastructure. As Founder Jay Goldson explains: “Exterity technology has been successfully deployed in similar environments and provides easy to use and flexible management software, which enables us to quickly customise video delivery and signage using an integrated interface.”
With the rollout well underway in Spring 2018, Goodwood connected 50 screens to support of its 76th Member Meeting (76MM) held in May, a world-class historic race meeting alongside other activities on and off the track that attracts thousands of visitors each year.
76MM offered a great insight into the potential of the Exterity solution. “The ability to offer high-definition and broadcast-quality video to any screen across the entire site has been a major advantage,” explains Goldson. “We can also easily accommodate the needs of our sponsors by customising feeds with additional branding and logos, which can be displayed within their own hospitality areas along with the option to play video on demand as and when required.“
For the 25th anniversary of the Festival of Speed which was held in July 2018, an event firmly established as the world's greatest celebration of motorsport and car culture, the Exterity IP video network grew to around 140 connected screens. This number is likely to expand to 150 screens to support the Goodwood Revival, a 3-day September festival celebrating the halcyon days of motor racing.
“The Festival of Speed site is 3km end-to-end, which makes routing analogue video quite challenging. By deploying a dedicated IP video network, we were able to to supply the main outside broadcast feed over the network, as well as direct feeds to our main sponsor pavilions, complete with dedicated branding.”
“The new IP video solution has proven itself well-suited to the events we run at Goodwood,” says Goldson. “Not only has it provided us with better quality, greater reliability and faster deployment, it has also delivered benefits in other areas, such as consistent branding and the potential for more digital signage.”
The system also has the capability to stream live TV to any screen across the site. The final day of racing at Goodwood took place alongside the 2018 FIFA World Cup and Wimbledon finals, Goodwood used the Exterity IP video solution to stream football and tennis coverage alongside its racing to guests' areas across the site.
“This flexibility is a major benefit for us, and the move towards a dedicated IP video capability is part of a continual modernisation to ensure the best experience for guests and sponsors across every event we host,”