a b c d e f g h i j - .au€¦ · emirates melbourne cup day only panorama restaurant h3 level 3,...

HEINEJONES / SUITE 420 / 838 COLLINS STREET DOCKLANDS / VIC 3013 / AUSTRALIA / 61 3 9001 0837 / WWW.HEINEJONES.COM.AU 1

VIP Carpark

Leon

ar

d Crescent

Carpark

Fish

er P

arad

e

Float Park

Taxi Road

Flemington Drive

Mem

bers

Dri

ve

MaribyrnongRiver

Raceday CrossingWinning Post

MakybeDiva

Statue

BartCummings

Statue

Carpark

Headquarters

Tavern

Phar Lap Statue

Racedayand

TicketingOffice

Parade Ring

MountingYard

Undercroft

West Lawn

East Lawn

To TramStop

The Betting Ring

To Helipad

To BoatLanding

TaxiRank

TaxiRank

TaxiRank

Main Entryand Exit

Elms Entryand Exit

Hill GateEntry and Exit

The Precinct

Hill Square

The Domain

Members’ Old Grandstand

The Nursery

Members’ Unreserved Carpark

The Rails

The Birdcage

Lawn Stand

Home Straight Enclosure

Winning Post Enclosure

Trackside

P&O Enclosure

The Village

Makybe Diva MarqueeThe Parade Lounge

Phar Lap Marquee

The Rose Room

The Grandstand

Hill Stand

The Elms Betting

RingThe Front Lawn

Train StationPlatform 2


FlemingtonFling Bar

CelebrationDeck

YellowglenTerrace

Fashionson the Field

The CocktailGarden

Members’ Area

Dining, Enclosures andCorporate Hospitality

First Aid

Free Drinking Water

Merchandise

Food and Beverage

Ticketek

A4 FORMATTING

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Bart Cummings Statue D3

Committee Room F3The Grandstand

Corporate Suites H3Hill Stand

Corporate Suites F3Mounting Yard

Elms Betting Ring I 2

Emirates Junior C4Members’ Marquee

Float Park A3

Gallery Restaurant H3Level 3, Hill Stand

Headquarters Tavern H4

Helipad A2

Hill Square H4

Home Straight Enclosure F1

Horse Stalls D3

James Boag‘s Premium H3Celebration Deck

Lawn Stand H4

Makybe Diva® Marquee I 3

Makybe Diva® Statue D3

Members’ Champagne Bar E3Members’ Old Grandstand

Members’ Champions Bar F3Members’ Old Grandstand

Members’ Dining Room E3

Members’ Island Bar E3

Members’ Long Bar F3

Members’ Old Grandstand E3

Members’ Reserved Seating F3

Members’ Unreserved Car Park B4

Mounting Yard F3

Myer Fashions on the Field C3

P&O Enclosure I 2Emirates Melbourne Cup Day only

Panorama Restaurant H3Level 3, Hill Stand

Parade Ring C3

Phar Lap Marquee C4

Phar Lap Statue D4

Raceday and Ticketing Office D4

Schweppes Flemington G4Fling BarLevel 1, Hill Stand

Skyline Restaurant H3Level 3, Hill Stand

Terrace Restaurant H3Hill Stand

The Atrium G3Level 2, The Grandstand

The Betting Ring E4

The Birdcage B3

The Chairman’s Club F3Level 3, The Grandstand

The Cocktail Garden H4

The Domain E4

The Forum G3Level 1, The Grandstand

The Grandstand F3

The Nursery B5

The Parade Lounge D3

The Peak F3Level 5, The Grandstand

The Precinct H4

The Punters’ Lounge G3Level 1, The Grandstand

The Rails B2

The Rose Room H3

The View F3Level 4, The Grandstand

The Village J2

Trackside Enclosure I 2

Train station platforms F4

Undercroft G3

VIP Car Park F5

Winning Post Enclosure H1

Yellowglen Terrace C3

OVERVIEW

Flemington Racecourse is Victoria’s premiere racing venue – hosting the world famous Melbourne Cup and the Spring Racing Carnival, and many other non-racing festivals and concerts throughout the year. The venue is visited by many hundreds of thousands of visitors each year, many of whom are unfamiliar with the site and its various destinations.

THE CHALLENGE

Flemington Racecourse had been using the same site map for many years – a complex and ‘realistic’ three dimensional map of the entire precinct. The map was confusing for visitors, outdated, and generally tired. It did not suit the new Flemington brand look and feel. When used on signage the map view was the reverse of the visitors perspective, and therefore generally bewildering to most visitors.

THE SOLUTION

HeineJones developed a unique three dimensional digital model of the Flemington site – allowing the view to be altered to present a ‘heads up’ view of the site regardless of the orientation of the sign on which it is positioned. The map has been carefully designed to reduce visual clutter, present a destination hierarchy, and communcate the layout of the site and destination information in a concise and clear way. Destination coding has been developed which in time will be extended to pre and post arrival communication to present a seamless wayfinding journey.

OUTCOME

The map was implemented across key visitor information node signage, and printed and digital communication. Survey data and staff feedback have indicated a significant improvement in the visitors wayfinding experience – with a staggering 1500% increase in destination finding success and perceived clarity of site.

FLEMINGTON WAYFINDING MAPSClient: Victoria Racing ClubLocation: Flemington RacecourseScope: Wayfinding Map Design and ArtworkTeam: Mike Heine, Steve Jones, Anthea LemmerYear: 2014






Elms Betting Ring I2

Emirates Junior Members’ Marquee C4

Float Park A3



Helipad A2

Hill Square H4


Horse Stalls D3

James Boag’s Premium Celebration Deck H3

Lawn Stand H4

Makybe Diva® Marquee I3










Mounting Yard F3




Parade Ring C3

Phar Lap Marquee C4

Phar Lap Statue D4


Schweppes Flemington Fling Bar G4Level 1, Hill Stand




The Betting Ring E4

The Birdcage B3



The Domain E4


The Grandstand F3

The Nursery B5



The Precinct H4


The Rails B2

The Rose Room H3


The Village J2

Trackside Enclosure I2


Undercroft G3

VIP Car Park F5



YOU ARE HERE

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FlemingtonFling Bar

CelebrationDeck

YellowglenTerrace


The CocktailGarden

Leonard Crescent

Taxi

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Float Park

MaribyrnongRiver

VIP Carpark

Flem

ingt

on D

rive

Carpark

Fisher Parade

Members Drive

MakybeDiva

Statue

BartCummings

Statue

Phar Lap Statue

Racedayand

TicketingOffice

Winning Post

Raceday Crossing

HeadquartersTavern

Carpark

MountingYard

Undercroft

The Elms Betting

Ring

West Lawn

East Lawn

Train StationPlatform 2 Train Station

Platform 1

The Front Lawn

The Betting Ring

Parade Ring

To TramStop To Helipad

To BoatLanding

TaxiRank

TaxiRank

TaxiRank

Main Entryand Exit

Elms Entryand Exit


The PrecinctHill Square

The Domain Members’ Old Grandstand

The Nursery Members’ Unreserved CarparkThe RailsThe Birdcage

Lawn Stand



TracksideP&O Enclosure

The Village

Makybe Diva Marquee

The Parade Lounge

Phar Lap Marquee

The Rose Room

The Grandstand

Hill Stand

Members’ Area


First Aid

Free Drinking Water

Merchandise

Food and Beverage

Ticketek


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VIP Carpark

Leonard Crescent

Carpark

Fisher Parade

Float Park

Taxi Road

Flemington D

rive

MaribyrnongRiver

Members Drive

Raceday Crossing

WinningPost

MakybeDiva

Statue

BartCummings

Statue

Carpark

Phar Lap Statue

Racedayand

TicketingOffice

HeadquartersTavern

MountingYard

Undercroft

The Elms Betting

Ring

West Lawn

East Lawn



To TramStop

The Front LawnTheBettingRing

Parade Ring

To TramStop

To Helipad

To BoatLanding

TaxiRank

TaxiRank

TaxiRank

Main Entryand Exit

Elms Entryand Exit


The PrecinctHill Square

The DomainMembers’ Old Grandstand

The NurseryMembers’ Unreserved Carpark

The RailsThe Birdcage

Lawn Stand



Trackside

P&O Enclosure

The Village Makybe Diva Marquee

The Parade Lounge

Phar Lap Marquee

The Rose Room

The Grandstand

Hill Stand

FlemingtonFling Bar

CelebrationDeck

YellowglenTerrace


The CocktailGarden

Members’ Area


First Aid

Free Drinking Water

Merchandise

Food and Beverage

Ticketek







Float Park A3



Helipad A2

Hill Square H4


Horse Stalls D3


Lawn Stand H4











Mounting Yard F3




Parade Ring C3

Phar Lap Marquee C4

Phar Lap Statue D4






The Betting Ring E4

The Birdcage B3



The Domain E4


The Grandstand F3

The Nursery B5



The Precinct H4


The Rails B2

The Rose Room H3


The Village J2



Undercroft G3

VIP Car Park F5



YOU ARE HERE


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5

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2

3

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BA C D E F G H I J

BA C D E F G H I J

VIP Carpark

Leon

ar

d Crescent

Carpark

Fish

er P

arad

e

Float Park

Taxi Road

Flemington Drive

Mem

bers

Dri

ve

MaribyrnongRiver

Raceday CrossingWinning Post

MakybeDiva

Statue

BartCummings

Statue

Carpark

Headquarters

Tavern

Phar Lap Statue

Racedayand

TicketingOffice

MountingYard

Undercroft

The Elms Betting

Ring

West Lawn

East Lawn



To TramStop

The Front Lawn

The Betting Ring

Parade Ring

To TramStop

To Helipad

To BoatLanding

TaxiRank

TaxiRank

TaxiRank

Main Entryand Exit

Elms Entryand Exit


The Precinct

Hill Square

The Domain

Members’ Old Grandstand

The Nursery

Members’ Unreserved Carpark

The Rails

The Birdcage

Lawn Stand



Trackside

P&O Enclosure

The Village

Makybe Diva Marquee

The Parade Lounge

Phar Lap Marquee

The Rose Room

The Grandstand

Hill Stand

FlemingtonFling Bar

CelebrationDeck

YellowglenTerrace


The CocktailGarden

Members’ Area


First Aid

Free Drinking Water

Merchandise

Food and Beverage

Ticketek







Float Park A3



Helipad A2

Hill Square H4


Horse Stalls D3


Lawn Stand H4











Mounting Yard F3


P&O Enclosure I 2

Emirates Melbourne Cup Day only


Parade Ring C3

Phar Lap Marquee C4

Phar Lap Statue D4






The Betting Ring E4

The Birdcage B3



The Domain E4


The Grandstand F3

The Nursery B5



The Precinct H4


The Rails B2

The Rose Room H3


The Village J2



Undercroft G3

VIP Car Park F5



YOU ARE HERE

a b c d e f g h i j - .au€¦ · emirates melbourne cup day only panorama restaurant h3 level 3,...

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