L’Ormarins Queen’s Plate (photo: hamishNIVENPhotography)
With so many of my favourite race days turning into a bit of a non-event, the L’Ormarins Queen’s Plate is the one day (now two days – yay!) that never fails to deliver. Without exception it is well-planned and always executed to perfection with new and innovative touches incorporated year on year to keep it feeling fresh.
Also, with most of us still exhausted from the festive season exertions, it’s pure indulgence to kick back and let someone else do the heavy lifting for a change!
I had a quick chat to Katherine Gray, who helps move most of the mountains behind the scenes, to tell us what’s in store.
Planning
The Queen’s Plate affords the peace of mind that you are in safe hands and that the emphasis is on offering you, the customer something, rather than the other way round, but that doesn’t happen by accident. Katherine explains, “I think what people don’t realise is that work on the 2018 L’Ormarins Queen’s Plate started immediately after the 2017 L’Ormarins Queen’s Plate. The team has worked incredibly hard, paying attention to detail, taking feedback – good and bad – and working it into our planning for this year’s event.”
The tried and tested elegant blue and white theme is something people take comfort from, but it also means a challenge trying to offer something different and something more every year. “It’s a good challenge, a big challenge, but we try to always give people more than they expect.”
Secrets to their success?
The inaugural L’Ormarins Queen’s Plate famously started with a core of 40 guests and has grown organically. “The next year those 40 told two friends and it’s grown by word of mouth. We don’t pump money into a massive marketing exercise – it really is down to the people who come and invite new people every year. I think what people love about it – and it’s such a South African thing – but you know you will bump into people you know. I think we’re doing a good job because the same people are coming back. I think that’s a testament to a job well done, but also to having loyal people. I really do put it down to the loyalty of those people who came 12 years ago and brought friends who brought friends – I really do think that’s where we’re different and it shows.”
“It’s also a fantastic time of the year. The fact that we’re so early in January means we get quite a few internationals and that adds a different element. Coming right off the back of the festive season, it’s either the last Saturday before people go back to work or back to England, so the mood is very good. Everyone moves around quite freely. With other events, you need 50 different accreditations to even see a friend – this is much more relaxed in nature and that’s how we set it up.”
Celebrating Cape Town
The carousel is always a favourite (photo: LQP)
In addition to the blue and white theme, the Queen’s Plate has a light, playful feel to it, reflected in the generous flowers filling every nook and cranny, installations such as the carousel, the LQP lettering and the decorative bird feeders adorning the trees. “We’re focussing on South African birds, which we think is quite different and also light and airy, again in keeping with the pretty, summer theme. It’s all about paying attention to detail and making every corner look pretty using local, seasonal cut flowers and really trying to make it as South African, and more specifically, Capetonian, as we can. That goes across all levels – music, food, fashion, décor – everything. We want to support what is local – why bring in things from outside when we have such a high standard right on our doorstep?”
Last year incorporated a strong jazz theme, something Katherine confirms will be back again this year. “We feel it’s something that’s quite summery and as the event celebrates Cape Town and summer, it’s a nice fit. We’re doing a big push on jazz trios and quartets and we’re having the Cape Minstrels again. They performed before the main race in 2017 and we’re having them again this year. It’s really entertaining, especially for locals that don’t get to see ‘Tweede Nuwejaar’ in the City – and for those who do, it’s a treat to see them in a different setting. For the international visitors, it’s something that’s quintessentially Cape Town.”
Garden Party
Garden Party (photo: hamishNIVENPhotography)
2017 saw the introduction of a two day event, kicking off with a low key, relaxed garden party on Friday. There was champagne, there was sunshine and the 8 race card format worked really well as a dress rehearsal for the main event. Featuring good racing without too much pressure made it fun for the guys out on the track as well as for everyone on the ground. “We have to accustom people to the fact that it’s racing over two days, but we were really pleased with how it went off,” says Katherine. “Obviously it was small, but we’re calm about that. The important thing was that the people who came, understood what we were trying to achieve. As the day went on, everyone in the building came out and sat out under the trees. It was just what we wanted.”
Your love is better than ice-cream
Friday was catered by way of a harvest table adding a relaxed, picnic feel and the soft serve ice-cream was one of my favourite features. “I think it puts you in a festive mood,” agrees Katherine. “It’s also quite South African and adds a beach, outdoors feel – all those things that make it a little more fun.”
It is one of the many touches that have been added over the years and in addition to the ice cream, Katherine confirms that other favourites such as the strategically positioned champagne trolleys to save on standing in queues, as well as their signature ostrich egg cocktails will back again.
L’Ormarins Moment
L’Ormarins moments (photo: LQP)
Every year, the organisers run the L’Ormarins Moment photography competition, but what are the organisers’ favourite moments of the day? “My favourite thing is seeing the fruits of your labour. I always try to arrive at 6am on Saturday before anyone’s there and just take a moment to stand back and see what the team has done. I try and take a few moments throughout the day to take a step back and look at everyone having a good time. As much as we put in the effort on the organising side, people who attend have also put in the effort to look beautiful. We’ve set the standard and people have responded, which I find rewarding.”
“We have always tried to focus on the sport and it’s also a good moment when you step back and see people appreciate the incredible sport that’s on show and realise that it’s not just a day in the sun with lots of wine. I’d say those are my things.”
The Experience
Without sounding too ‘marketing speak’, the event has grown into one of the highlights on the Cape social calendar – across all ages as well as the usual barriers that we fence ourselves in with.
It brings people together (photo: hamishNIVENPhotography)
“We aim for something quite high end. I don’t think there are many other events in other spheres in this country that offer an experience like the Queen’s Plate. We pay a lot of attention to making everybody feel special – not just the ones that pay the most – and with the general public able to come in for free, it’s accessible to everyone. That has always been very important to Gaynor,” she stresses. “The way I explain it which makes perfect sense to me is that it’s an exclusive day without being exclusive and that’s what I really love. Usually at some point during the day people who are invited privately will walk through the different areas because they want to enjoy them, buy a drink or place a bet. Politicians, celebrities, everyone moves together and no-one’s bombarded or treated differently, despite being hosted in different areas. I think the after party has been important in achieving that – it brings people together.”
Bigger plan
“When Gaynor decided to do the sponsorship, as much as we wanted the event to be a success, it goes much further than Friday and Saturday. What we’re proud of is that we’ve got an international race day. It really is to showcase the sport, but also the city, the country and everything that goes with it and ultimately to grow Kenilworth and to grow racing in Cape Town – that’s our aim.”
“We are so pleased when other race days get sponsorship – it makes our team happy. It’s more than just our day and putting on something spectacular – which I do believe it is – but ultimately it about growing the whole industry and I think it’s important that that remains at the heart of the planning.”
So there you have it. There are only a few sleeps left. Grab your tickets via Computicket.
