2016 Spring Racing Carnival Marketing & Design Tips


Synonymous with perfectly pruned rose bushes and fancy race wear, The Spring Racing Season is always a highlight on any flower lover’s calendar. A floral fashion accessory spells class and elegance; characteristics so closely associated with the carnival. Therefore the industry is awash with clients requesting flower crowns and boutonnieres for the main race days. While we don’t have any tips for who’ll win on Cup Day, we can offer some words of wisdom in the realms of marketing and design.

Marketing Tip

While some are organised and particular about planning their outfit weeks in advance, there are always those who come late to the party, needing a last minute floral creation with hours (sometimes minutes) to spare! To prevent a situation where you’re frantically wiring a boutonniere in time before the next tram to Flemington arrives, we suggest keeping a few extra pieces on hand to capitalise on these requests. Displaying them in your window in the days leading up to Melbourne Cup week is also a great way to trigger the memories of the forgetful.

Design Tip

As noted by racing royalty Kate Waterhouse in her interview with the VRC’s art and heritage curator, Penny Tripp, “Racegoers like to distinguish between carnival days. Derby Day has become black and white, the Cup is all about colour, Oaks Day is feminine and ladylike and the Emirates Stakes day is a more casual, family fun day.” We’ve included some images below to provide inspiration for your designs.


DERBY DAY – Saturday 29th October 

MELBOURNE CUP – Tuesday 1st November

 OAKS DAY – Thursday 3rd November

 STAKES DAY – Saturday 5th November 

For more information regarding dress codes see the official guide via the  Victorian Racing Club

All images in this article have been sourced via Pinterest. 

 Also on Pinterest, we’ve curated a visual mood board for further inspiration. Follow the link to see more!