Event organisers are quietly reshaping event and hospitality expectations – not by removing alcohol from the agenda, but by designing programmes that are more intentional about when and how it features. Doncaster Racecourse is among a growing number of UK venues responding to this shift, adapting its food and beverage approach to support events that prioritise energy, focus, and inclusivity across longer schedules – while still recognising the role of celebration and social connection.
Rather than framing the change as a lifestyle trend, organisers are increasingly requesting a broader mix of non-alcoholic, low-alcohol and traditional options as part of a wider rethink of event flow. Conferences, exhibitions and multi-day meetings are being designed to sustain engagement throughout the day, with hospitality choices playing a more strategic role in wellbeing, productivity and decision-making – before giving way to more social moments later in the programme.
Doncaster Racecourse, part of the YourVenue portfolio of 16 UK-wide racecourse venues belonging to Arena Racing Company (ARC), says the change is being driven directly by planner demand.
“What we’re seeing from organisers is not about restriction, but intention. They’re thinking more carefully about how hospitality supports the rhythm of an event – particularly for conferences and multi-day programmes where energy and focus really matter. That might mean non-alcoholic and low-alcohol options are specified earlier in the day, with more traditional hospitality coming into its own as events move into networking and social time.”
Nikki Griffiths, General Manager, Doncaster Racecourse
Hospitality as a Wellbeing Tool
This shift follows a report released earlier this year by YourVenue, which found that wellbeing has overtaken sustainability as the leading priority for event planners. Delegates are increasingly drawn to venues that offer outdoor space, fresh air and immersive experiences that support both mental and physical wellbeing – without compromising on atmosphere or enjoyment.
In response to this insight, YourVenue introduced a range of wellbeing-led experiences across its portfolio last year, many of which have continued into 2025 due to sustained demand from organisers looking to build more balance into their event programmes.
Julie Coates-Walker, group head of sales, Arena Racing Company, said: “Our research showed a clear change in how planners are measuring event success. Wellbeing is no longer a ‘nice to have’ – it’s central to how events are designed. From outdoor experiences to more considered hospitality choices, organisers want environments that help people feel better, think more clearly and engage more meaningfully, while still enjoying the social side of coming together.”
Within this context, the growing demand for non-alcoholic and low-alcohol drinks reflects a broader move towards choice-led, performance-aware event design. Hospitality is increasingly viewed as something that can flex across an agenda – supporting concentration and accessibility at some points, and celebration and connection at others.
Supporting a Changing Business Landscape
This evolution also mirrors Doncaster’s wider transformation into a centre for business growth and innovation. With more than £500 million in capital investment planned by 2028, the reopening of Doncaster Sheffield Airport in 2026, and progress towards becoming one of the UK Government’s AI Growth Zones, the city is attracting organisations whose expectations are shaping how, when and where events are delivered.
