'It's the little things that make all the difference'

Nancy Petch has always brought her unique style and commitment to promoting the $6 million Dubai World Cup. And there's no reason why she is going to change that now.

In a win-or-bust culture which prevails the business of sports promotion Petch believes that camaraderie is the key to success.

"Every year you think it should be easy because you've done it before but when it gets bigger and bigger every year the last bit is always really difficult," she says.

"We're really lucky that we've got so many loyal supports and companies that participate each year but when your numbers increase, the problems do as well. So to actually keep everyone happy and make it all happen actually gets harder every year.

"Obviously when we first started we built it from nothing. The concept from the last three years has become very successful so we think if we've got a winning formula we don't want to change it," adds Petch.

"I think what's very important is to look at the small details - its the little things that matter and perhaps can make all the difference. We ask everyone after the event every year what their feedback is and its often the little comments, which are quite easy change, that can make a difference and they are perhaps the things that are noticed more than the big things," she says.

"I know it sounds funny but there's never enough rubbish bins at an event, so we've actually built 50 double bins which will be properly branded and painted."

"One thing that really hit me when I went to the Melbourne Cup was the incredible ladies cloakroom in the VIP area that had a very nice lady attendant on hand with make-up, perfume, aspirin, tights and other little bits that might come in handy to a woman," Petch explains.

"I laddered my stockings getting to the race and was awfully disappointed with myself. But the lady attendant gave me a new pair, which I though was fantastic."

"This year we've paid a lot of attention to the small things. Things like good signage, proper access and facilities," she says.

"We believe that the Dubai World Cup is there to be enjoyed and we want to ensure that everyone has an unforgettable time."