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Ascot has announced that it will refund all premier enclosure customers following its public relations blunder on Saturday when racegoers who did not conform with the new, stricter, dress code guidelines had to wear an orange sticker.

Ascot chief executive Charles Barnett said on Sunday morning: "It is clear that we let down many of our premier enclosure customers yesterday with a well-intentioned but misguided policy. No customers should be expected to pay for such an experience and we have taken the view that all premier enclosure visitors yesterday will receive a full refund.

"We have worked very hard for many years to establish ourselves as a benchmark for customer service and are making this statement today to reinforce that we will not allow our reputation as a welcoming sports venue to be tarnished by an isolated lack of judgement on our part.

"We will work through the logistics of the refunds tomorrow. Most people will have booked in advance or paid by card on the day but we will look after cash customers too and anyone who still has their admission badge should hold on to it."

Speaking on Radio 5 live on Sunday morning, new BHA chief executive Paul Bittar said: "I was at Ascot yesterday and the hospitality and customer offerings are world class. The course has apologised and they recognise they made a mistake. I hope it is an incident that we can move on from."

22 January 2012