Thoroughbred horse racing has been in decline in the late 20th century and early 21st century. Almost all indicators of the number of horses and races, the attendance and the number of bets fell. Studies have shown it was likely to continue. Horse racing tracks made their money from betting, where once racing had a monopoly on gambling in the U.S., now there were ample opportunities for the players. Del Mar racetrack in California, met the same fate as the other tracks. In 2001, he embarked on a radical new marketing strategy, addressing the young, hip demographic, families and couples, and older men players. The case describes the situation faced by the industry and the race track management, re-branding strategy and results. It challenges students to determine whether the strategy used by Del Mar is applicable to other tracks, or if it is limited due to the unique circumstances of this case, Del Mar focuses on horse racing from the point of view of the tracks. Companion case, RP-50: Stonestreet Farms: Building a Business in the "sport of kings", focuses on the industry in terms of racing owners and breeders "Hide
. by George Foster, David W. Hoyt Source: Stanford Graduate School of Business 19 pages. Publication Date: February 6, 2012. Prod. #: SPM49-PDF-ENG
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