Del Mar Racetrack, Reinventing the Horse Racing Fan Experience Case Solution
Thoroughbred horse racing remained in decrease at the end of the 20th century and start of the 21st century. Almost all metrics, from variety of horses and races, to participation, and quantity bet, was falling. Research studies suggested this was most likely to continue. Horse race tracks made their loan from betting-- where when racing had a monopoly on betting in the United States, now there were a vast array of alternatives for bettors. Del Mar racetrack in California was suffering the exact same fate as other tracks. In 2001, it started an extreme brand-new marketing and advertising method, attracting a young, hip market, households, and couples, instead of older, male bettors. The case explains the scenario dealing with the racing market and track control, the rebranding technique, and results. It challenges trainees to figure out regardless if the technique utilized by Del Mar applies to other tracks, or if it is restricted because of special situations at Del Mar. This case concentrates on horse racing from the point of view of tracks. A buddy case, SPM50: Stonestreet Farms: Making a Company in the "Sport of Kings," concentrates on the market from the viewpoint of race horse owners and breeders.
This is just an excerpt. This case is about Business
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