Del Mar Racetrack: Reinventing the Horse Racing Fan Experience Case Solution

Thoroughbred racing was in decline in the late 20th century and early 21st century. Almost all indicators, from the number of horses and races in attendance, and the amount of the bet, fell. Studies have indicated that it was likely to continue. horse racing tracks made their money in Paris, where once the race had a monopoly on gambling in the United States, there was now a wide range of options for players. Del Mar Racetrack in California suffered the same fate as other tracks. In 2001, he launched a radical new marketing strategy, involving a young, hip demographic, families and couples instead of the older players, male. The case describes the situation of the racing industry and the management of the track, the rebranding strategy, and results. Students are invited to determine whether the strategy used by Del Mar is applicable to other values, or is limited due to the special circumstances of Mar. This case focuses on horse racing from the perspective of tracks. A colleague, SPM-50: Stonestreet Farms: Doing business in the “sport of kings”, focuses on the industry perspective owners of race horses and breeders.
by
George Foster,
David W. Hoyt
Source: Stanford Graduate School of Business
19 pages.
Release Date: February 6, 2012. Prod #: SPM49-PDF-ENG
Del Mar Racetrack: Reinventing case solution Horse Racing Fan Experience

Del Mar Racetrack: Reinventing the Horse Racing Fan Experience Case Solution
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