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

Thoroughbred horse racing was in the conclusion of the 20th century and beginning of the 21st century in decline. Virtually all metrics, from amount wagered, to attendance and number of races and horses, was dropping. Studies indicated this was likely to carry on. Horse race tracks made their money from wagering-where once racing had a monopoly on gaming in the U.S., now there were a wide variety of option for the gamblers. Del Mar racetrack in California was distressed by the same destiny as other track. In the year 2001, it boarded on a radical new marketing approach, appealing to a couples, and a young, trendy demographic, families, rather than older, man gamblers.

The case depicts the situation facing results and track direction, the rebranding strategy and the racing industry. It challenges students to discover whether the strategy used by Del Mar is applicable to other tracks, or if it's limited due to circumstances that are unique at Del Mar. This case targets horse racing from the perspective of tracks.

PUBLICATION DATE: February 06, 2012 PRODUCT #: SPM49-PDF-ENG

This is just an excerpt. This case is about LEADERSHIP & MANAGING PEOPLE

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