Breeding & Racing Magazine

Churchill President Tips On Marketing Racing

Churchill Downs president Steve Sexton (in a speech at the University Of Arizona Race Track Industry Program) provided his "tips on how to grow a company in a mature industry, improve customer relations & find new ways to market horse racing," reported bloodhorse.com. Sexton noted that "even though racing is a fully developed industry", racetrack acquisitions, consolidation of stakes to provide big-event days & guaranteeing exotic wagering pools "have worked for Churchill Downs-owned tracks". Sexton said Churchill "has been able to market to customers' individual needs through the Twin Spires Club (a rewards program that also tracks wagers & purchases)" & emphasised the product is "racing complemented by entertainment."