12/09/2009 1:53 PM -
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Kentucky Derby Gives Party-Loving Fan New Home
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Churchill Downs increases brand equity and enhances fan experience
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| CONTACT |
Advertisement
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Tricia Amburgey
Vice President, Sales
Churchill Downs Incorporated
triciaa@kyderby.com
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| ORGANIZATION |
| Churchill Downs, home of the Kentucky Derby and Oaks |
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| PROGRAM TITLE |
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Infield Club |
| OBJECTIVES |
| The Kentucky Derby is "one of those unique 'bucket list' experiences – a 'must see' event that many people want to attend and witness in person before they die," said Tricia Amburgey, Churchill Downs' Vice President of Sales. To help make this once in a lifetime experience more accessible for Derby fans, Churchill Downs created the Infield Club. This program sought to accomplish three specific goals: develop a hospitality venue that provides fans access to enhanced amenities that would otherwise be unavailable or difficult to access with an Infield General Admission ticket, create a new fan experience at an affordable price point, and increase net profit per person/per square foot by driving incremental attendance to this new venue. It was launched as a test case for further Kentucky Derby infield innovations. |
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2009 Kentucky Derby and Oaks Infield Club
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| PROGRAM DESCRIPTION |
| In year one (2009), Churchill Downs wanted to create a safe haven for the party-loving fan trying to escape the port-o-lets and occasional mudslides of the rowdy Infield crowd. Infield Club fans did not have access to a reserved seat on the frontside of the track, so the addition of the secured Infield Club allowed for the much-desired space. Amenities included a 450-foot horseshoe shaped bar offering sports bar-style snacks, a jumbotron television screen, shaded seating areas, and upgraded restrooms. Ticket purchase included all-day track admission and allowed fans to access the Infield Club as they pleased throughout the day. The Infield Club offered the public an online option to purchase tickets on a first-come, first-served basis, at the introductory price of $175 for the two-day experience. |
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| MEDIA |
| The program was launched November of 2008 during the fall race meet as a unique Christmas gift idea, and was initially promoted on-track through race program ads and a booth featuring artist renderings. Churchill Downs also used regional radio, print and online advertising mediums, which included market radio promotions with ticket giveaway opportunities, advertisement in the Sports Illustrated Swimsuit edition, plus banner ads on their website. Email marketing campaigns also targeted the Churchill Downs' database of race fans. Additionally, the massive bar built inside the Infield Club created a visual interest for the media. |
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Churchill Downs used multiple channels to promote the new Infield Club, including this
print advertisement that was published last spring in the Sports Illustrated Swim Suit Edition,
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| PARTNERS |
| Based on their experience with the NFL and Super Bowl hospitality programs, M Group Scenic Studios was the partner chosen by Churchill Downs. "M Group's skill and expertise in venue design and production was essential during the planning process, and more so during the production phase, as the 90,000 square foot temporary venue had to be constructed in just 48 hours," said Churchill Downs' Marketing and Project Manager, Armine Olivas. As for future partnership opportunities, M Group's Vice President of Sales and Marketing, Sean Ahern confidently stated "we look forward to growing the brand and experience with Churchill Downs for 2010." |
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| RESULTS |
| Both Churchill Downs and M Group were extremely pleased with the results of the program. "It was an enormous year one success," said Amburgey. The Infield Club was able to sell out completely, selling 5,000 tickets each Derby and Oaks day to customers in over 40 different states. Financially, the company grossed over $900,000 in revenue, and received over $200,000 in earned media value. As with most year one projects, there is much room for improvement including more seats, TVs, and some other common customer feedback, but based on a survey of those who purchased the Infield Club tickets, over half said they would purchase again. |
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| LOOKING AHEAD |
| Churchill Downs is excited to continue this program in the future, and in addition to the amenities offered in year one, the Infield Club will feature more seats (seat for every ticket sold); more cover; more jumbo televisions with enhanced resolution, view points, and surround sound audio; more bars; plus a new VIP option that includes a reserved seat, cocktail service, half price menu options, and more. And because of its recognized success, the company has also experienced some exciting sponsorship interest. 2010 Kentucky Derby and Oaks Infield Club tickets will be exclusively offered to 2009 ticket holders during the last part of December, with any remaining inventory available at Churchill Downs' new online box office -- tickets.churchilldowns.com – beginning in January. |
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2010 Infield Club Venue Layout and General Admission Area - Interior View
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