Case Study: Churchill Downs
Churchill Downs is a half billion-dollar entertainment company, home to the world's most legendary racetrack and is the home of the Kentucky Derby since 1875. Churchill's tracks are host to 115 graded stakes events and many of North America's most prestigious races including Kentucky Oaks, the Hollywood Gold Cup and the Arlington Million.
Churchill has successfully deployed the Smart Button solution and is continually and consistently driving revenue through their ongoing fan loyalty campaigns with the "Churchill Downs Twin Spires Club."
The Twin Spires Club has been successfully implemented as a unified player tracking and loyalty program nationwide across multiple states, multiple tracks and hundreds of thousands of members. The Club currently has over 330,000 members enrolled.
Objectives
Increase fan visits during a specific "slow" week during the fall meet.
Results
The response to the campaign was overwhelming resulting in the following:- Revenue increase over $300,000
- 7,000 additional visits
- 20% response rate
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