As Santa Anita Park prepares to open its 75th winter/spring meeting on Dec. 26, the 77-year-0ld race track (it was closed for two seasons during World War II) is targeting a new, broader and younger audience, and aiming to capitalize on the new HBO TV series “Luck” with a new Luck Lounge, Luck tours, and VIP Luck contests.
“Our message will be a combination of cutting edge digital technology and an aggressive outdoor billboard campaign designed to engage a younger audience,” said recently promoted Vice President of Sales and Marketing, Chris Quinn. “We’ll be flooding the L.A. market with 20 traditional billboards and we’ll also be a part of the electronic billboard at Angel Stadium, right off the 57 freeway in Anaheim. The total combined views or impressions from all of this is more than 30 million per month.” Quinn said he hopes to introduce the historic sports venue to many thousands of new fans, including more Hispanics. “We’re going to provide entertainment in addition to racing that will appeal to this very important part of our fan base,” said Quinn. “The Latino audience is a big part of our on-track business and we intend to provide them with an overall entertainment package that they will embrace.”
As the new HBO TV series “Luck” premieres January 29 (following a sneak preview on Dec. 11), Santa Anita will also dovetail marketing with HBO’s promotion of the Dustin Hoffman/Nick Nolte/Dennis Farina series to emphasize the track’s connection to the entertainment industry.
“We believe that “Luck” has tremendous potential for us here at Santa Anita,” Quinn said. “This is the first time Dustin Hoffman has ever done television and although some are going to find it controversial, we think this is what racing needs in order to break through and attract new fans.” Construction is underway to create a Luck Lounge on the main floor of the grandstand, with a grand opening scheduled for Sunshine Millions Day, Jan. 28. “Luck” has been shot in large-part here at Santa Anita and many of the characters that appear can be traced to real-life horsemen, fans and employees here,” said Quinn.
SANTA ANITA EVENTS SCHEDULE 2011– 2012 WINTER/SPRING SEASON
Opening Day Monday, December 26 – Opening Day Calendar Giveaway, Fascinator & Fedora Hat Contest, Guaranteed $400,000 Pick-4, Strub Series Handicapping Contest Rd. 1, Red Bull Skydivers, Jockey Cam Debuts
Week 1 Thursday, December 29 – Photography Day Sunday, January 1 – Long Sleeve T-shirt Giveaway, ShowVivor Presented by Treasure Island Begins at Santaanita.com Monday, January 2 – Holiday Monday Racing
Week 2 Saturday, January 7 – HBO’s “Luck” Premiere Ticket Drawing
Week 3 Saturday, January 14– Kick-off event for College Ambassador Program Sunday, January 15 – Santa Anita Walk of Fame Unveiling Monday, January 16 – MLK Jr. Day, $2 Beer, Hot Dogs and Soft Drinks
Week 4 Saturday, January 21 – Treasure Island Las Vegas Getaway Drawing
Week 5 Saturday, January 28 – Sunshine Millions Day, Gourmet Food Truck and Craft Beer Festival, Miss Sunshine Millions Bikini Contest, Folding Beach Chair Giveaway, Unveiling of the “Luck Lounge”
Week 6 Saturday, February 4 – Strub Stakes Day, “The Club” VIP Party, Guaranteed Pick-4, Sunday, February 5 – Super Bowl Sunday, 11 AM Early First Post Time
Week 7 Saturday, February 11 – Sirona’s Pizza Kitchen Grand Opening Sunday, February 12 – Early Valentine’s Day Turf Club Promotion
Week 8 Saturday, February 18 – Law Enforcement Appreciation Day Sunday, February 19 – Cajun Festival Monday, February 20 – Presidents’ Day $2 Beer, Hot Dogs and Soft Drinks
Week 9 Saturday, February 25 – Jockey Autograph Session
Week 10 Saturday, March 3 – Big ‘Cap Day, Gourmet Food Truck Festival with Live Music Baseball Cap Giveaway Presented By San Manuel Indian Bingo and Casino, Fascinator & Fedora Hat Contest, Guaranteed Pick-4 Sunday, March 4 – Grand Opening of Infield Kids’ Zone
Week 11 Saturday, March 10 – C.B.B.Q.A Infield BBQ Competition with Live Entertainment Sunday, March 11 – Latin Music Festival, Woolf Award Ceremony, Kid’s Zone
Week 12 Saturday, March 17 – St. Pat’s Day, Irish Music Festival, $1 million St. Pat’s Pitch, “The Club” VIP Party Sunday, March 18 – Kids’ Zone
Week 13 Saturday, March 24 – Tokyo City Cup, Japanese Cultural Festival Sunday, March 25 – Uncorked Wine Festival, Cal-Rods Classic Car Show, Kid’s Zone, Pink Parlour Festival
Week 14 Saturday, March 31 – Gourmet Food Truck Festival/Infield Concert Sunday, April 1 – Latin Music Festival 2, Women of Santa Anita Walk of Fame Ceremony
Week 15 Saturday, April 7 – Santa Anita Derby Day, Derby Day L.A. Susan G. Komen Fundraiser, T-Shirt Giveaway, 5K Run and Walk, Fascinator & Fedora Hat Contest, Guaranteed Pick-4, Kid’s Zone Sunday, April 8 – Easter Sunday, Largest Easter Egg Hunt in the San Gabriel Valley, Kids’ Zone
Week 16 Saturday, April 14 – College Ambassador Party, Salute to Veterans Sunday, April 15 – “The Club” VIP Party, Local Unions Offer, Kids’ Zone
Week 17 Saturday, April 21– Fan Appreciation Day with Giveaways, Sweepstakes and Social Media Contests Sunday, April 22 – Closing Day, Jockey Autograph Session, On-Track to Beat Cancer City of Hope Fundraiser, Handicapping Contest Finals, Kids’ Zone
Ongoing Promotions Every Thursday – Seniors’ Day (Free General Admission to 62 and Older) Every Saturday and Sunday – $40 Buy-In Handicapping Contest
— By Scott Hettrick