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Technology Driving Track Revenues?

Published: March 6, 2013 10:04 pm ET

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Making use of simple technology, one horse racing track is finding a way to appeal to a younger audience.

According to a CIO article, Australia's Moonee Valley Racing Club recently announced it has deployed a Wi-Fi network that scales up during peak times and covers its entire race course to allow patrons to share photos and videos during the races through social media and access information on its website.

“This is the first of its kind [to be deployed] in Australia and Moonee Valley Racing Club want to stay ahead of the game in terms of delivering the best possible services and experience for customers on race day,” said Triforce’s Chris Skorsis, manager of the project.

In addition to consolidating the racing club’s systems and technologies under the Wi-Fi network, the move is an attempt for the club to change its “old man’s sport” image and attract young people to the races.

“When young people come onto the race course initially they may not be attracted to the horse racing aspect, they come for the social event," said Skorsis. "So if they have a good social experience online then they’ll come back and it will eventually lead to them having a bet."

And with the infrastructure already in place, new tech-savvy patrons will be able to make those bets through their mobile devices.

With more targeted advertising and marketing to its Wi-Fi users in addition to other initiatives, the club expects to drive an extra $500,000 a year in revenue and over $1 million a year longterm.


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