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Phase Two Of Racing Research Project

Published: January 28, 2014 10:18 am ET

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The Alliance of Standardbred Racetracks of Southwestern Ontario (ASR-SWO) is now in the second phase of its research study on Ontario's harness racing industry and is seeking input for the second phase.

During phase one of this research project one-on-one interviews were conducted with stakeholders from Ontario and North America’s Standardbred racing industry, influential leaders from various market segments and most importantly, patrons of the racetracks. Phase one has been completed and 120 hours of data has been accumulated along with a deeper understanding of racing's customer segments. Several ideas on how to capture and grow Ontario’s Standardbred horse racing audience have resulted from this work, some of which are already being implemented for the 2014 racing season.

365° Integrated Inc., a consumer insight and strategy firm initiated phase one of the study following an RFP process in August 2013. During phase one, raw insights, passion, engagement and purpose were clarified and validated through highly articulate respondents. This same group ideated and inspired many original thoughts and ideas that are ready to be tested. The ASR-SWO (consisting of Clinton Raceway, Hanover Raceway, Western Fair Raceway and Grand River Raceway) is now seeking participants to test and validate these ideas during phase Two.

Phase Two provides a number of marketing and experiential questions in order to better understand the positive impact each idea may provide as the ASR-SWO strive to build an enhanced customer and fan experience. Phase Two will also help provide direction for marketing plans and determine potential priorities during allocation of budgets intended to deliver the best experience possible.

If you are interested in having your voice heard, and making a difference for the Ontario harness racing industry, please visit asrswophase2.365integrated.com to introduce yourself and become a part of the Insight Leadership Team.

You can participate in one of two ways:

1. Respondents will have a full impact on the outcome with 30 minutes of in-depth marketing related questions. We have 25, $20.00 gift cards (Tim Hortons or Esso Fuel) to be awarded randomly among all respondents who complete the 30 MINUTE FULL STUDY.

Or:

2. Respondents can provide assistance over 12-15 minutes answering questions of a more general nature regarding strategy, marketing and budgeting during the condensed version of the survey.

Detailed instructions regarding your participation can be found by following the link provided above.

“In these tough times, we can’t have enough people to help facilitate a positive change to our industry. With open ears and some forward thinking, this effort is a breath of fresh air in rough times,” said research interview participant, driver Anthony MacDonald.

(With files from 365° Integrated Inc.)


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