Edited press release
Churchill Downs president Steve Sexton gave students in the University of Arizona Race Track Industry Program tips on how to grow a company in a mature industry, improve customer relations, and find new ways to market horse racing.
Sexton was the guest speaker Feb. 8 during the Joe Hirsch Speaker Forum, which is held weekly at the Tucson university to discuss current events or host guest lecturers representing different aspects of the pari-mutuel industry.
Sexton told students that even though racing is a fully developed industry, racetrack acquisitions, consolidation of stakes to provide big-event days, and guaranteeing exotic wagering pools have worked for Churchill Downs Inc.-owned tracks. Sexton said expanding account wagering could help the industry, but he noted "the goal of account wagering is to grow the business, not cannibalize it."
Sexton described how Churchill has been able to market to customers' individual needs through the Twin Spires Club, a rewards program that also tracks wagers and purchases. He also said the product is "racing complemented by entertainment."