Organization Profile

THE DEL MAR RACETRACK is one of the storied Thoroughbred horse racing facilities in the world, located at the Del Mar Fairgrounds in the seaside city of Del Mar, California. The track was founded by legendary singer and actor Bing Crosby. The track attracts over three quarters of a million patrons each year, over a racing season of just 43 live race days.

About Del Mar Racetrack

Del Mar Racetrack uses SABO – a powerful and feature rich web based ticketing system designed to manage all aspects of their venue, from the box office to the marketing department.

Seeing the need to offer real time online ticketing to its ever expanding client base, as well as enhance the box office functionality available to operators, the Del Mar Thoroughbred Club selected the SABO ticketing management system as the best in class solution to accommodate the phenomenal growth the track has experienced in recent years.

The SABO integrated ticketing management system allowed the Del Mar Thoroughbred Club to offer real time online ticketing for the first time in the track’s history, allowing patrons to select their own reserved seats and tables directly from SeatAdvisor’s interactive seat map.

SABO also allowed the DMTC to greatly improve the efficiency and effectiveness of access control via the integration of its rewards program, The Diamond Club, with general ticket sales. This allows reward club members automated discounts at the ticket windows, along with allowing pre paid customers to enter the track via real time authentication of their tickets.

In addition to the added functionality of the SABO system, Del Mar was able to realize large cost savings related to the automation of many box office processes, resulting in a 30% reduction of box office operating costs. Orders that previously took a team of box office employees three weeks to fill prior to the season were completed within three days due to the ability of Del Mar to offer online ordering. The introduction of print-at-home ticketing also added additional efficiencies to the process, virtually eliminating will call lines on all racing days.

Implementing the Solution

Del Mar Racetrack is a great example of an organization dedicated to getting the most out of our system,” said SeatAdvisor CEO Brent Miller. “They’ve realized it’s not just about ticketing anymore. They work with many groups, and have many different departments within their organization. Replacing the multiple systems they previously used to manage marketing, fundraising and ticketing initiatives with one unified system has been vital to their success.”

Del Mar Racetrack has completed seven racing meets with the SABO system, and has grown attendance every year since switching from a competing ticketing solution.

SABO also allowed the DMTC to greatly improve the efficiency and effectiveness of access control via the integration of its rewards program, The Diamond Club, with general ticket sales. This allows reward club members automated discounts at the ticket windows, along with allowing pre paid customers to enter the track via real time authentication of their tickets.

In addition to the added functionality of the SABO system, Del Mar was able to realize large cost savings related to the automation of many box office processes, resulting in a 30% reduction of box office operating costs. Orders that previously took a team of box office employees three weeks to fill prior to the season were completed within three days due to the ability of Del Mar to offer online ordering. The introduction of print-at-home ticketing also added additional efficiencies to the process, virtually eliminating will call lines on all racing days.

About SeatAdvisor

SeatAdvisor provides a fully integrated ticketing, customer relationship management, and fundraising software system for the sports, arts, live event and family attraction industries. The SABO web–based system has been built on the latest technology, for entertainment industry professionals.

At the core of this powerful solution is a single, real–time view of the customer’s data across all organizational levels, combined with business intelligence analytic tools that have delivered revenue growth and profitability.

SABO currently serves clients in America, Europe and Australia, .including: Eastern Michigan University, Miami University, Wrexham Football Club, Knockhill Racing Circuit, Bristol Rugby Club, Lone Star Park, and the Del Mar Thoroughbred Club.

Location: Del Mar, CA USA
Category: Professional Sports

Additional Links:
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Video Testimonial:
See a video of Ann Hall, Director of Ticketing for the Del Mar Racetrack speaking in depth about SABO.

 

quotes

“As a large horse racing facility we have a complex admission and seating structure & the SeatAdvisor staff handled our requirements with responsiveness and dedication.”
- Del Mar Thoroughbred Club