Del Mar Thoroughbred Club – Re-branding for a New Generation

The Opportunity: Expand the customer base of thoroughbred horse racing audience. Brand rejuvenation and expansion was the goal of this high-profile local venue.  As their traditional customer aged and attendance dropped, the Del Mar Thoroughbred Club was placed in a position to update their facility as well as their brand image in order to broaden their appeal to a much broader and younger audience. Part of the challenge was to achieve a fresh new look without alienating the older track-betting audience.

The DGW Solution: DGW developed a versatile logo that embodied the spirit and excitement of horse racing while capturing the casual culture of Southern California. The logo was flexible enough to be executed in bold contemporary color pallets for younger audiences or more traditional subdued executions for the Turf Club older audience. The logo itself became an icon for the racetrack that translated well for all kinds of applications including signage, literature and advertising. 

The Result: Resounding approval from the older as well as the newer track visitors. Promotions such as free hats on opening day that featured the new logo brought attendance to new record highs. The new brand was implemented over a period of several years applying it to merchandise, vehicles, banners, advertising, stationery systems, all office correspondence and signage that resulted in a very well coordinated and integrated brand identity. The brand has become a key identifier for the track that has seen continuing gain in revenue each year.

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