SANTA ANITA READIES FOR DECEMBER 26 OPENING; ‘GREAT RACE PLACE’ WILL USE 20 L.A. AREA BILLBOARDS, HBO’s ‘LUCK’ KEY TO REACHING YOUNGER DEMO

ARCADIA, Calif. (Dec. 6, 2011)—Santa Anita Park will open for its 75th winter/spring meeting on Dec. 26 with a new marketing approach designed to reintroduce Los Angeles area sports fans and entertainment seekers to one of the greatest sporting venues in the world.

“We’re going to take a totally different approach to how we get our message out with the goal being to reach people that might not be that familiar with us,” said Santa Anita Vice President of Sales and Marketing, Chris Quinn. “Our message will be a combination of cutting edge digital technology and an aggressive outdoor billboard campaign designed to engage a younger audience. This is something that’s never been done before here at Santa Anita and we’re very excited about its potential.

“We’ll be flooding the L.A. market with 20 traditional billboards and we’ll also be a part of the electronic billboard at Angel Stadium, right off the 57 freeway in Anaheim. The total combined views or impressions from all of this is more than 30 million per month.”

Quinn also noted that Santa Anita, for the first time ever, will offer fans enticing promotions and events for the entire 17-week winter/spring meeting.

“We realize that we can no longer simply open our gates and expect to attract big crowds. In addition to providing world-class racing, we must continue to enhance the on-track experience in order to grow and maintain our fan base. We’re very confident that when people come to Santa Anita, they’re going to realize that they’re at a very special place. Santa Anita has been a gemstone on the Southern California sports landscape for more than 75 years, and we hope to introduce this historic sports palace to many thousands of new fans.”

Along with these traditional mediums, Santa Anita management is also very optimistic that HBO’s highly anticipated series LUCK, which stars Dustin Hoffman, Nick Nolte and Dennis Farina, and is set to premier Jan. 29, will stimulate interest in horseracing and in Santa Anita.

“We believe that LUCK has tremendous potential for us here at Santa Anita,” said Quinn. “This is the first time Dustin Hoffman has ever done television and although some are going to find it controversial, we think this is what racing needs in order to break through and attract new fans.”

Construction is underway to create a LUCK Lounge on the main floor of the grandstand, with a grand opening scheduled for Sunshine Millions Day, Jan. 28.

“LUCK has been shot in large-part here at Santa Anita and many of the characters that appear can be traced to real-life horsemen, fans and employees here,” said Quinn. “The LUCK Lounge will be a way for us to personalize what people are watching on HBO and it will enable them to connect the dots so to speak, with scene locations and characters here at the track.”

In addition to the LUCK Lounge, Santa Anita will also initiate LUCK tours, a VIP ‘LUCK Experience’ contest and other cross-promotional efforts.

Santa Anita will also mount an increased marketing effort designed to appeal to the Hispanic community.

“We’re going to provide entertainment in addition to racing that will appeal to this very important part of our fan base,” said Quinn. “The Latino audience is a big part of our on-track business and we intend to provide them with an overall entertainment package that they will embrace.”

Santa Anita will once again offer all fans its popular wall calendar, free with paid admission, on opening day, Dec. 26. For more information on the upcoming winter/spring meeting, go to www.santaanita.com or call (626) 574-RACE.

SANTA ANITA EVENTS SCHEDULE 2011– 2012 WINTER/SPRING SEASON

Opening Day

Monday, December 26 – Opening Day Calendar Giveaway, Fascinator & Fedora Hat Contest, Guaranteed $400,000 Pick-4, Strub Series Handicapping Contest Rd. 1, Red Bull Skydivers, Jockey Cam Debuts

Week 1

Thursday, December 29 – Photography Day

Sunday, January 1 – Long Sleeve T-shirt Giveaway, ShowVivor Presented by Treasure Island Begins at Santaanita.com

Monday, January 2 – Holiday Monday Racing

Week 2

Saturday, January 7 – HBO’s “Luck” Premiere Ticket Drawing

Week 3

Saturday, January 14– Kick-off event for College Ambassador Program

Sunday, January 15 – Santa Anita Walk of Fame Unveiling

Monday, January 16 – MLK Jr. Day, $2 Beer, Hot Dogs and Soft Drinks

Week 4

Saturday, January 21 – Treasure Island Las Vegas Getaway Drawing

Week 5

Saturday, January 28 – Sunshine Millions Day, Gourmet Food Truck and Craft Beer Festival, Miss Sunshine Millions Bikini Contest, Folding Beach Chair Giveaway, Unveiling of the “Luck Lounge”

Week 6

Saturday, February 4 – Strub Stakes Day, “The Club” VIP Party, Guaranteed Pick-4, Sunday, February 5 – Super Bowl Sunday, 11 AM Early First Post Time

Week 7

Saturday, February 11 – Sirona’s Pizza Kitchen Grand Opening

Sunday, February 12 – Early Valentine’s Day Turf Club Promotion

Week 8

Saturday, February 18 – Law Enforcement Appreciation Day

Sunday, February 19 – Cajun Festival

Monday, February 20 – Presidents’ Day $2 Beer, Hot Dogs and Soft Drinks

Week 9

Saturday, February 25 – Jockey Autograph Session

Week 10

Saturday, March 3 – Big ‘Cap Day, Gourmet Food Truck Festival with Live Music Baseball Cap Giveaway Presented By San Manuel Indian Bingo and Casino, Fascinator & Fedora Hat Contest, Guaranteed Pick-4

Sunday, March 4 – Grand Opening of Infield Kids’ Zone

Week 11

Saturday, March 10 – C.B.B.Q.A Infield BBQ Competition with Live Entertainment

Sunday, March 11 – Latin Music Festival, Woolf Award Ceremony, Kid’s Zone

Week 12

Saturday, March 17 – St. Pat’s Day, Irish Music Festival, $1 million St. Pat’s Pitch, “The Club” VIP Party

Sunday, March 18 – Kids’ Zone

Week 13

Saturday, March 24 – Tokyo City Cup, Japanese Cultural Festival

Sunday, March 25 – Uncorked Wine Festival, Cal-Rods Classic Car Show, Kid’s Zone, Pink Parlour Festival

Week 14

Saturday, March 31 – Gourmet Food Truck Festival/Infield Concert

Sunday, April 1 – Latin Music Festival 2, Women of Santa Anita Walk of Fame Ceremony

Week 15

Saturday, April 7 – Santa Anita Derby Day, Derby Day L.A. Susan G. Komen Fundraiser, T-Shirt Giveaway, 5K Run and Walk, Fascinator & Fedora Hat Contest, Guaranteed Pick-4, Kid’s Zone

Sunday, April 8 – Easter Sunday, Largest Easter Egg Hunt in the San Gabriel Valley, Kids’ Zone

Week 16

Saturday, April 14 – College Ambassador Party, Salute to Veterans

Sunday, April 15 – “The Club” VIP Party, Local Unions Offer, Kids’ Zone

Week 17

Saturday, April 21– Fan Appreciation Day with Giveaways, Sweepstakes and Social Media Contests

Sunday, April 22 – Closing Day, Jockey Autograph Session, On-Track to Beat Cancer City of Hope Fundraiser, Handicapping Contest Finals, Kids’ Zone

Ongoing Promotions

Every Thursday – Seniors’ Day (Free General Admission to 62 and Older)

Every Saturday and Sunday – $40 Buy-In Handicapping Contest

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