The concept of customer experience is touching all aspects of the marketing industry, and this includes some industry verticals not traditionally associated with innovative customer engagement strategies. But as one of the premiere venues for thoroughbred horseracing, this is one thing that sets the New York Racing Association apart from the competition.
 
As a sport and pastime, horseracing has always enjoyed a rich cultural heritage, but more recently, and thanks in part to the phenomenal success story of American Pharaoh and the first Triple Crown in 37 years, the world of thoroughbred racing is currently in the midst of a popular resurgence. For the New York Racing Association, this is presenting a tremendous opportunity to engage a diverse segment of fans and aficionados with a modern customer experience that aligns with the individual expectations of every guest.
 
The association is committed to focusing on every channel and area that serves as a direct touch point for customers including marketing, communications, the box office, sales and a variety of customer, beverage and hospitality services. And to this end, Lynn LaRocca, New York Racing Association Chief Experience Officer, stands at the forefront of this endeavor.
 
“We want to make the experience personal and relevant to every customer,” said LaRocca. “We have people that come to the track to sit in the backyard, bring their own food and just have a nice day at the races. We also have people who want to dress up and wear hats and dresses and suits and ties and have that full dining and horseracing experience. So we do run the gamut. We are constantly surveying customers and looking at data. Part of my job, on a daily basis, is to simplify it, and to create new experiences our fans are asking about. It is constantly evolving.”
 
The marketing landscape is constantly evolving, and it is becoming increasingly difficult to stay in step with the changing pace of the times.
 
This is also why Loyalty Expo has become the premiere event for those seeking to learn about cutting-edge customer retention strategies and trends, technologies and solutions. During this year’s event, which will be held May 24th through the 26th at the DoubleTree Universal Orlando in Orlando, Florida, the New York Racing Association will also be on hand to share its story.
 
Presented by LaRocca, the session is titled, “The Loyalty of Racing: An Industry Steeped in Tradition Converges with Modern Marketing Strategies,” and it will demonstrate how one of horseracing’s most esteemed organizations is applying modern marketing techniques to industry with rich traditions and a storied past.
 
Attendees will also learn why the adoption of technology should be incorporated into modern marketing strategies, how to deliver customers experiences that align with a very diverse set of customer expectations, the importance of delivering personalized experiences to today’s highly distracted consumers and more
 
Any customer experience or marketing professional looking for ways to strengthen the emotional bonds built between a brand and its customers cannot miss this session.