Purple announced today that have entered into a strategic partnership with 1/ST, North America’s dominant Thoroughbred horse racing company, with the aim of increasing App downloads, enhancing CRM records, and collecting venue insights to understand and enrich the 1/ST’s overall customer experience.
1/ST has chosen Purple’s WiFi analytics platform to be implemented across their legendary Thoroughbred horse racing venues in the United States, including the Maryland Jockey Club at Laurel Park and the historic Pimlico Race Course in Baltimore, Santa Anita Park, the “Great Race Place” in Southern California, and at South Florida’s premier Thoroughbred horse racing and entertainment venue, Gulfstream Park.
The alliance brings together two forward-thinking and market-leading companies to boost the customer experience and to help understand venue performance. Through Purple’s technology tools, 1/ST will not only provide its customers a seamless and efficient WiFi login access but will incentivize App downloads to create an end-to-end personalized experience and deliver efficient communication with visitors.
“This is a perfect example that shows the flexibility and feasibility of our solutions. We are incredibly excited to partner with a world-class company that has an impeccable reputation for offering energizing and exciting sporting events while making use of innovative technologies like the Purple platform. We’re sure that our solution will further enhance the visitor experience as well as drive additional revenues for 1/ST,” Gavin Wheeldon, Chief Executive of Purple.
Paul Williams, Chief Executive Officer, 1/ST TECHNOLOGY, said: “1/ST is excited to be partnering with Purple to implement solutions to understand and better serve our customers and guests. This holistic view of the customer experience will enable us to analyze our venue performance and take actions to keep delivering outstanding service.”
Purple has worked with prominent brands in the sports industry including the FTX Arena the home of Miami Heat, Newcastle United Football Club, the European Golf Tour, and the Mexican Grand Prix. The leading captive portal and marketing tool platform continues to capture valuable insights from millions of WiFi users, enabling venues to create fan profiles and segments, and engage with visitors by delivering relevant information such as event announcements, game results, and exclusive in-venue or personalized promotions.
The Stronach Group is a world-class technology, entertainment and real estate development company with Thoroughbred horse racing and pari-mutuel wagering at the core. The company’s consumer facing brand 1/ST (pronounced “First”) powers The Stronach Group’s forward-thinking 1/ST RACING & GAMING, 1/ST CONTENT, 1/ST TECHNOLOGY, 1/ST EXPERIENCE, and 1/ST PROPERTIES businesses, while advocating for and driving the 1/ST HORSE CARE mission. 1/ST represents The Stronach Group’s continued movement toward redefining Thoroughbred horse racing and the ecosystem that drives it. 1/ST RACING & GAMING drives the best-in-class horse racing operations and gaming offerings at the company’s premier racetracks and training centers including: Santa Anita Park, Golden Gate Fields and San Luis Rey Downs (California); Gulfstream Park – home of the Pegasus World Cup Championship Invitational Series, Gulfstream Park West and Palm Meadows Thoroughbred Training Center (Florida); the Maryland Jockey Club at Laurel Park, Pimlico Race Course – home of the legendary Preakness Stakes, Rosecroft Raceway and Bowie Training Center (Maryland). 1/ST CONTENT is the newly formed operating group for all of 1/ST’s media and content companies including: Monarch Content Management, Elite, TSG Global Wagering Solutions (GWS) and XBTV.
1/ST TECHNOLOGY is horse racing’s largest racing and gaming technology company offering world-class products via its AmTote, Xpressbet, 1/ST BET, XB SELECT, XB NET, PariMAX and Betmix brands. 1/ST EXPERIENCE blends the worlds of sports, entertainment and hospitality through innovative content development, elevated national and local venue management and hospitality, strategic partnerships, sponsorships, and procurement development. 1/ST PROPERTIES is responsible for the development of the company’s live, work and play communities surrounding its racing venues including: The Village at Gulfstream Park (Florida) and Paddock Pointe (Maryland). As the advocate for critical industry reforms and by making meaningful investments into aftercare programs for retired horses and jockeys, 1/ST HORSE CARE represents The Stronach Group’s commitment to achieving the highest level of horse and rider care and safety standards in Thoroughbred horse racing on and off the track. For more information, please visit www.1st.com or follow @1ST_racing on Twitter or @1stracing on Instagram and Facebook.