In the lead-up to the Dec. 26 opening of the 2012 Santa Anita winter-spring meet, track officials plan to saturate the Los Angeles market with advertising and special offers in order to "reintroduce" the area's sports fans to the excitement of Santa Anita Park. Chris Quinn, vice president of marketing for Santa Anita, said Santa Anita would employ digital technology and an "aggressive" outdoor billboard campaign that focuses on a younger audience. "This is something that's never been done here at Santa Anita and we're very excited about its potential," Quinn said. "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...The total combined views or impressions from all of this is more than 30 million per month." Santa Anita is also hoping to capitalize on the new …show more content…
28, Sunshine Millions Day. Additionally, there will be "Luck" tours at Santa Anita, a VIP "Luck Experience' contest and other cross-promotional efforts, according to a track press release. "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." Santa Anita also plans to target the growing Hispanic market through its advertising and promotions. "We realize that we can no longer simply open our gates and expect to attract big crowds," Quinn said. "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