Derby City Gaming

Project Description

Client: Derby City Gaming

THE ISSUE:
Churchill Downs Incorporated (CDI) planned a week of grand opening events to generate community excitement around their state-of-the-art historical racing machine (HRM) facility, Derby City Gaming. The new $65 million facility boasts 900 HRMs, a center bar, two walk-up eateries, and a simulcasting area. RunSwitch had already pulled off successful groundbreaking, topping off, and job fair events for Derby City Gaming, resulting in widespread earned and social media attention. This culminated in a week full of grand opening events to engage different stakeholders, generate awareness and solidify CDI’s reputation as an innovative leader in the horse racing industry.

OUR STRATEGY:
Leading up to grand opening week, RunSwitch helped CDI develop a schedule of events enabling the team to get everything running smoothly, while also offering previews to influential stakeholders. We developed a comprehensive social media plan to showcase Derby City Gaming and build followers. During the week, RunSwitch promoted a VIP grand opening for elected officials, community leaders, CDI employees and horse racing industry leaders. We also developed a media strategy designed to drive the right narrative around Derby City Gaming, coordinating media preview tours and in-studio interviews for select media outlets. RunSwitch handled dozens of media inquiries and interviews bolstering the reputation of both Derby City Gaming and CDI.

RESULTS:
Events were well covered in the press and heavily attended by local VIPs and customers. Guests could feel the excitement as they entered the packed venue. Media communicated this excitement through their stories, painting Derby City Gaming as a must-see attraction for locals and tourists alike. Horse racing trade outlets and local media heavily covered the grand opening events throughout the week, running multiple stories on various broadcasts. In total, there were millions of media impressions around Derby City Gaming, sparking an outstanding launch. There was also significant buzz on social media, with Kentuckians across the state tweeting and posting about how excited they were to see the venue.

Project Details

Client: Derby City Gaming

Tags: Event Planning, Public Relations

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