Organization Profile

THE DEL MAR RACETRACK is one of the storied Thoroughbred horse racing facilities in the world, located at the Del Mar Fairgrounds in the seaside city of Del Mar, California. It was founded by legendary singer and actor Bing Crosby. The track attracts over three quarters of a million patrons each year, over a racing season of just 43 live race days.

How Del Mar Racetrack Uses SeatAdvisor

Del Mar Racetrack uses SeatAdvisor Box Office (SABO) – a powerful and feature rich cloud-based ticketing system designed to manage all aspects of their venue, from the box office to the marketing department.

Seeing the need to offer real-time online ticketing to its ever expanding client base, as well as enhance the box office functionality available to operators, the Del Mar Thoroughbred Club (DMTC) selected the SABO ticketing management system as the best in class solution to accommodate the phenomenal growth the track has experienced in recent years.
The SABO integrated ticketing management system allowed the Del Mar Thoroughbred Club to offer real time online ticketing for the first time in the track’s history, allowing patrons to select their own reserved seats and tables directly from SeatAdvisor’s interactive seat map.

SABO also allowed the DMTC to greatly improve the efficiency and effectiveness of access control via the integration of its rewards program, The Diamond Club, with general ticket sales. This allows reward club members automated discounts at the ticket windows, along with allowing prepaid customers to enter the track via real time authentication of their tickets.

The Results From Implementing SeatAdvisor

Del Mar Racetrack has completed seven racing meets with the SeatAdvisor system, and has grown attendance every year since switching from a competing ticketing solution. In addition to the added functionality of the SABO system, Del Mar was able to realize large cost savings related to the automation of many box office processes, resulting in a 30% reduction of box office operating costs. Orders that previously took a team of box office employees three weeks to fill prior to the season were completed within three days due to the ability of Del Mar to offer online ordering. The introduction of print-at-home ticketing also added additional efficiencies to the process, virtually eliminating will call lines on all racing days.

Location: Del Mar, CA USA
Category: Professional Sports

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Video Testimonial:
See a video of Ann Hall, Director of Ticketing for the Del Mar Racetrack speaking in depth about SABO.



“As a large horse racing facility we have a complex admission and seating structure & the SeatAdvisor staff handled our requirements with responsiveness and dedication.”
– Del Mar Thoroughbred Club