Sunland Park Racetrack and Casino
2015 Live Racing Season

Sunland Park Racetrack & Casino


With the vast expansion of gaming choices, legacy products like horse racing struggle to capture new customers. Over the past several years, Sunland Park Racetrack and Casino has experienced a slight decline in visitation and wagers for its live horse racing events. Sunland Park’s commitment for a vibrant racing business prompted them to involve G&P.

Sunland Park Racetrack and Casino is anchored by a strong horse racing tradition. In fact, the Sunland Derby is an official Kentucky Derby-qualifying race that shocked the world in 2009 when Mine That Bird won the Kentucky Derby at 50-1 odds after coming in second place at the Sunland Derby. Sunland Park asked G&P to reclaim the same longshot excitement from 2009 for the 2015-2016 racing season.


Gremillion & Pou applied a two-prone approach by incorporating research metrics of both demographic and psychographic characteristics, and by talking with local players and employees about how they view the racetrack. After comparing the two approaches, the overlapping themes allowed the Creative team to focus and target its creative concepts. The final concept’s tone accentuates the very moment between potential and kinetic energy that mirrors the excitement of horse racing: the pageantry, the call to post, the gate and the win. The visual elements incorporate the colors and graphic features associated to contemporary-retro-chic. Chic visuals were designed to capitalize on horse racing’s nostalgia to attract the younger audience.


Sunland Park started running the initial deliverables several months ago. For example, the visitation for the 2015 Sunland Derby, the property’s annual marquee horse racing event, posted a record-breaking crowd of 19,081 fans. The property continues to post double-digit, year-over-year growth since the implementation of its refreshed creative.

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