With a very say and heavy heart................
A decision was made terminate my contract because I spoke up about the decision to abolish the Friday Night Promotion publicly.
There will be no Australia Horse Racing Seminar at Hollywood Park for the time being.
Also, it is now 100% confirmed:
- No Beer specials. They will be full price
- No Hot Dog or Soda specials. They will be full price
- Additionally, concession prices have been raised
- The only response I receive from upper management is that Hollywood Park will focus their efforts on Friday Nights on their concert series and that they are "EXTREMELY ANGRY WITH ME".
A had the impression that Hollywood Park was a race track and not a concert hall.
Changes have been made, but the elimination of this Friday Night promotion which brings patrons to the track to pay admission, pay for concession, and wager money is going to hurt everyone.
- Lower attendance ....... means
- Lower handle............. means
- Lower Revenue...........
- And even more important, the Brand Equity of Hollywood Park will be seriously damaged
This decision will hurt Hollywood Park's Brand Image. Does Hollywood Park want to increase their attendance and bring more patrons to the track or are they trying to bring in a more sophisticated crowd?
Santa Anita and Del Mar are stepping up to the plate and doing everything they can to get more patrons to their park.
Santa Anita has Friday Specials. They rotated between free admission and $2 beers. Hollywood Park will charge full admission and no specials
Del Mar has a free concert with paid admission and there are some excellent quality and diverse acts with no increase to admission at any time. Hollywood Park will double their admission price halfway through their racing card.
A decision was made a little more than 2 years ago to raise beer prices on Friday Night to $3, and their attendance, revenue, and handle all suffered. For 2011, Hollywood Park revert back to the $1 promotions and their Friday Night attendance and handle increased. Race tracks need to be consumer centric to be successful, when the shift goes to product Centric as it seems Hollywood Park is doing, everyone loses.
For the moment, we the fans lose. The consumer has many options to do on a Friday Night. Elimination of promotions which have been a major part of the Hollywood Park culture since 1991, certainly will send a message to everyone, and the consumer is now more inclined to look elsewhere to spend their hard earned dollar.
It's a sad commentary on the modern business plan in America. I understand the strategy Hollywood Park took this summer especially on Friday Nights, but in my opinion, while they can talk about the revenue and attention aspect, the Brand Equity of the company WILL BE HURT!
.................... just sad.
Last edited by SpenceCC
on Mon Jul 16, 2012 6:11 pm, edited 1 time in total.