InCompass Solutions Inc., a wholly owned subsidiary of The Jockey Club, has purchased the customer relationship management (CRM) software of Minneapolis-based Redfish Studio, it was announced today by Brad Kimbrell, president of InCompass.
Redfish Studio, owned and founded by Matt Scalzo, has been providing CRM services to racetracks since 1997. Its current customers include Betfair Hollywood Park, Canterbury Park, Del Mar Thoroughbred Club, Fairplex Park, Hawthorne Race Course, Hollywood Park, Keeneland and Santa Anita Park.
Scalzo will serve as a full-time consultant, and the CRM-consulting division of InCompass will be known as InCompass360.
“When McKinsey & Company delivered the results of its comprehensive economic study of the industry in 2011, it was apparent that the Thoroughbred industry could benefit with an expanded use of CRM technologies,” said Kimbrell. “Through this acquisition, racetracks will now be able to gather data that will help them better understand customers and then leverage that knowledge to tailor appropriate marketing and rewards programs.”
InCompass360 will enable racetrack management personnel to view customer activity with advanced deposit wagering, live wagering, attendance, ticketing, group sales, marketing, point-of-sale systems and racing data.
“For example, if a patron places a wager online, buys a ticket to the facility, scans that ticket at the gate and then purchases a souvenir in the gift shop, all of that activity can be viewed in the InCompass360 software,” Kimbrell explained.
Kimbrell emphasized that the new InCompass360 CRM software and services can be complementary to existing or planned systems at racetracks.
“In our continued efforts to always put our fans and patrons first, Keeneland wanted to take a more targeted, active approach to communicating with our customers with an aim toward delivering the best fan rewards program in the industry,” said Vince Gabbert, vice president, chief operating officer of Keeneland. “When InCompass approached us with the idea of offering CRM software and consulting, we were happy to work with a well-established business partner.”
Additional information about the InCompass360 CRM services can be obtained by contacting Chris Dobbins, business development manager of InCompass, at (859) 296-3013 or firstname.lastname@example.org.
The centralized Race Track Operations (RTO) system developed by InCompass is installed at virtually every racetrack in North America. The company is also the industry’s largest provider of simulcast program pages through its Simo-Central™ service.
As part of its flagship RTO system, InCompass offers at no charge a Pre-Race Vet Exam system, which provides commission and track veterinarians with a centralized approach to the management of their horse exam records. InCompass’ central database platform was also utilized to create and maintain the Equine Injury Database.