It’s never too late to evolve a brand.

The Del Mar Thoroughbred Club was established in 1937 and yet, in all those years, it had never really developed its brand story or found a powerful way to connect with a wider, and younger, audience.


Betting on the wrong horse.

For the younger audience, it’s more about the social aspects of being at the track – the glamour and mystique – than the actual races. With that in mind, we needed to authentically showcase how Del Mar was “Cool as Ever.”


Creating a truly cool atmosphere.

Guided by Del Mar’s CMO, we began evolving Del Mar’s brand story by focusing on the original core elements of the track: music, fashion, and star power. Our first TV spot barely even showed racing.

We elevated the visual identity by incorporating the harlequin pattern on 1930’s jockey silks, and amped up the aural identity by reclaiming Bing Crosby’s original composition of “Where the Turf Meets the Surf.”

To expand the reach of our new message, PR and Social coverage spanned influential national and regional publications, celebrity sites, TV shows and key fashion and lifestyle bloggers to reinforce Del Mar as a preeminent West Coast entertainment venue.

Today, Del Mar is the lead horse.

How we helped Del Mar successfully take the Next Step with their brand story is so remarkable it’s become a Stanford Business School study. Which is pretty damn cool.


Growth in Attendance


Increase in Amount Spent Per Person


Increase in On-track Revenue