SeatAdvisor has continued to expand its reach in the North American horseracing sector through a new deal with Santa Anita Park.
The ticketing service provider ran sales for the 2016 Breeders’ Cup at the Californian thoroughbred track, and has now taken over responsibility for its ticketing requirements. The track is home to numerous prestigious races including both the Santa Anita Derby and the Santa Anita Handicap as well as hosting the Breeders’ Cup five times in the last decade.
Santa Anita Park said it was keen to work more closely with San Diego-based SeatAdvisor after the operator helped it cope with a spike in demand around last year’s Breeders’ Cup, which attracted a record attendance figure of 118,500.
“When looking for a new ticketing solution, it was a simple decision to choose SeatAdvisor,” said Andrew Arthur, Santa Anita’s director of new media.
“They have an excellent reputation in the racetrack industry for their product and their support which we got to experience first-hand while hosting the Breeders’ Cup. With their excellent training, we were on sale in record time.”
Breeders’ Cup organisers employed SeatAdvisor’s TicketResell platform for the fourth consecutive year during 2016.
“The 2016 Breeders’ Cup was another outstanding event for our fans and horsemen, and we appreciate SeatAdvisor partnering with us to make sure the ticketing process went smoothly,” said Craig Fravel, Breeders’ Cup president and chief executive. “We look forward again to working with Seat Advisor for this year’s Breeders’ Cup at Del Mar.”
Meawhile, SeatAdvisor has also announced that it will be in charge of sales for this year’s Breeders’ Cup after renewing with venue Del Mar Thoroughbred Club (DMTC), which has been a partner since 2006.
“Working with SeatAdvisor is a true partnership,” said Ann Hall, Del Mar’s vice-president of operations. “They are always looking for input on ways they can help us be more successful and the support is always immediate if we have a question or an issue.”
Del Mar recently said that a maximum of just 37,500 tickets per day would be sold for this year’s Breeders’ Cup.