Del Mar racetrack
Beginning in the year 2000, the Del Mar Racetrack's Del Mar Thoroughbred Club marketing team went through a major shift in their marketing direction. They realized they had to attract a more youthful audience as well as a female audience. They focused Del Mar as a fashionable destination, using social media and other avenues to market the racetrack. They hired jockey and model Chantal Sutherland to be the new face of the Del Mar racetrack. Their strategy paid off, as over 13 years later Del Mar has changed their demographics and audience attendance.