Client
Oxford Development Company

D+CO Services
Strategic Marketing/communications
Market research support
Media planning
Public relations

 

  

Challenge
Pennsylvania Downs was a proposed thoroughbred racetrack and casino in Big Beaver Borough, Beaver County, PA. Oxford Development and Hartman & Tyner partnered to form its parent company, Western PA Racing Associates (WPRA). Pennsylvania Downs was one of at least eight proposed racetracks vying for the state’s final thoroughbred track license. The stakes were particularly high because of gaming legislation that could allow slots at these facilities.

Lead architect for the projec was Morris Architects, an award-winning, internationally renowned Studio that is ranked among World Architecture’s and Engineering News Record’s “Top Five Firms” worldwide in the Leisure and Entertainment sector. Drawing on the rich history of horse racing in the region, the firm’s design for Pennsylvania Downs ensured that the venue would be a premier entertainment destination for the region. The announcement of Morris as lead architect was an important opportunity for Pennsylvania Downs to establish itself as a contender and gain visibility.

WPRA needed to communicate that Pennsylvania Downs as the most viable and practical choice for a thoroughbred racetrack in the tri-state region because of its entertainment value, accessibility and economic development potential.

Strategy
Based on its background research and identification of target audiences through the research, the team determined that two press briefings (approximately 1.5 hrs each) would be held to unveil Morris Architects’ design plans for Pennsylvania Downs.

Highly targeted media contact lists and key story angles were identified including, the announcement of Morris as the lead architect, speakers, Beaver County officials in support of Pennsylvania Downs and presentation content that brought PA Downs to life. In some instances, advance pitching of story angles to targeted media was conducted.

A press kit was created that included a lead release, renderings on disk, Morris Architects and (WPRA) backgrounders, biographies of speakers, Pennsylvania Downs fact sheet outlying the facility amenities and color prints of the PowerPoint show that was presented at the press events to illustrate the entertainment value, accessibility and economic development potential Pennsylvania Downs has and why it’s the most viable and practical choice for a thoroughbred racetrack in the tri-state region. Press kits were handed out at the press event and sent to key media that were not able to attend.

Post-event media follow-up with non-attendees was executed to sustain coverage and continually promote Pennsylvania Downs. A final report detailing all public relations activities and results was created and presented to WPRA. The report included copies of print and broadcast media coverage, analysis of quality and quantity of media coverage, copy of press materials and evaluation of the overall effort for future planning purposes.

Results
Media coverage throughout the tri-state area was tracked through clipping and broadcast services. A final report detailing the public relations activities and their results and impact was created and included copies of print and broadcast media coverage, analysis of quality and quantity of media coverage and evaluation of the overall effort for future planning purposes.

Coverage of Pennsylvania Downs was positive and relayed the support of the residents and officials of Beaver County for the thoroughbred racetrack, as well as all other key messages.  Of particular note was highly positive coverage in Beaver County, to meet the objective of gaining support for the project among residents.  Media coverage was more than 5.3 million impressions, which exceeded client expectations for visibility.