InCompass360 created with purchase of CRM software

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 Thursday 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

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," Kimbrell explained. "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 (ADW), 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 continued.

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 cdobbins@incompass-solutions.com.

The centralized Race Track Operations (RTO) system

developed by InCompass is installed at virtually every racetrack in North

America. 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.

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