This article originally published in Self-Service World magazine, Dec. 2007.
Beneath the traditional trappings of flowered hats and tasty mint juleps, Churchill Downs relies on the latest self-service technology to ensure patrons enjoy a 21st-century experience.
In 2005, Churchill Downs, the famed horseracing track in Louisville, Ky., embarked on a $121-million revamp to bring the home of the Kentucky Derby up to par with other great sports venues in terms of self-service functionality and multimedia experiences.
Churchill Downs management tapped Opera Glass Networks, a Westport, Conn.-based multimedia integrator specializing in the live-event industry, to develop an interactive wagering platform. OGN paired with United Tote Co. to form a joint venture, IWP Systems LLC, to create Bet Pro, the self-service solution deployed in premium sections of Churchill Downs' grandstands.
Rather than stand in line to place bets before a race, patrons use Bet Pro to access real time, multisource, multimedia handicapping information and even view simulcast race feeds from other tracks. When they're ready, bettors can put their money down (figuratively speaking) with the touch of a button. While they're watching, patrons can order some of Churchill Downs' world-renowned cuisine.
The Bet Pro system uses 285 IBM Anyplace Kiosks installed in the racetrack's private suites, indoor and outdoor box seats, inter-track wagering area, Gold Room and tabletops of premium restaurants. To handle such a dramatic range of mounting locations, IBM called in Innovative Office Products, makers of ergonomic, space-saving arms and mounts for flat-panel monitors, notebooks and tablet PCs.
IBM and Opera Glass Networks required mounts for placement venues that varied from outdoor seating to white-tablecloth restaurants to accommodate heavy usage from patrons. The mounts for the Bet Pro had to take into account professional gamblers as well as the once-a-year wagerers who show up only on Derby Day.
"Ergonomics are incredibly important for these devices," said Barry Goldberg, president of Opera Glass Networks. "For us, the mount is a critical aspect of our overall solution."
With years of experience with IBM Anyplace Kiosks, Innovative turned to its extensive stable of mounting designs and components. According to Joe Tosolt, marketing manager for Easton, Pa.-based Innovative, the repository of components is "like a Lego building set. We can mix and match components for each job." With previous designs and components readily at hand, Innovative can crank out a prototype and ramp up production faster than starting from scratch.
"We don't just tolerate custom projects, we encourage them," Tosolt said.
The installation was under a tight deadline. The Kentucky Derby was only a few months away, and the rest of Churchill Downs was undergoing extensive renovation and updating. The wagering system had to be installed concurrent with the rest of the upgrades, but could not impede any part of the project. The installation could not distract from the historic, genteel surroundings of the track environment, but also had to provide a first-class, modern interaction.
Although less than 300 units are at the track, they can be used in more than 600 locations. The units are moved around the grandstands depending on what's going on at the track. On live race days, more units are placed in the grandstand's luxury boxes. During the simulcast season, units are moved indoors. Goldberg noted that the units can be moved in less than 15 minutes. That's also critical for maintenance. If a unit goes out of service, it can be replaced quickly so customers don't miss a race.
Fortunately, Innovative's mounting solutions were ready in time for patrons to use the Bet Pro system during the 131st Run for the Roses in 2005. Since then, the system has become an integral part of the premium Churchill Downs experience.
"They are very popular, and during Derby Week, every unit is in use all day every day," said Jim Gates, general manager at Churchill Downs.
