Executive Summary

Research Objective

The research objective is broken down into two segments:

● Determine how millennials spend their free time

● Develop a better understanding of what may influence or deter them from going to Canterbury Park

Methodology ● A survey was produced to collect relevant data in order to build

and support the marketing decisions of Canterbury Park. The online survey was accessible through mobile and desktop website. Participants of the survey followed a link from our posting on social media, email and word of mouth.

Summary and Key Findings

● A significant population of millennials in our study do not attend Canterbury Park (55%) and a high majority attend one time or less per year (84%).

Summary and Key Findings

● The target market depends primarily on their peers for recommendations on entertainment (80%) and it is closely followed by social media (49%).

Summary and Key Findings

● Millennials who do attend Canterbury are going to watch the horse races (36%) and/or to bet on the races (29%).

Summary and Key Findings

● 58% of millennials who completed the survey have never bet on a live horse race before.

Summary and Key Findings

● Millennials would prefer to learn more about horse race betting via online and video resources.

Conclusions and Recommendations

● What deters millennials from Canterbury Park is the unfamiliarity of betting on horse races.

● Risk involved in betting does not deter millennials from visiting Canterbury Park.

● Millennials were attracted to Canterbury Park through social media and friends.

Conclusions and Recommendations

● Most millennials have never bet before. The best way to teach them would be providing a betting “how to” page or creating a video they can watch on Canterbury’s website.

● When targeting millennials, it is best to use social media and more modern means for marketing in general. Old avenues still reach millennials therefore it is still worth keeping things such as radio/TV and billboards.

● Encourage people to share about their experiences at Canterbury Park through word of mouth and social media.

● The message being pushed in advertising should be centered on racing itself given that the other attractions did not interest millennials as much.

Full Report

Introduction

Canterbury Park has expressed an interest in learning how to acquire a greater number of returning millennial guests . Their current customer base consists of an older generation and they requested research in order to understand how they may be a more relevant and prominent brand towards millennials.

Research Methods and Procedures

● A survey was produced to collect relevant data in order to build and support the marketing decisions of Canterbury Park. The online survey was accessible through mobile and desktop website. The participants of the survey followed a link from our posting on social media, email and word of mouth.

● This research was conducted using a descriptive design. We targeted millennials in Minnesota and set a goal of 200 responses. Data was collected through a snowball/convenience methodology. Using Qualtrics, we constructed an online survey which was shared on Facebook and through word of mouth and email.

● The survey was initially constructed by our group with the intent of outlining the basics of what we wanted to know. A draft of our questionnaire was then shared with both Canterbury Park and Professor David Harman. Revisions were made based off of the feedback and critique of both Professor Harman and Canterbury Park and the questionnaire was updated.

● Once the questionnaire was completed, we selected who would share the survey when and where. The survey was shared on each of our personal Facebook Pages along with the various class pages for the University of St. Thomas. We shared the survey in two waves, one before Thanksgiving break and one after.

Data Analysis and Findings● Both age and residency were used

with the intent of ensuring the data collected only consisted of millennials who lived in Minnesota. No analysis occurred beyond filtering the data collected.

● Both the locations and ages can still be used for further analysis at a later time if desired

Data Analysis and Findings● Our findings show that our population for our

survey has a mean age of 22 which was our intended target market.

● The data on the upper left indicates that the majority of the survey participants have not bet at a live horse racing track before.

● The data on the lower left indicates that well over 50% of the survey participants do not attend Canterbury. 84% attends Canterbury one time or less on a yearly basis.

Data Analysis and Findings● The majority of millennials are aware

of Canterbury through their peers’ recommendations.

● Secondly, millennials received impressions and brand exposure of Canterbury through social media.

● It’s surprising to see exposure of Canterbury from older styles of marketing such as Billboards and Radio/TV to still be relevant to a young crowd.

Data Analysis and Findings● The survey results show that the

primary reasons for millennial attendance are watching and betting on the races, respectively.

● We can see that Live Music isn’t pulling as many people compared to everything else offered. Using this Canterbury may consider reallocating resources away from this category and into other avenues.

Data Analysis and Findings● The majority of respondents prefer to

learn about horse racing online and/or with videos.

● Currently, Canterbury only offers one-on-one, brochures and seminars (the less desirable options according to the respondents).

Data Analysis and Findings● There were no

correlations significant enough to make any meaningful conclusions

Data Analysis and Findings● The significance is not strong

enough to make any meaningful conclusions. We originally predicted these two behaviors would go hand in hand. Our data does not necessarily say the same.

Data Analysis and Findings● The data suggests that that

98% of survey participants strongly or somewhat agree that they are open to new experiences.

● A strong majority of our survey participants somewhat agreed that they typically take risks.

Conclusions

● What deters millennials from canterbury park is the unfamiliarity of betting on horse races. Most millennials had never bet before and did not have a good understanding of how to bet causing them to pick other options for entertainment.

● We found nothing to suggest the risk involved in betting deters millennials from visiting Canterbury Park.

● Millennials were attracted to Canterbury Park through social media and friends.

Recommendations● Most millennials have never bet before. The best way to teach them would be

providing a betting how to page or creating a video they can watch on Canterbury’s website. The current methods for learning how to bet were ranked last in the questionnaire. This would be a great place to readdress channels for educating visitors.

● When targeting millennials, it is best to use social media and more modern means for marketing in general. Old avenues still reach millennials therefore it is still worth keeping things such as radio/TV and billboards.

● Encourage people to share about their experiences at Canterbury Park through word of mouth and social media. Consider pushing event invites towards millennials so that they see friends are attending Canterbury

● The message being pushed in advertising should be centered on racing itself given that the other attractions did not interest millennials as much.

Limitations

● Limited time and resources available.● Snowball/Convenience methodology limited to our friend groups and

connections● Request to complete survey was not seen by the Facebook user's

intended● Low motivation to complete the survey with no incentive ● College students and millennials did not take the survey seriously

which lead to irrelevant and goofy comments● Our reach went beyond the state of Minnesota and out of the country

Appendix1. Select your gender

○ Male○ Female○ Prefer not to say

2. How old are you○ _______

3. What is the level of your education?○ Some high school○ High school diploma○ Some college○ College degree

4. Where do you live during the summer months?○ City _____○ State _____

Appendix4. On average, how much do you spend on entertainment per week?

○ $0-20○ $21-50○ $51-100○ $101+

5. How far are you willing to drive for entertainment?○ 0-19 Miles○ 20-49 Miles○ 50+ Miles

6. I am open to new experiences○ Strongly agree○ Somewhat agree○ Neither agree nor disagree○ Somewhat disagree ○ Strongly disagree

Appendix7. I typically take risks

○ Strongly agree○ Somewhat agree○ Neither agree nor disagree○ Somewhat disagree ○ Strongly disagree

8. How have you heard of canterbury park before? (Check all that apply) ○ Billboards○ Social Media○ Radio/TV○ Peers○ News Articles○ Never heard of Canterbury Park○ Other ____

9. What have you heard of Canterbury Park?○ ______________

Appendix10.Have you ever been to a live horse racing track before?

○ Yes○ No

11.How frequently do you attend Canterbury Park per year for live racing?○ Never○ 1 time○ 2-4 times○ 5+ times

12.Why did you spend your night at Canterbury Park? (Check all that apply)

○ Food and drink specials○ Watching the horse races○ Betting on the races○ Live music○ Casino○ Other _____○ Not applicable

Appendix13. I have an understanding of how to bet on horse racing.

○ Strongly agree○ Somewhat agree○ Neither agree nor disagree○ Somewhat disagree ○ Strongly disagree

14.If you understood live horse racing better, would you attend more races?

○ Yes○ No

15.How would you prefer to learn more about horse racing? (Rank each below)

○ One-on-one○ Brochures○ Online○ Seminar○ Videos○ Other ______

Appendix Q10 Answers● Been there for Warped Tour● Blackjack and poker. Horse races● Casino● Casino and Horse racing● Casino, various races● Concerts and horse racing● Dog/Horse racing● Dollar night● Everything● Fun experience● Fun place to spend weekends● Fun place, horse racing, gamblimg, card casino, variety races,

paul allen● Fun, gambling● Fun, run down, great fireworks● Gambling● Gambling and Booze and Horses● Horce Races, Gambling● Horse Race Track● horse races● Horse races● Horses● Horses● Horses● Horses and concerts● Horses and other gambling. It's tight

● Horses?● I go there all the time so I literally know

everything about it● I have been there & it is fun!● I have heard that after about 3 hours there it

turns into a smaller version of the society from Mad Max. Resources are quickly depleted, social groups are defined by who has what. At first the trades are reasonable and everyone works together, yet sooner r later someone because greedy and attempts to cheat the system of honor. The groups are forced to further their descent into a post-apocalyptic dystopia by declaring Canterbury Park its own suburban police state.... So all in all I've heard that it's grat for a weekend outing with the family.

● I heard it's great, but I worked there and would beg to differ.

● It is a race track in/near Shakopee?● It is a racing track that allows betting on

horses.● it is an awesome place to intern, people have

fun● It's a casino that also has a racetrack for

horses● It's a famous horse race track that is apart of

the triple crown events.

Appendix Q10 Answers● It's a fun night to bet on horse racing● It's a fun place to go and watch horse races● It's a horse racing place● It's a horse racing track● It's a horse track with a casino● It's a race track● It's a racetrack and a fun time● it's fun● It's fun● It's fun● It's fun.● Its a ton of fun● Large area used for events.● Live horse racing● Love the horse races● Poker, blackjack, horse racing● Puppy dog races● Racehorse Park near Myatic Lake● Races and Gambling● Races/ soundset

● Racetrack, casino, & event space● Racing, gambling● Racing, music, cards● That it is fun● That it's fun● That it's fun but sucks to be a marketing intern

there● There are horse races● They have horse races● They have horse racing and people wear big hats● They hold music festivals and horse racing● They race horses● Warped Tour● We go every Thursday for buck night in the

summder● Who doesn't know about Canterbury park.● You can bet on horses or go to the casino

Appendix Q13 “other” Answers● Derby Days Event

● Friends● Girls● Haven't been● I go to events held there by external parties, like the Junk Bonanza● Just a fun way to spend the day and dress up● Might be drunk● Parking lot for Golf events● Part of a group that owns a horse● Puppy dog races● The Parking lot for the Ryder cup and PGA championship● Used to go - invited by an owner of a horse racing● Work functions● Working

Appendix Q16 “other” Answers● 4

● A weekend instructional class provided by Denzel Washington and Julius Ceasar

● Face to face with Betsy Tozier● Facebook● Friends● I couldn't get this part to work● I would prefer not to derive

entertainment from animals● Least effort possible● n/a