Delaware Park chooses SAS

20 November 2007

CARY, North Carolina -- (PRESS RELEASE) -- SAS, the leader in business intelligence, announced that Delaware Park Racetrack & Slots selected SAS for Patron Value Optimization to maximize loyalty and share of entertainment budget. Key to SAS for Patron Value Optimization is SAS Enterprise BI Server, which delivers self-service reporting and analysis to business users for faster, more informed decisions.

As Pennsylvania's first slots arrived this year, nearby Delaware Park faced new competitors. "Gaming is the perfect industry for leveraging business intelligence technology investments to drive profitability," said Suzanne Fiero, SAS Industry Development Manager. "Since 1937, Delaware Park has carried on the state's racing tradition, which dates back to Colonial days. The track added slot machines in December 1995. Patron value optimization strategies are essential to helping Delaware Park achieve its growth goals, enabling staff to effectively focus on patron development and patron loyalty."

Using SAS, Delaware Park will better understand player preferences as well as the impact of racetrack, slots and non-gaming revenue. Sharing critical insights among guest-facing personnel, decision makers and business analysts will further unleash the power of this information.

"There are also niche software players in the gaming industry, but we chose SAS because it brought us an intelligence platform versus a proprietary black box," said Christer Farr, Senior Vice President of Information Technology at Delaware Park. "A clear champion in business intelligence, SAS has unmatched analytical capabilities, expertise in the gaming industry and a long track record of delivering results. We're betting on SAS for Patron Value Optimization to help us measure and track patron activity so we can quickly design offers that improve the gaming experience."

Working with WhiteSand Consulting and Qualex Consulting Services, SAS is delivering gaming-specific enterprise intelligence at Delaware Park through the SAS Enterprise Intelligence Platform, integrating individual technology components in the existing IT infrastructure into a single, unified system. The resulting information flow transcends organizational silos, diverse computing platforms and niche tools – and delivers new insights that drive value for the organization.


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