Outdated club areas did not appeal to a younger audience; needed to grow business
Client needed to increase revenue generation, while furthering the venues already historic relationship with horse racing and the greater Los Angeles community.
Several areas of the venue were underutilized
The Chandelier Room has an important place in the history of Santa Anita Park, and thus the tast was to
update and modernize it, without losing some key aspects of its identity. Renovation of the existing space into a high-end social club included a mezzanine level walkway that connects the two stairways, allowing for a dramatic vantage point from which to view the room, and direct openings out onto the newly renovated Terrace Club Lounge seating.
While offering an excellent vantage point of the track, the new Terrace Club capitalizes on the direct access to the event room and bar inside making this new space one of the most popular areas in the entire venue. The newly appointed Terrace Club provides a unique communal viewing experience.
The existing space used as the Main Event Room was transformed into a permanent home for large events like Breeders Cup. This included new concessions areas, ticketing windows, audio visual displays, lighting, ceiling replacement, floor finishes and column cladding.
Creating new space in the venue that can be used to entertain was an enormous asset. Ideally situated directly over the track just past the finish line, this outdated owner’s suite was transformed into a multi-purpose hospitality area and Executive Meeting Room. Complete with indoor living/meeting space as well as an outdoor viewing terrace.
Converting an unused lounge area into an exclusive members-only VIP Club and Speakeasy created a valuable and much sought after asset to the race track An underutilized ticketing room was attracting only minimal traffic. It’s conversion into a Sports Book betting and gaming room + bar would create a new revenuecreating amenity within the venue, as well as attract a younger demographic currently underserved.