Project: Ajax Downs Racetrack & Casino
Role: Lead Web Strategist & Developer Focus: Entertainment Hub, Real-Time Data Integration, Event Marketing, Hybrid Audience Engagement
Project Overview Ajax Downs, Ontario’s home for Quarter Horse Racing, required a digital platform that matched the high-speed excitement of the track. The challenge was to create a unified destination that serves two very different audiences: families looking for a Sunday outing and serious handicappers needing real-time racing data. The redesign transformed the website from a static informational page into a dynamic entertainment hub, seamlessly integrating live streaming, betting guides, and event calendars.
Key Deliverables & Features
- Real-Time Racing Integration: To serve the core racing audience, we built a high-performance data center within the site.
- Live Stream & Replays: Integrated a low-latency video player that allows fans to watch live races directly on the homepage or browse a searchable archive of race replays.
- Dynamic Race Calendars: An automated schedule system pulls race dates and post times, ensuring the “Next Race” countdown is always accurate.
- Hybrid Audience Strategy (Family vs. Gaming): The user interface was carefully segmented to direct traffic to the right experiences without cross-contamination.
- Event Promotion Engine: A vibrant, image-heavy “Events” section highlights family-friendly activities like “Canada Day” and “Craft Brewery Day,” driving foot traffic to the venue.
- Wagering Education: To convert casual visitors into fans, we developed a “How to Bet 101” resource hub, breaking down complex handicapping terms into simple, approachable guides for beginners.
- Horsemen’s Resource Portal: Beyond the public face, the site serves the operational needs of the racing community.
- Digital Race Office: A dedicated section for horse owners, trainers, and jockeys provides instant access to condition books, overnight sheets, and entry forms, streamlining communication between the track and the stables.
- Venue & Dining Showcase: To support the facility’s hospitality revenue, specific workflows were created for on-site amenities.
- The Getaway Restaurant: A dedicated microsite experience for the trackside restaurant features downloadable menus and reservation calls-to-action.
- Simulcast Lounge Info: Real-time updates on off-track betting hours and simulcast schedules keep the venue active 7 days a week, even when live racing isn’t running.
The Outcome The new Ajax Downs website has become the central nervous system for the track. It successfully balances the high-energy promotion needed to attract new fans with the data-heavy utility required by seasoned bettors and horsemen. The result is increased digital engagement, higher event attendance, and a streamlined experience for the racing community.
