NYRA completes mobile-first redesign of NYRA.com

by Pat McKenna

The New York Racing Association (NYRA) is proud to announce the completion of a mobile-first digital redesign of NYRA.com, and related websites for Saratoga Race Course, Belmont Park, and Aqueduct Racetrack.

 NYRA teamed with digital agency Culture Foundry to design and build this new digital platform. Together, they outlined an ambitious plan to redesign the NYRA.com digital network, including a phased 2016 re-launch schedule for the NYRA track websites. 

 Launch dates:

• Saratoga Race Course: July 20, 2016

• Belmont Park: September 7, 2016

• Aqueduct Racetrack: October 27, 2016

"The redesign of NYRA.com optimizes the user experience across mobile, tablet, and desktop, and presents horseplayers and fans with innovative new applications such as Race Day Live," said NYRA Senior Vice President and Chief Experience Officer Lynn LaRocca. "This is a significant step in the digital transformation of NYRA and signals yet another milestone in our continual efforts to enhance the guest experience."

 "Our view is that project success starts with great clients who believe in what they're doing and put their customers first," said Culture Foundry CEO Hans Bjordahl. "That absolutely describes NYRA. We look forward to a long-term partnership and the exciting new initiatives to come." 

 Each of the responsively designed NYRA track websites maintain a distinct brand identity while working together in an umbrella network as a cohesive and centrally managed whole. 

 Among the innovations is the Race Day Live streaming console, a one-stop destination for horseplayers and fans, accessible via desktop, mobile, and tablet applications.

 Offering free live video for NYRA Bets members, race replays and multiple camera, side-by-side options, fans can now customize their online viewing experience across all three of NYRA's historic tracks, taking advantage of NYRA TV's real-time, high-definition feed while accessing wagering information, event calendars, news archives and upcoming schedules. 

 NYRA.com features real-time data for entries, results and meet statistics. Leveraging the application program interface, NYRA.com synchronizes race data from Equibase and provides timely information for horsemen via Incompass Solutions.

 A reimagined event calendar offers fans a digital concierge, including a daily itinerary comprised of the racing program, wagering promotions, television schedule, and special events. The event calendar includes daily, weekly and monthly views.

 Placing bets are easier than ever, as NYRABets.com is integrated across all three sites. NYRA Bets offers lucrative rewards, instant signup, free funding options, express funding, no wagering transactions fees and three convenient ways to wager: on-track, online or via a mobile device. Please visit NYRA.com and NYRABets.com for additional information.

 About The New York Racing Association

 The New York Racing Association was founded in 1955 and is franchised to run thoroughbred racing at New York's three major tracks (Aqueduct Racetrack, Belmont Park, and Saratoga Race Course) through 2033. With a lineage of nearly 150 years, NYRA tracks are the cornerstone of New York State's thoroughbred industry, which contributes more than $2 billion annually to its urban, suburban and rural economy. 

 In 2015, more than 1.75 million people attended the live races at NYRA tracks. Factoring in nationwide off-track wagering, the average daily betting handle on NYRA races totaled more than $10 million. NYRA.com is the official website of The New York Racing Association. Follow us on your favorite social media platform, including: Facebook, Twitter, Instagram, and YouTube.

 About Culture Foundry

 Culture Foundry creates beautiful technology that connects people with transformative experiences.

 A full-service, one-stop partner for all things digital, Culture Foundry has applied its expertise in strategy, design and technology to build an impressive track record of delivery in industries as varied as media, music, sports, entertainment, construction and real estate. With a long history of success in the field, Culture Foundry is also arguably the world's most experienced digital agency in the domain of thoroughbred horse racing. 

 More information about Culture Foundry can be found at www.culturefoundry.com.