Bryan Pettigrew, Vice President & General Manager, Sam Houston Race Park

In an interview with Invest:, Bryan Pettigrew, vice president and general manager of Sam Houston Race Park, discussed how population growth, evolving consumer expectations, and strategic diversification are driving momentum in Texas’ horse racing industry. He highlighted the importance of balancing traditional racing with entertainment offerings and leveraging technology to enhance the guest experience. “Looking ahead, continuing to attract new customers while maintaining strong relationships within the community will be essential to our growth,” Pettigrew said.

How would you describe the environment for horse racing in Texas, and what trends are impacting your operations?

Texas is a vibrant, business-friendly environment, and there are a lot of people moving into the state. We are fortunate because we are seeing increases in wagering on-site and growth in attendance. Almost every day, we encounter new customers coming to the track, many of whom are new to Texas.

We are also seeing first-time customers — people who are just turning 21 and are experiencing horse racing for the first time. That has contributed to steady growth year over year the past few years.

What developments or initiatives have contributed to your performance?

During our most recent Thoroughbred season, we saw a 9.8% increase in wagering and about a 4.5% increase in attendance. Two key initiatives contributed to that growth.

First, we transitioned to a cashless system for admissions, food, and merchandise, encouraging customers to purchase tickets online in advance. That has improved operational efficiency and allowed customers to use their cash primarily for wagering.

Second, we introduced a program called Bet Central, where younger team members help customers learn how to bet. They guide guests through reading racing forms, selecting horses, and using wagering systems.

That educational component has been especially valuable in engaging new customers and helping them feel more comfortable with the sport.

Given regulatory and funding uncertainty, how are you approaching planning and investment for the coming seasons?

In Texas, there are three Class 1 tracks, located in Houston, San Antonio, and Dallas-Fort Worth. Our parent company, Penn Entertainment, operates the tracks in Houston and San Antonio, and we have made a long-term investment in the state.

We are seeing that investment pay off through increased customer engagement and a broader mix of events. While we race six months each year in Houston, the facility is open year-round. Customers can watch and wager on races from around the world, including Australia, Japan, England, South America, and across North America.

Outside of racing season, we host a wide variety of events — corporate gatherings, concerts, ride-and-drive experiences, carnivals, and more — which help keep the venue active and relevant throughout the year.

How are you balancing traditional racing with a broader mix of entertainment and events?

Over the past couple of decades, racetracks across the country have had to diversify to attract new audiences. That means creating promotions and events that appeal to people who may not be familiar with horse racing, while still maintaining the integrity of the core product.

Our facility offers a unique alternative to traditional sporting events. Businesses can host meetings, large-scale events, and outdoor experiences at the track. We have the space, infrastructure, and flexibility to accommodate a wide range of uses.

Additionally, we are part of Penn Entertainment, which operates properties across the country. Through our loyalty program, Penn Play, customers expect a high-quality experience — good food, entertainment, and service. We are competing not just with other racetracks, but with a wide range of entertainment options, so delivering a consistent and enjoyable experience is critical.

How are you managing costs while continuing to invest in the guest experience?

We take a balanced approach. Our focus remains on the core horse racing product, while we have also dedicated resources to promotions and events that bring in new audiences.

We host themed events and activities throughout the season, from specialty races featuring animals like camels and ostriches to major events like Kentucky Derby Day, which includes themed experiences, live music, and entertainment. We also run targeted promotions, such as college nights, to attract younger audiences.

These efforts help us create a diverse and engaging environment that appeals to a wide range of customers, from families to corporate groups.

How are you approaching talent attraction and retention across your operations?

One of the most exciting aspects of the industry right now is seeing the next generation step into leadership roles. We are seeing younger managers, as well as new horse owners and trainers, taking over operations and bringing fresh perspectives.

At the track, we have a strong management team across operations, marketing, and racing. That mix of experienced professionals and new talent helps us stay competitive and continue evolving.

It is also important to recognize that we are competing for entertainment dollars not just locally, but regionally. Customers have many options, and we have to deliver a compelling experience to keep them engaged.

What role is technology playing in your operations and guest experience?

Technology is a significant part of our business. Through our loyalty program, we can track customer activity, from wagering to food and merchandise purchases, and reward them with points that can be used across our properties nationwide.

We are also seeing increased adoption of mobile wagering, particularly among younger customers who prefer to place bets on their phones while at the track. In addition, we have introduced new wagering machines with modern interfaces that enhance the overall customer experience.

These tools help us stay competitive and meet the expectations of today’s customers.

Where do you see the biggest opportunities for growth in the coming years?

A lot of it comes down to execution — having a strong management team and using all available tools, including social media, advertising, and community engagement, to attract new customers.

We want to ensure that we are offering an experience that is affordable, enjoyable, and safe, whether someone is coming for racing or for an event. Community involvement is also key. Our team is active in local organizations, chambers of commerce, and charitable events, which helps us stay connected and visible.

Looking ahead, continuing to attract new customers while maintaining strong relationships within the community will be essential to our growth.

How does Houston stand out as a market for your business?

Texas continues to grow rapidly, and factors like the absence of a state income tax make it an attractive destination. We are seeing not only population growth, but also an influx of horse owners, breeders, and businesses relocating to the region.

Houston, in particular, has experienced consistent growth over many years, driven by industries such as technology, medicine, AI, and data centers. That expansion brings more residents, more jobs, and ultimately more customers to our facility.