Established in 1898, Fasig-Tipton Company, Inc. has dominated the thoroughbred auction industry with innovative business practices since it sold the great Man o’ War as a yearling in Saratoga in 1918. The company recently demonstrated innovation again when it became the first thoroughbred horse auction company to deploy a mobile digital signage network. The digital network has improved buyer experiences at Fasig-Tipton’s auction locations, which move around the country from city to city.
Fasig-Tipton contracted with Hammond Communications Group to design, implement and manage the mobile network, which is built on the Scala 5 software platform. Hammond was challenged to create a cost-effective, mobile, solid-state network that could input many sources of content and redistribute the content to 65 LCD screens positioned throughout a 1-square-mile facility.
The screens are a combination of public displays that broadcast exciting racing content, and interactive kiosks that deliver on-demand horse-specific information. Fasig-Tipton is able to stream exciting high-definition, live-action content such as racing feeds during auctions to attract and excite potential thoroughbred buyers. At the same time, patrons can use a remote control to change channels and access the specific content required to make a purchase decision such as a horse’s latest updates, workout videos and sales results.
“Before the new digital signage network, we used banks of TVs set up with DVD players showing pre-recorded horse performances, but all of this can now be presented in real-time, in high definition,” said Max Hodge, Director of Client Services, Fasig-Tipton. “Our customers absolutely love the system, and our competitors haven’t been able to come close to matching it.”
Because auctions are held all over the United States, Fasig-Tipton required mobile technology. Hammond built the system and cabled it in road-worthy, shock-mounted mobile racks that can be rolled in, plugged in and up and running quickly at each auction site. The network includes two servers and more than 20 media players, providing 720p channels and supporting multiple content sources, including VGA, DVI, HDMI, SD/SDI, HD/SDI, HD cameras, live Internet streaming, OFT and satellite. The completely mobile digital signage network features:
• Six interactive touch-screen kiosks;
• AS400 database integration;
• Website integration;
• International racing feed capabilities on up to 10 contiguous channels;
• On-demand high-definition video library searchable by Horse ID numbers (HIPs);
• Satellite feed capabilities through two channels;
• Four channels of off-the-air broadcast capability;
• 65 LG high-definition displays ranging from 26-inches to 55-inches;
• High-definition Sony remote-controlled cameras for live camera feeds; and
• High-definition tote board auction display.
The Scala-driven system has already supported Fasig-Tipton at more than 13 sales in five different locations.
Formed in 1898 by William B. Fasig and Edward A. Tipton, Fasig-Tipton Company Inc. is North America’s oldest Thoroughbred auction company. Today, Fasig-Tipton is headquartered in Lexington, Kentucky.
About Hammond Communications Group
Hammond Communications Group is a full-service multimedia communications company specializing in digital signage applications. For digital signage, Hammond provides turnkey solutions with core competencies that focus on content creation, content management, custom Scala programming, database integration and network operations. For multimedia, Hammond provides video/film production, video news releases, DVD presentations, 3-D computer animation, virtual tours, Website development, interactive sales and marketing presentations, computer-based training applications and development.
Driving more than 500,000 screens worldwide, Scala (scala.com) is a leading global provider of digital signage and advertising management solutions. Scala is the world’s first connected signage company, offering the leading platform for content creation, management and distribution in digital signage networks and the first unified platform for advertising management of both traditional and digital signage networks. The company's digital signage customers include Rabobank, IKEA, Burger King, T-Mobile, Virgin MegaStore, Warner Brothers, The Life Channel, Rikstoto, Repsol, NorgesGruppen, Audi, ECE Flatmedia, Kaufhof (Metro Group) and thousands more. Advertising management customers include CBS Outdoor, Clear Channel Outdoor and Magic Media, among others. Scala is headquartered near Philadelphia, USA, and has subsidiaries in Canada, The Netherlands, France, Norway, Germany and Japan, as well as more than 450 partners in more than 60 countries.