Harrah’s, Rio money makes Foyt cars go

Friday, May 26, 2000 | 10:47 a.m.

Las Vegas' ties to Sunday's 84th annual Indianapolis 500 run deeper than the four local drivers competing in the "Greatest Spectacle in Racing."

When the green flag drops on the 33-car field, three entries will be sponsored by Las Vegas-based Harrah's Entertainment, Inc., and four-time Indy 500 winner A.J. Foyt owns all three.

But local drivers Jimmy Vasser, Al Unser Jr., Richie Hearn or Davey Hamilton won't be driving any of the three.

Eliseo Salazar, who will start the race on the outside of the front row, will sport the Rio Suite hotel-casino logo on the sides of his No. 11 G-Force/Oldsmobile while the cars of Jeff Ward (second row) and Billy Boat (11th row) will carry the Harrah's colors for the 200-lap race.

Harrah's Entertainment began its association with A.J. Foyt Racing last summer when the casino company signed a three-year, multi-million dollar agreement with the racing legend.

Although this will be the first Indy 500 for Harrah's as a primary sponsor, the company's manager of strategic alliances, Auston Dimitry, said Harrah's already is reaping the rewards of its venture into motor sports sponsorship.

"We've been the primary sponsor with A.J. now for almost a year and the program has just evolved into something that has been an effective way to reach out to people -- both our existing customers and also racing fans who already visit casinos nationwide," Dimitry said.

"It's a real unique way to boost our brand awareness and offer our customers some unique experiences. When we were first assessing this opportunity, we saw the natural synergies between the racing fans and gambling. All the indexes and indicators led us to believe that this was a good opportunity for us to pursue and it has paid off since we made that decision."

It paid off better than Dimitry could have expected last Sunday, when Boat made a dramatic final-hour attempt to qualify for the race -- first in one of Ward's backup cars (carrying the Harrah's logo) then, in the final minute of "bump day," in one of Salazar's Rio-sponsored cars.

"Another big element is all the media exposure we have been getting from being on TV," Dimitry said. "What a dramatic story that was, Billy Boat getting out there with 28 seconds to spare and being able to qualify on the 11th row."

Dimitry and other Harrah's officials are in Indianapolis this weekend, entertaining 50 of the company's high rollers. Foyt provided 40 tickets between the start/finish line and turn one and another 10 seats in his private suite for Harrah's guests, Dimitry said.

Craig Hudson, vice-president of brand marketing for Harrah's (which acquired the Rio in 1998), said there is a natural tie-in between auto racing and gambling.

"There is a thrill and excitement with racing and there's a thrill and excitement with gaming and, to me, there's a natural link," Hudson said. "They are both forms of entertainment that people are very passionate about.

"Of all the things we could have sponsored, this seems like one of the smartest moves."

To emphasize that point, Dimitry said Harrah's provides a portable "casino" for its guests at races nears its properties.

"We try to give them a little bit of a casino experience at the track," he said. "We'll bring in roulette tables and blackjack tables and give them 'Harrah's Bucks' to give them a chance to play and try to win merchandise and things like that."

Dimitry said Harrah's officials have been so pleased with their foray into motor sports sponsorship that they plan to include racing themes in future national marketing campaigns.