GSS Social Efforts Drive Real, Measurable Revenue for Texas Racing

People walking in the door at a racetrack in Texas are generating more money at the track, because the people showing up are arriving more engaged, more intentional, and more ready to spend thanks to social media.

Organic Social: Online Engagements to Onsite Value

+18% more revenue per person at the track.

After achieving record-breaking engagement in 2025, GSS's always-on content strategy has grown the track's social audience by over 50% since 2024, and more importantly, built an audience that actively engages. This season, Saves are up 67.5%, Shares up 20.3%, Comments up 31.5%. This performance exemplifies that audiences aren't passive followers. They're people bookmarking events, pulling friends in, and arriving at the track already invested.

That engagement translates directly to the bottom line: per-person spend is up 18% and wagering per cap is up to 20% higher so far this season. The engaged social audience is worth more at the gate.

Paid: Driving an Engaged Audience to Purchase

GSS drove an estimated 50% of monthly online ticket revenue.

GSS has evolved from awareness campaigns to a full-funnel strategy that ends in a transaction. In the midst of the track's 2026 season, GSS social ads have tracked 1,700+ Adds to Carts and 1,100+ online transactions. Purchase conversion value up 1,072% YOY and continues to grow.

In just one month, GSS's Meta campaigns generated an estimated & tracked purchase value resulting in half of all online ticket revenue that month.

That upward trajectory tells continues: In Q1 of 2026, total purchase conversion value is pacing to exceed last year's total. Cost per ticket sale is down 32% year-over-year while volume has surged.

Three years of online results, compounding into onsite revenue.

2026 results are not a coincidence. They are the return on a deliberate, full-funnel strategy that has attracted, engaged & converted an online audience into better guests: buying online in advance, purchasing premium tickets, & wagering more per visit.

Year 1 — Foundation

GSS builds digital presence from the ground up, driving Impressions (+117% YOY Increase) and online engagements (+37% YOY). New Followers are gained across Facebook, Instagram, X, YouTube and TikTok; establishing a comprehensive infrastructure for continued growth.

Year 2 — Full-Funnel Breakthrough

A record-breaking race meet sets the tone for a record-breaking year in online engagement. Every annual social KPI was exceeded. Paid Media begins driving lower-funnel, trackable results, with flagship events achieving a 12x ROAS.

Year 3 — Return on Investment

Online audiences and results continue to optimize to onsite revenue. Organic and Paid metrics prove the audience engagement moving further down the funnel, with deeper and more engagement that feeds paid results. In the 2026 season, paid media has tracked a resulting 2.81x ROAS in ticket sales, and cost per sale is down 32%. Onsite, the social audience shows up and spends with more in revenue on fewer attendees. It is the measurable result of 3 years of comprehensive storytelling, paid media optimization, and full-funnel digital strategy that emphasizes an audience that are better guests.

Ready to turn your online audience into measurable business results? Let’s talk.