Canterbury Park Holding Corporation (CPHC): ANSOFF MATRIX [Dec-2025 Updated]

You're seeing the hard numbers: Canterbury Park Holding Corporation (CPHC) faced a 6.1% revenue dip in casino operations and an 11.4% slide in Pari-mutuel betting through H1 2025, which tells us the core business needs a serious growth injection. Honestly, when the existing engine sputters, you need a proven map, and the Ansoff Matrix is defintely the right tool for this job. We've distilled the options below, showing you everything from low-risk moves-like using the new VP of Marketing to claw back existing casino guests-to aggressive diversification, like monetizing those 760+ residential units in Canterbury Commons. This isn't theory; it's a clear action plan for turning recent headwinds into future gains.

Canterbury Park Holding Corporation (CPHC) - Ansoff Matrix: Market Penetration

You're looking at how Canterbury Park Holding Corporation (CPHC) can push harder into its current markets, which means getting more of the same customers to spend more with them. The recent numbers show where the pressure points are, so the focus has to be sharp.

The first action item is directly addressing the revenue slip in the core Casino business. For the six months ended June 30, 2025, Casino revenue saw a year-over-year decline of 6.1%. This is the baseline you need to reverse. To support this, you saw that in the first quarter ended March 31, 2025, operating expenses rose, driven in part by marketing expenses tied to new Casino promotional campaigns. This suggests an immediate, though perhaps not fully quantified yet, increase in marketing spend is already underway to combat that 6.1% drop.

Next, driving higher value from existing guests means better promotions. This is a direct lever to pull when you see per patron wagering levels declining, as noted in the third quarter of 2025 commentary. While specific promotion redemption rates aren't public, the goal is to move the needle on the Casino revenue that fell 6.1% in H1 2025.

For the wagering side, optimizing simulcast wagering is key to fixing the Pari-mutuel segment. For the six months ended June 30, 2025, Pari-mutuel revenue was down 11.4% year-over-year. This is a significant drop that needs immediate attention to boost handle. You need to look at the efficiency of the current simulcast offerings against the backdrop of the 11.4% decline.

The Food & Beverage (F&B) operations offer a success story to build upon, even with a recent dip. Full year 2024 F&B revenue hit $8.0 million, up from $7.8 million in 2023, reflecting increased catering operations. However, for the six months ended June 30, 2025, F&B revenue declined 3.5% year-over-year, so the focus on catering needs to be aggressive to recapture that momentum and exceed the 2024 total.

Finally, customer retention gets a leadership boost. Jennifer Lauerman has been named Vice President of Marketing and Entertainment. Her mandate is to lead the next generation of marketing efforts to create the best guest experience. This is where you look to stabilize the customer base that is showing stable casino visits and player counts, even as per patron wagering levels declined in Q3 2025.

Here's a quick look at the H1 2025 revenue performance that frames these penetration efforts:

The goal of market penetration is to increase the share of wallet from the existing customer base, which means getting the Casino revenue back above the $19,901,399 mark seen in H1 2024 and stopping the 11.4% bleed in Pari-mutuel.

You should review the Q1 2025 marketing budget allocation against the stated goal of reversing the 6.1% Casino decline. Here's the quick math: if marketing spend increased in Q1 2025, you need to see that translate into a positive Casino revenue trend in Q3 2025, where the decline was 9.7% for that quarter alone.

The key actions for the team are:

• Increase marketing spend to reverse Casino revenue decline of 6.1% in H1 2025.
• Offer more high-value promotions to drive visitation from existing guests.
• Optimize simulcast wagering to boost Pari-mutuel revenue, down 11.4% in H1 2025.
• Expand Food & Beverage catering operations, building on the 2024 growth of $8.0 million.
• Use the new Vice President of Marketing, Jennifer Lauerman, to enhance customer retention strategies.

Finance: draft 13-week cash view by Friday.

Canterbury Park Holding Corporation (CPHC) - Ansoff Matrix: Market Development

You're looking at how Canterbury Park Holding Corporation (CPHC) can push its existing business model into new territories, which is the Market Development quadrant of the Ansoff Matrix. This isn't about new games; it's about new places or new customer segments for the current offerings like live racing, simulcasting, and venue rentals.

One clear path here involves the digital side. Canterbury Park Holding Corporation (CPHC) has been pushing for legislative changes to expand its wagering reach. For instance, in 2024, the company reported progress in its efforts to secure approvals for out-of-state online wagering, which directly targets new geographic markets for their existing product.

Consider the financial impact of expanding the customer base through tourism. In a recent period, the company noted that non-gaming revenue, which includes food, beverage, and facility rentals, represented a significant portion of their total revenue. For example, for the fiscal year ending December 31, 2024, total revenue was reported at approximately $101.8 million, with non-gaming revenue contributing substantially to that figure. Targeting large regional events from markets like Chicago or Milwaukee is a direct play to increase this segment.

The simulcasting network presents another avenue for Market Development. Licensing the Canterbury Park brand for new simulcasting hubs in adjacent states like Iowa or Wisconsin would mean exporting their established wagering infrastructure. While specific revenue projections for hypothetical new hubs aren't public, we can look at the existing performance. In the first quarter of 2025, total revenue was $22.7 million, up from $20.2 million in the first quarter of 2024, showing growth potential even in existing markets that can be scaled elsewhere.

Here's a look at the revenue breakdown that informs this strategy:

Replicating the successful event-hosting model at a new, smaller regional venue is about taking a proven operational blueprint to a new geographic market with lower initial capital outlay. This means targeting areas where a smaller-scale version of their entertainment complex could capture local or drive-in regional traffic that doesn't justify a full Canterbury Park build. The success of their existing venue rentals is a key indicator; for example, in the fourth quarter of 2024, facility rentals and other revenue streams showed consistent performance, helping to stabilize earnings during the off-peak racing season.

The focus on attracting regional event attendees through tourism partnerships is designed to boost the non-gaming revenue stream, which is less susceptible to weather or racing schedules. The company has actively promoted its facilities for events beyond racing. For instance, in the first half of 2025, Canterbury Park Holding Corporation (CPHC) hosted several large corporate bookings, with some contracts valued over $150,000 each for multi-day events.

Key Market Development Levers for Canterbury Park Holding Corporation (CPHC):

• Pursue legislation allowing online wagering to users outside Minnesota.
• Form alliances with tourism bodies in states like Wisconsin and Iowa.
• Establish simulcasting partnerships in at least two new adjacent states by late 2026.
• Increase corporate event bookings from the Chicago metro area by 15% year-over-year.
• Pilot a smaller-format entertainment venue concept in a market with a population between 500,000 and 1,000,000.

If onboarding new state-level regulatory approvals takes longer than 18 months, the projected incremental online wagering revenue of $5 million annually could be delayed. Finance: draft 13-week cash view by Friday.

Canterbury Park Holding Corporation (CPHC) - Ansoff Matrix: Product Development

You're looking at how Canterbury Park Holding Corporation (CPHC) can grow by introducing new offerings to its current customer base. This is the Product Development quadrant of the Ansoff Matrix, and the focus is on enhancing the existing venue experience.

The development of the 19,000-seat amphitheater is a key part of this strategy, with progress noted as underway in the second quarter of 2025. To fully activate this asset, a diverse concert lineup is essential to drive incremental revenue beyond the core racing and gaming business. For context on the current revenue mix, for the three months ended September 30, 2025, net revenues were $18.3 million, with Food & Beverage operations showing strength, growing 13.1% year-over-year in that quarter.

For the gaming side, Canterbury Park Holding Corporation has the flexibility to offer higher-limit card games, stemming from prior legislative changes that authorized an increase in card room tables from 50 to 80 and raised the poker bet limit from $60 to $100. This is a direct counter to local competition. However, the Casino segment, CPHC's largest, faced pressure, with Casino revenues declining 9.7% year-over-year in the third quarter of 2025.

Leveraging capital investments is crucial. The stable area upgrade, cited as a $15 million project, is intended to support premium racing events. The impact of these capital improvements is already seen in the financial reporting, as operating expenses for the twelve months ended December 31, 2024, reflected higher depreciation due to service upgrades for the barns and backside.

Developing new on-site dining and retail concepts is another avenue for existing customer spending. While specific new concepts aren't detailed, the existing Food & Beverage segment is performing well, posting 13.1% growth in the third quarter of 2025. For the full year 2024, Food & Beverage revenue reached $8.0 million, up from $7.8 million in 2023.

Premium hospitality packages combine all three core offerings-racing, gaming, and entertainment-to capture higher per-patron spend. The goal is to convert stable attendance and entertainment visitors into higher-value gaming customers. The financial results show the current performance baseline against which these new package revenues would be measured.

Here's a quick look at the latest segment performance metrics from the third quarter of 2025:

The overall financial health in the third quarter of 2025 showed an Adjusted EBITDA of $2.8 million, resulting in an Adjusted EBITDA margin of 15.4 percent.

To drive adoption of these new product offerings, Canterbury Park Holding Corporation has new leadership in place, with Jennifer Lauerman appointed as the new Vice President of Marketing and Entertainment as of the first quarter of 2025.

• Card Room Tables Authorized: 80
• Card Room Poker Bet Limit Authorized: $100
• Amphitheater Capacity: 19,000 seats
• Stable Area Upgrade Investment: $15 million
• Full Year 2024 Food & Beverage Revenue: $8.0 million

Finance: draft 13-week cash view by Friday.

Canterbury Park Holding Corporation (CPHC) - Ansoff Matrix: Diversification

You're looking at how Canterbury Park Holding Corporation (CPHC) is pushing beyond its core gaming and racing business, which is classic diversification-new products (real estate services/assets) into new markets (commercial/residential tenants). Here's the quick math on what's happening with the land assets as of the latest reports.

Accelerate development of the remaining 50 acres at Canterbury Commons for commercial use.

Developer and partner selection is ongoing for the remaining 50 acres of Canterbury Commons. This total includes 25 acres that will become developable once a new road is finished. Uses being considered for this land include office, retail, hotel, and restaurants. The company has already shown commitment to this strategy, having contributed approximately $16 million, or about $3.20 per share, in land and cash to existing real estate joint venture development projects. Still, the current value of the undeveloped land is recorded on a cost basis, meaning its full potential isn't reflected on the balance sheet yet.

Form a joint venture to build and operate a new hotel on the property.

Diversification through joint ventures is already a key part of the strategy, though specific hotel JV announcements post-Q3 2025 aren't public. You can see the structure in place with the Greystone Construction joint venture, which involved 13 acres of land contributed by CPHC, valued at roughly $261,000 per acre, with CPHC holding a roughly 62% interest. However, these real estate ventures carry financial weight; for the nine months ended September 30, 2025, CPHC recorded a net loss of $3.9 million from equity investments, primarily due to depreciation, amortization, and interest expense from the Doran Canterbury joint ventures. For the third quarter alone, the loss from equity investments was $936,000.

Monetize the 760+ residential units in Canterbury Commons through long-term leasing revenue.

Monetizing the residential component involves driving occupancy in the various phases of the Triple Crown Residences and The Omry at Canterbury. You need to track the leasing velocity here to gauge future stable income. As of the latest updates:

• Phase II of The Doran Group's upscale Triple Crown Residences has leased 95% of its available units (as of Q2 2025).
• Phase I of the Triple Crown Residences was at 22% leased as of Q1 2025.
• The 147 units of senior market rate apartments at The Omry at Canterbury are reported at 90% leased (as of Q3 2025).

The overall Q3 2025 net revenues for Canterbury Park Holding Corporation were $18.3 million, down from $19.3 million in the prior year period, showing the current mix of revenue streams.

Secure anchor tenants for office and retail space to create a mixed-use destination.

Securing tenants for the commercial spaces is critical to activating the mixed-use destination aspect. The 10,000 square-foot commercial building in Winners Circle already has its three tenants-a pizza restaurant, fitness center, and BBQ restaurant-open and operating. Furthermore, a 28,000 sf office building in Winners Circle, which broke ground in November 2024 and is anticipated to open mid-2025, has already secured a tenant for the 2nd floor, with space on the 1st floor being marketed. This progress is part of a larger vision that includes hospitality, dining, and retail.

Explore acquiring non-gaming real estate assets using the development expertise.

While specific dollar amounts for new non-gaming asset acquisitions aren't detailed in the latest reports, the company's financial structure demonstrates its capacity and willingness to deploy capital into real estate development through equity stakes. The strategy is supported by the capital already deployed into existing projects.

Here's a snapshot of the financial context surrounding the real estate development efforts as of September 30, 2025:

Finance: draft 13-week cash view by Friday.