Edward DeBartolo Sr. Owner – Thistledown/Louisiana Downs/Balmoral (subsequently sold before opening of Remington in Oklahoma City) race tracks . . . Hired our firm to develop a factual understanding of patron attitudes, behavior, satisfaction levels and geographic dispersion so that marketing efforts could more effectively address how to increase the visitation frequency of light attenders and profitable high spenders, affectionately called “degenerates”. He immediately grasped the parallel between building shopping mall traffic (the foundation of his business interests) and attracting/serving race track patron