California Chrome Reaching Fans at Another Level

The Horse of the Year Inspires a Passion like No Other Horse Currently in Racing

LOS ANGELES — It was as if the lights on the front stretch of Los Alamitos Race Course needed time to wake up so they could illuminate the larger-than-usual crowd that showed up at 5:30 a.m. to see a big chestnut horse do a high-speed practice gallop around the track. In attendance were the three founding… [Read more…]

Horse Racing’s Language Lost in Translation

copyright AgameofSkill.com 2016 A while back Amanda Duckworth wrote an excellent piece for ESPN entitled “Word Play” that raised an important issue for those of us in the horse racing industry:

It was at this moment in time last week when I was approached by a woman who was astonished I knew how to read a [sales] catalog page. As the days have passed, I keep returning to our conversation because it highlighted a long standing issue: is horse racing’s vernacular keeping fans away?

Although all sports have their own terminology, horse racing takes things to another level. Take a gander at just a few of these words that a novice might hear on their first trip to the track.

Claiming races

Furlongs

Lasix

“Sheets”

Bug boys

Starter allowance

Maiden Special Weights

7/5 odds

Super Hi-5

Place Pick All

What comes second nature to most of us handicappers is like a foreign language to the overwhelming majority of the public.  I know this isn’t the first time this has been addressed, but it’s an important issue that I truly believe does keep potential fans away.

Maybe every entrant into every racetrack in America should have the opportunity to pick up a flyer that addresses the basic terms used and what they mean.  Education creates fans and we’re not doing nearly enough.

Smartphones and Sports Fans

Social Sports Poll - Smartphone Usage

Sports Marketing from Coyle Media, LLC.

Racetrack Management: Take Care of Your Fans

Who is your team?

Excerpt: “While pondering this, I couldn’t help but think of the difficulty horse racing has faced while trying to maintain and expand its fan base. As an industry, horse racing has been aware for some time that in order to survive it must do this, but that is far easier said than done.

The tricky thing with horse racing is there are no teams to cheer for. Loyalty to a runner rarely can last more than a few years, simply because said horse will be retired. People have favorite trainers and jockeys, but the star of the game has always been the horse.

It’s not like an NFL team that a family will follow for generations, through thick and thin. For instance, my family’s team is the Denver Broncos. While John Elway will always be beloved, our loyalty to the Broncos did not change when he retired. I guarantee that some of the fans Zenyatta picked up along the way retired from racing when she did.

Another unique aspect of the game is the gambling. Getting people in the door simply isn’t enough. The success of a race meet is not only judged by attendance but by handle.

For instance, Lone Star Park ended its spring thoroughbred meeting with a 10 percent increase in average daily attendance, which was the largest average daily attendance increase in the track’s history. But, overall handle was down and that had to be addressed. While pondering this, I couldn’t help but think of the difficulty horse racing has faced while trying to maintain and expand its fan base. As an industry, horse racing has been aware for some time that in order to survive it must do this, but that is far easier said than done.”

 

[READ THE ESPN PIECE] and share your thoughts here on AGameofSkill.com