Feb

13

What is a track to do?

by Barry Roos
Published: February 13, 2010 2 Comments
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We tend to sit around rambling how racing declines each year. I find my self doing just that. As I get closer to 50 I talk about how good the seventies and 80s were, and in many ways it is true. Racing has declined although every year there are great stories. Last year was a perfect example.

We are a mere candy shop, not really needed. A luxury that folks can choose to forego when times are tough and money is short. When you get laid off you need to have heat, food and basic necessities. You don’t need to bet the horses. Racetracks will continue to close if they don’t find a way to succeed.

So, what should they do, hope slots save them? Maybe for a while, but in the long run you have to find new fans. Slots players don’t run over to the races. I remember when Delaware first opened up the slots, I talked to a friend who was down there with a few horses. I said wow there must be a lot of new people at the races. He said no, they come for the slots and leave.

Ok, well maybe slots revenue helps the tracks to survive and keep the doors open. But you have to cultivate new fans. To do this you have to create more big days. For NASCAR every weekend is a big event. Racing has the Triple Crown, the Breeders’ Cup, and a few other good days.  The goal needs to be to create more big days fans can mark on their calendar. And tracks need to be flexible. Oaklawn deserves kudos for what they are doing, having a huge purse and putting together the one event all fans want to see, Zenyatta V Rachel. This will generate as much buzz as racing has seen in decades.

Hopefully other tracks will do the same and do everything they can to put together races people want to see. In the meantime, waive admission, get fans in the door. Give them a program with past performances. And hey how about a free hot dog and a coke? Once in the door, show them the beauty that is our sport. Many will become fans, and yes they will wager. But if you try and rape them at the door with parking, admission and the cost of a program and form? They will leave and rarely come back.

Racing is on life support, but we can keep the plug from being pulled. Lets start working towards that today.


Comments

2 Comments so far

  1. Paul Benequista on February 15, 2010 9:20 am

    Barry I think that you are right but the cost benefit has to be done in detail on the food admission program parking etc on the margin and of course you would forecast a increase in the fan base.

    I did the same thing at Delaware Park and found out what you found out and did it this past October.

    I am still looking to work in the business but this is making me even more discouraged.

    Hope you are doing well.

    Paul

  2. Barry Roos on February 15, 2010 10:35 am

    Hi Paul, nice to hear from you. Good point by you on the cost analysis. This is certainly where you have an expertise few in racing have and tracks would be wise to bring you into the fold.

    I figure they can print the programs w/pps themselves and the hot dog and drink are under a few dollars. My hope is most people would bet more than that. I think we compete with casinos, who give you real drinks, and benes to get people to come in, whether its a free hotel room for big players or other incentives. The days of opening the doors and getting big crowds are over except for the big events. But we can market ourselves to a very cheap alternatives to the major sports. At Fenway for instance it would cost you 112 for 4 bleacher seats, add parking and concessions and it is over 200 just for the real cheap seats. But I have yet to see a track market themselves that way. Even as a trial, free parking, a hot dog, etc. I would get them to fill out a form and grab their emails, and address. It could open up a whole new avenue in which to get new fans.

    Barry

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