U.S. racing struggling without TV presence

[gm10]

Another good piece from Alan Shuback. The bit about the failure of the business model is spot on, hopefully people will listen. Hopefully Monmouth will succeed in attracting families and young people to their improved product.

"This is the American racing industry in its latest, most extreme form of panic mode. Attendance is down. Handle is down. The quality of racing is down. "
....

"Perhaps the biggest difference between American racing and the products in Europe and Asia is the lack of a central American authority. [..] have strong jockey clubs that can -- and have -- put the kibosh on many of the negative influences that have run American racing aground. They include an effective ban on raceday medication and an ability to prevent too much racing from clogging the arteries of horse, horseman, and player alike. "

...

"In countries like Britain, Ireland, Japan, Hong Kong, and Australia, racing is marketed as a three-prong attraction: as an equine sport, a social outing, and as a venue for gambling. The marketing models of virtually all American racetracks over the last quarter-century have been geared toward attracting not merely the gambler, but the big gambler. [...] The result are aging tribes of disheveled, lone wolves prowling increasingly empty grandstands, creating an atmosphere hardly conducive to attracting young people, women, or families to the track."

...

"And then there are the American television networks, which collectively disdain racing as if it was the leading cause of eye cancer. [...] Racetracks can talk all they want about simulcast wagering, new exotic wagers, and T-shirt giveaways. [...] But until they bring their product to the American public en masse, they will continue to strangle themselves."


http://www.drf.com/drfNewsArticle.do?NID=113177

[horses4courses]

I agree that the lack of a US governing body for the sport of horse racing hurts the industry here. However, putting emphasis on a lack of TV coverage is BS.....

Horse racing in the UK recently lost all coverage by the BBC, their leading media source, which has been a major cause of controversy within the racing industry there. The general public couldn't care less, by all accounts.

To say that a lack of interest in horse racing among young people is a US phenomenon is total fantasy, and ignores the facts.

We are not alone in experiencing that problem....and we will get a better response from younger players marketing the tracks themselves better, plus through playing racing online, than we ever will through television.

[gm10]

I agree that the lack of a US governing body for the sport of horse racing hurts the industry here. However, putting emphasis on a lack of TV coverage is BS.....

Horse racing in the UK recently lost all coverage by the BBC, their leading media source, which has been a major cause of controversy within the racing industry there. The general public couldn't care less, by all accounts.

To say that a lack of interest in horse racing among young people is a US phenomenon is total fantasy, and ignores the facts.

We are not alone in experiencing that problem....and we will get a better response from younger players marketing the tracks themselves better, plus through playing racing online, than we ever will through television.

There is still a lot of coverage from Channel 4 (as he mentioned n the full article). But no, in general people don't really care, so it's very good that the authorities are fighting because the public won't, they will just watch whatever comes on next.

I don't think there is a lack of interest, no, but it is certainly true that most horse racing in the US does not attract young people, families, etc as it does elsewhere.

[DJofSD]

I agree that the lack of a US governing body for the sport of horse racing hurts the industry here. However, putting emphasis on a lack of TV coverage is BS.....

Horse racing in the UK recently lost all coverage by the BBC, their leading media source, which has been a major cause of controversy within the racing industry there. The general public couldn't care less, by all accounts.

To say that a lack of interest in horse racing among young people is a US phenomenon is total fantasy, and ignores the facts.

We are not alone in experiencing that problem....and we will get a better response from younger players marketing the tracks themselves better, plus through playing racing online, than we ever will through television.
I would agree.

If there was a factor that has been overlooked, it is the exposure or presence of horses on a first hand basis. Whether it be on the farm, in sport or pleasure, over the years people are less and less exposed to seeing horses in person. Unless you already have an appreciation of horses, seeing them on TV is not going to entice you to want to know more let alone bet on a race.

Kids that grow up playing team sports like football (both flavors), baseball, basketball, etc., take those experiences with them as they grow up. Or, they learn to appreciate the sport from family and friends. As an adult, they automatically are drawn towards what is familiar and comfortable. What experience do people have from childhood regarding horses they can look back on and now enjoy as an adult?

What racing has been reduced to is marketing the betting experience. People have better options when it comes to gambling and there really is not anything that sets racing apart.

[gm10]

Just read Crist's piece about Monmouth at DRF.com. Without realizing, he sums up perfectly what the problem is with the perception of the industry leaders.

"Even so, the math simply doesn't work for Monmouth's million-a-day purses to be a renewable or sustainable program beyond this year. Track officials are predicting a 25-percent handle increase, but in fact handle would have to more than triple to support the gaudy purse structure on an ongoing basis."

No it doesn't. There are other factors which have neglected for too long: a) on track spending and (b) more importantly, preserving the current, and building a future fan base. If the new model makes people 50% more likely to go back next year, then you need to take that into account as a future source of income. Expressing the whole business as handle is very short-term and I think term is up.

[beertapper]

Just read Crist's piece about Monmouth at DRF.com. Without realizing, he sums up perfectly what the problem is with the perception of the industry leaders.

"Even so, the math simply doesn't work for Monmouth's million-a-day purses to be a renewable or sustainable program beyond this year. Track officials are predicting a 25-percent handle increase, but in fact handle would have to more than triple to support the gaudy purse structure on an ongoing basis."

No it doesn't. There are other factors which have neglected for too long: a) on track spending and (b) more importantly, preserving the current, and building a future fan base. If the new model makes people 50% more likely to go back next year, then you need to take that into account as a future source of income. Expressing the whole business as handle is very short-term and I think term is up.

could it be that Crist is biased to the NY tracks?

[Tom]

Compare Monmouth's cared today to Belmont.
Which offers the better betting?

[craigbraddick]

While it is true the BBC have drastically cut back their racing coverage, they have for a long time shown less racing than Channel Four, even back to the pre-Channel Four days when racing had to share airtime with other sports on ITV.

Wha has not been mentioned is At The Races is free to practically the entire population, so racing has plenty of media attention in the UK, as well as regular radio broadcasts, a daily newspaper that costs no more than $2.50 and if one ventures into any bookstore, one can find shelves of books on racing and handicapping, not so at your average US Barnes and Noble.

Some tracks in the USA are attacking using the three prong approach mentioned earlier, but it does seem many members of racetrack management continue to go around in a circle while saying it will never change but can't see it will never change as they continue their journey repeatedly through the circle.

Network TV coverage doesnt have to be about fashions, celebrities or "human interest" stories. Horse Racing is one of the ultimate forms of real "Reality Television."

A wager has to be developed where in a short 60-90 minute slot, network TV can team up with 2 or 3 tracks, maybe show 6 or 7 races and run with a gambling organization an accumulator bet on the races, showing how many tickets are left in after each race and then for the last race maybe contacting some of the people still in and making a big deal out of it. People can phone their wagers in, do them online or at any track or OTB.

I daresay we also need a national authority with some balls and power to co-ordinate the state racing organizations into providing the general public with a solid and sustainable product.

Craig

[comet52]

I think this idea that gets floated often that what you need is a constant barrage of races, that this will somehow make it interesting to the otherwise bored people who want instant gratification, is simply an approach that can't work.

What racing needs to do is sell the on track experience as more than just a card of races. Successful venues have done this in recent years with night concerts and other sorts of promotions that get people to the track and create a party atmosphere, so it's not just about sitting there watching races.

Most guys on these boards are die-hard punters and they have no clue when it comes to the question of how to get butts in the seats, any more than most racing executives who are either corporate bschool drones or horsemen of some stripe who can't figure why everyone doesn't love horsies like they do. Times have changed.

There is a way to save racing and it involves making the racing experience something more than you can get in a smoke filled casino pulling a slot, or in front of an internet screen. There are plenty of competent out of work marketing people in this world who given a chance, could come up with something that sells the product, makes it fun to be there in person, and so on. It's worked already in some places.

But some crazy 9 races in 15 minutes scheme? That means nothing to anyone but the racing fanatic, who can already get that at home on a computer or sitting in a racebook or otb.

[Robert Goren]

Even when they have TV coverage, they do fluff pieces about owners, trainers and jockeys. Horse racing is about picking winners. That what they need to do, nothing to fancy like ability x ratings, but some basic stuff with some interesting people, maybe celebrities doing it. JMO

[gm10]

could it be that Crist is biased to the NY tracks?

Yes I think he is. I've read his books and I respect his opinions, but lately he's been behind the curve when it comes to the big topics (race medication, business models, surfaces).

[Dahoss9698]

Another good piece from Alan Shuback.

I stopped reading after this.

[gm10]

While it is true the BBC have drastically cut back their racing coverage, they have for a long time shown less racing than Channel Four, even back to the pre-Channel Four days when racing had to share airtime with other sports on ITV.

Wha has not been mentioned is At The Races is free to practically the entire population, so racing has plenty of media attention in the UK, as well as regular radio broadcasts, a daily newspaper that costs no more than $2.50 and if one ventures into any bookstore, one can find shelves of books on racing and handicapping, not so at your average US Barnes and Noble.

Agreed with ATR, but certainly not on the literature part. American handicapping literature is miles ahead of the British counterpart in terms of quantity and quality. IMO.


Some tracks in the USA are attacking using the three prong approach mentioned earlier, but it does seem many members of racetrack management continue to go around in a circle while saying it will never change but can't see it will never change as they continue their journey repeatedly through the circle.

Network TV coverage doesnt have to be about fashions, celebrities or "human interest" stories. Horse Racing is one of the ultimate forms of real "Reality Television."

A wager has to be developed where in a short 60-90 minute slot, network TV can team up with 2 or 3 tracks, maybe show 6 or 7 races and run with a gambling organization an accumulator bet on the races, showing how many tickets are left in after each race and then for the last race maybe contacting some of the people still in and making a big deal out of it. People can phone their wagers in, do them online or at any track or OTB.

I daresay we also need a national authority with some balls and power to co-ordinate the state racing organizations into providing the general public with a solid and sustainable product.

Craig

[thaskalos]

TV exposure cannot help a business which is offering an inferior product at an inflated price...and that is what is being offered by the US racing industry for many years now...

Yes...the game needs a racing czar, but whom are they going to pick? An intelligent, street-smart, Andy Beyer type, who has his finger on the pulse of the horseplayer and knows what the horseplayer wants...or a Harvard MBA type who will continue to run this game as if it were a form of entertainment instead of the serious gambling game that it is?

The main difference between racing in this country and England is not TV exposure. It is the fact that the drug and gambling laws over there allow their citizens to play a game that is much easier to beat than the one we are forced to play over here!

[letswastemoney]

Even when they have TV coverage, they do fluff pieces about owners, trainers and jockeys. Horse racing is about picking winners. That what they need to do, nothing to fancy like ability x ratings, but some basic stuff with some interesting people, maybe celebrities doing it. JMO
Nonsense!!!! I'd like to see more celebrity chefs making food in front of a Bravo audience!!!!