Magical is a big word

My hairdresser just returned from Disneyland. Over the course of my three-hour appointment yesterday, he called the place magical no less than 14 times. Upon the 15th utterance, I cringed, recoiled and begged him to pick another adjective. Clearly offended, he demanded to know my last magical moment. (This, BTW, is just a hairdresser’s clever ploy to milk a somewhat tight-lipped client for dirt.)

I offered the following instead.

I had four magical days last week, I informed him. And not only did I keep all those Disney dollars in my pocket, I was actually paid to be part of it.

Magical is a big word, and not one to be tossed about frivolously. So, when I say this past weekend at Grand River was magical, you better believe it rocked.

With the help of the Ontario Harness Horse Association (OHHA), we staged three events over four days. The costs were maintained, the efforts were spread across many eager hands, and the benefits were immediately tangible.

Our Showtime Staff Training program ran 10 hours between Friday and Saturday, and involved 50 front-line staff from Grand River, Hanover Raceway, Georgian Downs and Western Fair Raceway. When we created this interactive, hands-on program a few years ago, we sought to educate, empower and engage our workforce. Most track staffers are part-time, and often seasonal. Most know very little about harness racing. But, they can certainly learn.

If we can’t sell the allure of racing to our front-line staff, what reasonable chance do we ever have of them selling the experience to clients? And how much more refined is their appreciation of the industry once they’ve actually harnessed and jogged a horse? One employee called it sick which is pretty much the modern equivalent to magical. : )

Sunday was our Backstretch Open House. I hoped for 100 people, and got 240 over the course of four hours. Helpers at our six interactive stations were gleefully maxed out, and even our fearless leader, Dr. Clarke (who – respectfully -- never met a harness racing conversation he didn’t like) said he spoke all the words he could possibly speak for one day.

OHHA’s youth camp horses were also good sports, having accommodated drivers from the ages of two to 82. Our helpers and presenters included many of our own employees, volunteers Jane Belore and Nick Boyd, OHHA staff and executive, and Rick Rier from the Ontario Racing Commission. Although I never actually heard the word magical, Princess Isabella (Isabella’s horse name for the day) exclaimed loudly that jogging a horse was “way, way better” than helping her dad wash the car.

Finally, on Monday night, OHHA and the youth camp steeds wrapped up a great weekend with So You Think You Can Drive. Fifteen patrons took to the track between the races. Again, I never heard the word, but I safely inferred it from the bulging eyes and gigantic smiles.

At the end of the day, the marketing department at any track has to weigh cost versus benefit. We spoke candidly for one hour, to 240 people, about harness racing. Consider the positive impacts that investment will generate down the road.

I’d be hard-pressed to offer an example of a better return, dollar-for-dollar, than the one gained on the money spent this past weekend. The key is that we can’t do it alone.

Engaging people — be it staff, patrons, or prospective fans — and aiming to get a magical response is really and truly reliant on recruiting messengers that feel the magic themselves. So, thanks again to everyone — particularly our partners at OHHA — for helping spread the love.

• Open House photos
• Showtime Staff Training photos – Day 1
• Showtime Staff Training photos – Day 2
• So you Think You Can Drive photos