With KISS frontman Gene Simmons recently joining forces with The Stronach Group to assist with marketing and entertainment at its thoroughbred racetracks across the U.S., Standardbred Canada asked harness racing's trainers and drivers which celebrities they would like to see form a promotional partnership with the sport in this week's video feature.
"We're going to make magic here," Simmons was quote as saying in a sgvtribune.com article while attending the 2012 opening day of Santa Anita Park's winter/spring meet on Boxing Day.
The rock legend not only brings star power to the thoroughbred tracks, but also a wealth of business and marketing expertise that goes beyond the music industry. In recent years, as a partner in Simmons Abramson Marketing company, he was involved in the "I Am Indy" campaign for the IndyCar Series.
According to the article, Simmons envisions bringing concerts, nightclubs, shopping and attractions like pony rides and hot air balloons to the Stronach tracks. Other promotional opportunities he envisions include charity outreach, college internships and a rehabilitation program in which wounded veterans would groom horses.
If you could hire a celebrity to help promote harness racing through special appearances, endorsement deals or a similar marketing partnership formed with Simmons, who would it be and why?
Nascar was turned around with
Nascar was turned around with some excellent marketing and spokesmen. Horse racing needs the same type of face lift. Horse racing IS about gambling and gambling on sports is the latest craze. Industry participants need to realize that every effort needs to be put forth to draw in new spectators, fans and customers. If that means providing pony rides and face painting to entertain the children of potential customers, then for heaven's sake, it's a small effort to bring in new fans.
Way to go Stronach and
Way to go Stronach and Simmons. At least someone understands that racing needs to provide more than horses going around a track to satisfy the bettors. It has to be about the the spectotors.