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Selling Racing To Businesses

Published: May 7, 2013 8:51 am ET

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If there was ever a time for harness racing in Canada to examine new ways of attracting much needed sources of revenue, it's now. Looking for a how-to on raising one million dollars? Heed the words of Jason Hall.

Hall, the Regional Director of Sponsorship Sales for The New Meadowlands, Tioga Downs, Vernon Downs and Winners OTW, helped those racing facilities surpass the $1 million mark in corporate sponsorships for the 2013 season - an increase of 500% over the past three years. He was hired three years ago by current Meadowlands GM Jason Settlemoir after spending 10 years selling sponsorships in professional baseball.

"We always said that if you took out and just went after the true baseball fan, you'd close up," Hall told Trot Radio's Norm Borg. "We had to figure out new ways to get people in."

Two ways that Hall concentrated were through give-aways and sponsorships.

"We turned it more into family entertainment, which is kind of what we've started doing with Tioga, Vernon and the Meadowlands," continued Hall. "Give-aways, promotions that drew families in. Cheaper food pricing. It worked in the baseball world and it seems to be working thus far at our harness tracks."

Borg and Hall discuss how Hall started with the vendors and companies they were already doing business with and built on those existing relationships to get the sponsorship ball rolling, inking deals with everyone from smaller local businesses to national powerhouse companies.

“We’ve developed a strategy that adds substantial additional revenue to the company’s bottom line in addition to the traditional revenue derived from wagering,” said Hall.

To listen the to the full interview between Hall and Borg, click the play button below.

Trot Radio Episode 293 - Jason Hall, Meadowlands Racetrack
Audio Format: MP3 audio
Host: Norm Borg

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