The Ontario Harness Horse Association today issued a press release stating that it has recently met with officials from Ontario Lottery and Gaming. One of the purposes of the meeting was to discuss the possibility of the two organizations working together in respect to marketing programs.
The horsepeople of Ontario receive funding through the memorandum of understanding that is used for marketing purposes.
"Our goal," said OHHA president Darryl MacArthur, "is to find a better use of those dollars and to create opportunities within the industry that will allow for a more effective use of those marketing funds."
The OLG operates the Slots at Racetracks program across Ontario and OHHA believes that by working with the OLG that horsepeople can achieve greater impact with the marketing dollars available.
According to the release, the OLG was very receptive to the concept. The OHHA has stated that it is looking forward to developing the relationship in the near future.
(With files from OHHA)
There certainly are many
There certainly are many things to consider when looking at a marketing program that will actually create "long term" benefits for the industry. Noting that the North American pari-mutuel handle has dropped significantly in the last few months (as much as 16.9% say some reports in comparison to 2008)it is quite obvious that these dollars are being spent through other entertainment venues.
This will not be an easy process and is not something that can be fixed within a few months. A long term strategy is what is required and it is good to see that there are individuals out here that have the desire to seek change.
Smart marketing dollars will ALWAYS put the focus on the customer first. Offering TRUE incentives that will drive the potential client to your venue is the goal.
How can this be done?
- By understanding who your clients and potential clients are?
- What is your current demographic? Is this the demographic that you seek?
- Do you have a true incentive program that will drive your client/prospect base?
These are basic questions, which once answered, will form the foundation of a successful marketing program.
We are all here because we have a tremendous passion for horse racing and we wish that others would "just get it" too, but there are many options out there for the publics entertainment dollar but with good PLANNING proper STRATEGY and excellent EXECUTION this big ship can be turned around.
Jim Prosser
SRA funding is provincially
SRA funding is provincially legislated. The mandate is to benefit the collective, and the success of those aforementioned SRA programs speak for themselves. The strength of the SRA marketing program is the cooperative nature that was intended by government when it designated usage.
Tracks should, and for the most part do, execute their own marketing programs. The notion of piecing off SRA funding to individual tracks is not currently an option. Nor should it be, if the intent is to fund programs to benefit Ontario harness racing as a whole.
Creating a brand for Ontario harness racing is an ongoing, long-term SRA project — and is not necessarily an entity unto itself. All of the SRA initiatives currently in play and on the horizon will shape that endeavor in years to come.
I’m a member of the SRA
I’m a member of the SRA Marketing Committee (the group responsible for guiding the initiatives and funds administered by OHHA, to which Darryl refers in this story). Any talks with the OLG about joint marketing efforts should be applauded. Gregariously.
The bulk of the SRA’s existing marketing initiatives are based on partnerships and cooperative efforts. Our foundation projects include the harness racing camps for both kids (ages 10-13) and adults, Open Houses and VIP Nights (putting tracks’ local politicians in the racebike), New Owner Seminars and Heritage Days. A staff training program implemented at Grand River Raceway to give frontline employees hands-on harness racing experience was recently expanded to include staff from six other racetracks.
Again, the OHHA youth camp horses, resources, and staff were critical in bringing that project to fruition.
These programs are applauded and envied by other racing jurisdictions. All of them require a cooperative effort between the host track and OHHA. Surely, even the most cynical critic must realize the value of these marketing initiatives.
The SRA also funds media training for racing participants, the WannaBet program implemented at tracks throughout the province, and makes a significant annual investment in Equine Guelph’s education programs. In the past, the SRA also funded an ambitious marketing research effort.
OHHA/SRA has worked with the OLG on other initiatives, including a racing-based scratch ticket promotion and more recently, the Slots Cup Series which rolled out last year at six tracks, pairing racing with slots.
So, in fact, OHHA and the SRA have made significant efforts in marketing racing in Ontario, mainly through cooperative efforts with others.
In reply to I’m a member of the SRA by Kelly.Spencer
Cynical here and I will
Cynical here and I will acknowledge the programs you mentioned as being successful thanks mainly to people like yourself. However speak to the point of moving forward with an organization whom I would argue lacks the support of a majority of it's membership and seems currently to use talk of SRA and marketing as another diversion from their own internal problems. What contingency plans are there if or when O.H.H.A. might fold? Who will administer the program then? Should there be another funding formula where local tracks use the SRA money to market/promote in their market. What happened to the branding of harness racing and a province wide campaign to market the sport? Perhaps people who know who their customers are might be in a better position to promote their product in their area. Cynical maybe, realist certainly.
In reply to I’m a member of the SRA by Kelly.Spencer
All good programs for sure
All good programs for sure BUT first you have to know that harness racing exists and since retiring from the business a month ago, I purposely have not watched or gone to the races - just let on I was a resident of this Province and had never been involved in harness racing. Know what? I would never know the sport exists - no mention on radio. TV, billboards, newspapers just no mention. Kids camps are mainly kids related to or friends of people
already in racing - what about the thousands of others out there?
As far as track owners doing their part I strongly disagree that this is the case - some are just a minimal attempt in order to get the funds - wonder where most of the funds are going? Yes I am synical too.
Despite all that has
Despite all that has happened it is good to hear that OHHA is starting in this direction. Right now there is no marketing by anyone when it comes to Standardbred racing. Please keep your membership informed and to do that, district representatives must do the informing in their own district be it by means of written word or just a brief meeting in the paddock etc. before the races. This kind of informatin has been sadly lacking in the past and it is not up to the executive to convey all information. Please keep trying you have done good work in the past with Youth camps, etc. and you are still the only recognized association representing horsepeople. I feel really betrayed that I was left with no representation because my directors walked out. I dont agree with all the actions you were wanting to take but I have been told that the majority rules - or does that not pertain to horsepeoples associations.
This kind of reminds me of
This kind of reminds me of the story of St. Paul on the road to Damascus. LOL. What a bunch!
I have absolutely no doubt
I have absolutely no doubt that OHHA'S press release says the the OLG 'was very receptive to the concept'.
Bit too late Darryl...bit too late....Thanks again Jim
OHHA & MARKETING? Really
OHHA & MARKETING? Really since when did OHHA and it's dwindling membership ever have a concern about marketing racing. Everytime I've spoken to directors and members at large they said marketing was something the tracks was supposed to take care of and certainly didn't want ANY of the "their" money used directly or indirectly to market the sport. Is this sort of like an 11th hour conversion, the writings on the wall and it's time to start acting like the responsible partner they have always claimed to be at least in one respect. I think that before the OLG decides to change the memorandum and give money to any organization they should take a long hard look to see if said organization has majority support among horsepeople and is able to partner with tracks and other industry stakeholders otherwise they might as well keep it until a group that can live up to the promise of representing horsepeople and the industry in general is found. OHHA do you think you qualify?