After forming a friendship with a seasonal customer in his restaurant, Peter Ferrentino turned his new Canadian harness racing connection into a unique promotional partnership on a racehorse that has created a fan following for a two-year-old pacing colt 1,200 kilometres across the continent.
When the freshman pacer Whats Your Limits crossed the wire a winner in a $6,000 maiden race at Grand River Raceway last Friday, Aug. 9, the City Limits Taproom and Grille in DeLand, Florida erupted in cheers.
Whats Your Limits has developed a fan following at Ferrentino’s Florida restaurant and bar, where everybody has come to know his name.
The Ontario-sired colt is trained by Scott McEneny, who recently started wintering in Florida at Spring Garden Ranch Training Center in De Leon Springs and frequenting Ferrentino’s nearby restaurant to grab a bite to eat and watch some races.
Ferrentino, who describes his family-run establishment as a mom and pop 'bar restaurant' with a Cheers-like atmosphere, has developed a bond with several seasonal-based horsemen, including McEneny. Curious about the horse racing industry, while knowing nothing about it, Ferrentino asked himself: “How do you get involved in something like this?”
“One thing led to another and I brought him out to the farm one day,” explained McEneny. “He said he’d be interested in maybe buying part of a horse to try to promote his bar. He's always doing different [promotional] things in there and he's very good at that.”
After talking with Ferrentino and learning about his interest in the business, McEneny and his partners generously sold him 10 per cent of a colt sired by his champion Bettors Delight. The restaurateur and new Standardbred owner took the opportunity to create a unique marketing initiative by naming the colt "Whats Your Limits" after his bar and launching an exclusive membership club to share the experience with his patrons.
Since Ferrentino enjoyed the vibes the horse racing community brought to his restaurant during their winter visits, he wanted to create a membership club that would replicate that camaraderie throughout the year.
“We've really gotten close with a lot of the people from the track,” said Ferrentino. “They come in and then they leave for a while… They're a good part of us in the winter time. And I wanted to extend it and then let the customers see what I see.
“So what it does, it keeps the horse racing part of the community, and doesn't let them be forgotten.
“When you get the opportunity to spend the time with them and be part of something, it's a different lifestyle that you see, it's a unique lifestyle. They’re very loyal and they're a tight knit community and I’ve grown to respect them. So having the opportunity to do this and with the community, it’s fantastic.”
Peter Ferrentino and Scott McEneny at the Whats Your Limits Club launch event.
With the goal of introducing the horse racing community to his customers, creating awareness for the sport and encouraging more visitors to the bar, Ferrentino hosted an event in March to launch the club and give members a chance to meet and greet the horse and the trainer. Patrons got the opportunity to ask any questions they had to McEneny and take pictures with Whats Your Limits before he returned to Canada in the spring to begin his racing career.
Customers who signed up to become a member of the club for $50 received a membership card. With that card, members can redeem free appetizers and a house drink, while also being able to wager on the race in a designated area of the bar during race days. Whats Your Limits is currently showcased in life-sized posters on the backstage of the bar. Members can stay updated on the horse and his races through Ferrentino’s social media channels.
Ferrentino anticipates that the membership club will help foster a stronger bond amongst his patrons and uplift the restaurant culture.
“They want a good atmosphere, a good time, and they want to go and they want to forget any other worries. And if we win, we win. If we lose, we lose.
“People want to be part of something… whether it's a bar, whether it's anything,” added Ferrentino, emphasizing the importance of creating a comfortable atmosphere in order for people to have a good time, which will ultimately strengthen a loyal customer base.
Accordingly, this membership club brings people together as they can cheer on his horse and be a part of the horse’s journey during his races.
“People could look at the TV and say, ‘Hey, I’m a part of that horse… that’s my bar’s horse,'” said Ferrentino. “It’s a great kind of involvement.”
The bar currently hosts upwards of 50 people that come in to watch Whats Your Limits race and Ferrentino anticipates the demand for the membership to rise coming into the next year.
Ferrentino is enjoying every step since he launched the membership club. Whether it's getting a text from McEneny letting him know the horse is into go or joking around with him on FaceTime, Ferrentino said, “We just have a blast with it… I find it exciting every day.”
He especially appreciates seeing Whats Your Limits on screen and watching people from his bar following his horse race in Canada.
“I like when people go, what is City Limits?” he laughed.
Ferrentino is very grateful for this opportunity, stating, “I just can't thank Scott enough for at least the opportunity, because very few people would even consider that.”
McEneny welcomes different marketing and business ideas to get people interested in racing and attract new owners for the enjoyment and benefit of all involved.
"Years ago, we used to have parties after the races if a horse won and we just don't have that anymore, so bringing something like this where he could have 50 to 60 people going to this bar and watching this horse race, it's only going to be good for him and good for me down the road maybe if [the colt] can turn out,” said McEneny. “Every opportunity as a trainer to try to get new owners, we try to do it, and if we can get new owners in the business, and new people going to the track, you never know what's going to happen.”
Win or lose, Ferrentino is enjoying the journey: “It's not about the end, it's about the ride.”
So far, the ride has delivered the thrill of victory when Whats Your Limits won his fifth career start at Grand River Raceway in front-stepping fashion, cruising to a mile of 1:57.3 with Brett MacDonald at the reins.
“It was very exciting,” said McEneny. “Pete was FaceTiming me as we were walking to the winner's circle, and they're all going crazy.”
The excitement continues this Saturday, Aug. 17 when Whats Your Limits will race again at Hiawatha Horse Park in the Ontario Sires Stakes Grassroots.
(Standardbred Canada)
City Limits
City Limits has good food at reasonable prices and entertainment--when visiting the central Florida training centers it is well worth a stop. Best of luck to What's Your Limits....from a fellow club member.