Thousands of new faces were on hand this weekend in Sarnia to experience Adrenaline – Canada’s
Racing Festival.
The four-day event, organized by Standardbred Canada, set out to expose people, primarily those in their 20s and 30s to horse racing and betting by creating a comprehensive four-day entertainment package at the track. Despite cool and wet weather the crowd was eager and enthusiastic.
“We were very pleased that we were able to draw people to the racetrack who had never been before,” said festival manager Mark Hetherman. “We met so many people who had lived in this local community their whole lives but never felt they had a reason to come to the races – until now.”
Jessica Little was on hand at Adrenaline – her first time watching a horse race. “I think I won some money,” Little told the Sarnia Observer after wagering $2 that her horse would place. “It was really exciting because that was my first race.”
Little’s experience echoed thousands of other newcomers, who were making their first trip to the racetrack.
“Through the use of volunteers and Wanna Bet staff we were able to do a lot of educating about harness racing and betting on the horses,” said Kathy Wade Vlaar, Standardbred Canada’s Industry Marketing manager. “Our sale of Superpacks where we actually punch out win, place, show, exactor and triactor tickets and sell them to our customers was so successful we couldn’t keep up with the demand.
“Every customer was not only sold tickets but each wager and how it works was explained to them.”
Because Adrenaline was a ticketed event geared toward an under 35 demographic unfamiliar to racing, organizers expected the overall handle to suffer as a result of regulars staying away.
Surprisingly on both Thursday and Saturday, betting handle increased over the preceding week’s totals despite the entertainment package and the dining room being closed on Saturday. While Friday’s handle was very modest, it took place on Ultimate Band Challenge night – an event that draw a big crowd but few regulars.
“I had a great time Saturday and my grandsons and I really enjoyed [family day] Sunday, in spite of the weather,” said Connie Conant. “If you intend to do this yearly, I most certainly will "talk up" how great everything was!”
In order to make Adrenaline happen in a cost effective manner, organizers brought in dozens of volunteers to help with the workload.
“The fact that so many people in the local Sarnia community would volunteer to make this a success was truly overwhelming,” said Hetherman. “Our volunteers put in long hours, took great pride in the festival and we are truly grateful.”
In addition, several corporate sponsors contributed greatly to the event including Steelback Brewery, Holiday Inn, Quality Signs, Marc Angelo Foods, Boat Smart and Discovery Boating, 'Be Smart. Be Safe', and K106 FM. As well, the event was supported by the OLG and OHHA's SRA Funding Program, and of course Hiawatha Horse Park management and staff, who made the event possible.
Bryan McGahey, Adrenaline Festival’s Corporate Sales Manager, was very thankful for the support. “We went outside the industry and found a number of great corporate partners willing to be a part of this first year event. They weathered the hiccups and the natural elements. We are very thankful for their participation and patience and hope to foster our relationship as the festival grows in stature."
While the Adrenaline Festival offered everything from bikini contests to dog shows, bartender’s competitions to a comedy show, beach volleyball to the Ultimate Band Competition, the Adrenaline Festival was about horse racing.
“Everything we did at Adrenaline was at the end of the day about horse racing,” said Wade Vlaar. “There isn’t a sport out there that relies solely on what happens between the white lines to draw people in. We tried to present the product in a dynamic, fun atmosphere while offering an entertainment package to bring people into the sport. We hope to work out the kinks and grow this brand to something bigger and better in the years ahead.”
On the track, the Adrenaline Canada vs. USA Challenge was taken by the Canadians, led by Canuck champion Brad Forward, while the Male vs. Female Challenge was taken by the girls.
On Sunday, with the help of local horsepeople and others, families from the community were brought to the paddock to meet the horses and then shown an exhibition horse race while announcer Dave Walls explained the dynamics of a race.
Additional video footage from the event is available from the USTA and the Sarnia Observer.