Last year, TROT Magazine conducted a survey of more than 300 horseplayers asking what was important to them. We received a wide range of answers that stressed many of the areas one would expect.
They are looking for greater respect, they want horses to leave the gate when the timer reaches zero, and they are interested in lower takeout rates. Horseplayers also want to see less time between races, larger carryover pools, and low minimum bets.
But surprisingly (or perhaps not), 97.8% of those surveyed said that as a horseplayer, respect for the horse is important to them. The answer outranked anything else on the entire survey and represented the overwhelming majority of survey participants.
Harness racing’s customers may be loyal to harness racing for a number of reasons. Perhaps because it is their favourite puzzle, or allows them the ability to escape from the realities of life. Possibly, they bet to make money, or to spend their entertainment dollars in a way they truly enjoy. But the vast majority of those who love the product are watching, in large part, because of the horse.
Unlike decades ago, wagering options are everywhere. From lotteries to sports fantasy games to online casinos, the ability to place a bet has very little to do with one’s proximity to a racetrack. Yes, technology will play a role in the future of horse wagering. Social media, apps and digital platforms will all be involved. But the real future of the sport still comes down to the horse. In order to sell harness racing to anybody, we need them to feel something. We need them to care.
Racing’s current customers do care. They can bet their money on anything and yet they choose our product, night after night, year after year. As for the next generation of fans, it’s not quite as clear.
Quite often, racing’s newest customers attend the track and seem to enjoy themselves. But part way through the program, as the dining room crowd thins, many of the newbies empty into the slot parlour, or out the door. They are there, and they leave, but the impression this sport makes on them is often not enough to get them back.
At a racetrack, we have the unique opportunity to differentiate ourselves by getting these new customers to meet the horses they will bet on. Having newcomers learn the personalities of the athletes, and appreciating the years and hard work it took for these horses to get there, is not an insignificant goal.
As part of our handicapping lessons to new fans, there is no need to gloss over who the mother or father of a horse is, or where and when he or she was born. It all helps to paint an important picture.
The connection to the horse is a vital one. Making that connection requires effort and hard work. And, when done right, the results can pay off for generations.
Darryl Kaplan
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