After 48 hours of being told horse racing needs newer and younger and more female fans, Ray Paulick is mad as hell and he isn’t going to take it anymore. He wants to know, among other things: Why does racing hate us old men? Ray’s gavel to snooze button coverage of the 32nd Asian Racing Conference takes a diversion today as he offers stream of consciousness (when conscious) coverage of the final programs from Tokyo, which touch on television, wagering, and the dreaded S.S. (synthetic surfaces).
CONFESSION: I’M AN OLD (55) MAN and am feeling a bit lonely. Racing doesn’t want me anymore. It seems more interested in younger people, men with fulls heads of hair, and women who giggle and love horses but have never bet more than $2 to show on a race. What have I done, to borrow from the Aussies, to hack you off? All I and my fellow old men do is go to your tracks, buy your lousy food, bet till our pockets are empty, and fall asleep on the train on the way home. Yet you would rather cater to people who don’t even like your product. Where’s the love, racing?
It’s not just an American problem, this fixation racing has on replacing the dead with people with a heartbeat. It’s going on in Australia, Hong Kong, Japan. Everywhere horses race, the marketers hate us old men.
Just yesterday, a producer from Fuji television, which broadcasts into 90% of Japanese homes, was lamenting that his Sunday racing telecasts have a demographic that is so old that he can only sell advertising time to rocking chair and walking stick manufacturers. Actually, it isn’t quite that bad, but old men were making up such an increasing percentage of the Sunday racing programs’ audience over the past 10 years (from 47% to 63%) to the point that producers decided to shake up the broadcast and bring in people who knew nothing about racing but had some connection with celebrity. There’s hope for David Hasselhoff over here in Japan!
Worse yet, Fuji’s racing telecast ratings declined over those 10 years, from 7.7 (about 3 million households) to 5.0 (about 2 million). Fuji’s metrics people are very clever, measuring their audience segments into eight categories (two youth, and three each by age group for male and female). The "old man" portion of the audience remained the same over those 10 years, with losses coming in the younger and female segment. So Fuji decided to take it out on the old men by providing programming that was irrelevant or irritating to them.
But wait. The Fuji TV producer, Masanari Funaki, said the younger generation is watching all of television less, not just racing telecasts. They have discovered the Internet, video games and mobile phone networking. Nevertheless, Fuji opted to ignore the old men and provide less information about handicapping and gambling (which us old guys like) and show more personality features, make the program more entertaining and focus more on "the sporting aspects of horse racing."
His reason? "We wanted to catch some of those sports fans who might be channel surfing," Funaki said. "We think it’s very important for viewers to see horse racing programs in the same way they see other sports programs, so we don’t overpromote the gambling aspect and get viewers to see the human element. We show more about jockeys, their histories and their background."
What a fool, I thought.
Not so fast, my friend. "This year’s racing telecast ratings are up," Funaki said.
Fuji TV also developed a Saturday night midnight racing telecast that focuses on handicapping the Sunday race, using well-known handicappers from six Tokyo newspapers who scream at each other about how stupid they are.Kind of like the three talking heads on TVG. "Those programs are very popular with younger men," Funaki said.
In my country, Mr. Funaki, old men are asleep by midnight.
SOMEONE ELSE ON THE TELEVISION PANEL SET UP A HORSEY PINATA representing the American racing industry and people took turns whacking it and reminding us of how stupid we are in the United States.
Those guys from the United Kingdom and Australia are so smart, just because they know how to tell time. Smug. They have a 3 o’clock race at Ascot and a 3;15 at Lingfield in the UK, and in Australia (where the clocks are upside down), they manage to televise about 12,000 horse races every day without having any post times overlapping with one another. The reason? Apparently, they can maximize wagering by coordinating post times for the races.
In America, experience has shown that it’s much better to have three races from major tracks all start at exactly the same time, so that simulcast or account wagering customers have to choose between races rather than bet on all three. It’s called maximizing stupidity, or something like that. "America’s most famous racetracks have races going off right on top of each other," said Brendan Parnell, chief operating officer for Australia’s Tabcorp. "They are cannibalizing or eating each other’s lunch and missing great opportunities. People are getting shut out."
Whack! Take that, you damned Yankees.
OLD MEN AREN’T THE ONLY ENEMIES OF RACING. So are governments, who set and enforce ominous hurdles that keep the sport from seizing on some great opportunities, such as a "global bet." (Aren’t most governments and racing regulatory bodies run by old men? Yes!)
John Stuart, who carries the creative title "director of international marketing and operations" for the make-believe Phumelela Gaming and Leisure Co. (what, there really is a place called Phumelela?), presented a science fiction video about a global horse bet called the "Universal," where fans in any country pick the first eight finishers of a big international race like the Japan Cup and create a betting pool in excess of a billion dollars. "Had Barack Obama been watching that," Stuart said, "he’d be shouting ‘yes, we can,’ ‘yes, we can.’ So should we be."
Of course, that will never happen because too many governments have protectionist laws prohibiting commingling of betting pools from one country to another. Plus, the American totalizator companies would still be accepting bets after the race is over.
A SERIES OF PRESENTATIONS ON MEDICATION featuring dreadfully boring attorneys and veterinarians has just about everyone in the room nodding off until a snappy Q&A segment near the end when the moderator directed a question about illegal drugs to Brian Stewart, head of veterinary regulation and international liaison to the Hong Kong Jockey Club. Specifically, Stewart was asked by Australian turf editor Bart Sinclair whether blood-doping agents like EPO, which have plagued cycling and some other sports, are being used in racing. Stewart nodded to the affirmative. "How big a problem is EPO?" Sinclair asked. "I’d say it’s widepread," Stewart said. That sent many Asian Racing Federation delegates straight to the bar for a stiff one.
THERE ALSO WAS MUCH DISCUSSION ABOUT HANDICAPPING INFORMATION. What should be given to these young fans who don’t exist yet? How should we deliver information to them? Gift wrapped with local currency, I think.
Howard Wright, senior editor for England’s Racing Post and one of the people in the media who "gets it," had me going there for a minute when he said the racing industry in Great Britain actually wants to make money from newspapers for providing information about horse racing to fans. Good one, Howard. They can’t be that arrogant over there, can they? Seems like the industry should be paying newspapers to promote the sport, not the other way around.
Howard, like me, is a slightly grumpy old man who does see the need for racing to replace those of us who will soon be pushing daisies. He also understands these young kids today don’t know how to read a newspaper, but doesn’t think the traditional ways of providing handicapping information (Racing Post, Daily Racing Form) should be abandoned. "One size fits all no longer applies," he said. "The media has to find ways of satisfying its traditional horse racing audience while also accommodating the PlayStation generation, who want their involvement presented in small pieces and want it now." It’s time for "Racing Form Lite" he said. Tastes great, less filling!
Howard also mentioned the budget cutbacks in most daily newspapers (e.g., they are dying faster than us old men), and suggested that racing isn’t alone in having its editorial space reduced. "Racing will never beat football," he reminded. Someone got out the Pinata again and started talking about how American newspapers have stopped covering horse racing altogether. Whack, whack, whack!
SOMEONE SUGGESTED THIS NEW THING CALLED THE INTERNET might be a good way to deliver information to these newbies. That’s where the kids are hanging out these days, aren’t they? To strategerize about this, the Asian Racing Federation found a really smart kid, Koichi Yamamoto, who must be the youngest senior research director the Dentsu Institute has ever had. (He got his MBA from Columbia University when he was, like, 12 years old.)
Yamamoto outlined how blogs and social networking have changed things and talked about how businsses need to reach "new influencers," people who are constantly communicating online by networking and commenting on blogs and never breathing fresh air. These "new influencers" might not be as informed as us old guys or as opinioned; in fact, they are more easy to influence than us stick in the mud types, Yamamoto said. But don’t inundate these "new influencers" with gibberish, he said, because they are adept at filtering out useless crap. "Only the most attractive and relevant information gets through," he said.
If the message gets through, however, Katy bar the door. Word of mouth is the new king, he said. Social trends spread at lightning speed. "People want to tell friends about things that at least some people know, but not too many people know," Yamamoto said. "The topicality window opens faster and closes faster."
Yamamoto said the newbs are hip to the trick of marketing people. "Increasingly sophisticated consumers can easily see through marketing schemes," he said. "Relationships with these consumers is more important than ever. Strong relationships turn information-filtering consumers into information-hungry consumers."
Can I get a translator please?
"WHAT IF STEVE JOBS WERE TO ENTER THE RACING INDUSTRY? How would Apple innovate the customer experience?" Those questions were asked by Edward Tse, a McKinsey and Co. consultant to the Hong Kong Jockey Club who encouraged racing associations to think more innovatively than they have done in the past. Tse reviewed the depressing statistics that show pari-mutuel handle losing altitude and asked if it is sufficient to simply launch new bet types, which many racing associations have tried. "Or," he asked, "do we need a new approach?"
He then listed six building blocks needed for innovation: 1) tax reform and product pricing; 2) customer segment expansion; 3) channel innovation and expansion; 4) product and service innovation; 5) image or brand building; 6) customer relationship management/loyalty.
Savvy guys like Tse do all sorts of analytics, and he said the most valuable ones are predictive in nature: in other words, get a swami to crunch your numbers. Short of that, he said, try and get predictive analytics that answer the following questions: What’s the best thing that can happen? What will happen next? If these trends continue, why?
Tse said companies that do this well include Capital One, the annoying credit card company that fills your mailbox with junk every day, the consumer electronics store Best Buy (news of their current problems hadn’t reached Tse yet), and the Harrah’s casino company, which he said "revolutionized the casino industry by adopting highly analytic customer focused innovation."
Harrah’s, he said, separates all of its customers into segments by profit potential, drives those customers to aspire to a higher level, optimizes placement of its slot machines in the best locations, and uses customer satisfaction measurements to shape their business plan. The whole point of this is to separate the customers from their money, and Harrah’s is extremely good at that.
Back to racing. Tse insisted that new approaches to the customer experience are required to modernize the industry. Following Harrah’s lead, racing associations must use deep customer segmentation and analytics as the foundation for innovation. "For most racing organizations," Tse said, "this will require a different mindset and new skills."
Unfortunately, many people with those skills end up working at a company like Apple.
DO LOWER PRICES INCREASE SALES? The Hong Kong Jockey Club was curious to see if the cost of a bet could affect how much is wagered, so they tried something foreign to most horseplayers: they lowered prices. Specifically, the HKJC offered rebates for losing bets made by some of their highest-rolling customers. The net result: players who received rebates, thereby effectively lowering their takeout, wagered more.
It wasn’t that easy, though. To give rebates, the HKJC had to cut a deal with government that gave them the flexibility to offer innovative programs like rebates. The agreement worked both ways, with the HKJC guaranteeing HK$8 billion in annual revenue to the government, more than they’d gotten the previous year. The HKJC wanted to expand the number of race days from 78 a year and the number of commingled simulcasts from 10. The government didn’t budge on those requests.
The rebates were for losing bets of HK$10,000 and up (about US$1,200) on win, place, quinella and quinella place wagers. To coincide with the introduction of the bets, the HKJC convinced 500 bettors from different wagering segments (frequent, occasional, big bettors, small bettors) to allow their betting to be tracked for analytical purposes. Not surprisingly, big, frequent players took advantage of the rebates the most, effectively lowering takeout from 18.7% to 16.9% and increasing the volume of their bets by having more money to churn. For the occasional and smaller players, the rebate and lure of lower takeout made little or no difference.
The rebates were funded by the HKJC, which looked at them as a marketing investment in their future. Handle increased, but not to the extent that it paid for itself. Bill Nader, the former New York Racing Association chief operating officer who is now executive director of the HKJC, said the organization hopes it will pay dividends in the long run.
MR. SEKIGUCHI, WHERE ARE YOU? Fusaro Sekiguchi, the flamboyant Japanese businessman who raced Fusaichi Sekuguchi to victory in the 2000 Kentucky Derby and has been a major buyer at foal and yearling sales around the world over the last decade, has been keeping a very low profile in his native Japan recently.
Some Japanese racing insiders have said he has sold most of his horses and others have suggested the global credit crunch may have dealt him a severe blow. Last time I saw him was in the paddock of the Tokyo Race Course at the Japan Cup a couple of year ago, where he was nattily dressed as usual. Sekiguchi has had some ups and downs in his racing and business career (famously failing to pay Keeneland on some yearling purchases prior to buying FuPeg for $4 million, and later getting fired by the company he started), and he always seems to land on his feet.
Here’s hoping we see him in the winner’s circle again real soon.
DARLEY JAPAN FARM EXPANDING: Darley Japan Farm, the Japanese breeding entity on Hokkaido owned by Ken Mishima, has expanded with the purchase of Nishiyama Farm, whose previous owner raced Paradise Creek, winner of the Eclipse Award as outstanding turf male in 1994. Though it’s a bit confusing, Darley Japan Farm and Darley Japan (which stands stallions) are separate entities, in part because of the licensing peculiarities of the JRA that require Japanese owners of breeding farms.
FINALLY, THE GRAND FINALE THAT WE HAVE BEEN LOOKING FORWARD TO…the "cage match" discussion arguing the merits of synthetic surfaces.
Ian Pearse of Pro-Ride surfaces of Australia, bragged on the results of the Breeders’ Cup at Santa Anita while Michael Dickinson, waiting for his turn to speak about his creation, Tapeta Footings, sat patiently onstage sticking pins into a voodoo doll that resembled Ron Charles, who chose Pro-Ride over Tapeta for Santa Anita, host of the 2008 and 2009 world championships.
Raji Jayaraju then sang the praises of the synthetic surface installed at the Singapore Turf Club track where he is senior manager. Singapore’s new track has been very useful because of the heavy rain they get in Singapore that often leaves the turf course extremely soggy. Jockeys and trainers said in a video that the synthetic track was terrific (under threat of a caning?).
Dr. Toshiyushi Takahashi, a representative of the JRA, presented some scientific research that showed why synthetic tracks might be safer than Japanese dirt tracks. The JRA installed synthetic material on one of its training tracks and compared hoof impact between dirt and synthetic tracks, measuring the velocity of impact and time of hoof stabilization at impact. Dr. Takahashi summarized by saying that synthetic tracks are more stable and provide more traction than dirt or wood chip tracks, and are more constant at the time of hoof landing.
But that science is meaningless in the face of comments from turf writers and horse players who are more concerned with tradition and form than the safety of horses.
"To those of you who train, for those of you who’ve got sand and dirt tracks, please switch to synthetics," Dickinson said. when asked about safety. "Whether you go with Tapeta, Pro-Ride or my good friend Martin Collins’ Polytrack, please change. It’s much safer for the horses." Apparently, someone "got to" the panelists and said no name calling. Cage match cancelled.
That’s it from the Asian Racing Conference. I’ll summarize what I’ve learned over these last few days in a forthcoming commentary.
By Ray PaulickTo hear Carl Pascarella tell it, you’d think corporate marketers would have lined up from Louisville, Ky., all the way to New York’s Madison Avenue to bid on the Triple Crown sponsorship that Visa USA dropped in 1995 after a 10-year run. The relationship between the Triple Crown and Visa ended the same year Pascarella retired as the credit card giant’s chief executive officer.
Pascarella, speaking at a Tuesday afternoon session on Marketing & the Customer Experience at the 32nd Asian Racing Conference in Tokyo, used the familiar introduction from ABC’s “Wide World of Sports” to describe sponsorship of American racing’s highest-profile series, which begins with the Kentucky Derby on the first Saturday in May, continues two weeks later in the Preakness, and concludes three weeks after that with the Belmont Stakes.
First, there is the “thrill of victory,” Pascarella said. “From a sponsor’s standpoint, nothing gives you more of a thrill than the Kentucky Derby winner driving down the Preakness stretch with a three- or four-length lead and knowing, as a sponsor, that you’ve got legs, with another three or four weeks to promote in and outside the world of sports. It was something we could use from April on through to June.”
On the other hand, he said, there is “the agony of defeat. In six of eight years we had horses that won the first two legs and didn’t win the Belmont.” That defeat eliminated the possibility of further promotions congratulating the winner of the Visa Triple Crown Challenge and the accompanying $5-million bonus, as well as any additional races the winner might compete in, including the Travers Stakes or Breeders’ Cup.
The Triple Crown was one of several world-class sponsorships for Visa in the sports and entertainment world. “Each one of them,” Pascarella said, “had a common focus on a couple of very important things: understanding who their fan and audience was; and secondly, they understood how to drive value to that fan base. They had an unwavering commitment to both things. At Visa, we looked more to sports as being the pinnacle of entertainment for fans, or our customers. No other form of entertainment brings the same kind of excitement or elation as sports does.
“The sports that are best for our sponsorship,” Pascarella continued, “put the fan in the center of the activity. They create deeper relationships because it’s a fan-centric approach. They give the fan a way to get into the event itself.”
Pascarella recalled how much value he was able to give to Visa’s best customers — bankers and merchants — who would come to Louisville for the Kentucky Derby. “We’d bring them on a backside tour of Churchill Downs on the day before the Derby,” he said. “They’d see the horses who would be racing in the Derby the next day, meet trainers like Bobby Baffert and D. Wayne Lukas, and these people felt like they were part of it all. We were giving them something special because of a sponsorship that was invaluable. That’s what we were paying for, that extra feeling that allowed our customers to get inside the sport.
“We’re not looking at fan numbers, we are looking at fans who are engaged, fans who will be engaged with us and our products and services,” Pascarella said. “We look at selecting and evaluating sponsorships based on being able to drive consumer behavior. How have we lifted the brand, how have we changed behavior, how have we made the consumer closer to us as a result of the association? The more we win, the more we put into a sponsorship. But it’s not just about the money. It’s about the relationships you can build with your sponsor and what you can give your sponsor in return. You need mutually beneficial objectives.”
Interestingly, while Visa dropped its sponsorship of the Triple Crown, it entered into a five-year agreement with Churchill Downs to sponsor the Kentucky Derby. No company has stepped forward to sponsor the Triple Crown since Visa’s exit from the series. One reason may have been a decision by the New York Racing Association to end its association with NBC Sports, and put the Belmont on ABC/ESPN. Another may have been fragmentation within the three tracks that comprise Triple Crown Productions and a power struggle over how sponsorship revenues were divided. Currently, of course, they have nothing to divide from a Triple Crown title sponsor.
Pascarella, now an executive adviser to TPG Capital, also cautioned racing associations that the current economic climate will cause nearly every major corporation to reevaluate its advertising, marketing and sponsorship budgets. “Every economist projects a very deep and long recession,” he said. “That means your sponsors are going to be under a great deal of pressure. You need to reach out to them, even though your revenues also are going to be under pressure. If you reach out to them, and say, ‘How do we work together to get through this?’ that will go a long way.”
BRANDING GURU DAVID AAKER , professor emeritus of marketing strategy at the Haas School of Business at the University of California-Berkeley, talked about how racing can build its brand.
At a time when brand trustworthiness and quality perceptions of most brands are down significantly in the minds of the public, Aaker said there are opportunities to improve branding through increased energy. He cited the Nintendo video game brand as one recent phenomenon in the branding world. Five years ago, Aker said, Nintendo ranked 165th among brand names in Japan, moved up to 65th three y ears ago, fifth two years ago, and now ranks as the country’s leading brand, thanks to the energy created by the Nintendo Wii platform and games.
He cited five other very diverse brands that have energized themselves in recent years: 1) the Memphis Redbirds minor league baseball team; 2) the Indianapolis Motor Speedway; 3) PGA Tour golf; 4) Harley Davidson; and 5) Avon cosmetics.
All of those brands used one of two methods: energizing the business itself, or finding something with energy that is interesting and involving and attach it to the brand. “Both options are really powerful,” Aaker said.
The Memphis Redbirds, Indianapolis Speedway and Harley Davidson energized their brand by engaging their customers in multiple activities that built on the customer experience. The PGA Tour and Avon tied themselves to something with energy. The PGA Tour used Tiger Woods to its best advantage, and Avon linked its products to a breast cancer crusade and created the Avon Walk for Breast Cancer, with millions of people engaged each year. Similarly, Aaker said, Lowe’s home improvement stores attach their brand to Habitat for Humanity. In the case of Avon, he said, “Breast cancer is so important an issue and involving to the target audience that it provides Avon a way to get energy that it could never do through their products and services.”
Aaker said companies seeking to strengthen their brand should “find role models, companies in related or unrelated industries…someone who’s done it well with a brand people are talking about. What can you learn from them?”
In addition, he said, self-reflection is necessary. “What about the customer experience is boring or unpleasant? How can you mitigate that? What can be added to en rich and improve the customer experience.”
To find what he calls “branded energizers” like Avon’s breast cancer campaign, Aaker said companies should examine “what existing program has energy that fits your brand and can be connected to your brand…programs that aren’t part of the experience people are currently buying? What new program with energy can be developed that fits the brand and can be connected to the brand?”
“You have one of the most exciting events in sports and entertainment,” Aaker said. “But you need to ask yourself, ‘How can I add energy to my brand?’”
TELEVISION ADVERTISEMENTS PROMOTING RACING around the world were shown to the group and audience members were asked to vote on their favorites. The ads were divided into five categories: Celebrating the Horse; Sex and Glamour; The Punt; A Good Laugh; and The Buzz.Most provocative were ads from Australia promoting sex and glamour. Other countries featured included France, Turkey, Japan, Hong Kong, Germany, Ireland and the United States (two ads from Santa Anita were featured). Details tomorrow on the winning ad.
Well, it was fun while it lasted, this dream of someday returning to Hialeah Park to enjoy horse racing in its most beautiful setting. Since making my first trip there in 1988, when the South Florida track already was in severe decline, I’ve held out hope that someone, somehow could restore it to some semblance of its past elegance.
At first, I let John Brunetti convince me that everyone really was out to get him and that if he could only get a break from state legislators and regulators he could be the one to bring Hialeah back. But then, as the years went by and I saw Brunetti’s recalcitrance and heard about his disingenuous actions from horsemen and others involved in Florida racing, my expectations were that Hialeah Park would never be reopened after running its last race in 2001.
Then along came Halsey Minor, reigniting the flame of hope many of us hold for Hialeah. The Internet entrepreneur and Virginia Thoroughbred owner and breeder put together a team of experts to appraise the property, map out renovations for the grandstand and clubhouse, design new barns, and develop an operating plan. He engaged Brunetti is discussions that so many of us hoped would lead to a sale of the track to Minor and the rebirth of the “sport” of racing in South Florida.
Turns out Brunetti was only jerking his chain.
Brunetti is one of those guys who has a number in his head that isn’t based on appraised values, or highest and best use of the property. The price Brunetti wants today, the Paulick Report has learned, isn’t even in the ballpark of what he was trying to get previously from the state of Florida. It’s much higher.
There is no rationale for Brunetti’s demands, for he isn’t a rational man. He just has a price, and one that isn’t based on reality – especially the reality of an economy that has seen real estate values plummet, credit tighten and development slow to a crawl.
So the talks between Minor and Brunetti are dead, unless Brunetti has any second thoughts.
Given the nature of the economy, financial markets and zoning impediments that would keep Brunetti from bulldozing the track and putting up a business park or condos, Hialeah Park isn’t going anywhere soon. It will just sit empty as Brunetti gets older and more bitter about his plight. Minor, 43 years old and involved in many other business projects, can simply wait Brunetti out and see if his heirs have more interest in doing something with the track than Brunetti.
As Minor has been quoted as saying, in that scenario Brunetti would “forego any of the recognition of giving back what he took from racing."
For Hialeah Park, it’s back to hibernation, unless Brunetti changes his mind and decides that he wants to be a steward of this Thoroughbred racing gem.
SO HORSE OF THE WORLD CURLIN, GINGER PUNCH AND OTHER STAR THOROUGHBREDS racing on a program that included five Grade 1 stakes could only attract 8,563 fans to Belmont Park. No surprise there, especially considering the rainstorms that swept through the New York metropolitan area. But previous crowds to see Curlin compete at New York Racing Association tracks weren’t exactly overwhelming. For both the Woodward at Saratoga and Saturday’s Jockey Club Gold Cup, NYRA’s marketing team tried to stir up interest in a sporting public apathetic to any racing that doesn’t involve the Triple Crown.
The problem isn’t what NYRA’s marketing department has done over the last few months. It’s much bigger than that. The challenge for the “new” out-of-bankruptcy NYRA (which looks suspiciously like the old NYRA to me) is to redefine itself and somehow overcome a reputation defined by decades of arrogance and indifference to the public.
THANKS TO THE READER WHO TIPPED US TO THE LATE SCRATCH OF SAILORS SUNSET from Saturday’s Grade 1 Ancient Title sprint at Santa Anita. A check with the California Horse Racing Board’s equine medical director, Dr. Rick Arthur, confirmed that there was a scratch on that day’s program because a horse received a pre-race throat flush that involved something other than water, the only substance permitted on race day. Arthur said there appeared to be no performance-enhancing procedure attempted on the horse (i.e., a milkshake), but that a steward’s hearing would be conducted into the matter. If Sailors Sunset was indeed the horse in question, the hearing would involve trainer Marcelo Polanco.
California’s prohibition on race-day of throat-washing products such as Wind Aid that are commonly used in some other jurisdictions could create problems at this year’s Breeders’ Cup for trainers unfamiliar with CHRB regulations. For that reason, Arthur said, the Breeders’ Cup horseman’s handbook will explain its medication rules in detail and an associate steward will be assigned to outline California medication rules to every trainer with a horse in the Breeders ‘ Cup.
BEST PERFORMANCE OF A SPECTACULAR WEEKEND OF RACING? Was it Curlin’s victory over Wanderin Boy in the Jockey Club Gold Cup? Zenyatta’s dominating performance in the Lady’s Secret at Santa Anita? Eye-popping turf victories by Grand Couturier in the Joe Hirsch Invitational Turf Classic or Red Giant in the Clement L. Hirsch Memorial? How about the stretch-running victory by the 2-year-old Tapit filly Stardom Bound in the Oak Leaf Stakes?
All were outstanding, without question, but in my book the race that might be the most overlooked was the track-record blowout by Fatal Bullet in the Kentucky Cup Sprint at Turfway Park. This 3-year-old Red Bullet gelding is a synthetic track specialist who could be very dangerous on the Pro-Ride surface at Santa Anita in the Breeders’ Cup Sprint.
Gavin Landry, the New York Racing Association’s new vice president of sales and development, borrowed a highly successful concept from the Boston Red Sox when he recently created the NYRA Nation racing fan club. Could it be the biggest thing New York lifted from Boston since the Yankees signed Babe Ruth in 1919?
The early money says "no."
The execution of NYRA Nation makes it look like a cheap and poorly executed imitation of the robust Red Sox Nation, the official Boston Red Sox fan club that was formed in 2005 and has spread throughout the country (thanks, no doubt, to the recent World Series successes of the team). (Sidenote:The Red Sox just launched a new ad campaign for Red Sox National created by the Conover Tuttle Pace agency that has been responsible for some horse racing campaigns, including the "Who Do You LIke Today?" ads developed for the National Thoroughbred Racing Association.)
Give NYRA credit for at least recognizing the value of establishing a fan club that can be used to reach out to horseplayers as a marketing tool. And we’ll even give them time to see if they build on the program’s low-budget launch.
NYRA isn’t the only organization getting onto the “nation building” bandwagon. Republican presidential candidate John McCain recently created the McCain Nation, which the irreverent political blogger Wonkette had some derisive words for when it launched the other day as a late starter in the race against Democrat Barack Obama, whose online fund-raising and organizing efforts have set a new standard in politics.
Come to think of it, there may be some similarities between McCain’s campaign strategists and the NYRA braintrust, but I won’t get in to that here.
Though a leading Thoroughbred owner said "it didn’t pass the smell test," there was nothing fishy about a Breeders’ Cup board member getting a potentially huge publicity boost when the Breeders’ Cup placed a free ownership interest in some of his horses in 125 "gift bags" distributed to prominent celebrities and athletes attending Wednesday night’s ESPY Awards in Los Angeles. At least that’s the word from the Breeders’ Cup executive who put the promotion together.
ESPY host Justin Timberlake, presenter Will Ferrell and star athletes ranging from David Beckham to Brett Favre and Danica Patrick were among those who received the 125 gift bags loaded with goodies: apparel, luggage, jewelry, technology, spa treatments and entertainment experiences were among the 50-plus freebies stuffed in each bag and handed out to the celebrities attending the ESPY Awards, which was taped Wednesday and airs Sunday night on ESPN at 9 p.m. Eastern.
According to Peter Rotondo, vice president of media and entertainment for the Breeders’ Cup, Indy car driver Helio Castroneves went through the gift bag for the ESPY telecast and identified the Breeders’ Cup package, which included a VIP experience at this year’s event and a small ownership interest in a horse, as the "number one" giveaway because "I get to own a horse." The certificate included a large cardboard cutout of a racehorse.
The horse ownership is a 2% stake in one of three Thoroughbreds offered by New Jersey-based West Point Thoroughbreds. To claim ownership to the non-transferable certificate, the athlete or celebrity must call West Point to redeem the certificate and agree to allow their name to be used in future promotions by West Point.
Rotondo said West Point was the only racing partnership contacted about the promotion. West Point is operated by Terry Finley, a member of the 14-member Breeders’ Cup board of directors who was recently re-elected in a hotly contested vote July 11 among the 48-member board of members and trustees. Finley is also a close friend of Breeders’ Cup CEO Greg Avioli.
And those factors, a competing racing partnership owner said, "didn’t pass the smell test."
"That is so predictable," another partnership operator said. "This is a great opportunity for West Point to promote its business. It was an inside job, obviously. It’s just the way they go about their business at the Breeders’ Cup."
A third individual, who sits on the board of members and trustees, called the non-bid selection of West Point "outrageous," adding: "It’s clear the Breeders’ Cup board doesn’t feel accountable to the members and trustees or to the rest of the nominators who fund the entire organization."
Peter Land, the chief marketing officer and Rotondo’s boss at Breeders’ Cup, defended the practice. "My job is to work with the board," Land said. "Different board members offer up different ideas. We have a great relationship with our board members, and have worked with (board members) R.D. Hubbard and B. Wayne Hughes on other projects. Terry (Finley) was very receptive to (the ESPY promotion), so we worked with his marketing people."
Asked whether it was "free" publicity for West Point, Land said that it wasn’t: "He’s got to give up partnership interests in the horses," Land said.
Rotondo said he gave no thought to whether or not Finley was a board member when he contacted his close friend, Justin McDonald, a former associate of Rotondo from his days at the NTRA who is now doing marketing work for West Point.
"The whole point of doing this was to get a little buzz for the Breeders’ Cup," Rotondo said. "The second thing was, let’s do something cool to give people something to talk about it. Third, it’s great for West Point if someone redeems the certificate. When I brought the idea to Justin, who’s like a brother to me, he said, ‘We’ll do it.’"
In hindsight, Rotondo admitted the selection of West Point "could" give them a leg up on other racing partnerships in the competitive marketing battle for new investors and racehorse partners.
"Look, it’s good for the whole sport if Justin Timberlake wants to own a piece of a horse," Rotondo said.
And it’s even better for West Point Thoroughbreds to land a celebrity racehorse owner.
Rotondo’s concept was extremely clever, and if anyone redeems the ownership certificates it’s a winner. It’s a good way to generate publicity involving the Hollywood celebrities the Breeders’ Cup desperately want to bring to their championship races at nearby Santa Anita Park this year and in 2009. It’s too bad other partnerships weren’t invited to participate or even bid on the promotion.
An unintended consequence of this promotion will be hard feelings among those who were left out of the process.
Del Mar racetrack on opening day is a little like that restaurant Yogi Berra used to talk about: "No one goes there anymore; it’s too crowded," he has often been quoted as saying.
There were 43,459 on-hand Wednesday, the largest opening in the track’s history and the second-largest crowd ever behind the 44,181 who turned out for the 1996 Pacific Classic when Cigar was upset by Dare And Go.
Many of the daily regulars at the track where the turf meets the surf stay home on opening day to avoid the gridlock that begins on the city streets and extends to the admission gates and throughout the facility.
Some of the attendees might have been aware there was horse racing going on throughout the day, but as always more people were at the Del Mar opening to see and be seen rather than watch Thoroughbreds racing. Some also might have noticed that the Del Mar Thoroughbred Club doubled the price of clubhouse admission just for opening day from $10 to $20, but that had no apparent effect on attendance. Neither did the $4.75 per gallon gas prices or the foreclosure crisis that has hit California particularly hard.
The decision to raise opening day prices was made before some of the problems in the economy surfaced, said Joe Harper, the longtime president of Del Mar. "As someone who takes nine kids to Sea World, coming to Del Mar is still a pretty good deal," Harper said.
The track’s marketing team said past surveys indicated to them that a majority of the opening day fans weren’t aware of admission prices. Track regulars who are in the Diamond Club rewards program pay just $3 for grandstand admission and $6 for the clubhouse.
This was the second year for the synthetic Polytrack surface, and Del Mar has changed its maintenance procedures to speed up the track in the afternoons. There were numerous complaints by horsemen in 2007 that the surface became too slow in the afternoon heat, especially compared to its condition during morning training hours. The temperature of the surface is now being monitored throughout the day, and water is added to cool it down whenever necessary. That process began shortly after training hours on Wednesday.
The result was a much faster track, with several track records set throughout the day.
No opening day would be complete without the "One and Only Truly Fabulous Hats Contest," which has become a popular tradition at the track. Some of the hats are fashionable and others are outrageous and ridiculous. Some of them come with message. One of the day’s winners, in the "best flowers" division, was Crystal Chessher, whose pink floral hat was a tribute to the Susan B. Komen Race for the Cure breast cancer awareness charity. Dozens of ribbons attached to the flying saucer-sized hat had the names of breast cancer patients who were an inspiration for Chessher.
On a far lighter note, one of the finalists in the "funniest or most outrageous" category wore a Batman costume topped off by a bizarre horse’s head hat. He was accompanied by someone dressed as the Joker. Batman was chased out of the winner’s circle area by track officials before the post parade for the day’s seventh race for fear he might scare the horses.
It’s a good thing there weren’t any young children around.
In my country, Mr. Funaki, old men are asleep by midnight.
which have plagued cycling and some other sports, are being used in racing. Stewart nodded to the affirmative. "How big a problem is EPO?" Sinclair asked. "I’d say it’s widepread," Stewart said. That sent many Asian Racing Federation delegates straight to the bar for a stiff one.
It wasn’t that easy, though. To give rebates, the HKJC had to cut a deal with government that gave them the flexibility to offer innovative programs like rebates. The agreement worked both ways, with the HKJC guaranteeing HK$8 billion in annual revenue to the government, more than they’d gotten the previous year. The HKJC wanted to expand the number of race days from 78 a year and the number of commingled simulcasts from 10. The government didn’t budge on those requests.
Some Japanese racing insiders have said he has sold most of his horses and others have suggested the global credit crunch may have dealt him a severe blow. Last time I saw him was in the paddock of the Tokyo Race Course at the Japan Cup a couple of year ago, where he was nattily dressed as usual. Sekiguchi has had some ups and downs in his racing and business career (famously failing to pay Keeneland on some yearling purchases prior to buying FuPeg for $4 million, and later getting fired by the company he started), and he always seems to land on his feet.
Raji Jayaraju then sang the praises of the synthetic surface installed at the Singapore Turf Club track where he is senior manager. Singapore’s new track has been very useful because of the heavy rain they get in Singapore that often leaves the turf course extremely soggy. Jockeys and trainers said in a video that the synthetic track was terrific (under threat of a caning?).
legislators and regulators he could be the one to bring Hialeah back. But then, as the years went by and I saw Brunetti’s recalcitrance and heard about his disingenuous actions from horsemen and others involved in Florida racing, my expectations were that Hialeah Park would never be reopened after running its last race in 2001.
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