TURNING CHALLENGE INTO OPPORTUNITY
Tuesday, November 18th, 2008One of the Thoroughbred industry’s biggest challenges may also present one of its greatest opportunities. The challenge, brought to the fore this year by a series of widely publicized events but always lingering just off center stage, is the issue of animal welfare. How the industry deals with this subject may be one of its last, best opportunities to derail our slow but steady march toward irrelevance in the eyes of the general public.
The death of Eight Belles in this year’s Kentucky Derby, from all indications, was a freak accident, one of those incidents that could not have been prevented by anyone. But her demise, along with revelations about the routine administration of anabolic steroids to many of the sport’s best performers, shined a spotlight on racing that revealed to the general public some of its darkest truths.
Foremost among those is the question of what becomes of a Thoroughbred when it is no longer useful as a racing or breeding animal. Some owners and breeders take great measures to insure either a productive second life for their horses or dispose of them through humane euthanasia. Too many horses slip through the cracks, however, and end up on meat wagons headed to slaughter houses in Canada or Mexico, or are simply abandoned.
The perception of our sport is shaped by media reports of the cruelty of slaughter or abandonment of Thoroughbreds, and it does not present an image attractive to many Americans, especially a younger generation that is more in tune with animal welfare issues.
That is the challenge.
The opportunity lies in the numerous programs and untold number of volunteers who work to find second homes for Thoroughbreds as riding, pleasure or performance horses, or as therapeutic animals used in programs for the mentally, spiritually or physically challenged, and in prisons where they have helped rehabilitate hardened criminals.
It’s time for the racing and breeding industry to fully embrace programs like the Thoroughbred Retirement Foundation, CANTER, Rerun, Tranquility Farm, Thoroughbred Charities of America and others, instead of pretending the issue of unwanted ex-racehorses does not exist.
Last week I heard a presentation on how our sport can energize its “brand” from marketing expert David Aaker at the Asian Racing Conference in Tokyo, Japan. Aaker, an advisor to Japanese advertising giant Dentsu and professor emeritus at the Haas School of Business at the University of California-Berkeley, talked about how some other businesses have energized their brands by hitching their wagons to something outside of their core business that it is interesting, relevant and compelling to their customer base.
Avon, one of the oldest cosmetic brands for women, was cited as one very good example. There was little the company could do to energize itself by making better lipstick, Aaker said, so it found an issue with great relevance and interest to its female customers: breast cancer. Avon put enormous resources into a breast cancer awareness campaign, created a foundation to support breast cancer research, and promoted an annual Avon Walk for Breast Cancer throughout the world. Breast cancer research and other social issues relevant to women were foremost among Avon CEO Andrea Jung’s program to rebuild and re-energize the Avon cosmetic brand. It has been a great success.
What social issue is of great importance to current and potential racing fans? I think that’s a no-brainer: it’s the humane treatment of the animals that give us so much pleasure and entertainment.
Look into the eyes of any fan when a horse dumps its rider in the post parade and takes off on a perilous solo run, or when a horse breaks down in a race or is carted off on an ambulance. It’s not just the champions our fans care about, either, it’s those low-level claimers they’ve followed in the first or last race on any day at any track.
Racing is fortunate to have people who are animal lovers and do what they can to protect them. Just today, Madeleine Paulson Pickens is reported to have come up with a plan to rescue from death the tens of thousands of wild mustangs who have roamed the American West and are so much a part of our culture. The late Paul Mellon bequeathed a most generous gift to the Thoroughbred Retirement Foundation that will benefit former racehorses for years to come. John Hettinger dedicated the last years of his life to ending slaughter and protecting our horses.
But it’s time for racing, as an institution, to understand that what’s good for our horses is good for our sport, to face this challenge and embrace it as an opportunity. The Jockey Club realized this with its recent announcement that it will give to horse retirement causes and offer breeders an easy way to donate funds to this cause whenever they register a foal. Suffolk Downs officials established a zero-tolerance policy against trainers sending horses to slaughter and a few other tracks have followed their lead.
But the clock is ticking. Voters in Massachusetts banned dog racing in that state Nov. 4 because of concerns over animal welfare. It’s not a stretch of the imagination to see similar measures taken against the racing of horses. Think about that for a minute.
We have some very bright people in this industry, people who can understand what marketing expert Aaker was talking about with Avon and apply the same principle to help both the horses and the business of Thoroughbred racing. We can energize the Thoroughbred racing "brand" by taking on one of our biggest challenges and viewing it as an opportunity to sell our sport to a new generation.
Copyright © 2008, The Paulick Report
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