Marketing
The Contrarian
“For the sake of racing, I hope he loses,†Wolfson said. “We talked last year about how I root for all of these old streaks in sports to never be equaled — DiMaggio’s 56-game hitting streak, John Wooden’s great run of victories, Rod Laver’s Grand Slams — I believe that the fact it’s been so long since we’ve seen a Triple Crown is why all these people care.â€
American Pharoah owner Ahmed Zayat wants the win, obviously:
“I want it for the fans,” he said. “They’ve been waiting for 37 years. The sport needs it. A sport without a star is not a sport. Imagine having basketball without Michael Jordan or LeBron [James]. I’m excited. I’m pumped.”
Hm … American racing isn’t exactly going without stars. Since 2009, we’ve had Rachel Alexandra (brilliant, and gamely campaigned), Zenyatta (whose mainstream crossover was the best since Barbaro, and without the tragic end), Wise Dan (beloved), and California Chrome (a star big enough that the racing programs of other countries want him). It’s probably better to think of Pharoah as a comet — win or lose on Saturday, he’ll be off the track by the end of the year, and possibly sooner. If he runs for the remainder of the season, he’ll likely have no more than another two or three starts — “limiting the possibility for large-scale marketing opportunities,” or for fans to get attached.
6/3/15 Addendum: Jerry Izenberg shares the sport needs a star perspective. “How can you have a major sport without a superstar?” So much emphasis gets placed on one horse becoming a name outside the game, and what that would mean for marketing and awareness. It’s wishful thinking.
Now, let’s swing back: “It is entirely plausible that a Triple Crown winner is the exact opposite of what horse racing ‘needs.’”
6/4/15 Addendum: Well, Zayat found a large-scale marketing opportunity — ESPN reports that Monster (the energy drink) has signed on for American Pharoah’s Triple Crown run, in what is “believed to be one of the largest single-horse sponsorship deals in history.” (“$5-million initial ask,” Ed DeRosa tweeted, noting he didn’t know the final sum.) There’ll be no publicity shots of Pharoah enjoying a Monster — the drink is loaded with caffeine. “A racehorse promoting a stimulant,” wrote Pull the Pocket, “that’s like Amgen sponsoring a long distance bike race.” That’s racing!
The 99 Percent
Johnny Weir hadn’t even been born when the modern Kentucky Derby telecast was conceived. The challenges of 1982 look a lot like 2015:
Many were dubious at the time about the value of an extended telecast, but ABC stood fast. “There are very few sports that the American public follows so little, but becomes so interested in for one race,†host Jim McKay told the Dallas Morning News. “There’s a tremendous amount of familiarization to do on the day of the race. There’s the horse, the owner, the jockey, and the trainer, and it’s important to do as much as possible on who they are and where they came from.â€
Sportscaster Howard Cosell summarized ABC’s production strategy a bit more bluntly to the Washington Post: “You have to be willing to alienate — or at least talk at a sophisticated level they’re not at all pleased with — the serious horseplayer,†he explained. “You can’t be concerned with them. You have to worry about the 99 percent who are watching just because it’s the Derby.â€
It’s interesting how much the televised approach to the Derby has spilled over into year-round racing marketing (for example: America’s Best Racing).
Gone, Baby, Gone
Ray Paulick interviews a catchphrase:
Did [Go, Baby, Go] make a difference in handle or attendance?
That’s a hard question, Ray. I’d like to think so as U.S. handle increased significantly from 1998 to 2004 when I was living large. There was definitely more racing on national TV and more coordinated national marketing and promotion. But it might have just been good timing. The game had a nice run of almost-Triple Crown winners from ’98-’04 with Real Quiet, Charismatic, War Emblem, Funny Cide and Smarty Jones and the Seabiscuit book and movie definitely helped put us back in front of American public …
“Good timing” is an understatement: 1998-2004 was the rise of the Internet as we now know it. The industry’s various factions simultaneously managed to catch the moment, via ADWs, and squander it.
Zenyatta Connections
Dazzling praise for Zenyatta’s 2-year-old half-sister by Bernardini:
“She has as much presence as any young horse I’ve ever been around,†Robinson said. “It scares me. She’s completely herself, very independent, but in a good way. She’s sweet, but not sugary. Very businesslike. She was definitely the dominant one, but in a kind way, with the other yearlings. I watched Zenyatta at Lane’s End several weeks ago when they first introduced her to the other maidens, and it’s the same thing. It’s not a kick-your-ass kind of dominance, but it’s like they just knew who the boss was. Eblouissante is very much that way.â€
Here’s a photo of Eblouissante from last summer, giving a look that’s very like her Horse of the Year sibling. She’ll go to trainer John Shirreffs later this year.
Uncle Mo is on Facebook and Twitter and owner Mike Repole credits Team Zenyatta. “I’ve always connected with products that connected with me.”
3/1/11 Update: Eblouissante now has her own Facebook fan page.
Noted and Noticed
Penn National chairman Peter Carlino and CHRB vice chairman David Israel don’t agree on the value of supplementing purses, but they do on racing’s demographic. “There aren’t sufficient numbers of racing customers in the world anymore because they died,” Carlino said today in an investors and analysts conference call. “The average age of our ontrack customer is deceased, and the average age of our satellite customer is decomposed,” Israel told attendees of the UA-RTIP symposium last December. At least Israel went on to talk about reaching out to potential un-dead fans.
HANA president Jeff Platt, a racing customer very much alive, talks to Jack Shinar about the month-long players’ boycott of California. “Right now I believe there are a number of people in track management that are considering going to the CHRB to ask that it rescind the takeout increase,” said Platt, who took part in recent meetings with track executives. “The TOC is being very tight-lipped about this. This was a horsemen’s idea, after all, not a track idea.” No comment on the boycott from the TOC to Shinar. (Are they just considering, or have they already had discussions about rescinding the takeout increase? That’s an interesting question, considering the depressed handle and what must be growing concern re: the purse account.)
The equine California makes his debut in race eight at Gulfstream on Saturday in the first race at Gulfstream on Sunday. Trainer Todd Pletcher scratched the Madcap Escapade colt from a race that included barnmate Cal Nation, a half-brother to graded stakes winner Bluegrass Cat, and re-entered him in a race that came up a little less contentious. John Velazquez is named to ride on Sunday, instead of Ramon Dominguez, who had the mount in Saturday’s race.
2/7/11 Addendum: California finished third in his first start.
Hey, LA Foodies
Here’s a reason to attend Sunshine Millions Day at Santa Anita:
We think our infield is a perfect location for a Food Truck Festival so we’ve scheduled one for Sunshine Millions Day, Jan. 29. We’ll have Canter’s Deli, Don Chow Tacos, Border Grill, The Grilled Cheese Truck, Baby’s Badass Burgers, Dante Fried Chicken, South Philly Experience, Dogtown Dogs …
Yum, to all.
Saratoga vs. Monmouth
There’s no need for competition, Ed Fountaine writes:
NYRA should embrace the Haskell — which is, after all, merely a prep race for the marquee event of the Saratoga meet, the 141st Travers Stakes on Aug. 28. Since the same all-star horses that face off at Monmouth on Sunday will renew their rivalry in the “Midsummer Derby,” NYRA should start beating the drums now. Advertise that the local fans can watch and bet on the Haskell at Saratoga on Sunday. Show the race on the infield TV screens. Turn the tables on Monmouth Park by using their signature race to promote yours.
Especially if you’re NYRA, and you’re likely to win the numbers game: The test of Monmouth’s “elite meet” handle figures was always going to be the opening of Saratoga. Friday, when the Spa kicked off its 40-day meet, the New Jersey track took in $5,515,194, a decline of 20% from $6,898,633 the previous Friday, while attendance remained roughly the same. Sunday, Monmouth was down 11% compared to the previous Sunday. Saturday was the odd day out, as Haskell day will certainly be next weekend. With the Lady’s Secret and Rachel Alexandra featured, handle was up 25% and attendance up 37%, which tracked nicely with on-track handle, up 35% over the previous Saturday.
At Saratoga, the first four days of this year’s extended meeting have been declared satisfactory: “Average all-sources handle, wagers on Saratoga races both on-track and from simulcast outlets nationwide, came to $12,834,190 daily, for a total of $51,336,758.” Attendance averaged 18,133 per day.
Know Your Bloggers
At the NTRA marketing summit last September, I was asked by one industry executive how racetracks should deal with racing bloggers. I replied vaguely along the lines of, “Get to know the bloggers covering your circuit.”
While reading reactions to the failed SXSW panel “New Think for Old Publishers” this morning, I came across this advice to the publishing industry, which struck me as a similar, but more articulate response to the question:
Aside three: Might as well address the blogger question. It’s quite simple. Find the bloggers big and small in your various genres, develop a relationship with them, understand their tastes, like, dislikes, deadlines, lead time, preferred method of communication, preferred formats for books [remember, they are publishers too and have many of the same issues you have]. Treat the bloggers with respect — you need them more than they need you. And note, the publishers who are already doing this well are leaps and bounds ahead of you.
A few adjustments and the prescription works for racing: Find the bloggers big and small covering your racetrack(s) or events; develop relationships with them; understand the stories and angles that appeal to them, their publishing schedules, and their preferred forms of communication. Add them to your mailing list for press releases and reply to their questions as you would inquiries from other media sources. Treat bloggers with respect.
Hm … that is quite simple.
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Jessica Chapel writes and edits in Massachusetts. Railbird is a Thoroughbred horse racing blog published from June 2004 to July 2019. More / Contact
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