MARKETING RACING
A New Image

BRING IN MIDDLE AMERICA - HERE'S HOW TO DO IT!

By Janet Del Castillo

Racing should become aware of, and market to, and educate the huge untapped source of new owners in the pleasure/competition horse industry. The United States is filled with do-it-yourself horse owners who like to win. And my program, the BACKYARD RACEHORSE, can encourage their participation in racing. Many of the same skills they use in earning ribbons and prizes can be applied to the training of race horses.

Today's major sports like baseball, football and basketball have Little League programs that feed into their major leagues. In neighborhoods around the world where these games are being played, future ticket buyers and future supporters are being nurtured.

But where is Horse Racing's Little League?

Horse racing's "Little League" could be the 4-H, Pony Club, and Future Farmers of America programs all over the country. Racing should support these programs and stimulate youth interest in our sport. We could change some common perceptions of racing: that it is so elitist that the average American couldn't possibly participate in it; that it is merely a gambling game; that it is dishonest; and that it's not a family sport. There must be a cycle of education and re-education if the racing industry is to be stimulated with new blood. It's not likely to happpen by itself.

Today, racetracks and thoroughbred associations around the country don't seem to be very "user-friendly" to outsiders who want to become a part of the business. How does an interested potential owner make contact with a trainer? When this question was asked of a major racetrack executive, he suggested that they could "hang around the paddock" and try to talk to a trainer. The TOBA has conducted new owners' seminars around the country that have been useful for potential clients that are well-heeled. But in my travels throughout Middle America, I've found that people with better-than-average salaries who already own horses and have farms, are intimidated by the initial cost of the animal and a year of training as stated in the new owners' brochure given at these seminars. "That's more than sending my daughter to college!" I was told.

We should educate these do-it-yourself horsemen. We should explain and demonstrate to them that they need not be so fearful of racing.

For one thing, it should be explained to them - perhaps like I have in my lectures, seminars and demonstrations around the country - that they could do a great deal of the early work themselves, which could save them thousands of dollars in early training fees. [Now before the trainers complain that it will take money out of their pockets, I assure you that most of these people could never afford daily training fees for a year before they find out whether or not their horse has talent. These horsemen would typically train up to their level of expertise and then look for a trainer at the track and ship-in, or make arrangements to get their own license to run their own horse. There are many one or two-horse trainers who have "real jobs" and do the horse training on the side. This concept is not new and is being done now.] But no effort on a national level or sport-wide level has been made to embrace or encourage competent horsemen into our business. By inviting more of the "common man" into racing, we will make it more interesting to the general public.

I have developed a program, BACKYARD RACEHORSE, and I'm trying to have "the powers that be" in racing open their minds to the positive influence this could have on our sport.

The prototypical owners that my program targets to bring into the business already UNDERSTAND AND LIKE horses. They already have farms. They already have investments in horses. [If they approach the program in a business-like fashion (see booklets put out by the American Horse Council), they can take tax deductions on their real costs of training.] Families are encouraged to work together in breaking and training their animals. Their dreams - to win a big race - can be a family affair.

My book, BACKYARD RACEHORSE, is in the third edition and is now in mainstream bookstores. My hope is that it will excite more people to learn about horses and participate in horse racing.

I had to start a newsletter (and this web site) to handle all of the requests for more information. The idea is to help people network and learn more about a very intimidating business. Racing is not rocket science. It involves sound preparation of the young animal - and hope that it will have a gift of speed. How to develop the speed without breaking the animal down in the process, and how to do it in a family environment at your own farm, is what I teach. My message is positive: that racing can be a family affair. My goal is to get more pleasure and competition horsemen into racing. I hope everyone sees the positive effect it can have on our industry.

The next page has the plan I steadfastly have been introducing throughout the industry. This summer I plan to talk with the NTRA and the marketing company that is promoting racing. If you feel the program is valid, join the NTRA, support it and then WRITE THEM A LETTER telling them how this program has influenced you and your relationship to racing. Perhaps with a groundswell from your feedback, they will listen and sense the validity of this movement. RACING NEEDS OUR HELP.

Click here to read the essentials of my presentation to the racing industry.