MARKETING RACING
A New Image (cont'd)

SYNOPSIS OF MY PRESENTATION TO THE RACING INDUSTRY

By Janet Del Castillo

There are three parts to my BACKYARD RACEHORSE program:

1) Book, newsletter and web site.

BACKYARD RACEHORSE, my book currently in its third printing, is a practical guide to owning and training race horses. Over the past four years, phone calls and queries to the text have caused me to start a newsletter (and an accompanying web site). 80,000 copies are printed and distributed every year. [The costs are overwhelming!] The purpose of the newsletter and web site is to network "backyard" race horse owners and trainers; help them exchange ideas and experiences; and help make racing "user-friendly" to potential owners.

New "backyard racehorse" owners and trainers need mentoring at the race tracks they choose to race at. A coordinated effort between the tracks and these owner-trainers must be maintained.

2) Seminars

Seminars sponsored by the racing industry at state horse fairs, national breed shows, university extentions and horse organizations can reach the pleasure/competition horse community and introduce it to the idea that racing is a magnificent sport, and that having race horses can be a pleasureable experience for the entire family. Seminar programs can be developed through organizations such as the American Horse Youth Council, the Future Farmers of America, and the 4-H clubs. This is racing's "Little League." I have volunteed to work with the Youth Council on the curriculum that could be used. This is how we develop future owners, trainers and spectators long-term for the racing industry.

3) BACKYARD RACEHORSE - the TV series

I propose a TV series of half-hour segments titled THE BACKYARD RACEHORSE. The feel of the show will be similar to This Old House, the popular PBS series. My son Nando, my daughter Victoriua and I will be hosts. The idea is to show that racing is accessible to everybody - not just the elite. We will emphasize how many owners and trainers prep their horses in modest home "backyard" environments away from the track.

Each segment will deal with some phase of racing and training. The conventional, upscale way of training will be presented and then we'll show alternative "backyard racehorse" methods being used by owners and trainers all over the U.S.

One section of the show will present home videos of the more unorthodox ways of training. For example, one backyard horse trainer without access to starting "gates," prepares his horses by standing them in a grape arbor and has them gallop out of it from a flat-footed makeshift stand!

Viewers will be taken through the process of acquiring, breeding, breaking and training racehorses. At all times, we will stress kindness and respect for the animal and present racing in a positive and healthy light. The show will be entertaining and fun.

Solid methods and real people will expose the non-racing public to a very positive side of racing. This TV show could dramatically change the image of racing to the general public.

 The NTRA has declared their desire to meet the following challenges*:

1) Reverse the decline in live attendance.

[The Little League of horse racing - Future Farmers of America, 4-H programs, and the pony clubs and their families - are appropriate future fans.]

2) Alter negative awareness and perception profiles.

[My program is family-oriented and portrays the positive side of racing: training on the farm and racing at the track in Middle America.]

3) Achieve a more age-proportionate fan base.

[Again, there would be more interest generated by the tv show which shows personable young adults working with their mom. Both Nando and Victoria exemplify the family working together and training in a home/farm setting.]

4) Increase total handle.

[As regional trainers are shown in the "FROM YOUR BACKYARD" video segment, in the tv show, local viewers may bet on their regional favorite horses and trainers.]

5) Encourage TV Broadcast contracts and major sponsorships.

[The TV show would give great positive exposure of racing on ESPN, Animal Planet, PBS or other networks.]

6) Combat many forms of competition.

[What better way than by making racing more user-friendly to the fans and the potential new owners!]

[*According to information taken from the marketing and advertising materials distributed by the Merkley, Newman, Harty advertising firm.]

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