It was with great interest, therefore, that I read on TheBloodHorse.com of a new initiative under way in Britain called "Racing for Change." Through a variety of tactics, the British horse racing industry is seeking to unify its marketing and promotional strategies to make racing accessible and interesting to casual fans and fans new to the sport, many of them members of younger generations who are ripe to become lifelong supporters. The initiative will feature several key elements, many of which could go a long way towards increasing support for and engagement in horse racing here in the States as well.
Those tenets of the Racing for Change platform that could be particularly well utilized in American horse racing marketing include:
- "Race names to be simplified and racecourse announcements to be streamlined.
- "Racecourses to improve the enjoyment and understanding of a day at the races for both new and regular racegoers. Initiatives include improved food and drink provision, new sales and marketing promotions (including more free and discounted days), enhanced raceday information with an emphasis on improving the quality of showmanship during the day. Improvements are also being planned in the use of on-course TV and the betting experience."
- "Starting a new free membership club for younger adults that will offer discounted admission to many courses and shares in several racehorses."
- "Launching a new Web site to promote horse racing to new and novice customers."
- "A central public relations campaign to promote racing more effectively to a wider audience."