Leonard Kim, a successful entrepreneur with a following of over 414,000 fans on twitter, received an invitation from Americas Best Racing to go to Santa Anita Park.
He enjoyed watching the horse racing and posted photos of the event to his social media connections. Why did ABR take such a step? What have been the most successful promotion techniques for horse racing events?
It had been observed over the years that horse racing was losing the popularity it once had. Additionally, when the demographics of attendees and active participants were looked over, the older generation seemed to be the only ones had a passion for the sport.
One hardship tracks face when it comes to peaking interest in the younger crowd is the convoluted and complicated rules of the sport. It’s not something that a new fan can easily pick up on. There is more to it than beautiful animals running around in circles. Many other factors like pace, trainer, betting and more, that can easily frustrate a newcomer.
In other parts of the world, such as Hong Kong, promoting the tracks to the younger generation has proven successful. The Hong Kong Jockey Club transformed their racetrack into a nightclub and not only did revenue in all facets increase, but half of the patrons are under 35.
Certain racetracks have come to terms with the power social media and Millennials can have on promotion and attendance. One post from an internet mogul such as Leonard Kim, and nearly half a million people are not only exposed to the track and sport but are also coaxed into attending themselves. Since this realization, executives have adjusted how their events are structured.
Betting is now accessible via mobile phone, areas have been sectioned off for the younger crowd, special entertainment has been brought in.
The benefits of such efforts have been clear and encouraging, but the battle for further recognition from the young continues.
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