Summer racing is upon of us which means hot weather, fast horses and having a great day out with friends. I am looking forward to doing the full Otago racing circuit for the first time.
These meetings are a delight and I can list 99 reasons why they are such a great day out.
In this edition of Turn It Up! though, I am going to focus on the one reason some people don’t go. For me, the idea of paying to get into the races is one of the most ridiculous handbrakes this industry has. Racing insiders know we want every person through the gate we can get. The main way clubs earn money is from returns on betting dollars invested on their races and they get a bigger return from money bet on course than money bet at off-course TABs.
So I must ask the question, when there are so many outlets competing for the entertainment dollar, why do race clubs put up a barrier that can potentially turn a family off going to the races? Of course, our biggest race days with corporate areas should be user pays but I am talking about general admission. As for the type of person that might be turned off coming, I am talking about a family of four or five — those who aren’t hardcore racing fans, because, let’s face it, those of us who are dead keen on the sport will show up whatever the barrier put in front of us.
Some punters would probably turn into Russian pole-vaulters if they had to, to get in.
But in this case I am focusing on those families who just want a good day out. Those whose interest in the sport range from "I have no idea" to "I go to the races a couple of times a year". I understand that there are costs in running a race meeting but my challenge to clubs is to find avenues other than admission charges to cover those costs.
Clubs are doing a fantastic job in putting together fantastic fields of horses, great on-course hospitality and entertainment but this is one area I think they could examine. Let’s do better than $5-$10 for a racebook and a bottle of water.
Let’s attract as many people to the races as we can and tempt them to have a bet. I just don’t want to see the our game forget that it is turnover that is the foundation upon which the whole industry sits.
Yes, it’s hard work
I welcome feedback on this issue. I also look forward to hearing from clubs whose committees put in countless hours continually working to improve their race days. Believe me, I know how hard you all work and apart from my one little bugbear I think you do a fantastic job. Email me at jonny.turner@odt.co.nz
On a personal note, some of you will notice I won’t be at the Forbury Park meeting tonight. I will be attending a family funeral.
Turner In To Gold:
No luck last week, what a flog that Aussie nag I picked turned out to be. This week I am keen on Black Athena in race 1 at Winton on Sunday. Happy trails.
