New Zealand Thoroughbred Racing board members (from left) Ben Nettleton, deputy chairman Joe Walls and chief executive Greg Purcell take questions from attendees during a regional forum at Wingatui last night. Photo by Matt Smith.

Some frustration was evident at the New Zealand Thoroughbred Racing regional forum at Wingatui last night, but the organisation's chief executive is confident racing can take its place back in the nation's consciousness.

NZTR chief executive Greg Purcell, board member Ben Nettleton and deputy chairman Joe Walls visited Wingatui for the fourth of seven forums around New Zealand.

The forum attracted 16 industry participants to Wingatui, from trainers to club officials and several indicated their disappointment at the level of stakes for the lower grade of horses.

Other complaints revolved around handicapping, and the general direction of the industry, as Purcell's presentation highlighted a recent survey which showed 37% of both owners and breeders were looking to decrease their level of involvement in the industry.

The main message to come out of the presentation was the need to expand the fanbase, after research completed by brand company Interbrand revealed 94% of New Zealanders did not see thoroughbred racing as fashionable or relevant to them.

Purcell told the Otago Daily Times the main challenge was to get more interest into the sport which would ultimately increase turnover.

''We have a defined customer base, and a devoted fanbase, but we want to clearly expand that to make racing a mainstream sport in New Zealand again,'' Purcell said.

''It was rugby, racing and beer and, at the moment, it's pretty much wine and rugby.

''We want to push racing back into the fold of major relevance in New Zealand culture.''

Purcell said the messages at the three forums prior to Wingatui had been similar to the response last night.

''Whilst there are some local issues, there's a high degree of consistency amongst the issues at hands.

The feedback from some of the attendees hinted at South Island racing being largely ignored in NZTR's strategic plan, but Purcell said the organisation was working hard to ensure South Island thoroughbred racing retained a presence.

''There's not a greater amount of passion in racing than in the South Island. NZTR has been working hard to support racing in the South Island. We've actually worked hard this year to ensure that each club has a promotable event.

''We've looked to significantly improve the allocation of race dates and specifically Sunday race dates to clubs in the South Island, so clubs have something they can work with to develop into a strong community event in their towns.''