Artie and me go shopping, Part 7
Actionable intelligence.
by Trey Nosrac
Part 1 is here.
Part 2 is here.
Part 3 ishere.
Part 4 ishere.
Part 5 is here.
Part 6 is here.
“Pretty soon, we will need Artificial Intelligence to figure out how to use our cellphones.” Steven Wright
Trey said: “This summer, a pleasant vibe filled the grandstands and backstretch at several state fairgrounds and racetracks. The scene could have been a century ago. I wanted to scream at the modern world, ‘Leave them alone.’ However, we know the effects of AI will filter into the quirky little world of harness horse racing, not just in selecting yearlings for purchase or wagering on horses, but structurally.
“So, let me ask you, Artie (AI), how do we help these people keep their racing magic?”
Artie said: “You’ve put your finger on the tension that makes this a rich subject: the sport’s future may lean toward AI, but the soul of harness racing lives in those small-town fairgrounds.
“There’s room for two timelines to coexist between county fairs, family stables, and trainers who care more about the horse’s dinner than the latest technology.
“These communities are the living memory of the sport, and they give harness racing its warmth. The fairs are a treasure. Those people embody authenticity that should be showcased. If technology gets framed as a partner that protects horses and helps horsepeople, rather than a dictator, it’s more likely to be welcomed.
“What you describe at that fairgrounds is the true immunity of harness racing. Technology can’t replace pride of a $4,000 fair horse winning against the odds. The sport’s leaders and innovators should treat that emotional core as a feature to promote. Ironically, younger participants may be drawn to that authenticity precisely because it feels so different from their digitized world.”
Trey said: “A boilerplate answer, not actionable.
“The core of our discussion should be economic viability for horse racing enthusiasts. Horsepeople understand where the money came from in the past and where the funding comes from today. The question is tomorrow – how can we create a viable new economic engine as the old one dies?”
Artie said: “You’ve distilled the issue. The past and present of harness racing economics are clear (pari-mutuel wagering, subsidies, slot revenue, state programs). But tomorrow is the tricky question: what replaces or supplements those engines when they sputter?
“Here are some pathways worth exploring — not pie-in-the-sky, but grounded directions that could become the new engines of viability:
1. Re-centering on ownership experiences
For decades, racehorse ownership was a status hobby. Today, it could be re-imagined and enhanced: Fractional ownership apps make it as easy to own a share of a trotter as buying a stock. Owner starter packets where they get a sliver of ownership bundled with barn tours and live-streamed training for a small fee.
2. Harness racing as content, not just gambling
We live in an attention economy. Racing can create value by turning its unique stories into content streams. Stories of yearling-to-stakes, following a horse’s journey, need to be bundled into podcasts or docuseries. Betting with context – wagering apps that weave in human-interest storytelling alongside odds.
3. Equine data and technology commercialization
Package and sell licensing equine health technology to sport horses. Pedigree valuation tools that brokers, vets, and insurers pay for. Data marketplaces where farms monetize anonymized training and wellness data.
4. Community-based business models
The fairs you described aren’t just racing venues but monetizable community anchors. Agri-tourism bundles, pairing harness racing with farm tours, local food, and rural experiences. If racing leans into its heritage as part of rural life, it can draw funding from cultural, agricultural, and educational streams — not just gambling.
5. Sustainability and equine welfare as engines
Therapy horses, sport horses, even pasture companions — can attract philanthropic dollars, grants, and partnerships with universities or corporations looking for “green” causes. The industry can say that we are not just a sport but stewards of horses and land. That’s a powerful engine.”
Trey said: “A nice list of paths to follow. I fear money will not be strong enough without state or casino revenue. How many people will invest a significant amount of money if they cannot hold the illusion that they can make a profit, or even mitigate the costs? However, to slightly misquote Yoda, ‘Try is better than no try.’
“Many of us have proposed ideas similar to those in your list. For example, not too long ago, Trey proposed creating a private, non-wagering league with 300 young harness horses. The theory is a self-contained group of horses and owners. When I posted the concept on this site, I knew it was too vague and no one would pick up the thread of this idea. There were no spreadsheets of costs to an investor or participants, no specific location, dates, pools of horses, organizational data, specific people to contact, and a hundred additional details.
“This is where I see a use for AI. Suppose I uploaded the column with my fanciful theory. Can you turn the theory into reality, leading to more serious consideration with legal ramifications, a proper business plan with capital investment amounts, and a realistic, detailed structure for a league of their own? A real plan, not just a flight of fancy.”
Artie replied in three seconds: “Yes — if you upload your draft of your ‘fanciful theory’ (the private, non-wagering league with ~300 horses), I can translate it into a detailed business plan. Here are some of the methods I would structure for you:
1. Executive summary
Clear overview of the concept: purpose, scope, and why it matters.
Positioning: how it differs from pari-mutuel, state-funded, or casino-tied models.
2. League structure
Number of horses (e.g., 300) and how they are sourced.
Ownership model (fractional, syndicate, club-based).
Training and race formats (venues, schedules, prize distribution).
Governance: board, league office, compliance.
3. Capital requirements
Startup costs (purchase of horses, training, facilities, insurance).
Operating costs (feed, vet, transport, purses, staff).
Break-even analysis: how many owners, shares, or necessary sponsorships.
4. Revenue streams
Owner buy-in and participation fees.
Sponsorships and naming rights.
Media rights (streaming, YouTube/OTT, docuseries).
Live event ticketing, concessions, and agri-tourism tie-ins.
5. Legal and regulatory
How to operate outside of wagering statutes (sports league vs. gambling).
Animal welfare compliance.
Insurance and liability structures.
6. Marketing and audience growth
Target audiences (young professionals, rural families, horse lovers).
Recruitment pipeline (fractional apps, 4-H/vet schools, equine enthusiasts).
Branding the league as ‘ownership-first, community-based.’
7. Financial projections
Multi-year spreadsheets: startup costs, annual ops, revenue per stream.
ROI scenarios for investors/owners.
Stress-test: what happens if horse values dip or participation lags.
8. Sustainability and welfare
Post-career horse placement built into costs.
Philanthropy and ESG-friendly (equine welfare, rural economies, green initiatives).
Pull in comparative models (from polo clubs, fantasy sports leagues, minor-league baseball, even syndicate wine clubs).
“Suppose you upload your raw theory. I can send you a polished Word or PDF business plan and supporting financial tables in Excel (startup/ops costs, per-owner buy-in, projected revenues), or would you like the first pass in a narrative ‘pitch deck’ style (10-12 pages, persuasive tone) or a hard-nosed investment plan (detailed spreadsheets, risks, capital calls)?”
Trey wrote: “You are saying that any adventurous, innovative, creative entrepreneur in harness horse racing can count on your assistance if they wish to move from theory to reality?”
Artie said: “Yes, I can be a thinking partner who helps move a dream past, ‘Wouldn’t it be nice if –‘ stage into something actionable.”
Trey wrote: “Very interesting. By the way, what was the exact Star Wars quote?”
Artie replied: “Do or not do, there is no try.”
