Are the odds really 10-1 against us?
by John Berry
The last Mane Attraction outlined the two-century history of gambling leading us into the situation harness racing is facing in these modern and turbulent times.
Also mentioned was a list of what was thought to be a viable road to the future of our entire industry, taking into account the declination that has taken its toll on racetracks, horses, and fans — the three main components which is the only way to build success in our grand sport.
Judging from the responses received from some BDHC members and general population of those who participate in pari-mutuel affairs rarely — prime examples being the Kentucky Derby on the thoroughbred side and the Hambletonian in our neck of the woods — the odds seem to be about 10-1 against our future success.
Very disappointing.
Yes, from the 22 responses received thus far, only two had a positive tone for the future with the other 20 thinking that it’s too late and there is too much viable competition to keep our ship afloat for future generations.
One positive response was, “Being a realist with an optimistic attitude, if we start in the very near future to implement the change needed as outlined in your column, we could be a part of the sports landscape — just trimmed down from what we know and love today.”
Yet another lamented, “Many of your suggestions are very doable and easily accomplished.
“Since I am an animal lover, I especially liked your suggestion about expanded saddle pads to eliminate the whipping situation. It’s just too bad that it is a long-shot to be implemented. But, nevertheless, many of your suggestions like flooding the marketplace with simulcasting places — like they lottery does — would go a long way in introducing harness racing to a new generation of fans — all ages — and in areas exposing the population nationwide to harness racing.”
But those favorable responses were overwhelmed — as mentioned, by a 10-1 margin — with some pretty terse comments, many of which are answered below in this Mane Attraction,
One eye-opening comment was, “I like your spirit and your ideas but you had better start being a realist about our future.
“I was in the marketing industry for almost 50 years and we had to change as the world changed over the years.
“Harness racing has failed to do this.
“A prime example would be just this week during the football draft.
“Heinz Ketchup even got into the fray when they had a marketing tool honoring the 57th pick in the draft, awarding a lifetime supply of ketchup along with a ‘Masters-like’ jacket with a 57 on the front.
“Other sharp marketing campaigns that quickly come to mind are Coca-Cola, Pepsi, Nike, Heineken Beer and, of course, there are many, many others that connect with a wide audience.”
(Note: Kraft Heinz, of course, is known for their Heinz 57 slogan. The marketing genius is already paying dividends as Logan Jones, the 57th pick, put a post on Instagram that he “loves” ketchup and will take all the supply he can get. There are hints he may become a spokesperson of Heinz 57.)
The “Share a Coke” campaign started Down Under and quickly spread internationally and they brought big names in with whom you should share a Coke.
Pepsi’s marketing campaign reached out to restaurant customers when the server approached a diner who asked for a “Coke.”
The server asked, “Is Pepsi okay?”
The diner replied, “More than okay!”
“More than okay” caught on big time.
The Florida Lottery markets their product by advertising, “It’s fun!”
What’s so much fun about taking two or three seconds to scratch a lottery ticket, especially a scheme with a rake of 40-50 per cent?
But it works.
During the latest fiscal year, $9.1 billion ($9,100,000,000) was spent on Florida Lottery tickets.
Americans spent over $109,000,000,000 (that’s billion), which is more than was spent on movies, books, concerts or sports tickets.
Some “big names” are brought in to sell the product.
That’s what marketing is all about and big names can help corral new owners, and new fans.
And we have plenty of big names involved in our sport.
For 67 years, I have found that harness racing is fun and exciting and, for me historically, very interesting and fascinating.
Yet another criticism was, “This will take too much time to re-build our sport; years, many years, too many years.”
Well, Rome, they say, wasn’t built in a day, or romance built in a night.
One BDHC (Broken Down Horseplayer Club) member did have some valid points offering, “Look at the folk up here at simulcasting.
“They are 30-, 40-, 50-year veterans of playing the horses and they’ll all be gone to the ages if your ideas — even a few them — if and when they get done.”
Here’s my answer to that: The Mane Attraction “crusade” is not designed for me or those BDHC members that are in their (G)olden years.
It is designed for future generations.
An example is called “future planning” to accommodate the expected needs or desires of those young whippersnappers just learning to walk and talk and those that have yet to be born — or, even, thought of — a U.S. population that, estimates say, could grow from the current 340 million, or so, to over 400 million in the 2050s.
The Miami-Dade County area is anticipating the need for a new, second airport, which would take 15-20 years to build.
It’s in the planning stages now.
Harness racing needs the same, forward thinking to modernize our sport in anticipation of a shortage of horses and, quite probably, shortage of drivers and trainers.
Talent like Brett Beckwith, Braxten Boyd, William Carter, Jacob Cutting, Justin Irvine, Adarryl Gates, Marvin Luna, Kyle Swift, Wyatt Farmer, Danarius Dortch, Ayer Maxwell, Jalen Gray, Carson Conrad, and O’darius Johnson, to name just a few.
Less than 2 per cent of harness racing drivers and trainers are under the age of 25.
Harness racing needs new, young blood, and it takes years to develop that young blood into competitive competition on the track.
In just 20 years, Dave Palone will be in his 80s, David Miller will be 82, Yannick, 67, Walter James will be 90, “Lady J” Ingrassia will be 99, Timmy Tetrick will be 65.
The speed — which is wonderful, exciting, and has changed the breed — has shortened racing careers, and the shortages encompass all phases and aspects of our sport.
Racetracks, as we all know, have been wiped off the map in droves over the past 50 years, and, while we all grieve those losses, it could be a blessing in disguise as the field sizes shrink to the detriment of the most important factor in any spectator sport — the spectator.
No, every suggestion put forth over time in Mane Attraction columns are not designed, necessarily, for today — from doorbell cameras every sixteenth-of-a-mile on the track to those extended saddle pads to solve the whipping situation and soften criticism from purists looking out for the welfare of our equine athletes, to the newest thoughts about creating events that are on par with the lottery and casinos and prop bets that can offer rewards that will get headlines, national headlines.
They are designed for our future generations to insure the future of our great sport.
Yes, the odds from the 22 folk that cared enough to, honestly, put forth their opinions on our future were 10-1.
Many think they are longer than that.
I just wish that the odds for longevity of our sport were not such long odds.
May The Horse Be With You!
