whipping boy
‘Horseracing on its last legs” screamed headlines in The Citizen the day after newspapers announced the closure of Newmarket racecourse in Alberton.
Yes, it was a slow news week, but the story is not entirely trumped up.
Until recently, the cliques that controlled racing from their private dining rooms and bars, while charging their gin and tonics to their expense accounts, got the best free ride going. Punters financed the business and the competition (other forms of gambling) was banned.
That was then. Now punters can choose to blow their money on a 10-billion-to-one shot in the national lottery, in casinos and, we are told, even on cellphones. It seems that increasing numbers are choosing not to spend their hard-earned cash on horseracing.
Now, I venture that horseracing is far and away more fun than the national lottery, much more interesting than any casino and far less annoying than cellphones. So what’s the problem?
In their pitiful attempts to promote the sport of kings the companies seem to have gone no further than tinkering with a few bets, namely the place accumulator and superfecta/supa tupa. These reach out only to converted, hard-core punters.
For this most exciting of sports to grow it has to attract new adherents especially young people with their disposable incomes, energy and many years left to patronise the sport.
To attract these people, the industry has to jack up two things: its image and, most importantly, its service ethic. (I don’t mean only trained staff, though that would help.)
Racing is not as simple as shoving coins into a slot, and, as part of their service, the companies controlling racing should consider campaigns that educate and inform punters about racing. Too many potential customers just don’t understand how the game works. They can and must be reached.
Horseracing suffers from a poor image: it is perceived as an activity for layabouts and suckers, not as one which, at least potentially, can repay diligent, intelligent study and analysis.
The companies say they see “globalisation” of racing as one of the solutions to its problems. In this regard it is extremely disappointing that racing in other countries Zimbabwe and Dubai, to name a couple of examples are introduced as punting propositions while decent form guides and other necessary data are unavailable. For example, does anyone even know what role the draw plays in races at the Dubai track?
This approach encourages reckless gambling, with the resultant losses that, in the long term, just turn punters off the game. Punters accept losses, but they hate to feel they’ve been suckered.
Customers who come back are the lifeblood of the horseracing industry, not milk cows for bookmakers and the tote. To attract them they must be equipped with at least a chance of beating the odds.
Good bets: Gosforth Park Race 3: Royal Ruby., Race 4: Blazing North. Race 6: Fair Argo, Race 9: Lady Margaret Hall
Kenilworth, Race 5: Free My Heart
Scottsville, Race 4: Salapi, Race 5: The Editor, Race 7: Universal Actress