We could not have been more excited to receive the emails notifying us that the Breeders’ Cup approved our request for media credentials. We were going to the Breeders’ Cup–as press! After our initial excitement waned, however, one question resonated—now what? How do we cover our favorite sporting event on the planet?
When Nolan, Johnny, and I started Thorobros six months ago, it was never our intention to report race results. Nor was it our intention to be a pick sheet or to offer pre and post-race analysis. DRF and Bloodhorse more than had those aspects of racing covered. Instead, we began with the lofty and vague intention to critically analyze the business and marketing aspects of the sport in hopes of making an impact. But how did that intent translate to the 48 hour opportunity afforded to us by the Breeders’ Cup?
Our answer was actually pretty obvious. We were going to cover the Breeders’ Cup. Physically cover it; using every minute of our time at Santa Anita to explore every inch and activity the event had to offer. By immersing ourselves in the sport’s premiere event, we hoped that we would observe more about the culture, trends, and characters of the racing industry and be better positioned to advance our global objective.
So for two days we barely stopped moving. We covered the entire Santa Anita campus, sought out every experience and conversation we could locate, and ran the gamut of experiences only found at the Breeders’ Cup. For example, on Friday, Morimotto hand served us an Asian noodle and brisket dish at the Taste of Napa Valley event, and on Saturday we devoured chili dogs in the grandstand. We toasted champagne with the connections of Dayatthespa in the Trophy Lounge and chugged beers with bros from USC in the infield. We saw Elizabeth Banks take a selfie in the paddock before the Classic and took a family’s picture outside the infield Halloween event. We watched the Distaff from a trackside suite with the connections of Cigar Street and the 9th race from Gulfstream West with a group of characters near the infield tunnel entrance. We met a group of co-eds who asked us if the tellers take American Express and discussed the prospects of a pinhooking business with the founders of Thorostat. We learned about the best years for a Cabernet Sauvignon from a Napa Valley vineyard executor and did a shot of Tito’s vodka with an Ashford Stud executive. Steve Coburn called me out for having a 5:00 p.m. shadow and Dale Romans literally took the tie off Johnny’s neck in hopes it would bring him good luck for the Juvenile Fillies on Saturday (sorry, Dale).
In the end, a few things were apparent. First, we had a remarkable experience. Second, the Breeders’ Cup organized and executed an amazing weekend. And third, we observed a stark contrast between the various experiences available at the Breeders’ Cup, namely between those of the horsemen and connected fans and those of the new, casual, and regular everyday fans. It is this final point which was our biggest take away from the 2014 Breeders’ Cup and gave us the concrete initiative we were searching for.
There is no debating that the Breeders’ Cup promised and delivered a world class experience for horsemen and connected race fans. The Taste of Napa Valley and Taste of the World events were top notch and featured the very best of food, drink, and people watching. Breeders’ Cup “Hosts” attended to participants’ every need. Special access areas like the Enclosure and Trophy Lounge further coddled horsemen and enhanced the luxe experience. In recent years the Breeders’ Cup, under the direction and influence of Bobby Flay, has strived to enhance the owner and fan experience by upping the “class” factor. The mission is accomplished.
But with a focus on creating a posh experience for horsemen and select fans, the Breeders’ Cup runs the risk of alienating the average fan. This concern is only amplified by the announcement that the 2015 Breeders’ Cup at Keeneland is limiting on track entry to 28,000 fans. This “exclusive” experience will no doubt favor the higher class fan while making access much more difficult and costly for the average race fan. Also, while the Breeders’ Cup tried to offer experiences for everyone this year—Halloween fest and Saturday’s infield fest—these events, for whatever reason, were not well attended, were not as well staffed or as organized, and did not generate the same buzz or excitement as the cushy events occurring elsewhere on the campus.
To be clear, we are not and cannot criticize the Breeders’ Cup for focusing on creating a world class event for the owners and participants who fuel the event. It is a focus which had been overlooked for too long. However, we do think there is a balance and that it’s a mistake to not put similar efforts towards ensuring a unique experience for the everyday race fans who come from both near and far for this event. The Breeders’ Cup is horse racing’s one chance a year to show the nation that the sport is more than just three Saturdays in the spring. It’s a chance to introduce new fans to the sport and to reconfirm the dedication of existing fans. The Breeders’ Cup and host tracks should seize this opportunity and focus on providing customer service and unique experiences to these new, casual, and everyday race fans.
Here are some thoughts on increasing the average fan experience for the 2015 Breeders Cup:
-Build up the fan experience at the Win and You’re In Days across the country. With a limited number of on track tickets available for Keeneland, the Breeders’ Cup’s best opportunities to attract new fans and reach the everyday fan in 2015 may be through these Win and You’re In Days, where attendance is not restricted and admission is only a few dollars. Take a look back here at our previous article on ways to attract and maintain fans during these days both through enhancing the on track experience and through promoting the races as a cohesive, easy to follow series. One key point from that article is ensuring more hands on and in person assistance from track personnel. The Breeders’ Cup has “Hosts” for the horsemen. Why not have a few “Fan Ambassadors” for the new and causal fans at both the Win and You’re In races and the Breeders’ Cup itself. These ambassadors can help fans navigate the impossibilities of the pari-mutuel wagering scheme, understand the structure of the Breeders’ Cup racing, and otherwise introduce the fans to some of the best aspects of the sport.
-Hold a Friday night fan event for the average race fan. For horsemen and connected fans, Friday night at the Breeders’ Cup means the Taste of the World event. But what about all the other fans in town who do not want to put their Breeders’ Cup experience on hold between the Distaff and Juvenile fillies? The NFL has the very popular Super Bowl village and NFL fan experience outside the Super Bowl every year. This type of fan expo could create a unique experience for the fan and go a long way towards developing new racing fans. To that end, we suggest organizing some sort of Breeders’ Cup bash “for the people” on Friday night. Everyone’s invited. It doesn’t need to be swanky or over the top. It could even be profitable. Hold the event in the parking areas after the races or rent out a conference room or other large venue in town, include some basic eats, offer a cash bar, give away some prizes and unique fan experiences, and charge a nominal fee to attend. Provide fans with the opportunity to have their picture taken with the flower blanket and Breeder’s Cup background screen. Invite a few of the celebrity ambassadors and horsemen to stop by before or after they attend the Taste of the World event. Invite some of the more recognizable press figures—the TVG guys, Privman, Maggie Woffendale, Josh Elliot, etc.—and let fans interact with some of their favorite racing personalities.
Parking Lot Party. We assume this one is a given, but with only 28,000 permitted through the gates next year, the Breeders’ Cup will need to develop and market an experience for fans who want to attend the races but who can’t get into the track itself. Keeneland’s parking area provides for a unique tailgating opportunity which can accommodate more fans than the track itself and the Breeders’ Cup should spend ample time developing a plan to fully utilize this space. There should be Breeders’ Cup tailgate areas, plenty of porta-potties, ample televisions, and places to make wagers. Food and beverages should be made readily available. In sum, it should become an extension of the track with the only draw back being the inability to get close to the athletes themselves. It would be a mistake to take a hands-off approach towards parking lot tailgates and to just assume people will show up and entertain themselves.
-Target college students. Keeneland is the undisputed industry leader in generating college student attendance, as their race meet attracts hundreds, if not thousands, of UK students every weekend. Many would argue that this turnout is simply a product of being located in the Bluegrass state where horse racing is a way of life and weekend trips to the track are as an established college tradition as fraternities. But such an assumption is not fair to Keeneland who has invested a significant amount of time towards marketing to college students. The track hosts several college days throughout the year. More importantly, Keeneland also seeks out and “hires” college ambassadors from local schools who lead on campus efforts to market racing days, organize trips to the track amongst friends, and hand out some freebies at the student center. The Breeders’ Cup could benefit from this type of direct to student marketing. Post some “internship” opportunities around local campuses in the Blue Grass State, hire energetic and likeable students to serve as college ambassadors, arm them with some free swag and materials, and let them do your marketing across campus. Set up an event dedicated for students sometime during the Spring Meet and perhaps again on a Win and You’re in Day (Fall Stars, Jessamine day, etc.). Offer beer specials or set up a tailgate for a nominal fee. Have a Fan Ambassador team on hand to explain betting and answer questions at the tailgate or designated student section. The idea though is to encourage attendance through on campus marketing and then more actively engage the students who make the trip—not just label a random Wednesday student day, hand out a scholarship or two, and hope students attend.
In sum, we think the Breeders’ Cup is at the very top of the industry when it comes to caring about its racing product and the fan experience. Our coverage of the Breeders’ Cup 2014 only solidified that belief. We just have some concern with the recent focus on a “posh” experience combined with the likely exclusivity of the 2015 event. We love the Breeders’ Cup and believe it is the showcase event for the industry which should be proudly displayed and available to everyone.
