NEWS
Symposium to address wider audiences
Posted: Sunday, December 06, 2009 9:39 PM
by Frank Angst
While many longtime racing fans spent the days leading up to the Kentucky Derby Presented by Yum! Brands (G1) reviewing key preps and pouring over past-performance data, NBC devoted “Today Show” and “Tonight Show with Jay Leno” segments to discussing not only the race but also the food and fashion that surrounds the event.
NBC believes targeting women in these segments helped the 2009 Derby surge to its best ratings in 20 years. In a panel called “Exposing Yourself to Strangers,” officials from Churchill Downs Inc. and NBC Universal will discuss the approach at the Symposium on Racing and Gaming presented by the University of Arizona’s Race Track Industry Program starting on Monday and running through Thursday in Tucson, Arizona.
On one level or another, several of this year’s panels at the 36th annual symposium will involve reaching out to new audiences.
Gerard Cunningham, an executive with exchange betting company Betfair, which has increased its U.S. presence with the purchase of Television Games Network and through deals with some racetracks to provide revenue from exchange and pari-mutuel wagering on those tracks, will discuss Betfair’s plans for the North American market.
A group from the Turf Publicists of America will discuss opportunities in promoting the sport through such television shows as Animal Planet’s “Jockeys” and through movies, like the current film on Secretariat being produced. Turf Publicists of America President John Engelhardt, also the director of publicity and public relations at River Downs, will moderate.
A panel will discuss technology changes that could provide wagers and wagering information that is more attractive to younger or new bettors. Del Mar Executive Vice President Craig Fravel will serve as moderator.
With the improvement of Internet video, a group of panelists will discuss opportunities for the racing industry in the use of this growing technology. Rohit Thukral of TwinSpires.com, which offers high-definition feeds of the Churchill Downs, Fair Grounds, and Keeneland Race Course signals, will lead the group.
A panel that may prove attractive to racetrack and racino officials will focus on efforts to make racing facilities “destination properties” to attract out-of-town customers. Gary Palmer, president of Prairie Meadows Racetrack, will moderate.
A panel on social media will present the latest findings on how people use such websites and how the racing industry can take advantage of this growth. Mike Tanner, chief executive officer of the U.S. Trotting Association, will serve as moderator.
The symposium will begin on December 7 with the Conference on Officiating Horseracing, which is hosted by the Racing Officials Accreditation Program and the Race Track Industry Program. This year’s conference will look at the process of successfully prosecuting drug violations.
Frank Angst is senior writer for Thoroughbred Times
