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  • City Weekend sire of City Sweets 1st Mdn (May 23, 3rd IND). Owner, Mast Thoroughbreds LLC; Breeder, Robert Gorham & Mast Thoroughbreds LLC...
  • Hard Spun sire of Gleaning 1st Mdn (May 23, 4th PID). Owner, Robert T. Manfuso; Breeder, Nursery Place & Robert T. Manfuso...
  • Flower Alley sire of Bouquet Booth 1st Alw (May 24, 7th CD). Owner, Right Time Racing LLC; Breeder, Brookdale & Dr. Ted Folkerth...
  • Yankee Gentleman sire of Little Dale 1st Alw (May 23, 7th BEL). Owner, Vaccarezza, Priscilla, Amante, Anthony and Garrity, Christine; Breeder, Philip Birsh...
  • Wando sire of Deb's Girly Girl 1st Alw (May 24, 6th RD). Owner, Deborah F. Metz; Breeder, Deborah F. Metz...
  • Canadian Frontier sire of Golden Frontier 1st Alw (May 24, 3rd CD). Owner, George Fister; Breeder, Brereton C. Jones...
  • Include sire of Window Boy 1st Grover (Buddy) Delp Memorial S. (May 23, 8th DEL). Owner, Luis Arenas; Breeder, Shelby Lane Farm Inc. & IncludeSyndicate...
  • Luftikus sire of Joyful Kiss 1st Alw (May 23, 7th CT). Owner, Winfred L. Hess, Jr.; Breeder, Ann M. Casey...
  • Jazil sire of Love Me Good 1st Mdn (May 23, 2nd PID). Owner, Sheltowee Farm and Blazing Meadow Farm; Breeder, Sheltowee Farm...
  • Petionville sire of Wups 1st Thoroughbred Maiden Derby (May 23, 9th BOI). Owner, Paul Treasure; Breeder, Michael Iavarone...
  • Bustin Stones sire of Bustinattheseams 1st Mdn (May 23, 2nd BEL). Owner, Bourque Goldstein Thoroughbreds LLC; Breeder, Eaton & Thorne, Inc....
  • Posse sire of Parody 1st Alw (May 23, 4th PEN). Owner, Midwest Thoroughbreds, Inc.; Breeder, Don Mattox & Pam Mattox...
  • Indian Charlie sire of Nechez Dawn 1st Alw (May 23, 7th AP). Owner, Tresner, Coby and Matsas, Alex; Breeder, B. P. Walden Jr., Hargus Sexton & SandraSexton...
  • Latent Heat sire of Heated Troubles 1st Mdn (May 24, 5th RD). Owner, Ashleigh Stud; Breeder, Ashleigh Stud, Frank Ramos & JackieRamos...
  • Proud Citizen sire of Citizen Kat 1st Alw (May 23, 7th PEN). Owner, Midwest Thoroughbreds, Inc.; Breeder, Mark Reid & Charles Zacney...
  • Hard Spun sire of Ribbon Taffy 1st Mdn (May 23, 5th IND). Owner, Pucek, John Paul and Marcinek, Paige; Breeder, Matthew R. Herbener...
  • Mancini sire of Ride Around Sally 1st Alw (May 23, 6th IND). Owner, Joe Uliano; Breeder, Spade Stable...
  • Medaglia d'Oro sire of Dealer 1st Alw (May 23, 8th CT). Owner, Coleswood Farm, Inc.; Breeder, Family Broodmare, LLC...
  • Chapel Royal sire of Mr Rodriguez 1st Mdn (May 24, 2nd BEL). Owner, Imperio, Michael and Loftus, Elizabeth; Breeder, Jill Imperio & Daniella Corian...
  • Strut the Stage sire of Head Honcho 1st Alw (May 23, 7th WO). Owner, Annecchini and D'Alimonte Holdings Inc. and Kingfield Farm; Breeder, William D. Graham...
  • Philanthropist sire of Rob the Cradle 1st Alw (May 23, 2nd WO). Owner, Andrews, Denny and Paradox Farms Inc.; Breeder, Gardiner Farms Limited...

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Social media, ADWs provide opportunities for reaching new fans

Posted: Thursday, December 08, 2011 1:31 PM

by Frank Angst

A panel of former Youbet.com executives, who have since had varying degrees of crossover into the world of social media, said if proper strategies are developed, social media and features at advance-deposit wagering sites can bring new fans to the sport.

Russell Fine, who helped develop the wagering platform for Youbet.com, asked the audience gathered at the Symposium on Racing and Gaming presented by the University of Arizona Race Track Industry Program Thursday if they could remember who first took them to the track? With a nearly unanimous response of hands indicating memories of that first racing trip with a friend or family member, Fine pointed out that the Internet can be used in the same way.

“Nobody goes to the track by themselves for the first time,” Fine said. “You went because somebody invited you. New players have to be brought by current players. That’s what social media does.”

Lynn Chang, currently the executive creative director for the global network JigoCity, said because of that dynamic, it is important for racing to build the customer satisfaction of its current fans. She fans pleased with the sport will be more apt to invite new fans.

Chang said it is important to develop a marketing strategy for reaching new fans through social media. Fine said not only is it important to engage people through social conversation about racing but he sees great potential in social games as a way to teach new players about wagering on races. The Jockey Club currently is developing such games.

“Social media is probably our best opportunity to get new fans to the track,” Fine said. “People probably aren’t going to buy a car based on what they’re friends are saying in social media but they will take them up on something like a trip to the track. It’s the biggest opportunity I’ve seen to turn this sport around.”

Jeffrey Horowitz, who has recently developed a hospitality system for hospital patients using Internet, television, and video after developing software for Youbet.com, sees great potential in free games and contests for players at ADW sites.

Horowitz said Youbet.com developed such a free game before the emergence of social media. He suspects the addition of social media could add to the popularity of such games and make them a teaching tool for new fans.

Frank Angst is senior writer for Thoroughbred Times

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