West & WSJ in separate treatments re: racing's target audience

[Kasept]

Does racing know its audience?

But even while they can't be neglected, these potential fans aren't the sport's natural, or indigenous, audience. Because this is a pastoral and cerebral game that requires patience, horse racing's natural audience is an older one, and that's a reality the sport shouldn't evade. The nearly 76 million people born between 1946 and 1964, the so-called Baby Boomers, for example, would seem to be a much more receptive audience for the sport than the Twilight crowd.

In New Jersey, New Gamblers Being Sought

The average age of U.S. horse-racing fans is 51, compared to 43 for football and 35 for basketball, according to a 2011 industry study conducted by the McKinsey consulting firm. About 2% of fans die each year, and only 14% of those following the sport started in the last five years, the study showed.

[Kasept]

Two articles from the last few days to compare and discuss..

Gary West's ESPN piece tried to explain the folly in the game marketing to people too young to participate meaningfully and the breadth of reachable potential players among Baby Boomers. The Journal had a rather poorly written hodge podge Monday about the newest luxury OTB in New Jersey that attempted to touch on the demographics of the wagering facility.

There's a happy medium out there between cultivating 20-30's types and helping them become serious players (and owners) later in life when they have the time and money. There's certainly roadblocks (takeout, etc.) involved that need addressing, but start by at least properly recognizing the marketplace and targeting efforts appropriately...

[OldDog]

I thought this part of West's article hit the nail:

Boomers remember when horse racing had a place on the front page of the sports section and can recall many of the great horses of the last century. When they talk about Secretariat, they're not talking about the movie, but about a glorious moment in sports history. Moreover, the Boomers are retiring. Perhaps introduced to racing years ago, when they had neither the time nor the money to become serious fans, they now have both. Why doesn't horse racing focus its efforts on attracting the Boomers?

At most major sporting events (NFL, NBA, MLB and NHL), the largest cohort in attendance is the over-50 group, according to an article in Sports Business Daily. More than 43 percent of the fans at a typical Major League Baseball game, for example, are over 50. And for good reason: They can afford the tickets. But why does everybody in racing go around wringing his hands when the McKinsey Study says the typical horse racing ran is 51?

Exactly.

[skippy3481]

It's a very fine line. The example using other sports is bad one. The average age of attendance at sporting events may be high but that doesn't stop the younger generations from buying jerseys, playing licensed games, and playing fantasy sports. People are still involved... they just don't have the ability, capital or simple desire to see games live.

Horse racing on the other hand will have a problem in 25 years. I'm one of the younger members of derby trail and i have zero friends in my age group that actively follow horse racing. Sure they may tag along for a derby, breeders cup, or a week-end night at a local track... but they really don't care. I've grown up in an era where horse racing gets bumped off of espn for little league baseball.

If horse racing wants to survive after the boomers die, they will need to re-brand the sport. I have zero idea's on what this would entail though. When poker is legal again...and it will be soon.... you'll see a nice drop off from handles.It's built for my generation. You can play multiple tables and get constant action....

Just my two cents for what they are worth

[pweizer]

25 years ago, people said that racing would have a problem now. That song never changes.

Paul

[jms62]

Originally Posted by pweizer

25 years ago, people said that racing would have a problem now. That song never changes.

Paul

Were they wrong?

[pmayjr]

Originally Posted by skippy3481

It's a very fine line. The example using other sports is bad one. The average age of attendance at sporting events may be high but that doesn't stop the younger generations from buying jerseys, playing licensed games, and playing fantasy sports. People are still involved... they just don't have the ability, capital or simple desire to see games live.

Horse racing on the other hand will have a problem in 25 years. I'm one of the younger members of derby trail and i have zero friends in my age group that actively follow horse racing. Sure they may tag along for a derby, breeders cup, or a week-end night at a local track... but they really don't care. I've grown up in an era where horse racing gets bumped off of espn for little league baseball.

If horse racing wants to survive after the boomers die, they will need to re-brand the sport. I have zero idea's on what this would entail though. When poker is legal again...and it will be soon.... you'll see a nice drop off from handles.It's built for my generation. You can play multiple tables and get constant action....

Just my two cents for what they are worth

This. Us young'ns don't have the patience/attention span to learn to read a racing form. I've only convinced one of my friends, many of whom play poker regularly to learn how to read a past performance.

The people who I'm surprised don't jump into horse betting with great interest are all these Sabermetric/stat geek baseball fans. If they bothered to pickup a drf just imagine how they could break down all the different stats, and prioritize which ones are most important to them.

I get Gary West's argument, but you still need to get the 20/30-somethings to have a genuine interest in the sport. Because I doubt when they're nearing retirement that they'll learn out as a new hobby.