I’ll Meet You on the Long Road to the Middle jm4g
by Ed Meyer 2q161j
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inI’ve worked in horse racing since I’ve been 18-years-old. Started as a parking lot kid, and supervised all of the parking after that. I was promoted to work in issions to reconcile monies and work with the Union staff as a member of the labor-management team. – I was promoted to working in marketing as the player development manager to oversee our biggest players and create incentives to grow a loyal base. – I left to become the director of marketing at River Downs for 6 years, and shortly after was hired by Keeneland to oversee their new ADW program Keeneland Select. – After being there for 13 months, the program is still in place but just faced enormous competition from the big boys. I was hired as the track announcer and morning line odds maker for Belterra Park. A job that has been one of my personal favorites.
Now, this wasn’t a resume or a bragging note. I wanted you to know I’ve been lucky enough to work my way through college and eventually stay with my first love of racing. I’ve seen from where to park the cars, to learning to create aspirational value among our biggest players and eventually going on to positions that allowed me to be a part of the inner workings of the track. Places like Turfway Park, River Downs, Kentucky Downs ( when it was called Dueling Grounds), and my present position at Belterra where I absolutely love what I’m doing and meeting new players daily. – After all, they are the most important aspect of our sport and business.
With this being said, I have an idea of what is needed, and if I don’t, I have been blessed with a cell phone packed full of numbers of people who can help me over the hump. – First and foremost. I am one of you. I started as a fan, and continue to this day. Give me the day off and a program in my hand and you’ll find me sitting next to you in the OTB doing what I love. I understand what you want. It’s not difficult as horse players are an easy group to deal with daily.
1. Keep the place clean and well-lit. – Free parking and ission are available every day. The parking area is swept, ice-treated in winter months, and seasonally decorated. Have your signage outside making it easy for new players here for the first time.
2. Have a large array of varied handicapping materials and informed staff to help you get started for the day.
3. Have the race book ready with all signals on screen and make proper adjustments throughout the day as signals end for the day and others begin. Keep the action ready to follow.
4. Have several clerks who will be able to help new players and seasoned guests. – The number of automated machines will take away most of the cluttering traffic for players who like to walk up and punch out their own tickets with minutes til race time. – This will run smoothly.
5. Restrooms will be cleaned and attended on the hour and any rubbish will be disposed of immediately. Nobody wants to kick cups and losing tickets on the way to the windows. They are our guests and should be treated as our business depends on them. Because it actually does.
6. Signage is key. Let the players have an area that allows them to see when and what tracks are running that day and change them at the end of the day for new ones to replace. – Having a kiosk where they can watch race replays is key. How much does it cost to have a seat? Zero!
7. Every staff person will have a printed sheet for the day to keep with them to inform players of what promotions are coming up, what time we open the doors, a list of numbers to call for management, and at no time there will not be the “I don’t know” answer.
8. Concession stands are staffed, clean, and ready to serve. Daily specials that will not cost you an arm and a leg. – The dining room is a bit more upscale, but there is no dress code, and the dining will be a very important aspect that is cost-friendly and gives you a place to call your own. – Once a player leaves to go to a local place to eat, chances are they are done for the day.
9. When the doors open; from 10:30am til 12:30pm, there will be a free self-serve coffee station where patrons can have their favorite brew on the house. After all, you are our guests. Get comfy and stay awhile.
10. At least three managers will walk the betting floor and restaurant. I want to be available for you. This will give you a person and not a number to call no matter what is needed. Availability is key to success.
11. Create a loyalty card tied to the racino or casino, allowing guests to use accrued points for a free program, DRF, or track merchandise. Most already have them, but kick it up a notch.
12. Create a big players’ room where the player development manager can invite in players who have reached a certain threshold. – This is the best aspirational investment you can make. People always want to walk through a door marked private.
13. Create free handicapping contests with 2nd chance drawings and low-cost contests where they can win money from a small investment and match wits against other players. – Eventually, move up to having bigger money contests where you’ll draw players from all over with TV ads and DRF and program banner ads.
So, the kid from the parking lot wants to know. Would you like to play in our OTB for the afternoon? Me too. – We’ve lost our way with teaming with the casino folks who have rules for rules, and there is little to offer horseplayers. They ask so little and now they are treated as an afterthought. Once I was working at a track and met a new racing marketing manager. I asked him where was his favorite track, and after ten minutes of explaining he hadn’t been to many tracks. The wrong ideas are being planted for complacency and mistrust from our loyal guests. After all, the casino wouldn’t even be on the property without our gaming license many moons ago.
What to do. – Some operations absolutely flourish. Others just limp along like a flat tire making excuses. Start by doing the little things for creature comforts. Treat players with respect and they’ll be back. Give them ease of motion for free seating and fairly priced food and they will be telling other bettors to meet them at your place. Be available. Let them know they can bend your ear at any time. I guarantee there will be a new sense of something going on. – Trust me. I used to do it and we had huge crowds of happy people. And I’ve worked in places where people have title badges and no idea of what to do with racing. – But, it can all change. Not that hard really, just treat long-standing and new players with courtesy and attention. Before you know it, you’ll be back to doing great business like you did years before the alternative gaming arrived. They can both exist and your race track now becomes an entertainment destination. Just like we wanted and hoped for all along.