Administrators must solve racing's youth problem

have strippers for the boys and firemen for the girls. sex sells losers!

It was disappointing to hear that Melbourne lost Racing for the Future, Mick Sharkie and the gents who set it up are certainly passionate about racing and engaging the younger demographic. While the group obviously didn't receive sufficient support, I’m not sure it's fair to heap blame entirely on administrators. YPR launched in Sydney late 2012 and has since established a strong database of young racing enthusiasts, as well as foundation partnerships with key industry organisations. Similar to RFTF, YPR's main objective is to engage and foster young people with an interest in racing, encouraging further participation in the sport. The group hosts regular events offering members behind-the-scenes access to all facets of horse racing and has so far included attending yearling sales, private stud tours, trackwork sessions, punting previews, millinery and fashion nights, race days and more. Fortunately, Racing NSW pioneered support for YPR, with Chief Executive, Peter V'landys recognising the disconnect between racing and the younger generations, committing to the groups continued development via employing an executive officer. While YPR's membership growth is consistent, it doesn't necessarily reflect the amount of conversation that exists around the apparent lack of such an initiative for young people. As a not-for-profit, YPR relies predominantly on membership revenue in order to continue to deliver events and opportunities aimed at growing participation. Unfortunately, while there is significant interest in the concept, not all are willing to pay the $50 annual membership fee. This is an increasingly familiar theme amongst our generation, which perhaps supports the cash-based incentives suggested on this thread. There is no denying 'Gen-Y' have been brought up with a healthy sense of entitlement, which unfortunately makes us a hard sell, despite theoretically being the demographic with disposable income. So, if we were to look at the most effective marketing strategies in society, surely anything loyalty based (which involves reward) would come out on top. Tell me you’ve never been stuck at the checkout behind someone scrambling to scan their Everyday Rewards card for Frequent Flyer points? At last year’s Australian Racing Conference, Amanda Stevens discussed advocacy and generating a loyal customer base. One of the examples in this presentation involved a $300 handbag purchase that she was struggling to commit to. After much deliberation, she’d decided to walk away – until she saw it came with a free umbrella. Being Gen Y, this of course sealed the deal. After all, who doesn’t want something for nothing. It does beg the question though, what is racing’s $3 umbrella? Yes, young members can be enticed into club membership or maybe even a syndicate via party-based marketing campaigns, but it's directly engaging them and delivering a unique and exclusive experience which will ensure they become advocates of the sport. It’s a competitive social scene out there and I don’t see much point competing with the pubs and boutique bars! For race clubs, it's as simple as a creating a dedicated young member space on course where like-minded enthusiasts can get together. Not out in the back carpark where it's all about bottles of bubbles, but where racing is still the main attraction. As highlighted throughout Les Carlyon’s romantic collection of racing-tales, True Grit, we have some fantastic stories about the horse and its connections, which need to continue to be shared. Our promotions should always involve our wonderfully colourful characters. In saying this, there is undoubtedly a place on course for the party-goer too, just as much as the race fan or punter. Racing needs the support of both in order to remain relevant. We just need to find a way to engage with these seasonal visitors, ultimately converting them into participants – be it club members, race horse owners, etc. Where are the Frequent Flyer points for returning patrons? We also need to be cautious of alienating the younger generations with complex processes or data and not be crippled by tradition. Racing is a truly unique product and becomes irresistible once you feel part of it! I believe racing’s existing young advocates should be engaged and empowered by the industry, perhaps even infiltrate boards in order to assist in cultivating interest throughout this demographic. It would be fantastic to see a national committee or think tank assembled for and by young racing enthusiasts, which was supported and attended by key administrators, where solutions around these recurring questions could be found and implemented. Any volunteers?!

I went to aus cup/newmarket on the weekend. Only because the TAB had free entry for account holders. I think they shouldn't be charging to get into races firstly. The wyong cup meeting has free entry and it is a huge event for the area, people spend their money once inside. Back to flemmo, I noticed that the track anouncers were very hard to hear from certain areas and that inbetween races they showed some celeb getting interviewed instead of the mounting yard coverage or insights from trainers, jockeys etc...the big screen should also sydney races. The grazing area was good, however if you didnt look up every 40mins you wouldnt have know you were at the races. I have owned a horse and saw it win Live, best thrill of my life. I think to attract young people to racing is to play on the story side of things e.g. Polanski vic derby, takeover target, alcopop. The battler come good to steal the richies money. If people see this more often maybe they will be inclined to have a go themselves.

I went to aus cup/newmarket on the weekend. Only because the TAB had free entry for account holders. I think they shouldn't be charging to get into races firstly. The wyong cup meeting has free entry and it is a huge event for the area, people spend their money once inside. Back to flemmo, I noticed that the track anouncers were very hard to hear from certain areas and that inbetween races they showed some celeb getting interviewed instead of the mounting yard coverage or insights from trainers, jockeys etc...the big screen should also sydney races. The grazing area was good, however if you didnt look up every 40mins you wouldnt have know you were at the races. I have owned a horse and saw it win Live, best thrill of my life. I think to attract young people to racing is to play on the story side of things e.g. Polanski vic derby, takeover target, alcopop. The battler come good to steal the richies money. If people see this more often maybe they will be inclined to have a go themselves.

Alice, I was a bit younger (8) but tipping Saintly to win the Cox Plate-Melbourne Cup double are my first racing memories as well. He was a brilliant horse and definitely helped sparked my interest. I got into the sport from there with the older members of my family. My great-grandfather, my grandmother and I were regulars around the central western NSW circuit. Every second or third weekend we headed out to Dubbo, Narromine, Warren, Gilgandra, Trangie, Coonamble, Gulargambone, Mendooran and occasionally Orange and Bathurst. When they the rest of the family joined, usually at cup and picnic meets, we all had an enjoyable family day at the races. Although they all had unique tracks and atmospheres, my favourite bush track is Warren; "The Randwick of the West." It is a remarkable track; big, wide, spacious and has a grandstand that offers great views across the plains. I think it is actually bigger than Randwick, and they also put on some distance races which were exciting spectacles as a kid. I also loved going to Dubbo as my great grandfather, "Old Merv" to all, was one of those larger than life characters who everybody enjoyed being around, would always get us there early so we could grab the best spot in the members lounge, right in front of the post. He did this for years and was not questioned once despite never being a member. Everybody knew him and said g'day. My Nan was great friends with all the jockeys wives, and from about 11-12 onwards I always put on my own bets and had a joke with the bookies. Although they were never as happy when I won. I always have to laugh at what you can get away with in the country.

Hey all, Good article and some interesting points from everyone. I think the respondents show that we, younger racing fans are out there. But it is difficult at times to feel that we are not alone due to the fact that it is a sport that following means analysis and contemplation rather than just cheering on your team. Everyone in Australia always follows a football team (whichever code) when they are a kid, and as a team sport it is conducive to feeling apart of something bigger and does provide shared identity with strangers. Whilst I was born into a family where racing was always a part of our lives; most people aren't. It is by people doing what Max describes above, taking newbies and introducing them to what we are passionate about that we do win hearts and minds. Racing is also a sport that people grow into as they age. For example, if you went to the races in the mid 90s you would not have seen that many 20 yr olds who were actually following the horses, but 20 years later there are a larger number of that generation who are into the horses. My reasoning for that is people's lifestyles change, they are less likely to be playing other sports themselves, and the reality is that having money does help increase your ability to have an active participation in racing. You are never going to get large numbers of young people to the midweeks. They are either at studying, working or unemployed and can't afford it. I think to be sustainable racing needs to spark that initial interest and then continue to foster it's development as people get older. I don't think using racing as an event is that bad, it is good to get people to get that first taste. If someone is going to the races 3 or 4 times a year to socialize it is not harmful. It injects money into the race clubs and at least some will develop an interest in the sport.

What a great story Don! Your son looks more developed than I was in the form department as a kid. I struggled with breeding because all the horses - Lion Hunter, Danehill, Zabeel etc - were before my time in the sport. It got a lot easier. I used to love picking horses with consistent form - lots of recent placings and short in the market were my go-to things in the form guide. Again, it eventually became more sophisticated. I also used to love backing backmarkers with a big turn of foot. And I had some fun following them. There was one I remember... Nanny Maroon, went all the way Group level. She was a great backmarker. She's 17 years old now!

I agree Justin. The industry is promoting so much more than the traditional values of punting, owning and analyzing. Sure, it's a place to dress up, have drinks, meet people and have a good time, but is isn't everybody's answer to living; nor is football. Perhaps some people are just bored, and should go somewhere else that suits them. People often tell me to go somewhere else. Do we still have pinball parlours? Perhaps we put pinnies on the track.

I am teaching my young fella his maths on Friday afternoons / Saturdays when we go through the form guide and calculate the odds against his (my) stake. We look at what he will get for a win or place and work out what he could win or lose. He fully understands that we only bet because I can afford to lose the small amount we punt. Doing this has helped his maths and reading no end. His teacher was surprised how well he could calculate after a few months although she didn't really endorse gambling being the driver of this change. I give him $10 to spread across a few races and he shows me his selections and tells me why he wants those horses. After a few looks together early on he has now come to take his own approach. He looks at the breeding first, he has a penchant for horses sired by Sebring, Redoutes Choice, Lohnro, Fastnet Rock, Magic Albert and Rock of Gibraltar almost regardless of form. Then he looks at form, he loves a horse that is racing second race back from a spell. Then he looks at jockeys and weights. His formula works more often than not and he is building a nice little bank. I took him to Eagle Farm and he was fascinated. We dressed up and had a sensational father and son day in the members. We had lunch and a few bets but, more importantly, he got to see some of his favourite horses up close. He could not believe the noise of the hooves as they pass the post. Now he wants his mum and sister to come along so he can show them his favourite horses. I think we will likely buy into a syndicate next year so we all have a bit more skin in the game and something to follow with more than a casual interest.

As a (relatively new) young racing fan (20) I have to agree. There is very much so a genuine lack of interest in my age bracket in racing as a sport as opposed to attending the races as a social event. I for one enjoy both the social side and the challenge of form analysis and learning more about the sport. I think the difficulty lies in that racing is a difficult sport to begin to follow- a much more complex sport than AFL/Cricket/Soccer etc. There is a lot to learn and it certainly requires a degree of patience, and after that, dedication in following the sport properly. Nonetheless I'm taking some friends from uni to Guineas day, it's their first time at the races let alone at the new Randwick! So hopefully I will have converted some new young racing fans by Saturday afternoon.

Scuba, it's very delicate. First and foremost I'd like to take my kids to watch Group 1 racing. If they like the colour and champs like I did maybe I'd take them a bit more. Maybe they'd like going to the races to watch the great horses. I loved it! I can remember the excitement of seeing Might and Power as a kid. We went to watch him win and when he did it was so special. If they ask to bet then the decision needs to be made. I was punter from a young age. My year 1 teacher at school knew I was into the races a lot. As a matter of interest, She was the teacher that taught me to read from memory and each year she would summons me on the playground for a Melbourne Cup tip because she knew I was at the races a lot and I think I must have tipped her a Cup winner when she taught me. It had to have come from my dad because you can't be a good form student at six. Anyway I tipped her a few more Cup winners over the years. Punting teaches you good maths. My maths teacher in year 7 was spotted by me at the Slipper one year. Turns out he was an ex-bookie. He told my mum at interviews one year that punting is great for developing maths skills - it's % and numbers etc. In year 11, one of my mates was given the formula to make a book (which I worked out, without any help, in class) and then took bets on our head to head matches in Fantasy NRL (there was no StarStable then). He shut up shop shortly after due to match fixing!! All those things happened because I was punting from a young age. I think betting early is dangerous though and I'd rather my kids (who don't yet exist) avoided those situations.

Excellent article Alfred, My wife's cousin owns half a leg or thereabouts, of a horse whose name equates to a smart disposition, & it will be fun following their dream & participating in any reflected success the horse brings to his connections. He was suffering from a virus in the Victoria Derby last spring, which explains his poor run there. We can only hope he is seen at his best in the Sydney autumn. I would love to share in a racehorse, but I think I can only afford a hoof, or the tail!

I first got into horse racing at 14, completely independent of my parents, who betted exclusively on their friends' horses and the Melbourne Cup. I watched Saintly win the Cox Plate and the Cup and was hooked. I was the only person I knew who had any sort of interest in racing, even back then. One issue that never seems to get addressed much is the face of the sport, more specifically the perceived ill treatment of horses and the corruption. When trying to prove a point about an unrelated issue, I asked my younger friends what they understood about the More Joyous saga. The two things they remembered most was More Joyous racing injured and Tom Waterhouse making money off inside information (never mind that it didn't happen). This confirmed their theories on horse racing; that everyone is corrupt, it's run by the bookies, and that we race our horses with broken legs. At the end of the Melbourne Cup last year, all people remembered was that the guy on the winning horse was a gambler and that one of the horses died. Don't even get me started on jumps racing or the perceived number of racehorses that end up in the slaughterhouse. We live in an age of increasing activism, so it's hardly surprising that these incidents, isolated though they may be, are collectively dragging the industry's reputation through the mud. And the administrators hardly seem to care. What did they do when a bunch of activists started claiming that 15,000 thoroughbreds were sent to the glue factory every year? Instead of calmly pointing out that it wasn't possible because the industry didn't even breed 15,000 horses a year, they refused to comment or said that they weren't aware of the statistics. When it was embroiled in the betting scandal, instead of suspending Oliver and being transparent, they let him ride--in our most famous race no less--and gave the impression that there were backroom deals going on. Really, what do they expect young people to think?

Can't be too keen on the track as an owner. Can't come on the track too wacked either. I simply cannot find the right place to operate. I love going into the mounting yard and seeing my horse before the race but I am not allowed there anymore, not because I'm wacked but because of insurances reasons. I'll watch them run on TVN. They seem to win more often that way.

Absolutely right on the alcohol point. Race clubs looked at dwindling attendances and figured they could just throw booze at young people and they would come. Turns out they are to a large extent right, but it doesn't foster any involvement with racing and the industry can lose that audience as soon as some other alcohol-filled extravaganza comes along. Occasionally I go to the track with a group of people who might see a horse if they come out of the bar at some stage of the day. I can't see the point in that myself.

Justin, as a fellow 50c primary school punter, I'm interested to know why your kids won't be doing the same. Kids love money. I'm not advocating producing a generation of junior gambling addicts, but I would think you've got a better chance of having youngsters interested in racing if you introduce them to the monetary side of the sport early. Unless you're planning a move to the UAE, I just don't think it's possible to treat gambling as anything other than a fundamental part of the game.

Hehe!