06/12/2013 5:08PM

New York Racing Association tells panel of Belmont Stakes marketing plans

Barbara D. Livingston
Bringing fans, especially new ones, out to the track is the focus of marketing efforts by the New York Racing Association in compliance with a franchising agreement with the state.

The New York Racing Association intends to step up its marketing efforts surrounding the Belmont Stakes to draw more attention to the track in the week leading up to the third leg of the Triple Crown, NYRA’s chief marketing officer, Rodnell Workman, told a government oversight agency Wednesday.

Workman was asked by the agency, the Franchise Oversight Board, to prepare a report on NYRA’s marketing efforts. The board, which was created in 2008 to monitor NYRA’s compliance with a franchise agreement with the state, often reviews NYRA’s business strategies in order to gauge whether the association is attempting to draw new fans to its three tracks, a component of the franchise agreement.

Workman, who was hired last year after serving as the vice president of partnership strategy at Madison Square Garden, said that NYRA is focusing its long-term marketing efforts around the concept of “reintroducing NYRA” to the local market. He said that the association wants to communicate to customers and horse owners that NYRA’s properties are the “best in class” in U.S. racing.

“We want to embrace that and tell that story,” Workman said.

Workman also said that NYRA hopes to create more fan events in New York City in the weeks leading up to the Belmont in order to raise the track’s visibility and drive attendance to the track in the days before the race. Both Churchill Downs and Pimlico Race Course, the other two tracks hosting Triple Crown races, have aggressively marketed their race cards before the Triple Crown races.

Richard Aurelio, a board member who is stepping down from his position, complimented Workman on the presentation, even though technical difficulties prevented the board from seeing many of the presentations Workman had prepared.

“It’s encouraging to hear this renewed interest in marketing,” Aurelio said.

VinnyTheGreek More than 1 year ago
Honestly all this promotions stuff is garbage. No one is coming back to the track. The sport is dead, in that sense. Use any marketing efforts towards getting sharp kids who are playing cards / betting sports ATS to pick up a Racing Form and put some of their money into the pools (even if they do that from home).
mikey More than 1 year ago
Get rid of those broken down N.Y. breds
Ray Sousa More than 1 year ago
Here's a marketing idea ...NEW YORK RACING OFFICIALS CRACK DOWN ON CHEATING AT NEW YORK TRACKS........some of the most notorious miracle trainers with multiple violations have been ruled off new york tracks.and jockeys and betting patterns are going to be monitored by a special task force...that would be would be the single best marketing tool if people could actually believe they were getting a fair shot.
606 More than 1 year ago
It's fun to dream, isn't it? Enjoy your evening.
jerry buffington More than 1 year ago
Promote the belmont....OK....bring the race back to a mile and a quarter. And promote it as the rematch of the Kentucky derby....then a lot of horses that run in the race will have something left in their tank for summer races....bring back something like the visa triple crown bonus like they used to have.....more off track promotions to interest more of the general public that don t go to the tracks often.......let's all promote HORSE RACING!!!!
Ray Sousa More than 1 year ago
why not 5 1/2 furlongs and make every body happy..we could run the derby at 4 1/2 the preakness at 5 f and the belmont at 5 1/2 and have a triple crown winner every other year.
jerry buffington More than 1 year ago
Ray that would be sprinting championships....let's just get the mile and a half out of a young 3 year olds life..what does that distance prove except that our horses can stagger to the finish line..
W.G. More than 1 year ago
This year's Belmont was unusual because there was a severe speed bias that clearly influenced the pace of that race where it otherwise would not have. What really needs to be done is eliminating Lasix from the sport, starting with two year olds, the Triple Crown, Breeders' Cup and selected Grade 1 events and slowly expanding from there. That will weed out a lot of the weaker horses over time and also separate from the men from the boys as trainers.
mrm More than 1 year ago
It's easy to bash Aqueduct but at least,because of the casino, there is some sought of buzz or excitement in the air. The casino is full and there is some overflow to the track. Belmont is just a big empty tomb on most days.
1971 Whippet More than 1 year ago
Mr. Workman would sell the NYRA tracks as the best in the United States. Really? Has he spent time at Churchill Downs, Del Mar or Keeneland? Along with Saratoga, they are racing destinations. Saratoga has a walkable downtown a mile away, great dining , entertainment and summer dates. In that sense, only Del Mar comes close. The idea of a "Belmont Week" will never come close to the effort made in Louisville every year; New Yorkers have other things to focus on, like The Yankees and Rangers. And Aqueduct? Let's be serious. In spots, you can see remnants of the 1970s. Moreover, the racing that's conducted on the Inner Track or Turf Course is so far from the patrons that you're better off watching on a monitor. And that's no reason to go all the way to the track.
Kell More than 1 year ago
thats ...kell.corn@yahoo.com
Kell More than 1 year ago
i felt the prelim races on belmont day STUNK!...period...i think the brooklyn should be run ON BELMONT DAY this waty we can see how the horses handle the track at a mile and a hale and see how the track is playing also...the wood stephens was no indicator of how the track was playing at 2 turns...and at belmont the only way to tell is to run a 2 turn race... so i say on the week of the belmont race just 3 days thurs/fri/ and saturday...have the lowest of the races on wed..better ones on thurs,,you all would have done yourself better if you had ny showcase day on friday..then hammer us wit 13 or 14 races on belmont saturday...better yet contact me and hire me to figure out the mess you all make..i see a lot of stupid things as to stakes races ect,,a few weeks ago you had a decent overnight like in race 3 yet the feature was a awful state bred allowence...wake up.! we want more distence races ...and less crappy bottom level state bred races...let them go to finger lakes or something...i'd actually like to see a 4 day race week than a 5 or 6 day race week..kell.c
Jack Twee More than 1 year ago
Has anyone asked if they'll lower the takeout? Will anyone asked if they'll lower the takeout?
Bob More than 1 year ago
Only boycotting will ever lower things. It's our problem because we never boycott in unison. Don't make one bet on NYRA races for a week and see what happens. We're too weak to do that. It's on us . Don't buy a beer For $8 either... I see people drinking and complaining at the same time . DON'T BUY IT. I get the whole 12 pack for 9 why buy it? We're too weak
Bob More than 1 year ago
What is advantage of going to track if no TC winner is alive. Admission got ridiculous and food and drink is expensive. Too many simulcast outlets and online legal betting is killing attendance everyday not just this one day. Why are people surprised isn't it obvious ? Most gamblers don't love the live experience they just want to bet/gable. I'm at Gulfstream often and see people sitting and betting the simulcast races and not go outside once. You could do that from your living room as well.