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NTRA – Online Task Force. NTRA Online Task Force. Brought To You By. Alex Brown Dana Byerly Jessica Chapel Norma Jean Fullmer Lisa Grimm Alan Mann John & Bev Passerello Troy Racki Derek Simon Kevin Stafford. Online Task Force Goals.

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Ntra online task force

NTRA – Online Task Force

NTRA Online Task Force

Brought to you by
Brought To You By

  • Alex Brown

  • Dana Byerly

  • Jessica Chapel

  • Norma Jean Fullmer

  • Lisa Grimm

  • Alan Mann

  • John & Bev Passerello

  • Troy Racki

  • Derek Simon

  • Kevin Stafford

Online task force goals
Online Task Force Goals

  • Collaborate on how to market horse racing to a new generation of fans.

  • Report on the consensus view of the community and develop an action plan that the industry (tracks, horsemen, breeders, etc.) and its fans can use to better market the sport.




The kentucky derby
The Kentucky Derby

  • History

  • Continuity

  • Proof that context is key

    • The Gr III Risen Star

    • The Gr II Louisiana Derby

    • The Gr I Wood

Take back saturday
Take Back Saturday

  • What do we mean?

  • Has this been done before?

  • Can we pull it off?

How to take back saturday
How to Take Back Saturday

  • Market our best product

  • Continuous story line

  • Accessibility & Relevance


  • Keep interest from the TC to the BC

  • Generate more stars

  • Aggressively carve our niche

Win you re in 2 0
Win & You’re In 2.0

  • Perception little changed from reality

    • Focus on getting to the Breeders’ Cup

    • Refocus on Championships

  • Context moves to Champions

    • What schedule makes a champion?

    • Professional level in our sport

Championship road
Championship Road?

Different paths Can’t force a specific schedule


(Wait for Groaning to Stop)

What s it worth
What’s It Worth

  • Everyone gets to weigh every stake

  • Act quicker for new categories and races

  • Expand internationally

  • Focus on RACING rather than a RACE

What s it worth incentives
What’s It Worth? Incentives

  • From individual races to racing - year end awards (prestige & money)

  • Gate choice

  • Appearance bonuses

What do we have
What do We Have

  • Great TV product

  • Better understanding

  • Context

  • Continuity

  • What about our fans?


  • Non-verbal cues

  • Types of merchandise

  • Availability

  • Shelf-life

Fantasy virtual racing

Fantasy & Virtual Racing




Fantasy horse racing educate captivate collaborate
Fantasy Horse RacingEducate – Captivate – Collaborate

  • Fantasy Football has become a phenomena – huge NFL marketing & education tool, copy popular product = redesign!

  • Auction-draft horses to your stable, back up selection in case of injury

  • Rewards to keep players captivated in case of bad weekend, just not for 1st place

  • Attach rewards that direct players to live attendance product -> increased handle

  • Equibase email alerts for player’s stable

  • Industry collaboration necessary

Live Attendance


Virtual horse racing educate captivate collaborate
Virtual Horse RacingEducate – Captivate – Collaborate

  • Virtual racing parallels live product, entry level ownership

  • Education tool for form reading & handicapping

  • Full horse control leads to deep captivation and race day anticipation

  • Capture online generation

  • Two way partnership -> education -> owners + attendance = + handle

  • Capture Triple Crown excitement by giving virtual horse then get them to the track.


Carry Take Back Saturday

through to NTRA.com

Going beyond ntra com
Going Beyond NTRA.com


Mobile Alerts

Mobile Apps




What fans expect
What Fans Expect

  • To be treated like valued paying customers.

  • To have their email and inquiries answered.

  • To be able to watch big races on TV and replays online.

  • To find accurate information about events, races, results, and stars (human and equine) quickly and easily.

  • To have a uniform and accessible way to wager online.

  • That horses’ safety, during and after their racing careers,

    will be of utmost consideration.

Where to start
Where to Start?

  • How can the industry reach out to the fan community and integrate the sport more into their lives?

  • How can the industry do this with the communication and social media tools so many people are today using?

  • How can tracks expect to be knowledgeable about every facet of these new tools, and know what others are doing at the same time?

  • Better yet, who can ensure everyone has an information source to help implement these necessary changes?

Vp community outreach
VP Community Outreach

  • Create and maintain online resource center.

  • Create and implement best practices for NTRA social media.

  • Create a vetting process for NTRA Certification.

  • Assist tracks in implementing local programs.

  • Assist tracks in connecting with local bloggers and in creating in-house blogs

  • Broaden the scope of NTRA charities.

Ntra ambassador program why
NTRA Ambassador ProgramWhy?

  • Horse racing is a complex sport

  • Most fans remember family/friend mentoring

  • Knowledge builds interest

  • Interest results in following sport

  • Barn tour creates connections

  • Connections result in rooting interest -> + handle

  • Ownership experience = ownership desire

Ntra ambassador program what
NTRA Ambassador ProgramWhat?

  • NTRA + Ambassadors + Race Tracks = Program

  • Immerse participants as to create excitement to return

    1. Barn Tour

    2. Paddock Tour

  • Provide customer relations

    1. Wagering Help

    2. Window Assistance

    3. Q&A

    4. Friendly Face


Ntra ambassador program results
NTRA Ambassador ProgramResults


7 Sessions @ DMR

96/70 Participants

16 1st Timers

35 Individuals Turned Away

1 Newspaper (48 hrs.) + Word-of-Mouth = 137% Booking

Seabiscuit Tour Comments

Ntra ambassador program the future
NTRA Ambassador ProgramThe Future

Up & Coming

Beta Phase – OSA Approved

7 Sessions / 140 Participants

Anticipated 2009 NTRA Launch

Available For All Affiliated Tracks

Ntra certification a perspective
NTRA Certification A Perspective

  • Personal Experience – Smarty Jones / Belmont Stakes

  • How many have we missed?

  • What if every Derby ended with…

Ntra certification need
NTRA Certification & Need

  • Ownership most exciting aspect of our sport.

  • Creating owners creates long term fans.

  • More owners means:

    1. + Gate Entries

    2. + Handle

    3. + Live Attendance

  • However negative experiences with some partnerships.

  • Need to protect small owners / promote ownership.

  • Past considerations…

  • Partnership Certification is answer.

Ntra certification
NTRA Certification

Create ratings system similar to:

  • Schwab Equity Rating

  • Moody’s

  • S&P

    Utilizing industry players such as:

  • NTRA (National Thoroughbred Racing Association)

  • TOBA (Thoroughbred Owners and Breeders Association)

  • CHRB (California Horse Racing Board)

  • TOC (Thoroughbred Owners of California)

The close
The Close

  • Context

    • TV, standings, participation

  • Communicate

    • Share, organize, integration of tools

  • Close

    • Ground up, follow through, share