Health & Fitness
Race Track Attendance is a Record Breaker!
Opponents of Dixon Downs cited the decline and death of the race industry as one of many reason not to build a local track. Record breaking attendance is now starting to prove them wrong.
On Dec. 26, 2011, Santa Anita Race Track opened to a record crowd of 44,579 on the first day of its Winter/Spring meet.
Santa Anita recently promoted one of its own into the role of vice president of sales and marketing. Chris Quinn has been concentrating his efforts on new promotions to draw in the crowds. Opening day featured a calendar giveaway, hat contest and a $400,000 pick four.
The track also debuts its new infield HD video wall for live and instant replay of the races. One of the local broadcast television stations is now carrying Horse Race Television which also carries the Santa Anita races.
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Santa Anita is making an effort to have a promotion each weekend to help draw in its audience. The addition of a new gourmet pizza kitchen in the paddock area combined with its Front Runner restaurant helps to keep the attendees content.
During its off season the track is booking acts like “Circus Vargas,” The California Philharmonic concert series, food truck festivals with hopes of some day hosting events like “Cirque de Soleil” and “Cavalia.”
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Horse racing has been in a decline but as it was a marketing issue. The industry had concentrated its efforts and marketing dollars on the post WWII generation which has been declining over the years. The industry is now starting to re-aim its energy and focus onto the baby boomers and younger generations.
This explosion of race attendance also points out my other hypostasis; it is not all about betting but a combination of entertainment, good food and betting. While at the track people want to be entertained, have some good food while plying their luck betting on the ponies, presenting the right combination of promotions, food and entertainment will bring the crowds back to the tracks.
The future of Dixon Downs has just gotten a tiny bit brighter after this record breaking opener at Santa Anita.
The next step will be the announcement of the future Lawrence Berkley Labs site. If the Golden Gate Fields site is chosen for the Lab, it makes sense to me that The Stronach Group will re-address the Dixon Downs project and to this I say…and there off with Dixon Downs in the lead!