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I know speaking for myself that if I go to a race track it had better have gambling because there is no amount of pageantry or margaritas that will keep me entertained.
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The 6-7 non-horsey friends and relatives that came with me to Arlington to see Sumwon all had a great time, were impressed by the beauty, cleanliness and classiness of the facility (not a 'degenerate gambling pit') and all intend to get back there this season, as they all had such a good time. And every one of them got brave and tried out a small bet or two.
But it was the horses, and the beauty and excitement, that they enjoyed. If we had been at Aqueduct they'd never return unless they were forced to.
If you can't steal gamblers from other sports (basketball and football), you have to create them anew.
At Keeneland, it is de rigour for all the college kids and young professionals to get dressed to the nines and hit the race track - it's a giant singles scene. Hopefully 5% of them will enjoy the races and the gambling, too, and come back.
When I go to the track, I don't gamble very much - that I do at home or the OTB. Wagering is "work" that takes concentration
At the track I want to see the people, the horses, the paddock, stand at the rail near the starting gate and experience the thrill of a day at the races.
I don't want to go to the track to sit indoors or on some secluded patio all day and watch a television monitor full of exacta will pays, or keep my face buried in fig sheets for 20 minutes between races.
It amazes me how some gamblers seem to resent the presence of non-gamblers at the track, even discouraging attendance by phoo-phooing "fun" things tracks do to draw people in.
And yes, I think if you are in the clubhouse or paddock, you should dress the part. It's respect for the history and pagentry of the sport. On a more simple level, it's just good manners.