They think the answer is to create a bunch more "customers" (bettors) out of thin air.
They're looking for some ingenious marketing gimmick that doesn't exist.
The only way you create a lot more bettors out of thin air is through sustained takeout reductions and betting exchanges.
Not only will those two thing create a massive amount of new customers, but they'll also spark existing horse players to bet a whole lot more money.
Ironically, the marketing gimmick they need... it's very successful winning horse players that people can relate to.
Men like Plunger Walton and Pittsburgh Phil were the two greatest marketing inventions horse racing ever had.
A guy who works in a factory in Pittsburgh for $5 a week and becomes a multi-millionaire by doing nothing else but betting horses...that's marketable. Dies at age 42 with a fortune worth over $84 million today, adjusted for inflation.
You think that's marketable? It is. It was. And it was for a long time after he was dead.
I'll tell you what isn't marketable. The perception the public has of people who bet on horses in 2013.
Why is the perception of people, now, who bet on horses, what it is?
How do you make horse racing marketable? Put an end to making your core customer so unmarketable.
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