America's Best Racing

[Mack]

I'd love to see the budget for ABR. Although I know you can't accurately measure an ROI on this type of marketing, I feel confident that it's close to zero.

Getting rich, hot, young kids out to the tracks should be left to the local marketing efforts by each track. Churchill's Downs After Dark is a perfect example. They will come for the party.

But most of the marketing to the "unchurched" as it were, should be aimed at 45-55 year old soon-to-be empty nesters, who live in legal ADW states and now have disposable income.