If Nostradamus, I would look to the future and see that the racing season that comes to a close this evening will be one of the most important in the history of Hong Kong horse racing.
It goes far beyond being “challenging” or that all-too easy word to use called “resilient”.
Being in Singapore until the end of the month, it’s given me time to reflect and deflect on many things.
With no access to watching any horse racing, other than spending quality time with those close to me, the time away from Hong Kong has made me look at what is going on in the city with perhaps more clarity.
Horse racing, being so closely intertwined with the heartbeat of Hong Kong, there has been those thinking of where the Hong Kong Jockey Club will head when its CEO Winfried Engelbrecht-Bresges finally leaves the building with Elvis at 1 Sports Road.
Though there’s still around four years to go, it will be Mission: Impossible to find a replacement for the man known to many as “E.B”.
Whoever finally takes over will not have the internationalism, racing knowledge, people skills and the vision for the future of horse racing beyond Hong Kong of someone I am proud to call a friend.
No one is irreplaceable, and neither is Winfried, but whoever takes over that airplane hangar that doubles as his office on the 16th floor, might have the title, but they will never inherit the legacy nor the respect that the popular German commands.
He’s not exactly going to be hurting for a quid or two, but his is almost a life’s work that goes beyond money.
Winfried lives and breathes something that is a mix of successful results, creating something that never existed before, and managed a very tough season of the witch for all of Hong Kong.
Hanging over Hong Kong these days is always the worry about the neighbouring motherland’s Zero Covid policy and which has pretty much crippled the once vibrant city.
The often discussed and written about “suffocating racing bubble” was falling in line with a Hong Kong government mandate, and with the CEO finding the room to manoeuvre and working to keep horse racing going.
For the public and the loyal local racing fan, it’s been a much needed stress buster and far more helpful than taking handfuls of Valium or Prozac.
The racing might have almost been behind closed doors, but it being able to be streamed or watched on television, it was what it could be and something is better than nothing.
When the history books are written, this racing season will have its own chapter. It certainly has in my upcoming book on observations of Hong Kong life over the past four decades. It’s been quite a trip, Toto.
When hearing last night that Zac Purton had won the award for Most Popular Jockey, it was no surprise. That award was always going to be a one horse race.
Personally, the entire racing fraternity and everyone- rich, poor and otherwise who have stuck by and supported Hong Kong racing this season should have been given an award.
What’s been shown is a very different kind of resilience built on loyalty and pride of ownership.
When Winfried talked me into visiting the Beer Garden almost ten years ago, and asked for thoughts on how to attract a younger audience on a regular basis, it was an easy enough answer for someone who had been in the advertising industry and was running International for EMI Music in the region.
What was Sassy Wednesday became the Happy Wednesday brand and this Hong Kong success story travelled and became something good for both our portfolios.
Over the years, other racing jurisdictions have talked about doing “something similar”, but why bother copying an original and inviting comparisons? It’s being kinda naive.
Through Winfried, I have learned more about an industry that I once saw as a one trick pony and a casino on a racecourse. No more.
The Hong Kong Jockey Club, however, is much more than a racing club mainly because of its Charities Trust’s and the many contributions it makes to the community.
It’s work is something that I still believe has not been properly nor effectively marketed whereas the creative product is far from being memorable for all the right reasons. It’s a bit of a dog’s breakfast. Anyway...
One hopes that through knowing me well enough and listening to my constant whining about the Club needing better advertising to complement its eye popping turnover figures every race day, Winfried has understood more about the type of strategic and creative marketing and advertising drilled into me by my mentor and legendary adman Keith Reinhard.
In one way or another, and in our own ways, we are constantly creating and marketing, often without even knowing it.
This is because anything done for the right reasons and driven by passion is not a 9 to 5 job.
It’s not even a job. It’s part of one’s DNA. It’s about being driven- and, sometimes, driving those around you slightly mad.
Hong Kong racing without Winfried Engelbrecht-Bresges? It’s hard to imagine.
Right here and now, through his leadership, it has successfully crisscrossed its way through many bumps in the road- and there’s still work to be done.
This racing season is a watershed moment showing that problems can be overcome- but only by very few.
Winfried has seen a couple of senior executives leave this season, more will leave before the end of the year, new executives have been brought in and the usual balancing act to keep all parties happy will continue.
Passion, self belief, vision and how to make dreams come true is a gift.
To be able to keep this gift alive and giving is also a gift.
Hong Kong racing and what it means to Hong Kong has much to thank for because of the man that is Winfried Engelbrecht-Bresges.
The history books will prove it though, without being Nostradamus, some of us already know this.
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