As an exercise in understanding “the psyche” of newcomers to racing and casual race-goers, we took a group of 10-12 people to the races at Happy Valley and Shatin.
These were and are not dullards.
Their interests are diverse and which makes them interesting people to be around.
Sure, they are also great cynics, but we like that.
Much can be learnt from cynics- and how to win them over.
Some work in their family businesses- mainly finance.
Others are in fashion, some in education and a few in music.
As we say, they know their shit.
They know they want and how, and where and when they want it.
And someone better be there to deliver.
All of their parents and others in their family are Jockey Club members and who could be called “hardcore punters”- horse owners, former horse owners and those who spend days doing “the form.”
These young people- average age 24- have seen and lived with all this racing in the family.
Despite all of this, many have only gone racing in Hong Kong sporadically.
All have been away overseas on studies and have only gone racing with the family as an “enforced favour.”
So, coming out with us with any family bonds was as good as it gets to singing, “Free at last! Free at last!”
They had heard of the Happy Wednesday events and were pleasantly surprised how different the atmosphere at the Beer Garden was compared to the private boxes they had been to with their parents. They thought theses boxes to be as casual as a strait-jacket and with nothing there to entertain them.
They were making them old before their time.
Of course listening to them, we heard the same questions we have heard for years:
“Ah, Matthew Chadwick and Douglas Whyte and Tony Cruz! I’ve heard of them! I’m going to follow them all day!”
“None of the tips in this newspaper are right! They’re crap!”
“Can you explain all those numbers on that big board?”
“Is there an app which I can just download and make my choices?”
“Is there anything to do between the races other than drink and talk shit?”
“Do they have entertainment for people our age?”
Well, you get the drift.
What was also key is how much they enjoyed their night at Happy Valley, but found racing at Shatin “hard going.”
Some had had a big night before and were fading after race 4.
Others had dinner plans and left before the end of the races.
At Happy Valley, time flew for them.
Those 20-25 minutes between races were taken up by meeting up with friends, making new ones, drinking, eating and making a bet.
Some bet by themselves, others bet as a “team” and a good time was had by all.
One of the more bizarre bets was made last Saturday when one in our “entourage” decided to have a win/place wager on two horses- Vintage Hussler and Five Clubs.
He is a mad Texas Hold ‘Em fan and sees himself as something of a successful “hustler”.
Mercifully, we explained what a quinella is, he backed this and got back HK$5,961 for a $10 outlay.
And he bet a bit more than ten bucks!
Who needs tips???
As for first reaching this potential new market and which really is the future of horse racing, how to communicate with them and turn them into the sport’s greatest fans and ambassadors, it’s not an easy task as they can be “broken down” into different categories.
At least in Hong Kong, these are not nickel and dime players.
They come from wealthy families, they have been groomed to take over the family businesses and, in many cases, this will include owning horses.
Owning horses in Hong Kong- and eventually China- will always be about “face”.
Winning with these horses will mean even more “face” and we could see the seeds of friendly competition taking place even now between our entourage.
These are worldly young people who have visited casinos around the world.
They know online gaming inside-out and they are technology-savvy.
They are also very involved and informed about the environment, politics and every form of art.
As in anything they do, they wish to work and create things that are totally new.
They have done internships with people who walk on eggshells and have to play the Corporate Boogaloo.
They want nothing of this and find it like “cheating” one’s employer by showing an unhealthy appetite to please.
They have also seen those who have worked for their parents and families do this and are determined not to become “used”.
To them, it’s all about change and getting rid of those whose used by date has come and gone.
They pointed out to all the protests for social change that have taken places around the world in 2011.
They talked about the passing of Steve Jobs- and the power he has given them.
That speech he made at Stanford is still very much in their minds.
And it should be.
They can see how social media has been taken over by big business and are looking at ways to keep them out.
How Facebook is no longer what it was and how it has become “old” and a vanity piece feeding on the egos of many.
It’s become something like the man-eating plant in The Little Shop Of Horrors.
As for horse racing, to them, it needs to “stop being perceived as elitist which is another word for ‘old'”.
And not “try too hard” to connect with this so-called “Generation Y” market- a term they loathe
“Trying too hard shows desperation,” said one. “And any business that’s desperate is a business on the slide.”
The marketing of horse racing to this particular market, we were told, must be “kept on the down-lo”- meaning marketing that doesn’t look and sound like marketing.
Again, as in marketing any product, it comes down to tone- and the tone and ‘look’ of this communication.
This communication cannot be done by committees no matter how “democratic” they might wish to appearances.
Keeping up appearances can also be “fake.”
This group of people had already dealt with businesses wanting sponsorship dollars.
Their parents and families have put them in charge of this part of the family businesses.
They talked to us about the lack of “proper” and effective marketing plans- and the quality of the people presenting these plans
How it was all about wanting money but not explaining the ROI.
Their lack of knowledge about what is “really cool” in this world.
And incredible insincerity.
Like us, they all know that horse racing must become part of the world of entertainment- and how it has everything going to meet this objective.
There are the facilities, the money, a captive market, a new and affluent market which is coming in to the races, checking it out and seeing if it’s “worth” coming back for more.
The success of the Happy Wednesday events at Happy Valley proves that it IS worth returning to.
The key now is how to better this “experience.”
It’s not about working to rigid plans and giving the same- over and over again- and which will quickly become a turn-off.
It is all about innovation and not creative constipation.
And this innovation better happen fast and not stall being just a useless word.
Today’s consumers are nomads constantly needing new pastures and needing new adventures.
This is key: It’s also about the inter-activity and trends started via social media becoming part of on-the-ground events.
This is something Fast Track has seen NOT happen- and even by those who see themselves as being totally in-sync with all things cool.
Rubbish.
Like music companies, they have completely forgotten the consumer.
They are so fucking cool, they are totally uncool.
Win these people over, show them how to “play the game”, communicate with them honestly and with words which they can identify with and they will make the time to go out to Shatin.
We are talking about the future of horse racing- the future race-goers, yes, but also future Members, future horse owners, either alone or through syndicates.
And key: They are fast learners- and they wish to learn the ins and outs of horse racing by themselves and in their own ways.
They have no time for tipsters, reading racing pages, studying form and doing “homework”.
They have already graduated, they have paid their dues and now simply want to have fun by making horse racing part of their many hobbies.
And if they find a Vintage Hussler and a Five Clubs along the way, that’s an extra.
A Day At The Races will have them coming back for more.