Some might see it as giving horse racing a facelift and a new personality that’s more stylish and perhaps even fun- Remember fun- but on Sunday at Shatin, there was the SaSa Ladies Purse Day. It was where local celebrities and models brought some glamour to the races whereas the horse racing stuck to the script and played its role.
At a time when Hong Kong is opening up, it was one more step towards moving in the right direction and hopefully to when everyone comes together to create that missing kumbaya moment From a racing perspective, Hong Kong racing fans might be missing one Brazilian in Jockey Joao Moreira, but another Brazilian- Silvestre de Sousa - stepped in and rode four winners including winning the day’s major race- the SaSa Ladies Purse.
The former British champion who’s now riding in Hong Kong might have received the third suspension of his current term riding in the city but, he at least admitted that in this will to win, mistakes happen, and how it’s all part of a learning process.All this has already been reported, so there’s really no need to go through a pointless exercise in regurgitating what’s come before. It’s what’s ahead that matters.
Not being a racing writer and proficient in weights and measures, wagering numbers and breeding, but knowing what is effective marketing and advertising, it’s hoped that horse racing- especially the Hong Kong racing product- looks at things offering more interactivity and engagement through, for example, virtual concerts by a hugely popular international mainstream act like Coldplay- or ABBA. There’s much more, but why create a laundry list?
In any business today, it’s all about changing with the times and remembering that what happened twenty years ago is now twenty years older, and just how much the world, customer tastes and technology have changed the various landscapes . For the Hong Kong Jockey Club in 2022, it’s about creating a sustainable template that makes its racing product, especially the marquee value Hong Kong International Races, relevant to, other than its dyed in the wool racing fans, that younger audience still looking for what might suit their lifestyles best.
Of course, this is what helps any customer base grow. If horse racing can attract these customers long enough to get to know and understand this product- and find it likeable- this would be one major step in making them regular race goers. What happens after this can never be planned. It will happen in the best way- organically. The smart marketers will intuitively know when they have a winner on their hands- and what next steps to take. If everything points to a concert beamed ‘live’ from overseas along the lines of the Super Bowl half time shows against the backdrop of the iconic Happy Valley Racecourse, so be it. Does horse racing anywhere use technology to bring entertainment on-course in new and creative ways?
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