To no one’s surprise, most of the news was not good, and neither was much encouragement offered that these matters would change for the better anytime soon.
All anyone’s been talking about recently with respect to betting handle is that the drop since 2010 has been precipitous; 25 percent.
But what shocked most observers, myself included, is that this number grows worse if you extend the study to a time when handle in this country reached its zenith.
However, it’s more alarming when one considers that projecting out to the end of this decade, handle can plummet by as much as 44 percent off the highs of 2003.
Most people anticipated that there would be some more pain before things got better. It now appears that it will be a long, long time.
Not all of it is attributable to the fact fans are walking away from the sport. But according to research findings that‘s exactly what fans are doing.
Five percent of racing’s fan base walked away from the sport in the last 12 months. But there was a glimmer of good news during this period.
New fans were created at a 3 percent rate, an indication the product is good enough, interesting enough, to attract a new group of people. This is a hopeful sign that good things are still possible.
Remaining fans are betting less, or so say 16 percent of those polled. But nine percent are betting more; interesting and surprising considering pool liquidity just doesn’t exist to provide the kind of value that can make small winners out of small losers.
The reasons for the decline are three-fold: 57 percent say that present economic conditions has effected their amount of play. Twenty-three percent expressed a fear that they may lose too much money.
But the interesting statistic in this category is a bit alarming--and for that the industry has only itself to blame. Twelve percent of fans wagering less money today because they are concerned about past posting.
That’s a big percentage considering the issue, especially since this could have been avoidable had the industry invested in the kind of software that makes real time betting a reality.
Clearly, bringing the tote system up to speed is a very expensive proposition. But the wonder is whether that the 12 percent who are betting less might have maintained their level of play if they had unwavering confidence in pool integrity.
Thoroughbred racing has lost customers to other distribution outlets, the study citing those such as greyhound tracks and other net importers of the Thoroughbred signal.
And, of course, there’s no way to truly measure how much has been lost to offshore bet shops offering sizable rebates, many of the biggest bettors recouping as much as eight cents on every dollar wagered.
When segments of the industry push back against lowering parimutuel takeout, if fails to realize that a lower rake is a rebate for all.
Otherwise, how can any competitor go up against that kind of an edge the rebate shops provide?
The study also cited something called “acceleration of negative feedback” as another culprit in the downturn of interest and wagering: News about the declining foal crop, the shrinking number of starters, and the continued decline in handle.
This hastens the downward spiral; thus becoming a self-fulfilling prophecy. All industry leaders need do to reverse this “negative feedback” is to make wise decisions that results in “positive publicity” It’s not impossible.
When considering some of the declines noted above, it would appear only natural for handle to decline so dramatically.
The number of race days has declined by 14 percent since 2000; the number of starters has declined 23 percent in the last two decades.
Of every four horses entered to run in any race, any day, on any track in America since 1990, now there are now three.
Unfortunately, that negative figure will continue to grow in the immediate future. Next year’s foal crop is projected to reach only 24,700. A decade ago, that number was more like 35,000.
TOMORROW: Some Possible Solutions


17 Aug 2011 at 10:23 pm | #
I’ve been playing horses since the early 80’s and I have many fond memories. Not just horses like Manilla, Easy Goer, Bet Twice, etc. but of claimers like Sports Medicine and Truth Be Told. It’s a great game with a great history. But it’s a hard game as well. It take time and dedication. You can’t just sit down and push a button or say hit me. Now for most of us that is a very good thing but I’m afraid we live in a very lazy society and the majority of people just don’t want to put in the effort. They want a dollar and a dream but horse racing is not the lottery. You aren’t getting rich playing this game. The tracks want to glamorize the pick 6 and other fancy exotics but they can never compete with lotteries and casino’s that offer the dream of quick riches.(misguided as they may be)
I’m not sure what the answer is or if there even is one. Is the experience enough of a payoff for the masses who in reality will not win money but will have to “work” at playing the game? Or will they continue to opt for coloring in six numbers or pushing some buttons on a fancy machine?
18 Aug 2011 at 06:28 am | #
“… there’s no way to truly measure how much has been lost to offshore bet shops offering sizable rebates, many of the biggest bettors recouping as much as eight cents on every dollar wagered.
What segments of the industry push back against lowering parimutuel takeout, if fails to realize that a lower rake is a rebate for all.
Otherwise, how can any competitor go up against that kind of an edge the rebate shops provide? ...”
Play it again, JP. Racing lost its way when it tilted the playing field, but the Jockey Club won’t be helping to level it any time soon according to http://pullthepocket.blogspot.com/2011/08/disconnect-jockey-club-style.html:
“I think we heard a lot from our most important customers that the pricing of the product is a little bit too high. But, in general, we thought a better way to deal with it - because of the regulatory environment - was to give targeted rebates to our best customers as opposed to a general reduction in takeout.”
18 Aug 2011 at 07:51 am | #
Goer,
Exactly, that’s what the tracks are counting on, just like in some respects vis a vis the Lasix issue: Many bettors care about illegal “juice,” not legal raceday meds. They should be concerned with all of it.
Pastel,
You’re so right on, it’s scary. Just look at today’s political climate. The process of dumbing down America is almost complete. Learning represents work when compared to mindless entertainment.
That’s why there can be some crossover with sports bettors or poker players--both require thinking. Still, some people enjoy puzzles. Yet no serious attempt has ever been made, to my knowledge, to sell “handicapping” as a fun and challenging pastime. The current “Night School” program, in my view, can helps but falls short of the mark.
Indulto,
“Targeted rebates” to the biggest players helps the biggest players, not the rank and file that are walking away in bigger numbers, those admission paying, program buying, hot dog eating public that sometimes bring family and friends along for a day of fun, excitement and, yes, intellectal challenge. Racing is not for everyone, but we’re missing the boat with those to whom it might have some appeal.
Thank you all! Good stuff.
JP
18 Aug 2011 at 07:52 am | #
From this corner it looked like a bunch of stuffed shirts sitting around a table throwing out ideas that won’t work. How about this?
* Find the optimum takeout. It’s certainly not the 15 to 27 per cent seen today. Decrease it every year by one per cent until the net falls off. I guarantee the net will increase each and every year, reversing the current downward trend.
* Reduce breakage to a nickel. Both reduced takeout and breakage create churn, something Las Vegas learned many years ago with slots. They reduced the takeout from 25 per cent to 5 per cent or less. They now make a fortune from slots.
* For newcomers, get rid of that ancient tote board with ancient math (fractions). Give them bet names they can understand other than “Win”.
18 Aug 2011 at 11:27 am | #
I think when you start talking about rebate shops, takeout, breakage, etc. it misses the point. Those are all valid issues for serious players but none of them are going to attract new players. It must be a fun, entertaining place to be. The casual new fan is not going to have any need for a rebate shop.
The pick 6 is another example. It seems to be the main talking point for tracks today. all you hear about is carryover this, guaranteed that. Great, for those that can afford to play it, God bless. For the other 99 percent of players whose bankrolls put them in the win, ex, dd, pick 3 categories it is meaningless. The industry bends toward the whale. Not enough of those around.
18 Aug 2011 at 11:40 am | #
It’s tempting to think that way, Greywoof. But I think it would be the wrong way for racing to go. First off, the lexicon is not really that complicated. What are you going to call place...2nd? Show...third? Not only would those terms be inaccurate, but you’d be jettisoning more than 100 years of tradition and cultural osmosis. I actually think racing to resist typical mass marketing and instead be a little coy about the brand. I would play up racing’s challenges and complexities. That’s what attracts me to the game. You can’t keep marketing a sports car to soccer moms. Racing may covet a certain market but if that market is forever unattainable why continue to waste resources in its pursuit?
18 Aug 2011 at 04:05 pm | #
Kyle, the lexicon IS complicated for newbies. I’m not suggesting jettisoning anything, just add some simple aliases and descriptions to the existing bets. You and I can continue to bet using our old guy terms. Have a chart posted prominently for newbies.
Win - Horse must win.
Second - Horse must finish 1st or 2nd.
Third - Horse must finish 1st, 2nd, or 3rd.
Then there are the exotics which can be simplified also.
I watch my wife and friends struggle with these bets every time we go to the race book on the “big days”. Many years ago, I had a friend throw his Show ticket away because the horse won and didn’t “show”. If we are to get newbies to hang around, we need simplification.
18 Aug 2011 at 05:33 pm | #
Greywoof,
Racing’s lexicon is the least of its complexities; on that I’d think you’d agree. And your anecdote illustrates that “simplification” runs counter to even the least of those complexities. It’s not 2nd or third; it’s place, show. And replacing longstanding descriptors with misnomers just doesn’t strike me as any kind of a way forward. If one isn’t willing to take the effort to clear the rather low bar of learning the meaning the verbiage is that person ever going to be willing to put forth the effort to learn the some of the intricacies it takes to actually play the game? Obviously, I answer that in the negative. And I conclude you can’t waste resources chasing an unattainable market.
18 Aug 2011 at 07:36 pm | #
PG #6,
I agree that attracting new fans requires that the game—and where the participation occurs—must provide fun and entertainment. I disagree that takeout and breakage are not important to the new casual fan, and that rebate shops don’t enter into the picture.
Most of today’s youth with time, disposable income, and a willingness/inclination to gamble are too savvy with regard to communications and financial value to go anywhere near a horse racing track. They believe reports that the game is no longer fair or fathomable and, further, they shy away from an activity whose record for humane treatment of animals has become increasingly suspect.
What I believe you—and the racing powers that be – are missing is that the key to enjoying the races for most non-horsemen/industry insiders who are repeat customers, is not just cashing an occasional bet, but coming out ahead for a day, a meet, or a year following repeated engagements with either past performance data or some external selection sources.
The harder it is to win, and the fewer visible winners that result, are the primary obstacles to racing’s promoting itself successfully. The culprits are excessively high takeout that not only returns less to those cashing pari-mutuel wagers, but also masks the rebate subsidies that give their recipients too great an edge over their competition forced to play without them. Breakage compounds the problem for those betting on entrants with easily-recognized ability.
Veteran players are slow to leave the game unless forced out, and few recruits take up the slack due to aging-associated attrition. In any event, there appears to be a decrease in on-track recreational players as well as per capita betting among them in real dollars. How would you suggest making on-line wagering more attractive to potential new bettors without addressing those inequities first and foremost?
18 Aug 2011 at 08:46 pm | #
I appreciate your points and as I said I think they are all valid issues for serious players.
But I ask, why does a casual fan have to win money in the long run? Quite frankly, it’s close to impossible even for good players. People frequent casino’s on a regular basis even though they know the odds are completely stacked against them. Why do they keep going back? They see it as entertainment and are willing to lose a little because it is fun. Most people who play poker aren’t very good and lose to better players. But they keep playing because they enjoy it.
If horse racing needs to create not only new fans but winning ones, then I’m afraid it really is a losing battle. I think even regular players need to be more honest about the realities of the game. It’s hard, it’s fun, and you will probably lose a little in the long run. So what! It’s still a great game and a great way to spend a day. That’s the message.
18 Aug 2011 at 09:09 pm | #
In prior years I would count the days until the Saratoga meeting and get up there at least four times a week. I haven’t been up there once this year and really have no interest anymore. The Life at Ten episode was the straw that broke my back and made me realize that you’re just pissing in the wind in this game.
19 Aug 2011 at 02:03 am | #
Obviously all players can’t win. In fact most lose, but some stay close enough over their interval of regular participation to remain interested in the game. It’s likely that a player who started as a casual player, and was able to win (or stay close) over the long term, probably became a regular player in the process.
New and existing players don’t HAVE to win or stay close in order to stay interested in the game, but they must BELIEVE it is possible to do so with more focus or effort or patience or judgment or bankroll or information or education, etc.
The point I was trying to make is that those who DON’T BELIEVE are increasing in number; and with good reason. The result is that racing has become an even harder sell than it was prior to simulcasting.
19 Aug 2011 at 06:53 am | #
Kyle,
Our sport is dying for the lack of new blood. Show me the young people in the weekend crowds, if you want to call it “crowds”.
You’re not dealing with our generation or the ones that preceded it. This generation doesn’t want to take the time to learn this complicated sport. Do we just roll over and not try to make the sport appealing and yes, “simpler” to them?
I didn’t say “replace” the current betting lexicon. I said add “aliases” to it, something that’s “simpler”. I don’t give a twit whether it’s 1st, 2nd, 3rd. Make it simpler! My generation can call it “place”. The new generation can call it “second” or “second or better” or whatever. The clerk will handle it.
I’m outa here. We’re all pulling in different directions and soon there will be “no more”.
19 Aug 2011 at 07:28 am | #
My point is...racing is what it is. Simplifying it, dumbing it down..whatever...not only is not possible but would be counter-productive. There are many who want to go that route. It’s a dead end. What I want from industry leaders is to have faith in the power of the game. Price it right (that’s always a given) and market it as what it is - a game of skill set against, at least at certain times and places, a grand spectacle. Where the spectacle is not so grand the gamble and the richness of the handicapping game has to be the focal point. I don’t get why people who love racing for its challenge and all its many nuances always assume others will not. Are there ways to expose new people to the game without hitting them over the head with all the complexity up front? Sure. But it has to be with the understanding that what awaits them is not like playing a lottery ticket or watching a slot machine whirl. It’s called qualifying your customer. If you don’t do it you waste time and money and squander those resources you need elsewhere.
19 Aug 2011 at 07:55 am | #
And Greywoof,
While we focused on where our ideas diverge I do agree, generally, with your re-pricing suggestions; and I do think we could do away with odds displayed as fractions.
20 Aug 2011 at 11:35 am | #
And the winner is??? No one… Business as usual. Did you listen to yourselves battle each other above? Not either of you willing to give an inch or shut up. This annual meeting has been reporting the same thing since 1953.
Same message from a repeat event claiming to take a “new” look at racing’s problems. Nothing new here. And nothing new will result. Maybe next time.
Basic message, new fans too dumb to notice theft from wagers and change. Old fans (both of them) can be bribed with a free beer to look the other way while they are being robbed. And for the rest, business as usual.
We should soon see 20 horse fields in every race at every track in the USA while the tracks will have to close their doors early because the crowds are violating local fire codes. Yes sir, future looks bright through these old rose colored glasses.
Racings controlling interests are ALL just like that. They each believe what they believe. Even death will not change their minds. And they will not stop doing what they are now doing and have been doing for decades. My straw that broke the camel’s back was the pic-6 scandal of 2002. My honest opinion is that this type of insider theft continues unabated. Racing’s response was, as it always is, to design a system that prevents further bad news from getting out. Like when banks get hacked, they eat it and protect a reputation they don’t really have. Laughable and sad.
Racing’s current leaders cannot agee even to what color toilet paper to use let alone anything more complicated. Our national government can only agree on taking long breaks from not deciding anything.
If you are a realist, then you should really being looking hard at the world picture and not just your little corner of it.
This country is owned by other nations like China. 5% of our population now owns 80% of this nation’s value. Our unemployed numbers exceed the entire population of Greece. Expectations are for this to continue and even worsen over the next 10 to 20 years. Our governments are crippled and owned by those 5%. This 5% is mostly incorporated overseas to avoid most taxes in this country.
Our National debt is now greater than $14,631,000,000,000.00 (trillion); per citizen young and old; $46,888.00; per tax payer $130,700.00…
Just search on national debt clock if you doubt.
Kind of makes your pointless debate look kinda small, huh?
Goddddddddddd help us all…
20 Aug 2011 at 01:25 pm | #
Hey Simply… Couldn’t agree more with your world outlook but this is a horse racing column, right? And by golly, we have the right to pull in opposite directions here even though the racing gods don’t give a bleep about our opinions.
21 Aug 2011 at 09:04 am | #
Grey:
World and country are just the big picture. Racing industry is a smaller example of a wide spread cancer attacking every facet of our society.
Racing column this is and contrary opinions expected and welcomed. I was only calling attention to yours to demonstrate what has been happening with the knotheads who run the industry. The only thing they do well is argue.
And this round table has been reporting the same things since 1953. Bobblehead dolls, 50 cent dogs and $1 beer are the normal reactions from a blind and stupid industry dictatorship. The government cannot fix their own problems which are LARGER.
Just making a point. Not judging or bickering. Battle on…