SARATOGA SPRINGS, NY, June 30, 2010--I should be surprised but unfortunately I’m not. Why should people interested in horse racing be any different than those Americans who get their entertainment from observing the political process?

Curious how I came upon this notion, but yesterday I caught up with the fact that Dennis Mills, CEO of MI Developments, recently launched a website called Racingfuture.com. Mills is looking for a few good men. Women, too.

Mills notes on the website that his goal is to attract a young, culturally diverse ownership group into the sport, and likewise a fan base, by seeking new, innovative ways to accomplish that aim.

Mills also observes that horse racing is among the most popular sports on three continents--Asia, Europe and the Americas--because it attracts people of diverse backgrounds, adding that the American fan base does not reflect a notable measure of diversity.

I guess there was no mention of the Australia with Oceania entry because the population was not diverse enough to make the cut even though racing is wildly popular Down Under. But I kid Mr. Mills, whom I’ve never met, and give him props for trying.

Maybe this post might earn me a share of the 50 percent in earnings from one of his home-breds for three years, expenses free. The winner of this innovative-idea contest even gets to name the horse. That’s the easy part.

Actually, many good, and many bad, ideas are posted on racing web-sites each and every day, many of those right here. Most give well meaning advice on how to make things better. Of course, some ideas, like some racehorses, are better than others.

The answers Mr. Mills, are out there already. In fact, they’ve been discussed ad nauseum. But it seems that every other mover and shaker in the industry will not settle for anything less than a magic bullet.
Earth to Industry: Magic bullets don’t exist. Just as with handicapping, the most successful practitioners for the most part are specialists, but not until after they’ve developed a comprehensive understanding and approach to problem solving.

Should I be so fortunate, I just thought of a great name: Doesn’t Magic Bullet have a winning ring to it? In fact, the contest winner has carte blanche: If you win the contest and like the name, take it. Consider it a gift from HRI.

I do have one small issue with the premise. Owners need not come from a diverse group, not at all. Since only a small percentage of owners will make money, they need only come from one group; the set that can afford to pay the bills.

Contrary to popular opinion, however, money isn’t everything, not even in the horse business. If it were, the ranks of owners would decrease 90 percent by tomorrow morning.

Few horseplayers, meanwhile, love the game because they love to gamble. Horseplayers love the game because they love to handicap and bet on the horses. Every race is its own unique puzzle. Solve puzzle; win money.

Here’s another idea, also free of charge. Convince every college you can to offer handicapping as an elective within their math curriculum. Those students who score an ‘A’ qualify for a job as a handicapping instructor if they can also produce Form W-9 indicating they won money for at least one year.

Students must pay for the privilege of attending handicapping classes. Going to the races is a lifestyle; learning to win money is an art/science. Knowing how to analyze racing puzzles is a skill set that has value.

The racetrack is an activity that provides a lifetime full of endless entertainment. A skilled handicapper should, at minimum, remain liquid. Learning to build character as a bettor must be made an important part of any handicapping syllabus.

No devoted horseplayer with a handful of discretionary dollars is ever bored. One way or another, he can’t wait for tomorrow’s past performances where a potential score lurks behind every beatable favorite.

Of course, if you really want to attract a smart and diverse young audience, the handicapping paradigm needs to change. I have some ideas about how that might be accomplished.

But unless I’m amply rewarded, that’s one secret I’ll take to my grave. And if you think I’m blowing smoke, check my ROI for the last three years at this site. Of course, some handicappers, like some horses, are better than others.

And that’s another great fallacy. Some can do, and teach.

Again, there are no magic bullets. If you want racing to succeed again it will take time. This current morass didn’t happen overnight. It won’t be fixed overnight.

So while we’re making new fans/horseplayers, new horseplayers/fans, the industry needs to keep them liquid while they learn their lessons. So, please, permit me some abbreviated backstretch/street language here:

Try to convince some of those greedy SOBs you call colleagues to, at minimum, institute fractional wagering at their racetracks. And if you can’t lower takeout, because “it’s a complicated issue,” give an affordable rebate to everybody, even if it costs you money. Make it part of your promotional budget.

And, oh, the thing that didn’t surprise me? On your Racingfuture.com site, you have a survey question that asks: What should be fixed first? Medication rules [enforce them]; betting options [Betting Exchange]; the cost of attending the races [cost is fine; improve quality]; media coverage or customer relations [improve customer service].

But it was no surprise that most responders said the issue that needs fixing first is media coverage.

Messengers, don't take it personally. It's only a sign of the times.