Hoss Talk

   Make no mistake about it, the happening place this fall for both novice horseplayers and hard-core gamblers is Fraser Downs.
   
   For professional handicappers, Fraser Downs' near-capacity fields has made them feel as if Christmas has come seven weeks early.
   
   For newcomers, Fraser Downs has found a clever way to attract them. Simply run a draw on Friday nights and give away $5000.

   Add in low-priced appetizers and cheap beer, and guess what, you've created a winner. Instead of Friday nights being date night at the movies, you're attracting the younger set to both learn and enjoy   the sport of horse racing.
   
   Granted, some purists will be grumbling about the lack of an increase in the mutual handle.
   
   "I know other track executives will look at the average amount of wagering per person and watch it go down on bigger days," says Fraser Downs GM Chuck Keeling. "Let's say the per capita is $200 on a Saturday, which is about the industry average. 

But on a Friday night in some instances that number could drop to as low as $35 or $50. Sure some will be quick to say that's too bad. To us, that indicates we are getting the novice player out to the track. That number does not give you the indication of the total amount, just the average."
   
   It is reminiscent of a loss-leader business offer.
   
   "If you have 2,000 people playing $200 each and then you get 4,000 people playing $100 each, the total is the same. But now those 4,000 players are novice players who now become your growth market. They become the people you have to develop and cultivate to become your $200 player down the road.
   
   "And that's what we're seeing on Fridays. They may not be wagering, but it is still a positive for us."
   
   Last week Fraser Downs ran 16 races and the wagering was $353,000 from all sources. It averages out to $30,000 a race. For Fraser Downs, it was a mutual handle that was higher than what they were averaging on Friday nights last year.
   
   "Not only are we now seeing more people here, but we're beginning to see our handles exceed our Friday nights last year because of the sheer volume of people," said Keeling.
   
   "Again, on a per-person basis they may not be wagering as much, but the volume of people putting more money through the system is positive for our industry."
   
   Granted the 11-week -long $5,000 giveaway that concludes November 16th has been a huge factor on the increase in numbers.
   
   Which leaves open one major question. Can Fraser Downs, maintain the improving momentum generated by the promotion?
   
   "That will be the gauge as to whether this promotion has worked for us," said Keeling.
   
   No matter the outcome, the past few months have proven how much horse racing fans missed going out with friends and enjoying an evening at the races on a beautiful Friday night.
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 

Source: Vancouver Province
E-mail Tommy Wolski at twolski@home.com