There is an air of anticipatory expectation in the steeplechase world. The National Steeplechase Association`s Board of Directors has balanced the budget and ensured a more transparent fiscal policy. Some strategic cost cutting and higher sanctioning and entry fees ended a two-year deficit and actually turned a $71,000 profit for 2003. The number of licensed owners, trainers and jockeys all rose, as did the number of horses, starters and races run.
With old business seemingly well in hand, it`s time for the NSA board to concentrate on the sport`s future. Realizing the imperative need to broaden their marketing base and promote the sport, the NSA board developed a relationship with Sam Slater of the video-production company Hunt Cup Productions, who now, in addition to being a newly elected board member, is heading National Steeplechase Enterprises, a marketing organization.
It will be interesting to see how Slater promotes steeplechasing. It`s a secular sport, geographically contained mostly in the mid-Atlantic region. Its spectator appeal is undeniable, but participation in the sport`as owner, rider or trainer`is harder to encourage.
There`s nothing cheap about owning a race horse, and the only fiscally responsible way a Joe Average can do it is through a syndicate, a fantastic way to introduce people to the thrill of owning a chaser. The NSA should set up syndicate workshops for trainers to help guide them through the legalities of multiple ownership so they can really promote the option. The NSE should take that message directly to every fan at every hunt meet. Give out brochures as they pull in to park. Set up a tent with race videotapes, NSA purse structure information, and testimonials (win pictures) from current syndicate owners. Pull new people in to make it a less exclusive club. Let the “Sport of Kings” be a figurative idiom, not a literal one.
Promoting the sport to new riders is a bigger challenge. The re-emphasis on amateur racing with the creation of the amateur rider hurdle series is certainly a big step, but riding races requires innate personality characteristics that can`t be manufactured. But people with those personality characteristics can be inspired.
It`s time for the jockeys to give back to the sport, whether they`re retired or still riding. Go to Pony Clubs, to 4-H clubs, to the foxhunts, to local shows. Encourage participation in the North American Point-to-Point Association fieldmaster chases. Tell the kids what a joy it is to do something you love every day and get paid for it. Be frank about the inherent dangers, but let your enthusiasm shine through. How about the NSA sponsoring a Pony Club trip to a race meet? An autograph tent? Give away signed pictures of the jockeys?
Promote the training profession to people already immersed in the horse world. The flat track is an obvious place to start, but think outside the box. Develop a relationship with the U.S. Eventing Association. Getting a steeplechaser fit has parallels with getting a three-day horse fit, and you can actually make money in racing!
Then take that relationship a little further. Putting on a hunt meet and a horse trial require the same elements: a lot of well-groomed land, jumps, stewards, officials and spectators. Combine the events so each can benefit from the draw of one. Expose each sport to new faces. Who knows what might happen?
Not all of these ideas will work, but why not try them, and others? If we don`t find a way to show other people what it is we love about this sport, then we only have ourselves to blame.
With old business seemingly well in hand, it`s time for the NSA board to concentrate on the sport`s future. Realizing the imperative need to broaden their marketing base and promote the sport, the NSA board developed a relationship with Sam Slater of the video-production company Hunt Cup Productions, who now, in addition to being a newly elected board member, is heading National Steeplechase Enterprises, a marketing organization.
It will be interesting to see how Slater promotes steeplechasing. It`s a secular sport, geographically contained mostly in the mid-Atlantic region. Its spectator appeal is undeniable, but participation in the sport`as owner, rider or trainer`is harder to encourage.
There`s nothing cheap about owning a race horse, and the only fiscally responsible way a Joe Average can do it is through a syndicate, a fantastic way to introduce people to the thrill of owning a chaser. The NSA should set up syndicate workshops for trainers to help guide them through the legalities of multiple ownership so they can really promote the option. The NSE should take that message directly to every fan at every hunt meet. Give out brochures as they pull in to park. Set up a tent with race videotapes, NSA purse structure information, and testimonials (win pictures) from current syndicate owners. Pull new people in to make it a less exclusive club. Let the “Sport of Kings” be a figurative idiom, not a literal one.
Promoting the sport to new riders is a bigger challenge. The re-emphasis on amateur racing with the creation of the amateur rider hurdle series is certainly a big step, but riding races requires innate personality characteristics that can`t be manufactured. But people with those personality characteristics can be inspired.
It`s time for the jockeys to give back to the sport, whether they`re retired or still riding. Go to Pony Clubs, to 4-H clubs, to the foxhunts, to local shows. Encourage participation in the North American Point-to-Point Association fieldmaster chases. Tell the kids what a joy it is to do something you love every day and get paid for it. Be frank about the inherent dangers, but let your enthusiasm shine through. How about the NSA sponsoring a Pony Club trip to a race meet? An autograph tent? Give away signed pictures of the jockeys?
Promote the training profession to people already immersed in the horse world. The flat track is an obvious place to start, but think outside the box. Develop a relationship with the U.S. Eventing Association. Getting a steeplechaser fit has parallels with getting a three-day horse fit, and you can actually make money in racing!
Then take that relationship a little further. Putting on a hunt meet and a horse trial require the same elements: a lot of well-groomed land, jumps, stewards, officials and spectators. Combine the events so each can benefit from the draw of one. Expose each sport to new faces. Who knows what might happen?
Not all of these ideas will work, but why not try them, and others? If we don`t find a way to show other people what it is we love about this sport, then we only have ourselves to blame.
