Know Thy ‘Neigh’bor

I have a bit of good news -- nice, right? Last post, I had mentioned 8 sign ups for the 15th with the possibility of more as the week progressed. Well Sunday turned out to be a solid twenty-one participants. A big thank you goes to Barbara from Woodbury University for the group of faculty that came out with her. Everyone seemed to really enjoy themselves and Frank’s barn was a buzz of activity. While he answered training questions, Linda, his exercise rider, spoke about what it’s like riding at full gallop and about a time when women were not allowed to be a part of the sport. Linda mentioned how she knows the first licensed female exercise rider in the nation.

While at the barn we were careful to avoid a horse in detention that was borrowing a stall for the day at Frank’s barn, having come in from Hollywood for the day’s race. “He’s number three in the first, Pita-something,” was in the middle of the conversations during the tour. I didn’t mind the horse much being too busy finding horseshoes, washing them down, and then wrapping them up for participants to take home. The others did however. Good omen or something.

When the first race arrived I saw number three, all decked out in racing gear, during the first paddock tour. I didn’t pay it much attention. It’s hard enough to be an Ambassador, let alone trying to handicap races and read body language. Ingrid, a participant, and I decided to go with the number five horse because we saw trainer Dan Hendricks come into the walking ring. I explained his story and he being the trainer of Brother Derek who went to the Kentucky Derby as a favorite. Ingrid thought it was a lucky angle to play. We both put $2 down. Meanwhile the rest of the Ambassador Program, up in their private boxes, where going heavy on the three.

Ingrid and I went down to the rail. She unwrapped a horseshoe received from the barn tour and held it in one hand while clinching her $2 win wager in the other. The five was mid pack all the way until the top of the stretch. He began to pull away and suddenly Ingrid was screaming with excitement, springing on her toes, shaking both shoe and ticket. Then Trevor called out, “he’s immediately tackled by …Pita!” The five and the three began battling it out right down to the wire to where Ingrid and I were standing.

It was close… until the replay. Pita had it by a nose. Ingrid was a little disappointed until I reflected that we had at least gotten our $2 of excitement. She agreed. That was a pretty exciting race, especially to a first timer. We shook hands and she took off for work with plans to return again on her own (with friends!) on Santa Anita Derby Day.

I hadn’t realized what had happened with the rest of the Ambassador Program until I returned to the box. Everyone was excited. “This is a Hollywood ending to a perfect day,” one said. “That horse in the barn was the one that just won the race!” I glanced to the infield screen: #3 - win - $65.20. I guess I should have gotten to know Pita.

Now if every Ambassador Program could end like that…

Give the Customer What They Want

Another part about knowing your neighbor is to understand them enough to give them what they want. If a customer comes in looking for a raincoat, you don’t try to sell them swimwear. I’m beginning to notice a trend with the Ambassador Program that runs contra to what the industry wants. Most of the program participants are not into wagering (GASP!). You’re lucky if you get a $2 to win out of them. But more and more talk about wanting to own a race horse.

This Sunday alone I had five people ask about wanting to partner on a horse. They wanted my opinion on where to look. I gave them my customary tales of caution and suggested they wait a year for the NTRA Certified Stable’s pilot. They asked so I explained what a certified stable was. Everyone agreed that it sounded like a good idea and said they’d wait the year.

So I ask you, industry executives, which is a better win for our sport? Getting a few extra $2-to-show wagers each weekend or getting five people to partner in on a horse? Let’s do some math, shall we? Let’s consider these five partners go in at 2% each on $20,000 claimer, a logical point of entry for the So Cal circuit. That’s $2,000 or $400 each. Now try getting $400 in wagers out of them. Not going to happen. That’s 200 trips to the windows.

Kudos again should go to NTRA CEO Alex Waldrop. He returned another email of mine, within 8 hours, concerning certifying stables. Of all the industry executives I’ve been in communication with, he’s exceptionally prompt and understanding. He’s going to put me in touch with Mike Ziegler, the director for the NTRA Safety and Integrity Alliance. Mr. Waldrop’s prompt reply to a little fish like me should give every horse player and horse owner reason to smile. It means that someone in a position of authority is listening to the customers. Change will happen… eventually.

Perseverance!