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I reckon the answer is a combination of ideas between Zorro and Wit , but firstly you have to make admission charges cheaper , and much cheaper..before we do anything we need to get punters back racing and at current prohibitive entry charges , it simply wont happen
cheers
Ricky
Very interesting thread this. Good points raised by everyone.
I have to agree with what Ricky Lake says…lower the prices. Not a blanket change to the pricing structure but a considered approach to making the punter pay comparatively to whats on offer.
Its simple economics that the easiest way to make money is to alter price. It is the most easy and effective variable to change in any product or service. Most people are very "price sensitive", perhaps more so in the current economic climate. People search for value for money.
Brough Scotts idea of a three-tier system is not a daft idea…but should be a applied via pricing.
I am no expert on a day at the races as I frankly do not have either the time (through work and home commitments) nor the disposable income to go racing very often. I can go maybe once every couple of months. But from my understanding a day at the races costs £15 – £20 for entry (standard pricing).
If prices were to be varied according to what is on offer then courses could charge £5 – £10 for low class fair, £10 – £20 for decent action and £20+ for the top meetings. It might not work but has to be worth a trial at the very least.
Another idea would be to offer season tickets, 2 for 1’s, voucher systems etc. Yes, you do get these for individual courses or small groups of courses but surely the bha could get together and bring in season tickets that allow entry to every racecourse! A flat fee of say £500 (figure plucked from thin air) gets you entry to any meeting anytime of the year (even big meetings). Or accumulating 5 vouchers from any track gains you free entry at any track (not on the big race days).
The 2 for 1 offer is very basic but would work. When you go racing, how many of you leave your partners at home? If they were to get in free might it not make them going with you is worthwhile? And if they enjoyed it, they may even go back on a day when they have to pay to get in.
There is so much more racing can do.
I remember when Ayr race course increased the entry fees (double I think) for the Gold Cup meeting. The reason they gave for the increase was … TOO MANY PEOPLE KEEP TURNING UP ..
In NuBritain everyone wants to be rich, not just politicians and bookies.
Revamp and remarket the showpiece events. I.e. The Derby.
Racing used to be the ultimate Darwinian exercise.
You have a field of a thousand young colts with a normally distributed series of attributes such as speed, strength, agility and determination. Over time, the field is eventually narrowed down to one majestic beast through a process of vicious and cruel natural selection. The Derby is an ideal proving ground for the final twelve.
The general public can understand that concept. It’s embedded in our subconscious since the invasion of the Normans. Look at The Apprentice. X-Factor. Dance shows. Cook-offs. The public cannot get enough of the eliminations.
After all that’s over, the survivors can then get on their travels to the Arc, the Japan Cup, to Hong Kong and to Dubai knowing they’ve faced the Ultimate Test at three.
Somehow, it’s all got messed up. Where’s the focus? Where’s the narrative?
Agree with the admission charges argument, btw.
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