Horse Racing-Questions,Answers & Opinions #Louknows

This past week we took some time to ask a few questions of long time participant and horse owner Lou Sorella, who’s been involved with racing in Ontario for over 20 years. We thank Lou for his insights and personal opinions.

Is Horse Racing a Dying Industry?

Horse racing has a rich global history and has long captivated fans with its unique blend of tradition, athleticism, and excitement. However, the industry is currently grappling with significant challenges: declining attendance, waning interest among younger generations, increasing costs, and growing concerns about animal welfare. These pressures have led many to question whether the sport is in decline.

While it’s premature to declare horse racing a dying industry, it’s clear the sport is at a crossroads. In many regions, including Ontario, passionate participants and stakeholders are working hard to keep the sport alive and relevant.

Key Challenges Facing the Industry

1. Declining Attendance
   Live race events have seen a drop in spectatorship, reducing revenues for racetracks and horse owners.
2. Gambling Competition
   Horse racing now competes with online casinos, sports betting, and other gambling platforms that are often more accessible and appealing to modern consumers.
3. Rising Costs
   Breeding, training, and maintaining racehorses has become more expensive, making it difficult for smaller owners to stay involved.
4. Animal Welfare Scrutiny
   Heightened awareness and advocacy around animal welfare have brought increased scrutiny, requiring the industry to be more transparent and proactive.
5. Generational Disinterest
   Younger audiences show limited interest in horse racing, posing a threat to the sport’s future viability.
6. Legal and Regulatory Hurdles
   Variations in rules and regulations across jurisdictions complicate operations and hinder growth.
7. Economic Disruptions
   Events like the COVID-19 pandemic highlighted the industry’s vulnerability, with long shutdowns and lost revenue.

Revitalizing Horse Racing Through Better Marketing

To attract a broader and more engaged audience, the industry must modernize and innovate:

1. Showcase the Excitement
   Promote the thrill of live racing, close finishes, and the strategic elements of the sport.
2. Highlight Athleticism
   Emphasize the skills of both jockeys and horses, presenting racing as a high-performance sport.
3. Leverage Tradition and History
   Tap into the sport’s rich heritage to build emotional connections with fans.
4. Improve Accessibility
   Offer affordable ticketing, more regional events, and simulcasting options to reach fans beyond the track.
5. Create Educational Experiences
   Open up the sport to the curious public through tours, behind-the-scenes access, and educational content.
6. Utilize Digital Media
   Engage fans through social media, streaming, mobile apps, and influencer marketing.
7. Address Welfare Concerns Transparently
   Proactively promote equine welfare initiatives to build trust and maintain public support.
8. Promote Responsible Gambling
   Reinforce a culture of safe and ethical gambling to attract a wider audience.

Is Horse Racing Sustainable in Ontario Without Government Funding?

While it’s possible, maintaining the industry without government support would be extremely difficult. Government funding has provided essential stability, and without it, the industry would need to innovate, restructure, and aggressively pursue new revenue streams.

Key to sustainability will be:

• Modernizing the sport’s appeal for new audiences
• Improving cost efficiency across the board
• Reforming purse structures to ensure fairness and competitiveness
• Enhancing transparency and regulation

Rethinking the Future of Racing in Ontario

Ontario’s racing future depends on bold changes. Instead of racing four B-tracks on the same Saturday night and dividing already limited purse money, let’s consider a rotating weekly fair circuit.

Proposed Fair Circuit Model:

• Consolidate purses from 3 B-tracks into a single Saturday event, totaling ~$120,000.
• Host the event at a different B-track each week (e.g., Sarnia one week, Kawartha Downs the next).
• Offer 10 races with $12,000 purses, giving local horsepeople something worth racing for.
• Restrict entries to horses with 80% of their last 10 starts on B-tracks, keeping high-powered stables out and leveling the playing field.

This would reinvigorate the B-circuit, support smaller stables, and give fans a consistent, competitive product.

Final Thoughts

We must acknowledge that racing $35,000 claimers for $5,200 purses on the B-circuit is unsustainable. It drives owners and trainers out of the game and discourages investment in the future.

Instead, let’s refocus on solutions that:

• Reward participation
• Level competition
• Prioritize welfare and sustainability
• Engage a new generation of fans

Horse racing can survive—and thrive—but only if we’re willing to rethink the structure and take bold, strategic steps forward.