We Need A Hero!

I have been reading the blogs with interest, after I was introduced o this site by a colleague who has been an avid fan for a few years now. It seems that one of the favourite discussions, and one that gets a lot of reaction and interaction, is the subject of “why there is dwindling support for the racing industry?”
I don’t profess to be a racing “fundi”, or even someone who knows too much about the industry, however, I do have a fair amount of experience in the marketing industry, and I believe that this is where the industry has fallen short.
Before everyone gets their backs’ up, I would like to explain what I mean by this, and if you will bear with me, I will eventually get to my point!
When I was growing up, I was raised on a farm, with horses of course, and as a family, we were involved in various equestrian sports and activities. We didn’t have a TV, not because we couldn’t afford one, but simply because they hadn’t reached South Africa yet. We used to huddle around the radio on a Friday night listening to “Squadcars” and other very memorable programs.
July month was especially special to us, as as youngsters, we were allowed to take some of our pocket money, and Dad would place bets on our behalf at the local tatterstalls for our annual flutter, on what was then on of the major sporting occasions of the year.
We all knew who was running, but how could we not? Every Café and Tea Room as we used to call them, had this wonderful glossy posted on the front door, with pictures of these wonderful horses, that we were in awe of, but had only heard of. The likes of Tiger Fish, Gatecrasher, Gondolier to name a few. Who could forget when there was a flurry of greys running, and competing, often in the same races. Wolf Power, Jamacian Music, and Bodrum. All fantastic Horses!
One horse stands out from all of the above mentioned, and this was a horse that captured the hearts of all South Africans, for different reasons. The horse was SEA COTTAGE.
What made this horse different from all of the rest? Apart from being a fantastic racehorse in its time, there was something else about this horse, and that was publicity. Here was a champion, who, and I speak under correction, was not that fantastically bred, but rose up against the odds, to become a National Hero. The same happened in Australia and America, with Sea Biscuit and Secretariat. They both became National Hero’s and darlings of the public. All of a sudden, there were millions of people who knew nothing about Horseracing, but felt a connection, because they “knew” the horse, and the name was constantly in their faces through the press, advertising, and “word of mouth”. Immediately, there was a reason to go to he races, because they felt a bond with the horse, and could relate to its successes and failures. The race industry thrived as a result.
I remember going to the local “Bug House” in the small town where I grew up, and there was a full (about 10 min) feature on Wolf Power, from his birth, throughout his career. This is something that has stuck with me for years.
Where am I going with this?
Quite simply,
We need a Hero
Someone, or something that we can relate to, and something that we can recognise and support.
Ok, so that’s all well and good, but this has been tried of late, without much success.
Coming back to marketing terms, one needs to “fish where the fish are”. So where are the fish?
The fish are right under our noses, they are the majority in this country, and they are dying to have a hero. I am talking about the blacks in South Africa, and I don’t mean to patronise or offend any ethnic group with this discussion, merely to put forward my feelings for discussion.
The public in general is ignorant about the ins and outs of horseracing, and couldn’t be bothered with the intricacies of handicapping and other methods the authorities use to make the sport more competitive. The public wants to see someone or something battling against the odds, to succeed, and where they can relate to, and share the success.
Look at Golf. The support and spectatorship was dwindling quite rapidly, until, enter Tiger Woods, and black fellow, who was unstoppable. Immediately, a hero was born in a sport which had been dominated by whites, and wealthy ones at that. This guy rose from fairly modest origins, to become one of the most recognised people in the world.
Take Formula One. Also, dwindling support, until again, enter Lewis Hamilton, a black fellow, also from fairly modest origins.
Tennis. The Williams sisters
The obvious common denominator is that these “hero’s” are all black. What has happened is that millions of black folk, who never would have given two hoots about he sports, are now avid supporters. As a result viewership has risen hundredfold.
My point is, the fish are there, but perhaps we are fishing in the wrong place. The right place is amongst the blacks, and the majority in this country.
Horseracing is already being singled out by the government, as not transforming fast enough. There are very few black trainers, and a handful of black jockeys, which is not enough to gain any sort of public support. The blacks of this country, are desperate for a hero in what has been known as a predominantly white industry.
What should we do about this? One may ask.
I would suggest two things:-
Firstly, identify a possible candidate for a “hero” in the form of a horse. The latest candidate (in my limited opinion) would be a horse like TRIBAL DANCE, who is relatively unknown amongst the general public, but could go through the ranks to become something great. This would need the backing of the whole industry, with advertising and marketing, making this horse a household name, and something that people could talk about.
Secondly, and in my opinion, more importantly, is to promote a black hero.
I would suggest the industry spends a lot of effort in making young Denise Lee’s name become a name which is on everyone’s lips. Here is a, shall we say, non- white, who is a female, and is starting off her career in a white, male dominated industry.
I would suggest that she is nurtured and publicised as much as possible, from the racing industry, through to fashion industry. The public should be able to recognise her even before she makes it to the top. In this way she would have generated a huge following and people would flock to the races, just to get the opportunity to see her in action. The racing fraternity should really go to town on this one, and arrange interviews on programmes like Carte Blanche, and other human interest programs which will give her maximum exposure. I would even go as far to say, that the industry should select her rides, giving her the chance to ride winners, and accelerate her to the top, possibly a little faster than the average apprentice. I am in no way suggesting that her wins should be contrived, and that there should be skulduggery, merely that she should be given a little “leg up’ (pun intended) as this would benefit everyone in the long run. Would this not also be seen as a perfect opportunity for someone to demonstrate their social responsibility? She should be followed from her training through to her hopefully dazzling career to become someone that all, no matter what race should aspire to. I really think this is an opportunity that someone should embrace, and would be to the benefit of racing as a whole.

Good day Sir and welcome to the forum and we are looking forward to your contributions and can see that you are the type of person that are informative and knows what you are talking about.

I agree fully with you on what you suggest BUT the problem is that the racing companies P an GC just do not have it in them to do what you suggest, one reason why they won't do it is because it was suggested on this forum. For a lot of persons in P and GC this site is "persona non grata" anything suggested on this site, according to them, is wrong BUT THEY TO READ BUT DO NOT CONTRIBUTE. "THEY ARE STILL IN THE CLOSET"

I am sure that we can show you many posts over the years were positive suggestions were MADE ON THIS SITE BY VERY INFOMATIVE PERSONS AND VERY FEW OF THOSE SUGGESTIONS WAS LOOKED AT NEVER MIND IMPLIMINTED.

the second reason is that P and GC can not even now promote there own feature races properly, how are they going to do what you suggest? it is totally beyond them. They do have persons that are competent but it seems that there is a lack of leadership.

I am not sure if own inititave are encourged in P and GC
and then there is the persons in these same organizations who just do not give a damn.

But please do not be discouraged, and welcome again and keep on posting:)o

I agree with you in what you are saying, but nevertheless, it is always good to at least suggest something on a forum such as this. You never know, perhaps one day the it might just hit the right note with the right person

This thread should be called ''a black hero doing a tribal dance' while being interviewed by Bongani from Carte Blanche (who ought to take share in Black Wing) while drinking traditional beer at a shebeen celebrating a good eachway win on Brown Penny ridden by a black jock who got quite a few kilos off from the handicapper who got an under the table wad of cash from Julius Malema who is poised to own more horses then the Jooste's and will train them on a polytrack somewhere in Polokwane. The racetrack stands will be packed to the rafters by supporters shouting slogans about having more affirmitive action & black type runners in the field & demanding that vodacom pulls out of sponsoring the July and insisting that Iwisa Kwa-Zulu July is pashasha baba. Julie Alexander will be replaced by Anele from 5fm and Molly's position will be filled by Irvin Khosa who will market horseracing in SA as Professional Horse League with Doctor Khumalo as the on course vet & Musi will be champ jock & will be sponsored by shield deodorant for men & Black label beer - that one is obvious.

oh and the 30 000 vuvuzelas will be used to call the runners onto the track from the parade ring instead of the traditional trumpet... bearing in mind that the vuvus might be used again when the horses swing for home and banging of advertising boards may also ensue in the final furlong! hahahahahahahahahahaha

Brand, you always crack me up, thanks! You clearly have a lot of time on your hands to think this stuff up.......or is it something you just copied and pasted, as you had it saved somewhere already.

I just feel that the post by Straight Shooter has a lot of scope.

& I wouldn't be surprised if Capitec Bank takes over the running of the tote especially with all the bitching that is aimed at Phumelela. Capitecs low bank charges would also increase overall payouts and an easliy obtained gold card would also appeal to the working class punter who would feel that he is getting value for money at the races.

Everyone loves KFC so they might also get into the sponsorship action but Chicken Licken would defintely give them a run for their money with their ''Soul Master'' box meal.

Or Steers can join the party and on Wednesdays offer a take 1 bet and get 1 free........that's as far as i am going to be pulled into this Brand (tu)

funny business this horse racing is

Some good ideas to revive horse racing however young people don't give a sh!t about horse racing, they perceive horse racing to be a boring old man's sport.

Why would you want to encourage people to gamble, 95% of punters are loser!

brandhow Wrote:

---

> I just feel that the post by Straight Shooter has
> a lot of scope.
>
> & I wouldn't be surprised if Capitec Bank takes
> over the running of the tote especially with all
> the bitching that is aimed at Phumelela. Capitecs
> low bank charges would also increase overall
> payouts and an easliy obtained gold card would
> also appeal to the working class punter who would
> feel that he is getting value for money at the
> races.
>
> Everyone loves KFC so they might also get into the
> sponsorship action but Chicken Licken would
> defintely give them a run for their money with
> their ''Soul Master'' box meal.

Brandhow, You do know who has his finger the pie at Capitec hey...

No I don't gregucks but am keen to know now?