Millennials, those aged between 18 and 34, surprisingly proved to be the all-consuming topic at yesterday’s first international Tote conference to be held in South Africa.
“This age group is by far the largest on the planet, it comprises your future customers, punters and racegoers – and they are spoilt for choice,” said Mark Steinhobel, chairman of leading market group VWV, speaking to his Kenilworth audience.
“So what can you do?” he added before answering his own question. “For a start you can stop taking yourselves so seriously. I know the traditions of racing go back a long way and, while you may alienate some of the older racegoers, the alternative is a long slow slide into obscurity.”
Steinhobel referred to a recent survey asking millennials what would persuade them to go racing at the Cape Town course. The top answers were a party, free booze and the Met. “What I can also tell you is that if they do go, and find it a compelling experience, thousands and thousands will hear about it.”
He also proposed the use of jockey cams for live pictures of the racing, this to be relayed on people’s phones as well as on TV. His other suggestion of using Kenilworth for drone-racing didn’t seem to go down quite so well!
Tellytrack chief Rob Scott called for the industry to employ more people of the millennial age group and for those in the industry to embrace what these people want.
Phumelela boss Riaan du Plessis also called for change to attract, and cater for, the younger racegoers, saying: “We have got to reach them but, if we can only offer them the same, that is no good – and if we keep doing what we did in the past we will fail.”
However Paul Cross of Australian wagering company Tabcorp made the point that racing is still hugely popular, just that the way of watching it has changed.
He explained: “Many people argue that racing is in the doldrums with less and less people going but in fact there are more eyeballs watching racing today than there have ever been.”
He also emphasised the importance of the millennials and said that Australian harness racing has recently banned the use of the whip – partly in response to complaints from the younger audience.
Ten minutes later a worried-looking Neil Andrews, who was master of ceremonies, got to his feet and said: “I am very perturbed. My girlfriend has just phoned to say she has heard that they are banning whips and how do I feel about this?”
By Michael Clower
