Accommodating Market Change -
Harness into the FutureRWWA Racing Symposium
Friday 15 April 2011John Anderson – CEO HRV
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Change
Good examples:
• AFL - Expansion teams- Rules to ‘quicken’ the game
• Cricket - ODI’s- 20/20
• Self Service - Bank Teller (ATM)- Petrol - Supermarket checkout- Airline check in- What next?
• Gambling - On Line
What’s Changed in Victorian Harness Racing?
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• A.I. - Access to international stallions- Better breed- Investment in breeding schemes, eg, Vicbred
• Investment in Tracks - Now have 14 x 1000m tracks in Victoria Swan Hill will make 15
• Reduction in number of - From 25 to 18 (“V3”)tracks - Race more at better tracks
- Politics?
• Shift from Moonee Valley - Predicted benefits to Melton have been realised
• Betting Opportunities - Internet- Choice of wagering operators
• Communication - Email- Social Media
• Sale of Harold Park - Stakes increases in NSW- Impact on Victoria?
Assessment of Competition• Strengths
Thoroughbreds: CarnivalsSocial/Fashion
Greyhounds: SpeedModern product
Sport; eg, AFL, Rugby Union, Cricket Free to Air TV exposure
Gaming/Internet Poker: Comfort/SocialQuick result
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Harness Positives/PerceptionsWhat have we got going for us? • Tradition – everyone “used to go”
• Close to action - atmosphere
• Affordability of ownership
• Female participation
Perceptions of harness racing• Ageing demographic
• Races too long
• “Old and dated” product
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What Can We Change?
• The Product– Shorter races– Standing starts?– Colours/identify horses– Heroes
• The Vision – Innovation– Camera in mobile– Virtual vision– Camera in helmet
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What Can We Change? (cont)
• On Course Experience:– Loyalty programs – “frequent flyer”– Entertainment– Wagering discounts
• Connect with People:– Syndication– Social Media – utilise effectively– Phone Apps– Internet TV– Positive messages
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Thank you for your attention