How do we get new owners in the game? It’s a question that the industry has been
asking for a long time. Owner and
breeder groups have been putting on “New Owner Seminars” for years and every
once in a while a celebrity owner like Bobby Flay or Jim Rome shines the
spotlight on the sport, but more often than not, all that serves to do is
reinforce the image of racing as an expensive luxury inaccessible to the middle
class or a mystery shrouded riddle that could only be accessed by those “in the
know”.
In 2009 Canterbury Park boldly stepped out to draw back the
curtain and pull its fan base into the action by forming the Canterbury Racing
Club. For $250 a person could buy into
the Club and feel the joy of ownership without having to risk another
dime. The initial Club drew 60
participants and campaigned a winning filly name Tahitian Queen.
The goal was to provide an educational experience for owners
and give them the opportunity to see what it was like to own a racehorse. A
blog was created where they could follow the action and also keep track of
the monthly financial transactions.
Videos from the trainer and jockey were posted to give members an understanding
of what goes on during the training period between races. It was a way to demystify racing.
Since 2009 the Club has more than doubled in size and has
gone from a single horse to a multiple horse stable with last year’s Club
topping 140 members. With the
partnership with the Shakopee Mdewakanton Sioux Community (Mystic Lake Casino)
heading into its first full season the stewards of the Club the last several
years, Jeff Maday and Andrew Offerman, are stretched to limit with other
responsibilities. This year I will be
stepping in and managing the Club for Canterbury. I’m looking forward to building on the
tremendous success that the Club has had and we’re hoping for an even larger
membership this year.
Club “graduates” have gone on to form their own partnerships
and buy and race their own horses, perhaps not in overwhelming numbers, but the
fact that some have, and that the club keeps growing every year, are indications
that there is movement in the right direction.
Add in Canterbury’s three consecutive years of record average daily
attendance numbers and there is a lot of positive going on right now at the
Shakopee oval.
Here is how the Club is structured:
Each membership is $250.
No other funds will be required.
The member will receive free admission to Canterbury Park for the season
and admission to the paddock and winners’ circle (these two may need to rotate
depending upon the size of the membership).
When possible, we will also try and set up a reserved area for the group
on race days. We will also set up
backside tours during the season to try and give members a glimpse of life on
the backstretch.
The number of members will determine the number of horses we
will claim. Clay Brinson, the
outstanding trainer that worked with the Club last year has signed on board for
another season and, if the demand is enough for additional horses, Canterbury
Park Hall of Famer Bernell Rhone will also train for the team.
Interested folks can fill out the 2013
Club Enrollment Form to get started.
We’ll be taking memberships into March, but the sooner we know the size
of the group, the better we can plan our strategy.
I’m very happy to be a part of the Club this year, but I’m
even happier that Canterbury Park has taken such a pro-active role to get new
owners into the game. It’s a model worth
emulating.