Turf Paradise had to cram them in on the day of the GI Kentucky Derby Day. Every seat in the track was sold out and, including those who bought general admission tickets, the estimated crowd was 7,500. While most tracks draw big crowds for the Derby simulcast and live racing, this was something new for Turf Paradise.
The facility had grown into such disrepair that no one had wanted to come. Things were so bad that, according to new
GM Tom Ludt, most people living in the Phoenix area did not even realize that Turf Paradise was still open.
“This sport was going to die here,” Ludt said.
Now, they had a sellout on Derby Day.
Not everyone was ready to give up on a track that had been open since 1956.
California horse owner and real estate developer Gary Hartunian's Skyfall 7 LLC entered into an agreement with track owner Jerry Simms, signing a two-year lease with an option for an extension. The deal was made in September, but due to required approvals from the Arizona Racing Commission, the new owner, who put Ludt in charge, wasn't able to fully take control of operations until mid-December.
Once given the green light, Ludt made fixing up the plant and reviving on-track attendance his main priorities. A lot of people live in or around Phoenix. The Greater Phoenix metropolitan area (Maricopa and Pinal counties) has a population exceeding
5 million. He just had to find a way to get them to discover or rediscover Turf Paradise.
“It's the reason I agreed to come out here,” said the veteran track executive, who has served as the chairman of the Breeders' Cup, and the president of Santa Anita, said. “As a horse racing fan all my life, if we don't start creating new fans, this industry's going to die. Phoenix is the perfect climate this time of year and have the perfect dates. If you don't get people to the track to fall in love with horse racing, you're going to lose your fans. We had to make a concentrated effort to get people here. We have to make coming to the track fun again. I've gotten into more arguments with people about this. Tracks that are abandoning the on-track experiences are killing the industry.
“You and I are going to continue to bet, but our kids aren't if they've never been to the track. You don't fall in love with it watching it on your phone. I mean, you just can't. People say, 'Well, but the sport's going in the wrong direction.' It's going the wrong direction because we've given up on it. Look at NASCAR, look at soccer, look at some of the sports that were dying. They had to find a way to have a resurgence and motivate people to come to the events and, a lot of times, at new facilities.”
It took a lot of work to bring back a facility that had been neglected for years. Things were so bad that what had been a director's room was boarded up and used for storage space. Several glass windows were covered with plywood and some areas of the grandstand were so dilapidated that they were closed off.
Ludt said it all started with cleaning the place up.
“The first thing we did was we cleaned it up,” he said. “We created a beautiful infield that had gone to hell. We created a nice general admission area. We created a good simulcasting area, and then we opened up a VIP room. And so we created three atmospheres for the different levels of play. We really emphasized cleaning our facility. We've got an incredible corporation that we've hired to do our cleaning. I'm very proud to hear customers say they see our cleaning crew everywhere, working all the time. You have to do that. You have to give people an environment that they're comfortable to be at. And we did that. Now we can bring people here and show them a facility we are proud of.”
It was also important to show the fans a good time. One particularly popular promotion involved a raffle. It costs $5 to get into Turf Paradise but the entire pool was raffled off toward the latter part of the card, with one patron taking home the entire gate.
Since Ludt's team officially took over in mid-December the people have started to come back. Between December 15 and May 2, the final day of the meet, on-track attendance rose by 70%. On-track handle was up 20 percent. Total all sources handle was up just one percent during that time, but Ludt noted that on-track bets produce far greater revenue for tracks than bets that come from ADWs or simulcast locations.
The struggle for Turf Paradise is to put together a decent betting product when it has small purses and does not receive any revenue from gaming.
“Obviously, in competing against other tracks, it is a big challenge because of purses,” Ludt said. “But the reality of the matter is, and I've said this about California because we're in the same boat, the Indian casinos are in a compact. You're not getting a casino. So quit talking about it and focus on how you can get people to the track. I mean, at the end of the day, horse racing lived very well for many, many years before anyone ever heard of a racino.”
Having less than five months to turn Turf Paradise around, Ludt didn't accomplish everything he had hoped to. He knows that increasing total handle and improving the quality of the racing is a must. But he believes the best is yet to come.
“We haven't even scratched the surface of letting people know about this place,” he said. “People still don't know about it. You've got to be wise where you spend your money to educate people, but the place has been here for 70 years. So we're really going to amp up our marketing and advertising and promotions to get people here for the next meet.
“They have created an environment at Del Mar and at Keeneland. Can we do what they do? No. But we can create the best environment possible for Turf Paradise. This industry needs to start focusing on what works versus complaining about what doesn't work. And is it easy? No. My dad used to say it all the time, 'Tom, if it were easy, everyone would do it.' This is a great challenge. We've got to focus on making people come and have fun and enjoy it.”
The post Focusing on Bringing People Back to the Track, Turf Paradise Appears Headed for a Brighter Future appeared first on TDN | Thoroughbred Daily News | Horse Racing News, Results and Video | Thoroughbred Breeding and Auctions.