Welcome to the Preakness (and the Future of Horse Racing)

Is the sport ready for less Cannonade and more Cannonball?

Cohen_Preakness_Jim Young_post.jpg

Reuters/Jim Young

This year's Preakness Stakes—on tap this Saturday afternoon at Pimlico Race Course near downtown Baltimore—isn't just the second leg of horse racing's daunting Triple Crown. For industry insiders especially, pretty much out of the blue, it has become a referendum of sorts on the future of the sport in North America. And what's at stake is far more important than which particular beautifully-bred three-year-old colt or gelding wins the 136th running of the great race.

The issue is borne of simple economics. Horse racing in the United States has failed to attract nearly enough new fans and bettors to replace the old fans and bettors who have died or moved on to other interests since the sport's heyday last century. This is true in the Standardbred racing game, of which I am a part, and to a lesser extent in the bigger and better known Thoroughbred game. Over the past few decades, empty tracks have closed, attendance at existing ones has waned, and handles are down. Like the great Yogi Berra once said: "If the fans don't come to the ball park, you can't stop them."

In Maryland, where the Preakness will be run, the problem is particularly acute and telling. Fabled Pimlico itself is on life support—it had to take a state handout just to stay open this year—and the state's harness racing track, Rosecroft Raceway, didn't even make it that far. Maybe revenues from slots and other gaming will help—but they aren't there yet. So track officials and racing operators decided to do something drastic: they signed off on a lowest-common-denominator marketing plan (think sophomoric beer commercials during football games) designed to bring young adults out to the track for the big show.


Pimlico Race Course

The result was so-called "party manimal" mascot named Kegasus, a half-man, half-horse creation designed to bridge the gulf between people who like to drink beer outdoors until they barf and people who enjoy a day at the races. Kegasus looks like Will Ferrell's character in a skit on SNL about a horse racing mascot—I'll give you this a moment to contemplate that—and when it was first unveiled to the world in March horse racing traditionalists literally gasped in horror at the affrontery of such a low-brow symbol for such a high-falutin' race. A local  communications professor immediately labeled it "awful," "depressing," and "sad"—before predicting that the gimmick would work.

And it has! Ticket sales are up sharply this year for the big race—sharply from when such frivolity was frowned upon, anyway—and you can be sure that track owners and operators all over this country and Canada (where harness racing is more prevalent) are paying close attention. If horse racing can bring the Kegasus Konsumer to the races on a consistent basis it will have made its most important marketing advance in decades. And if that occurs, the sport's venerable old guard, the traditionalists who own and breed and bet on horses, will simply have to change their expectations about what a day at the races will look and feel like. Less Cannonade and more Cannonball perhaps.  

Presented by

Andrew Cohen is a contributing editor at The Atlantic. He is a legal analyst for 60 Minutes and CBS Radio News, a fellow at the Brennan Center for Justice, and Commentary Editor at The Marshall Project

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