Aqueduct's Closing Weekend Focuses on Fan Involvement

In BloodHorse's "At the Track" monthly column, we take a look at some of the unique experiences, events, ideas, or facilities racetracks across the country are using to help increase attendance, experiences, wagering, and connections with racing fans new and old.

The mood is likely to be somber June 27-28 in Ozone Park, N.Y., for the fans attending Aqueduct Racetrack's final two days of racing, making way for the newly renovated Belmont Park to take over the majority of race dates in New York. Yet, there will still be a sense of camaraderie as they celebrate and reminisce about the history and memories the track has created.

The New York Racing Association is doing its part in honoring that nostalgia and getting the fans involved. Throughout the weekend, an on-site installation presented by Henry Kornaros of Public Opinion will feature iconic Aqueduct photographs and NYRA's official track photographer Adam Coglianese will host a pop-up booth offering a collection of free photographs as souvenirs.

On Saturday, Aqueduct will host a Caribbean-themed party with live music and a free rum tasting hosted by Mount Gay. On Sunday, the first 1,000 guests will receive a souvenir mini mason jar of dirt from the main track, and all ticket holders will receive a commemorative racing program, as well as the opportunity for a special "Final Photo" at the Big A.

READ: NYRA Plans Events for Aqueduct Closing Weekend

All these offerings are designed to help entice fans to the track and create a celebratory atmosphere, while saying goodbye to a facility that has been a staple in the borough of Queens since 1894.

"Aqueduct has played an incredibly important role in the long history of Thoroughbred racing in New York," NYRA's vice president of communications Pat McKenna said. "It is important that we provide our loyal fans with the opportunity to enjoy Aqueduct this one last time over the course of this weekend."

However, Aqueduct's closure provides a rather unique opportunity to help market racing and create new fans to attend the new Belmont Park, which will open Sept. 18 following Saratoga Race Course's traditional summer meet.

Unlike other recent closures of major racing venues such as Arlington Park and Golden Gate Fields that essentially killed off the racing industry in their respective regions—forcing industry participants to uproot their lives elsewhere and displacing a fanbase with nowhere else to attend—the closure of Aqueduct will not have the same impact.

Belmont Park is just 10 miles away from Aqueduct in a city with numerous public transportation options. Most of the horses that race at Aqueduct live and train at Belmont. The horsemen and women are the same at both venues, as are the staff and the fanbase. Each year when one closed and the other opened for their seasons, the same people would just adjust their commute to the other building. This condensing won't displace any of them, they will just make the commute to Belmont on each occasion.

So how does this help fan attendance? The finality of a sports venue closing, especially with Aqueduct's long history, is a fantastic marketing opportunity. Tracks and other sporting venues that close typically see an increase in attendance in those final days as locals and their fanbase realize they will never be able to step foot inside again. Many people will attend simply for that reason, then mix in NYRA's special offerings to build up the event, and it will sway additional members of the general public with the promise of a festive atmosphere.

Imagine the person who attended Aqueduct as a child with their grandparent 20 years ago and hasn't been to a track since. Or the person who moved to the area a decade ago who doesn't follow racing and has been saying ever since, 'One of these days I'll go to Aqueduct and check it out.' They, and many others with varying levels of infrequent interaction with the track and sport, will realize this is their final opportunity to relive those old memories or check it off the bucket list.

When they attend, they may discover a love for the racing atmosphere. They may find a thrill cheering with the large crowd. They may hit big at the wagering windows.

For so many of those who discovered those feelings on the closing days of other racetracks ... that was it. It was done. There was no more. But for those who discover it at Aqueduct this weekend, a modern, brand-new, state-of-the-art facility to further fuel their flames is about to open not that far away.

"Aqueduct is an incredibly vibrant and exciting place to watch racing day in and day out," McKenna said. "To be able to grab the attention of fans who haven't paid close attention to racing or maybe tune in for the Triple Crown; it's always important to play a role in reminding fans that the in-person experience—to be able to witness these things with fellow racing fans—takes these events to a different level. If that's rejuvenating and revitalizing interest among fans in the New York metro area that may be curious about this redevelopment of Belmont Park, that's a great thing."

Also take into account the current sporting atmosphere in New York City. When NYRA announced the plans to renovate Belmont Park and close Aqueduct, they probably could not have dreamed up a better time for the transition to take place.

On June 13, the New York Knicks won their first NBA championship in 53 years and sent the city into an absolute frenzy of celebration. On top of that, the FIFA World Cup is hosting games at MetLife Stadium, home of the NFL's New York Giants and Jets, just across the river in New Jersey with the teams' international fanbases leaking into the Big Apple for celebrations that have taken social media by storm.

There is a renewed sense, especially in New York, of camaraderie around sports, a desire to watch and celebrate with a crowd. Then, mix in the increasing popularity of sports wagering. And what are two of the major sports headlines in New York following the Knicks championship? Aqueduct's closing weekend and Belmont's opening weekend.

"It certainly feels like New York is the global epicenter of sports right about now with the glow of the Knicks championship and the World Cup in New Jersey," McKenna said. "The in-person event experience is really important and seems to be only growing in popularity right now. To be able to take advantage of that, promote racing generally, to help draw attention to what's coming at Belmont Park is an opportunity not to be missed."

Will it be sad to say goodbye to Aqueduct? Yes. Does it still hurt to lose a track even if there is a nearby venue to take over the racing? Of course. But perhaps a negative can be turned into a positive. Aqueduct's closing forces racing to be in the headlines in a city desperate for the thrill of sports celebration, and the opening of a brand new Belmont Park adds extra incentive as to why people should get involved.

"To experience horse racing in person is always really important, and that's only elevated when you're talking about a weekend like this when we have so many loyal customers and fans who spend significant time at Aqueduct throughout the year," McKenna said. "To have an appropriate sendoff—provide a stage to look back at what Aqueduct has meant, the horses that have competed at Aqueduct, the memories that people have made at the facility over the years—and also look forward to the beginning of a new era for New York racing that will begin September 18 at a new Belmont Park. This is an opportunity to celebrate what's to come, to say goodbye to a facility that has meant a great deal to not only fans, but trainers, owners, and jockeys who have competed at Aqueduct."