Track Executives Work to Promote Jockeys

A pair of racetrack executives outlined plans to promote jockeys, and promote horse racing through the use of riders, at this year's Jockeys' Guild Assembly Jan. 19-20 in Hollywood, Fla.

During a Monday, Jan. 19, assembly session, Kentucky Downs president Corey Johnsen outlined a new media outlet that aims to focus added attention on riders. On Tuesday, Remington Park president Scott Wells, who also is current president of Thoroughbred Racing Associations, noted the success of Remington advertising campaigns that include riders.

Johnsen, who in 1997 as general manager of Lone Star Park launched the National All-Star Jockey Championship, talked about his plans for JockeyTalk360.com, which his son C.J. Johnsen will serve as editor. JockeyTalk360 will use its base website along with social media to promote riders and the Permanently Disabled Jockeys Fund.

"Our mission is to promote horse racing with a focus on the jockeys and to raise money for the PDJF," Corey Johnsen said of the site, which includes news stories, jockey profiles, a Jockey of the Week honor, and live chats with riders.

Wells showed a few Remington commercials that incorporated jockeys to promote the track casino. Wells said there are many casinos in Oklahoma, and to separate itself Remington chooses to promote the added attraction of racing.

"Oklahoma has 114 casinos. Only two have racing. We try to capitalize on the racing and the jockeys to promote ourselves," Wells said.

Johnsen has welcomed Racing Hall of Fame jockeys to Kentucky Downs for dinners and autograph signings in which fans participate while raising money for the Permanently Disabled Jockeys Fund. Johnsen said Internet betting has improved access for race bettors, which he said is important, but he noted that live exposure to horses and riders during a day at the races is the best way to build fans of the sport.

This year Johnsen hopes to have a jockey wager in place at Kentucky Downs. The bet would send 10% of the money generated to the PDJF.

"It will be greater exposure to the jockeys and 10% of all commissions earned on that wager go to PDJF," Johnsen said. "Just imagine if we can take this wager to Keeneland or Saratoga and 10% of all those wagers go to PDJF."

Wells believes racing is missing out on a big market by not reaching out to the Hispanic population. He noted that many of the riders, horsemen, and owners have a Hispanic background.

"We're missing the Hispanic population. For the first time ever, (Remington Park) reached out and advertised in Hispanic media this year," Wells said, adding that other tracks should look into available outlets. "In almost every major city, there are Hispanic newspapers and news channels. We need to cultivate that fan base."