Racing Connections has launched a new campaign promoting ownership with the tagline 'Be part of the racing story,' that aims to drive people towards its 'buddy system' Stable Mates'. This innovative program introduces would-be owners with trainers and syndicators for an experience at the races.
At the heart of the new campaign are three short films which promote the message that racehorse ownership is something anybody can be a part of. Racing Connections is an initiative of not-for-profit organisation Aushorse, the marketing body for the Australian breeding industry.
"We've only just started marketing the Stable Mates program and the response has been outstanding, with over 900 people registering to take part," said Aushorse chief executive Tom Reilly.
"I'm very grateful to the support we've had from trainers and syndicators for Stable Mates and already we've seen a number of people get into ownership as a result of the program."
In the past month alone
over 20 fans have got a taste of what it's like to be an owner, going racing
with leading trainers and syndicators from around the country including:
Gai Waterhouse & Adrian Bott, David Hayes, Richard Freedman, Anthony
Cummings, Joe Pride, Triple Crown Syndications and Spicer Thoroughbreds.Randwick trainer Richard Freedman said: "Racing Connections recently connected me with a lovely couple who were keen to get a closer look at the owner experience before they made the leap into horse ownership. It was a very positive experience for us, and the couple have said they are now planning to buy a horse for the stable. Trainers would be crazy not to embrace this initiative."
The Racing Connections brand was created after the most extensive ownership survey undertaken in Australia, with 1800 racing fans polled. Despite the majority being regular race-goers with a positive view on ownership, fans felt that there were significant barriers to ownership.
Only one in 10 of those surveyed knew where to start when buying a horse and only 5 per cent believed the process of becoming an owner would be easy.
In addition to the Stable Mates program, the Racing Connections initiative includes a dedicated website aimed at educating and empowering would-be owners, with a focus on providing accurate information and encouraging people to seek good advice and set realistic goals before investing in a horse.
Chris Grigsby and his wife Amanda attended a race day at Flemington with syndicator Brad Spicer and now own shares in two racehorses.
He said: "The day gave us an opportunity to meet Brad and learn more about what was involved; what the costs would be and what we could expect…My wife and I have enjoyed going to the races for many years and were toying with the idea of getting involved in ownership. Taking part in Stable Mates helped give us the confidence to do so."
Mr Reilly said the initiative is about giving potential owners the information they need to invest in the thoroughbred industry.
"Our research showed there are still lots of racing fans out there who would like to get involved but feel they lack the knowledge and confidence to become owners," explained Mr Reilly.
"Racing Connections provides a trusted source of information and support for would-be owners, so that they feel confident investing in the industry for the first time. We also want to help build connections between would-be owners and trainers and syndicators through Stable Mates."
People can register for Stable Mates at racingconnections.com.au, where they will be asked to complete a short questionnaire aimed at identifying their expectations and preferences regarding ownership.
