Arizona Symposium Kicks Off Busy Two Days

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Does horse racing truly understand its niche in today's evolving entertainment and gaming environments?

That question will be discussed in the kickoff session as the Global Symposium on Racing and Gaming gets underway in Tucson on Tuesday.

Since 1974, racing executives, officials, and vendors have gathered in the Arizona desert in early December to take stock of the industry. Almost 400 people are registered to attend this year's two-day gathering. It's sponsored by the University of Arizona's Race Track Industry Program, a proving ground for many racing leaders over the last four decades.

Tuesday's opening panel is titled: “Racing's Identity Crisis: Who and What Are We?”

Speaking on that topic will be radio host Steve Byk; track executive Bill Nader; media and entertainment expert Peter Rotondo; Mike Tanner of the U.S. Trotting Assn.; and Amy Zimmerman, director of broadcasting for the Stronach Group.

They will discuss the intriguing question of whether racing is a sport, gambling, or just another entertainment option. Or is it really a blend of all three? The speakers will focus on how racing can best position itself to appeal to customers in each group.

Tom Tuchsmidt, vice-president of regional markets for MGM Resorts International, will tell symposium attendees on how tracks can service customers and, most critically, win their loyalty. Racing can always profit from the experiences of other industries. Tuchsmidt's presentation focuses on strategies that can work for both large and small racetracks.

Another Tuesday session is titled “Racinos: Is the Marriage Headed for a Divorce?”

It's no secret that “decoupling” is a dirty word in racing and yet no one can deny the damage that decoupling could do to racing. Certainly the horse industry in Florida is facing a serious threat from possible decoupling, but other states with racinos cannot afford to ignore this issue as some gaming companies question the importance of their horse racing product.

Lonny Powell, chief executive of the Florida Thoroughbred Breeders Association, will offer invaluable insights on the status of decoupling efforts in the Sunshine State. (Powell graduated from the University of Arizona Race Track Industry Program and served as its director for several years in the 1980s.)

Joining Powell on this critical panel will be Christopher McErlean, vice president of racing for Penn National Gaming, and Greg Martin, vice-president of wagering for Woodbine Entertainment Group. Derrin Heldt, director of racing at Prairie Meadows Racetrack and Casino, will moderate.

“Sports Illustrated and Thoroughbred Racing: Past and Present” is sure to be a popular hour-long conversation on Tuesday afternoon as journalists Bill Nack and Tim Layden discuss how the media view horse racing today. Nack and Layden will also relive some of their behind-the-scenes reporting exploits involving some of the sport's greatest stars, from Secretariat to American Pharoah.

Jim Mulvihill, director of media and industry relations for NTRA, moderates this session.

Angel Suarez will tell symposium attendees how to “make smart data sexy” and how to use data to create effective advertising and marketing strategies. Suarez is now executive vice-president of Red Circle, but has worked with such major national firms as ESPN, USA Today, and Gatorade. He will emphasize that the same techniques that work for major national companies can be adopted by racetracks across North America.

A trio of university professors with doctorate degrees form an afternoon panel to address the intriguing topic “Bridging The Horseracing-Academic Divide.”

Offering their insights are Ann Gillette, professor of finance at Kennesaw State University, Marshall Gramm, associate professor of economics at Rhodes College, and Mick Peterson, professor of biomechanical engineering and director of equine programs at the University of Kentucky.

The academics will demonstrate that modern business and economic research can prove invaluable to horse racing in many areas, such as takeout, penalty structures, state-bred programs, and more.

Steve Koch of the NYRA Safety & Integrity Alliance will moderate this session.

The Arizona symposium continues on Wednesday with a Racing Innovation Showcase and panels on animals rights, sports wagering, test barn practices, and methods to increase wagering.

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