Oaklawn recruiting Northwest Arkansas
Posted on Wednesday, January 11, 2006
Oaklawn wants Northwest Arkansas to share in its recent success.
Track announcer Terry Wallace, with Oaklawn since 1975, made the rounds in Northwest Arkansas on Tuesday to spread word about Oaklawn’s live racing season, which begins Jan. 20 and includes Northwest Arkansas Day on March 4 at the Hot Springs track.
Oaklawn has been trying to open doors in Northwest Arkansas in recent years. The track has run radio advertisements featuring Wallace’s race calls and has seen its membership — as measured by the mailing list — increase an average of 400 each of the past three years to now stand at approximately 8, 000.
Wallace and Oaklawn know there is more competition in Northwest Arkansas because of Oklahoma casinos, but Wallace said he believes there are many new customers waiting to hear the word. Marketing consultant David Longinotti said many people who move to Arkansas move to Northwest Arkansas and advertising gives them a chance to hear about the state’s horse track.
“We do want to continue to grow,” Wallace said. “I think it would be a reasonable goal for us to get over 13, 000 [daily average ] for the year. Once upon a time, when things were the very best, when there was no competition, we were doing 18, 000-19, 000 a day.
“ If we get to 13, 000, that will tell you our business has been gigantic. It has turned out to be a phenomenal, exciting run.” Northwest Arkansas fans who register with Oaklawn’s mailing list by Feb. 1 will receive a free Mystery Mutuel Ticket in the mail for the March 4 races. That ticket will be worth at minimum $ 5 and could win either $ 10, 000 or $ 5, 000.
People showing identification with a Northwest Arkansas address will receive free available parking, admission, seating and a program for the March 4 races. Fans can register by calling 1-800-OAKLAWN or by visiting Oaklawn’s Web site.
“We have tremendous support up here,” said Wallace, who is also Oaklawn’s director of media relations. “We think this is going to be the greatest meet we’ve ever had.” Oaklawn also participates in the National Thoroughbred Racing Association’s Mystery Mutuel promotion. The NTRA has a $ 1 million prize April 15 — Arkansas Derby Day — and the past three years a member of Oaklawn’s mailing list had the winning ticket.
Unfortunately, Wallace said, the winning ticket was not cashed in any of those years because the holder didn’t go to the track.
“We’re hoping is Northwest Arkansas, when we put out the $ 10, 000 and $ 5, 000 vouchers, we’re hoping they show up,” Wallace said Oaklawn’s past two live racing seasons have been punctuated by the Triple Crown success of Smarty Jones in 2004 and Afleet Alex in 2005. Smarty Jones won the Kentucky Derby and Preakness Stakes before finishing second in the Belmont Stakes, and Afleet Alex won the final two legs after a third-place finish in the Kentucky Derby.
Both had won the Arkansas Derby and created a state fan base. That translated into better business for Oaklawn overall.
Oaklawn’s average attendance went from 12, 455 to 12, 842 in 2005. Wallace said he expects things to continue to improve.
“The only thing that can defeat a year like this is Mother Nature,” Wallace said. “She might, but you don’t count on it.” Oaklawn offers year-round simulcasting, wagering on televised racing from other venues, and Instant Racing, a pari-mutuel electronic game based entirely on horse racing. A November election approved expanded gaming for Oaklawn, but that expansion is being held up by legal issues.
“Our business has seen consistent rise since the year 2000,” Wallace said. “Smarty had the most impact. He really did the most to get everybody’s attention back on Oaklawn again. Oaklawn really wasn’t thought of at that point as a great place to bring up a 3-year-old.” Oaklawn also will offer more and better quality horses this season, Wallace said.
That is the result of Hurricane Katrina, which wrecked the New Orleans Fair Grounds. Many New Orleans-based trainers will stable their horses at Louisiana Downs in Bossier City and will participate in many more races at Oaklawn.
“It will mean fuller fields and it will mean more quality horses, for sure,” Wallace said. “It’s an opportunity for us to open our doors for some new people.”
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