from the USTA Communications Department

Columbus, OH — The Communications Committee meeting on Saturday (March 14) brought a range of new ideas as well as updates with the progress of 2014 and plans for the future at the USTA Board of Directors annual meetings, held at the Hilton-Easton in Columbus.

USTA Communications and Marketing Director Dan Leary speaks to the Communications Committee.

USTA Communications and Marketing Director Dan Leary and Committee Vice Chairman Chris Schick discussed handicapping contests and the hot topic of fantasy contests and presented the attendees with a variety of pros and cons and asked for feedback.

The expansion of handicapping contests holds the possibility of putting harness racing on the sports betting radar screen and live contests have been shown to increase wagering at the racetracks. Some issues discussed were concerns that tracks have no control over the use of their product by a third party, and that it would divert money from tracks that have their own advance deposit wagering sites.

The integration of fantasy sports and harness racing brought lively discussion as well. The biggest incentive to get involved with fantasy sports comes from the prospect of getting new people involved in watching and understanding wagering, drawing from an existing $1.7 billion industry.

District 8 Director and Committee Chairman Jason Settlemoir emphasized the need to be proactive and to take control of the harness racing product in fantasy sports saying, “We can’t let it get away from us.”

The Broadcast Committee also presented eye-opening research and new ideas for making harness racing viewership more widespread and available. The committee was assigned by USTA President Phil Langley and originally called the Television Committee. When research and information gathered indicated that the Committee would be considering a variety of technology and video delivery platforms, they voted to change the name to the Broadcast Committee.

The latest ideas and efforts involve exploring live streaming via the Internet and integrating a harness racing channel on social networks. Comparisons were made to the existing AQHA Q-Racing Live channel and the highly successful WWE Network and the possibilities for additional broadcasting were discussed, based on the assertion that traditional media has underserved harness racing in recent years.

Converseon’s Rob Key explained and expanded on the accomplishments of the partnership between Converseon and the USTA in 2014.

Converseon’s Rob Key was up next to explain and expand on the accomplishments of the partnership between Converseon and the USTA in 2014. (Click here to view video).

In a large-scale effort, Key and the Harness Racing FanZone have worked to repackage the sport through digital technology to reach a larger fan base and build potential sponsorships.

To date, the Ambassador Program has 1,800 members and the Harness Racing FanZone has reached 18 million people.

Converseon has also provided harness racing with a market research study that displays the sport’s demographics and takes a deeper look at what harness racing viewers are looking for. The study was done with the intent to give those involved in the sport a closer look at who they are ‘talking’ to and to give a baseline to reference when working to acquire sponsorships.

Plans for 2015 involve taking control of and improving the quality of content distribution, new owner acquisition, continuing and expanding sponsorship opportunities, and offering exciting incentives to drive people to the tracks through digital engagement and rewards. There will also be a mobile app coming in 2015.

Key emphasized that necessary for success are data driven decisions, collaboration and heavy involvement from industry players. He spoke to track representatives and industry insiders, urging them to make use of the FanZone.

“We are promoting you in the process,” he said. “We’re a big amplifier; a megaphone to make what you do get to a bigger audience over time.”

USTA/Mark Hall photos

USTA Registrar T.C. Lane spoke to the Fairs Committee members on Saturday.

The Fairs Committee also met on day one of the annual meetings. The most notable discussion was in regards to the timing conversion of all tracks to be in hundredths, beginning Jan. 1, 2016. The conversion will include past performances, program pages, and all historical data. The rule change was approved at the 2014 USTA annual meeting.

Also announced was the updated information on the Online Entry Platform. Between March 17, 2014 and March 12, 2015, there were 176,926 entries submitted via Online Entry to 131 different pari-mutuel and county fair tracks from 1,222 licensed USTA trainers.

The Executive Committee met earlier in the day where Broadcast Committee member and USTA Chairman of the Board Ivan Alexrod explained the name change, emphasizing that they had realized that they were ‘broader’ than traditional television. He said that they were working on a mission statement to be put out soon.

The Committee was also informed that the USTA is still waiting on conclusive results on Dr. George Maylin’s study on cobalt and that the Ohio State Racing Commission will be presented with Dr. Bruce Tobin’s findings on clenbuterol on March 30. The possibility of an investigation board being made available to all tracks was also discussed.

On Sunday (March 15), the general session will begin at 8 a.m. and will be broadcast live on www.ustrotting.com. The docket includes the election of the USTA president, as well as presentations from Key, Ohio State Representative Jim Buchy, Racing Commissioners International President Ed Martin, and American Horse Council President Jay Hickey.