A broad marketing and branding campaign for Pennsylvania horse racing made possible through 2016 racing reform legislation has begun to take root, and participants will soon begin planning for 2020.

The 2016 law shifted one percent of slot machine revenue that goes to the Pennsylvania Horse Racing Development Fund Trust for purses and breed development programs for Thoroughbred and Standardbred racing to the Pennsylvania Horse Racing Commission (PHRC) to be used for marketing—at each of the state’s six racetracks and for a statewide campaign.

The Pennsylvania Horse Racing Association (PHRA), which morphed from the Pennsylvania Equine Coalition, oversees the advertising, marketing and advocacy campaign. Its members are the Meadows Standardbred Owners Association, Pennsylvania Harness Horsemen’s Association, Pennsylvania Standardbred Breeders Association, Pennsylvania Thoroughbred Horsemen’s Association, Pennsylvania Horsemen’s Benevolent and Protective Association and Pennsylvania Horse Breeders Association.

At the most recent PHRC meeting in late June, the groups provided updates on their current strategies.

Ashley Eisenbeil, director of marketing for the racing commission and the point person for working with the PHRA, said there is interaction with each track—three Standardbred and three Thoroughbred—and their respective horsemen and breeder representatives to get approval for each initiative. There is a single website—pennhorseracing.com—and related social media platforms.

On the Standardbred side, the PHRA recently launched a “Wagering Warriors” program whereby several individuals visited Mohegan Sun Pocono, reached out to customers with wagering advice and handed out betting vouchers. Eisenbeil said the program will move to other tracks, including those that offer Thoroughbred racing.

The PHRA also is visiting various fairs in the state that offer harness racing, mostly recent the York Fair, to help spread the word, develop racetrack customers, and introduce those who work with horses on a daily basis to the general public.

“Our industry has stories to tell,” said Sam Beegle, president of the PHHA.

The Meadows Racetrack & Casino has partnered with the Pittsburgh Penguins in the National Hockey League on campaign whereby the track had signage or content on LED board in PPG Paints Arena and a digital advertising campaign. Research indicated hockey fans would be likely to engage in horse racing, official said.

On St. Patrick’s Day evening, a large group from The Meadows attended a game on what was dubbed “Meadows Night.”

All the PHRA groups are also using the resources to advocate and educate the public on the industry’s dedication to equine health and welfare. The PTHA and Pennsylvania HBPA have been particularly focused on that aspect of the plan with custom-made videos.

Tom Chuckas, the Thoroughbred Bureau director for the PHRC, noted that the campaign also highlights the economic impact of racing and breeding in the state. The 2004 law that legalized casino gambling was titled the Pennsylvania Race Horse Development and Gaming Act.

“Our mission is to position Pennsylvania as a national leader,” Chuckas said.