Antony Beck: Horse Country. It Works

LETTERS TO THE EDITOR: ANTONY BECK

Over the past few days, I have read with interest the letters from Allison Bishop and Dermot Ryan about the important role that Visit Horse Country plays in introducing new people to our sport. I would like to add my voice to the conversation.

Each day, as the sun rises over the Bluegrass, we direct our full attention to nurturing our horses. We make this investment in hope that the horses we care for will sire or foal the next big winner or that the next race will be a steppingstone on their path toward greatness.

Thoroughbred racing is, as anyone who participates knows, a dedicated lifestyle. We can all agree that Thoroughbred racing is more than just a sport. Now is the time to focus on the sport aspect of racing and begin building, engaging and retaining our essential fan base.

As we work diligently toward changing the perception of our cherished sport, we need to continue to build a positive image. The idea of introducing new fans to the sport is why I, and Gainesway, support Visit Horse Country. The programs and tours provided have proven effective in the pursuit of new fans while deepening the loyalty of current fans. I encourage you, respected industry leaders and participants, to join me in support of Visit Horse Country.

Gainesway has been a member of Visit Horse Country since the organization was founded. The need to open our gates to the public as a fan development tool seemed obvious. Along the way, we have learned that this organization and the shared efforts of our membership have powerful effects. If the goal is to engage fans, it works. If the goal is to create new fans, it works. If the goal is to offer experiences so compelling that guests are moved toward deeper participation or even ownership within the industry, it works.

In the last few years of Visit Horse Country's development, we have hosted several visitors at Gainesway. All were eager to view Tapit or other favorite stallions, learn the history of the land, hear our family's story, and immerse themselves within what we consider hallowed ground.

Earlier this year during the week of Derby, we were pleased to host a private group who came to us through Visit Horse Country. We were able to welcome and host them with a more unique and elevated experience. Offering a glimpse into the beginning stages of entering the winners circle through regularly scheduled tours and private experiences is powerful for our community and sport. Together we can leverage the best of our industry assets in support of a proven and effective fan development tool.

Gainesway is committed to the future and longevity of the Thoroughbred industry. We are actively allocating resources to hospitality and farm visits. By offering more regular tours and elevated experiences, we hope to grow the enthusiasm and interest for the sport.