Churchill Downs

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Harnessing Social Media and Track Experiences to Grow Horse Racing’s Appeal

In his role, johnson has been instrumental in providing early morning insights into the backside, offering viewers a glimpse into the operations of the Mark Casse barn and sandman, effectively making them feel like owners.

Looking ahead, Johnson has secured agreements to replicate this work wiht prominent racing organizations including Breeders’ cup, Keeneland, and the New York Racing Association. He commended the industry’s commitment to engaging with Generation Z and urged participants to actively share their enthusiasm for the sport on social media platforms.

“I haven’t encountered another industry where so many influential individuals are readily available to listen to younger generations,” Johnson stated. “I believe this openness is a genuine reflection of this audience and our collective identity as horsemen. I’ve heard countless stories from individuals deeply passionate about this sport,and the key is to translate that passion and share it with the youth.”

He emphasized the importance of racing’s focus on enhancing safety protocols and post-race care for Thoroughbreds,especially in attracting new fans. Johnson highlighted social media as a vital channel for disseminating information about these initiatives, as well as for conveying the sport’s inherent appeal and the deep connection with horses.

“I want to emphasize that social media is simply a tool, a marketing instrument,” Johnson explained. “It’s the modern way for the new generation to consume content. By sharing stories on these platforms, we build interest and provide an immersive experience of our activities, whatever they may be.”

Kornacki, known for his election coverage on NBC News and his recent statistical analyses for NBC Sports leading up to events like the Kentucky Derby, underscored the impact of bringing people to the racetrack. He noted that experienced racing fans can play a crucial role in helping newcomers appreciate the sport’s inherent beauty.

“I don’t need to remind those present that numerous tracks across the nation continue to draw significant crowds and maintain a vibrant atmosphere, steeped in tradition and offering a memorable day out,” Kornacki remarked. “Living in New York, I frequently advise people to visit Monmouth Park with their families for a picnic, give the children some money to place a bet, and experience the horses in the paddock. I also encourage ‘snowbirds’ heading to the Gulf Coast to make a trip to Tampa Bay Downs.They can sit outdoors, enjoy the races, soak in the warm weather, and appreciate the lush green surroundings, serving as a reminder of their fortunate circumstances in the middle of winter.”

“I enthusiastically promote tracks I’ve visited and those I aspire to visit nationwide, including Oaklawn and santa anita Park on Boxing Day, or del Mar during the summer. I also champion smaller venues, like Fairmount Park on a Saturday night. My consistent message is to experience these places firsthand, as I believe that’s the most effective form of advertising for the sport. The goal is to introduce someone unfamiliar with horse racing,who may hold misconceptions about it,to the track and ensure they leave with a positive impression of their experience.”