Each year, I talk a walk down the past 365 days. I ed my dreams, wishes, and hopes for the year. This year has been no different and my introspective thinking has me looking back on the days gone by and the New Year that awaits. Here are some wishes and hopes for the 2025 year in racing.

 

I hope that the entities that bought up old tracks stop using them as a gaming license to get them started in the slot business. It was racing that first had you looking at the property and you figured if they liked horse racing; hell, they’re gonna love this mindless game of random luck. Well, if you keep jamming this down their throats they will play until they’re broke, and all you have to do is roll out a new program of “free play” for singing up, and “presto” they are the next generation. – Horse racing had people engaged for decades. Do they have a winner’s circle for a large group to get their picture taken after the big slot machine win? Nope. Some person looking tired from sitting for hours holding a big cardboard check. Not much excitement as people are craning their neck to see if you’re leaving your red-hot machine.

How about this? – Make your property an entertainment destination to enjoy the buffets of gambling that give players a little sampling of everything. – There has been little to no cross-promotion. The new companies keep racing and gaming as far apart as possible. Why? I have no clue. I would want slot players to play the ponies and once the races are over hit the slots and catch the live band on stage during a Happy Hour at the bar. Allow people to enjoy everything your property has to offer, and you’ll be that destination property they won’t drive past to find another. – I hope that 2025 has hope for ing racing and helping it to grow again. I know it’s a long shot, but they do happen. – Invest in the whole property and stop worrying about profit margins. Let the players enjoy all you have to offer, because if you keep splitting the two forms of gambling it will eventually fizzle out. I’ve seen it at a couple places I’ve worked.

I’ve never understood why the new Racinos and Casinos don’t offer a tutorial play for free and accrue points on their website. – Let them play with “Lucky Coins” and after accruing points from playing the horses or video gaming, they can come out and receive a 25% voucher off food and beverage, or a $20 voucher for the ponies and $20 free play on the slots. – People enjoy learning, but many won’t lose the car payment while learning to play the Buffalo Slots. – Let them learn on their own time and they will make the trip to play. They call that the ultimate bounce-back offer. I love learning new games and once upon a time that is how I learned to play Craps before going to Las Vegas. Getting a free night’s stay was icing on the cake and made many trips over the past thirty years. – Everyone wins! – You learn how to play for nothing, and the house has a profile for you they can roll into place with your player’s loyalty card waiting at the front desk with a small gift. – This turned a computer player into a long-time guest for years to come. Give them a reason to take a look at your entertainment destination and they’ll be coming with friends for years.

 

For 2025, I hope for a fresh approach of getting to know your players instead of seeing their name pop up on a screen and come running out to give a fake welcome. All managers and workers on the floor staying in touch being available is the answer. They don’t have to find you as you’re “Johnny on the Spot” to take care of their needs. – Just don’t assume they show up. You have to be out and about on the floor. Makes people feel really special like on opening night, but you allowed the facility to drop back into a coma-like approach. – Get out there! – I did it years ago and we took an older track and made people feel special. But that too will wear off and it is your job to keep it fresh and ever changing to engage them as your guest. – We didn’t keep changing for the future, and you can bet your bottom dollar gamblers grew weary of the same old action.

Your friends at Winning Ponies wish you and yours a safe and Happy New Year! – We hope racing can make a big step up to the plate as there is plenty for electronic gaming and horse racing to both survive for years to come! – Trust me, I’m working in the industry and have been seeing some incredible strides for both.