The Terms of Reference for the Strategic Marketing Group (SMG) in HRI are “to produce a report for consideration by the Board of HRI on the actions considered necessary for the improvement of attendance levels at Irish racecourses”.
The SMG have identified three core issues which must be addressed:.jpg "MOR")
1. The lack of a sufficiently large customer base for racing.
2. The steady erosion of the number of racecourse betting customers.
3. The need for product development in racing and racecourses.
The Strategic Marketing Group has brought together a team of people with knowledge and experience of racing; with sports and betting knowledge; with marketing and communications expertise, and a broad range of backgrounds - some with no racing connections - to take a fresh look at the way we present and promote racing.
There have been dramatic changes in the economy, the effects of which have been felt by everyone in racing. There are other major changes taking place, which, even when the recession ends, will still be a challenge for racing.
There have been changes in the way people like to be entertained. People communicate differently today than they did just a few years ago, and betting, once the mainstay of a day at the races, has been completely transformed. The task is to understand what is actually happening and to be clear about what is possible for the future of racing.
The Board has taken an interim report and a final report from the Review Group which is now with the relevant committees for further consideration.
