Tampa Bay Downs scholarship winners formulate racing industry ideas

Tampa Bay Downs' “College Days” essay contest aimed to generate a wellspring of ideas from students on how racetracks can successfully market horse racing to a new generation of fans largely unfamiliar with the sport.

To describe the response as “encouraging” is an understatement.

“Apparently a lot more college-age students are paying attention than we thought, because almost every essay showed a basic understanding of Thoroughbred racing and the challenges tracks face in creating new fans among Millennials and members of Generation Z,” said Margo Flynn, the track’s Vice President of Marketing & Publicity.

“We were gratified by the effort students put into their essays and impressed by their ideas, several of which we plan to implement in the near future. Attracting new followers is essential to our business growth, and we are eager to explore ways to stoke interest and excitement among the younger set and keep them coming back,” Flynn added.

A total of 95 students entered the contest, with 25 chosen at random as finalists. From 21 essays submitted, five were chosen as winners, with each of those students winning a $2,000 scholarship awarded through the Upper Tampa Bay Chamber of Commerce Educational Foundation.

A panel of 12 judges selected the winners, who were required to be attending a four or two-year college or technical school, or be a high school senior planning to enroll in college. The judging criteria included feasibility of the plan, originality, clarity and an understanding of the horse racing industry.

The winners are Lauren Vojnovic, Basia Kuehn, Kayla Long, LeAnn Rhone and Carly Jones.

Each presented fresh, bold marketing ideas, Flynn said, adding the judges were impressed by their inherent belief that horse racing can gain in popularity if tracks make a greater effort to reach out.

“In an age when there are so many entertainment options vying for attention and consumer dollars, it’s no longer sufficient to open the gates and expect fans to come streaming through,” Flynn said.

“Racetrack owners, employees and horsemen believe in their hearts their sport deserves a prominent place in the sporting landscape, yet we’re in danger of losing ground if we can’t convince the next generation of racing’s value and fun quotient. Fortunately, we are in a position to stay current by embracing change whenever possible.”

Among the scores of fine ideas put forth by the winners and other essayists, Flynn said at least three can be implemented at Tampa Bay Downs in the immediate-to-near future.

Vojnovic suggested fan interactive activities, such as competitions between races that would be displayed on the jumbo video board. Flynn believes this could be expanded to give younger fans a chance to pit their handicapping skills against Shades’ Plays (track handicapper Andrew “Shades” Demsky), with the winners receiving prizes.

Kuehn presented the idea for a “Young Winners Race.” Individuals within a certain age range holding a winning ticket would be invited to the winner’s circle for a photograph they would likely post on social media, impressing their friends and creating free advertising for Tampa Bay Downs.

An idea to educate fans about the goings-on before and after the day’s racing action came from Rhone, who suggested “day-in-the-life” videos about the horses, jockeys, trainers, blacksmiths, veterinarians and racing officials who combine to put on the show.

Long formulated ideas for establishing partnerships with local schools, and Jones offered plans to increase the reach of the track’s social-media platforms.