To boost attendance, Arapahoe, Mile High will cater to families
Colorado's horse racing and greyhound tracks hope to boost attendance by catering to what they see as a promising new growth market: families with kids.
Faced with an aging population and competition from mountain casinos and online gaming, Aurora- based Mile High Racing & Entertainment will be heavily promoting its Front Range venues as a place to bring children - for free.
"We're not ashamed that gambling goes on here, but that's not the big thing we're pushing. It's family entertainment," said Bruce Seymore, director of racing operations for the newly named Mile High, formerly Wembley Colorado.
Mile High, bought by BLB Investors last summer, operates five Front Range properties, including the state's only horse track in Arapahoe County and its flagship dog track in Commerce City.
While bets still can only be placed by those 18 and older, the company's two main tracks will offer food aimed at kids, video arcades, live music and other attractions.
"We anticipate a significant increase in guest attendance across all of our properties," said Bruce Fraser, BLB Inc. USA's executive vice president.
While horse racing tends to attract younger adults and has had an easier time retaining its fan base, dog tracks have drawn fewer and fewer customers over the years.
"The fan base is aging and declining, so we've got to attract new people," Seymore said. "My major competition is online gaming even though it's illegal in the state."
Seymore declined to provide details on how much the company has spent to revamp its gambling venues, some of which badly need updating. The company also has hired local firm G.A. Wright Marketing to help it lure local residents with direct mail offers and freebies.
Children ages 17 and under will be admitted to the tracks for free when accompanied by an adult. For adults, Arapahoe Park admission will be $3, while admission has been reduced to $1 at Mile High.
"We're a pretty cheap date," Seymore said. "Kids don't know if a quinella (wager) is something you eat, drink or bet on, and we're not pushing it."
The company will impose a smoking ban in June, a month earlier than a statewide crackdown takes effect.
For those who want to wager away from children, Mile High offers three off-track betting options: a newly upgraded Havana Park in Aurora, Post Time Greyhound Park in Colorado Springs and Pueblo Greyhound Park.
None of those sites will have anything new to entice the younger set.
Mile High Greyhound Park in Commerce City has live races starting June 2 every day except Tuesday and Sunday, while horse races at Arapahoe Park will run on Saturday, Sunday and Monday beginning June 10.
source : rockymountainnews.com
