Boobs ! (there, bet I’ve got your attention now). Boobs and racing (even better !!). I don’t often get the opportunity to start a column like that and figured I had to grab the opportunity with both hands (oh dear …).
Who ?
Albert Einstein once said “Your imagination is your preview of life’s coming attractions” and Catherine Hartley and business partner Sandy Wilson are not just content to stop at the trailers ! Approximately 2 years ago, Catherine and Sandy, who describe themselves as ‘two independent business women who are passionate about horses, racing and the fun and glamour that go with it’ joined forces to create Imagine Racing. The concept is to be a marketing, PR, communication and syndication campaigner for the horse racing industry (sorry, no boobs yet, but bear with me).
Catherine is immediately warm and engaging and her enthusiasm is obvious even over the phone. As a die-hard ‘horsey girl’ and racing fan with a background in marketing to boot, she is frustrated by the absence of a cohesive public profile of the sport and the severe lack of mainstream marketing.
And it’s pretty hard to disagree with her. People tend to want to get into racing because they have an interest in horses. But do a quick Google search on horse racing and the top links will be gambling related. We always focus on betting. The industry seems to be missing the crucial aspect of marketing the horse as the core of racing and the passion that goes with that.
Other than betting, we promote sales and big race days, but there seems precious little information about how you get from one to the other. People are disinclined to get involved with something they don’t understand very well and gaining access to the racing world can seem a little like an assault on MI5. And sometimes, even if you do manage to get into the building, there’s still not a lot of help finding your way around.
Of course, racing has cornered the market in being economic with information. And what little is available, seems to be in code – racing has its own language, its own rhythm, and its own peculiar customs and ways of doing things. The sheer size and multi-faceted nature of the industry adds to the level of difficulty for newcomers and trying to chase down all the relevant information can feel a little like herding cats. Heck, I’ve been involved in the industry for as long as I can remember and even I struggle to navigate my way through all the bureaucrazy.
While there’s certainly something to be said for being windswept and interesting, the problem with today’s culture that ‘time is money’ is that most people want instant gratification. If it’s not available, they will soon wander off in search of something a little more accessible and rewarding. It is a popular gripe among owners that about the only times you hear from your trainer are at the sales and at the end of the month when the bills are due. And while it is easy to point fingers at trainers, with a few notable exceptions, the same accusation can be leveled at most aspects of the industry. No business can hope to be a success if no-one knows it exists. Marketing is key (see my opening paragraph!).So our two intrepid pioneers have taken it upon themselves to help bridge the gap.
Show me the money
It seems there is interest out there, but cost is a factor. Catherine says “The question we are asked most frequently is ‘How much will it cost ?’ Interestingly, people seem less phased about the initial purchase price, but they do want to know what it is going to cost them on a monthly basis. The fact that fees can skyrocket from one month to the next with no warning seems to be one of the biggest turn-offs to would-be newcomers. We have found that most enquiries come from individuals who would be happy to spend R10 000 to R20 000 in a 10 or 20% share with a monthly output around R2500, so that’s what we have based our programme on. We try to include all eventualities and set a monthly fee for a minimum of one season so that new owners do not have to worry about fluctuating bills. We also handle everything on their behalf, acting as racing managers for each horse and owners.”
As with most new ventures, they have started small, but off a solid base. One of the Imagine team’s horses, Stunning Jet, recently won two starts in a row so it seems they’ve off to a good start.
Catherine says “Imagine Racing is specifically focused on promoting racing as a whole, as and where-ever we can via media articles, communication and PR for trainers; and encouraging new owners through shared ownership of horses. We would like to see more mainstream marketing of racing, ownership and a concerted drive to demystify racing by running profiles on industry leaders such as the jockeys and trainers rather than the big owners. There is a massive gap in the communication to owners (or lack thereof) and their ownership experience due to that. We are trying to fill this gap by offering a service to trainers as well as getting owners mandates to allow us to get horse information from trainers on their behalf.“
“As two independent women in the game, we also want to drive women’s ownership. We want to share our excitement for horse racing and demystify the industry, while demonstrating the thrill of having your own horse”. We have identified a gap among professional women who have the potential to become owners in their own right; ladies who have their own disposable income, are empowered, enjoy networking, fashion, glamour and like to be seen at the right social events.
Being a thoroughbred race horse owner can introduce women to a new world of opportunities and gives a certain sense of empowerment. Horse racing over the years has been dominated by men but more women are becoming involved in their own personal capacities and competing very successfully in all spheres of the industry. One need look no further than our Equus Owners of the year – Ingrid and Markus Jooste! We have lady breeders, vets, stipes, trainers and jockeys – we’re not as much of a minority as people think. Anyway we are doing our very best to make a difference and I sincerely hope that we will get a good grip on it this year!
Part of getting a “grip on it this year” is Imagine Racing’s latest initiative, the Ladies Spring Day in aid of the Pink Drive at Turffontein this weekend. Imagine Racing’s Spring Day is being hosted this Saturday, 6 October on the Furious Deck on the first floor of Turffontein Racecourse from 11:30 onwards. Tickets are R750 per person and the dress code is Spring Elegance. The tone of the event is classic, elegant and glamorous, with a fresh spring theme set off with the charity’s signature colour – a touch of pink. Adherence to the dress code is encouraged and prizes will be awarded for best dressed, most elegant and most striking hat, including Yves Saint Laurent gifts from make-up artist David-John. The event ties in with the Gr3 Johannesburg Spring Challenge and the Gr3 Johannesburg Spring Fillies and Mares Challenge, both of which boast a stellar line-up, so a good day’s racing is assured.
‘Bare’ with me, I’m getting to the boobs…
“October is breast cancer awareness month, so we are focusing on women, and a percentage of the proceeds from the day will go towards the Pink Drive breast cancer awareness campaign. We are inviting selected businesses and brands to support this cause and enjoy a glamorous event by sponsoring a race, or simply just enjoying a day out with guests.
There are several publicity initiatives under way to ensure that the event has a good build-up and CNBC will film the day’s proceedings for televising afterwards, so all sponsors are assured good exposure and guaranteed to reach their target audience.
A number of high profile businesses have already grabbed the opportunity to come on board. Finweek were one of the first and are making their contribution by producing an informative insert on racing, a brief ‘pen pic’ if you like of the industry with all the relevant information that one might need to get started.
Which might come in handy, because to add to the day’s excitement, the guests at one lucky table will win a 10% share of a 3 year old filly in training with none other than Mike de Kock. They will share in the horses racing career, enjoying full ownership benefits, at no cost to them. Imagine Racing will manage the horse and the owners’ involvement, keeping them regularly updated on the training progress and ensuring that they have a thrilling and inclusive experience.
To commemorate the event, Jenna Clifford has designed an exquisite silver pendant symbolizing the freedom, grace and beauty of the horse. They can be purchased from Catherine for R850 each and proceeds will be donated to the National Horse Trust and the Pink Drive.
In addition, there will be a charity auction. There is magnificent pink hat from the Pallu Boutique in Sandton and Cassaredo home décor store has generously contributed a stylish pink chair called the Dragonfly. The proceeds of from the sale of these items will be donated to the Pink Drive.
Race sponsors and guests will network in style, and will have greater involvement in the actual race day proceedings than usually allowed for non horse owners. Hosts will be on hand, including some of racing’s best known personalities and industry leaders, to assist and answer any questions. Guests will have the opportunity to go down to the parade ring and the start before races to get up close to the pre-race action and the true stars of the day, our magnificent horses.
The theme will be evident throughout the racecourse and anyone who comes on course will feel part of the day.
“Our ultimate aim is to grow the day to become similar to the ladies day held at Royal Ascot, and to make it an annual event that is recognized on both the racing and the social calendars.”
As it is their first event, they have aimed to start small, but are gratified to have sold almost all the targeted number of tables. The day will be about glamour, fun, empowering women and encouraging involvement in the breast cancer awareness campaign.
Why ?
Cancer has become a nasty fixture on the South African landscape and I’d wager that there are few of us who don’t bear the scars of its ravages in some way. Ironically, similarly to racing, cancer is a great equalizer. It knows no boundaries of class, race and gender, sex or age. It can strike anyone at any time. Statistics say that one in six South African men and one in seven South African women will be diagnosed with some form of cancer during their lifetime. After skin cancer, breast cancer is one of the most commonly diagnosed forms of cancer and it is sobering to read that an estimated 8 000 South African women are diagnosed with breast cancer every year. It is a little known fact that breast cancer affects men too. If it is caught early enough, we only lose bits of people. Other times, it swallows friends and family members whole.
One of the best tools in the fight against the disease is early detection regular check-ups are the best defense. The Pink Drive are dedicated to creating awareness and will be parking one of their mobile mammography units (pink trucks) in front of the grandstand on Saturday and inviting women to come to for free health checks.
Although the event focuses on women and breast cancer awareness, its parallel objective is to encourage new involvement in horse racing, a greater appreciation of the horse and the role that the industry plays in the South African economy.
So, for an event with a social conscience, the Ladies Spring Race Day promises to be a great day out, celebrating women, horses, racing and spring. Put on your best spring hat and join the fun at Turffontein !
For more information, contact Catherine Hartley on 083 640 1155, [email protected], visit their website (hyperlink – www.imagineracing.co.za/) or Facebook page (hyperlink – http://www.facebook.com/ImagineHorseRacing) or visit The Pink Drive (hyperlink – http://www.pinkdrive.co.za/)
