Saturday’s curtain call on the 2012/13 Sizzling Summer Season has shown again what can be done with some serious marketing energy and enthusiasm. The Lektron – Two Oceans Racing sponsored afternoon was a hit, with an electric buzz on course and excited racegoers queing three deep for the prawns special.
Lektron boss Keith Steinberg crowned a memorable day by being acknowledged with a special achievement award by the Western Province Owners and Trainers Association.
WPOTA Chairman Rodney Dunn and Racing Association CEO Larry Wainstein presented Steinberg, who has owned over 100 winners, with a commemorative plaque.
In an interview in the build up, Steinberg said: “Many people involved in our industry have tried to take so much out of racing. I have put so much of my own money into racing. This is what racing needs. Racing is a sport. It is sadly too often seen only as a business. I just want to have fun.”
Lektron was established in 1946 and is probably the oldest appliance brand still in existence in South Africa.
Two Oceans Racing (Pty) Ltd was established in 2011, as a vehicle for horseracing enthusiasts in SA and abroad, who are looking to get involved or associate themselves in any aspect of the racing industry. The double feature billing on the afternoon included the R200 000 Gr3 Lektron Chairman’s Cup over the 3200m trip and the R150 000 Gr3 Two Oceans Racing Prix Du Cap.
Both races produced slightly jarring results, with Joey Ramsden sending out a supremely fit A Boy Named Sue to lead all the way in the marathon, while Eric Sands trained Jet Master’s daughter Halfway To Heaven, who upset the more fancied runners in the Prix Du Cap.
We asked Keith Steinberg whether the day had been a success and whether he had received any feedback on the sole prawns outlet in the public enclosure, that had led to the Home Affairs type queues?
“ Yes, it was really exciting and overwhelming to see so any many people on course. The fact that there were such long queues for prawns shows that the marketing proved to be effective, with the expectation of such a huge response not being anticipated.
Next year, we will all have all learnt from some of our mistakes and we will be far better prepared, as the event will undoubtedly grow into one of the premier racing days in the country,” he said.
Steinberg was quick to share the credit and said that the Western Cape Racing team, together with the Phumelela marketing team, were outstanding in assisting with the organisation of the event. Punters were kept busy with appliances and betting vouchers being handed out.
“I am extremely grateful and thrilled that Lektron, and Two Oceans Racing gained such huge exposure and fantastic brand coverage from this event. Interestingly enough, the on course-betting turnovers produced record figures and more than double the turnover was achieved than was budgeted for. The pools for most races were huge, including the Pick 6 pool being R2.2 million,” he commented.
On his achievement award, Steinberg said that he had been caught unawares:
“ I was also extremely honoured to have received an achievement award from WPOTA for my contribution to racing. It is heart-warming to have been recognised. In addition, my thanks go out to all the wonderful compliments I received from so many people for the event having been such a great success. It was a privilege and an honour to have been part of such a great event, which no doubt will grow from strength to strength.”
