For about 15 years, I was a Detroit Lions season’s ticket holder. About five years ago, I entered counseling for my addiction and I’m happy to report I haven’t bought a ticket in at least three years, though I remain a fan. It’s a malady I trust Toronto Maple Leafs fans can understand.
At least I was there for all of the Barry Sanders years, I tell people. In fact, apart from the perpetual heartache of the hapless Lions themselves — who, believe it or not, were actually a semi-regular playoff team in those days — the experience was a wonderful one. There’s nothing quite like seeing an NFL game in person.
Harness racing — and most businesses, really — can learn a lot from the NFL.
The other day, while brainstorming with colleagues about how to grow our game, I remembered how the Pontiac Silverdome was once filled with banners announcing this section or that section of seats was reserved for special guests — kids, mostly — of one Lions player or another. Safety Bennie Blades had “Bennie’s Bunch”, for example, which brought a busload of underprivileged kids to every home game.
The point wasn’t to grow the game, really. It’s not like the NFL has a popularity problem. It was simply giving back to the community at large.
With relatively minimal effort and expense, harness racing could follow that example and not just give back, but also slowly, steadily, grow the game and build a future fan base.
One of harness racing’s biggest problems — and it’s a doozy — is the fact the vast majority of the population does not know the sport exists.
That problem escalates by the day as our free time shrinks and our entertainment options grow. Many of us were first exposed to the track when our fathers or grandfathers took us. But what about the next generation of kids whose fathers and grandfathers don’t know what harness racing is and where to find it?
Here’s my idea: Take five of the most affable, kid-friendly drivers at Mohawk and let them pick a handful of local clubs or groups they want to support — Boys and Girls Club, 4-H, Boy Scouts, Girl Scouts, for example. Every two weeks, each driver would play host to 10 kids from one of the clubs and one parent or guardian each. To follow the Bennie’s Bunch theme, think: Zeron’s Zone or Mac’s Pack or Jamieson’s Jungle.
The Woodbine Entertainment Group could buy or rent a small school bus, pick the group up and take them to Mohawk where a WEG staffer would be in charge of looking after the group. At the track, the group would meet the driver, have a simple, kid-friendly dinner with him where the kids could ask questions, go with him on a tour of the paddock and the drivers’ room and join the driver in the winner’s circle for every race he wins. Give every child a small winner’s circle photo, an autographed picture of the driver and a t-shirt with the driver’s name and colours and send them home happy.
I realize I’m spending other people’s money here, but in the big picture, I see it as an important investment in the future, so stick with me. The cost would be for the bus, the staffer’s time, the meal, t-shirt and photos. It’s not a big-ticket expense, but perhaps it could be shared with other industry groups, if need be.
If five drivers play host to 20 people once every two weeks, that’s deeply exposing 200 new people to harness racing every month — 2,400 every year. That’s not an insignificant number that would swell to 10,000 in just over four years if the track and drivers commit to the program and stick with it.