Lexington, KY - The horseracing industry is a world few dare to enter. Venturing beyond Keeneland's lush and green gates seems as risky as a betting window at the Kentucky Derby. But a group of young, irreverent and thoughtful Thoroughbred industry leaders would like to change that perception and provide a new inspiration for the future.
"We're trying to dispel the myth that horse racing is only for those born into the industry, and [we] need to expand our fan base as well," said Bret Jones of Airdrie Stud. "We want to reach out to people who don't have the knowledge or the background that we do."
Formed by the Kentucky Thoroughbred Association and Kentucky Thoroughbred Owners and Breeders in August 2009, Vision 2020 hopes to strengthen the horse industry through "promotion, awareness, solutions, edu-cation and innovation."
"There was no easy path for young people interested in the horse industry," said Nick Nicholson of Stoll Keenon Ogden (SKO) - not to be confused with his father of the same name who is Keeneland's president. "KTA executive director David Switzer recognized that and worked with us to build this group."
The criterion for membership is simple: one must be under the age of 40 and interested in the future of horseracing. Current members include equine lawyers, breeders, buyers, sellers and owners.
"Everyone has his or her own fiefdom in the industry, but we're making an effort to come together in order to get a comprehensive view of the issues," said Sasha Sanan of Padua Stables. "The economic contraction caused our industry to rethink a lot of things, and in the future, we've got to be a part of that conversation."
The group began by educating themselves, organizing a diverse array of speakers from inside the industry and out.
"We had to learn where we were currently in order to find out where we needed to go," Jones said.
Vision 2020 members have heard from wealth managers, handicapping experts, trainers, owners and racing officials, including Keeneland president Nicholson; New York Racing Association president Charlie Hayward; Churchill Downs CEO Bob Evans; Jockey Club president Jim Gagliano; former Breeders Cup president DG Van Clief; and National Thoroughbred Racing Association commissioner Alex Waldrop.
"Our meetings are closed to media, so speakers feel comfortable talking plainly about the issues, without having their words misconstrued," said Sanan. "The openness of the dialogue has helped us to concentrate our efforts."
Vision 2020's drive for fan expansion brought about Fantasy Capping, an online fantasy handicapping game that derived from Fantasy Football's popularity.
Fantasy Capping, which launched this August, focuses on placing simple fantasy wagers (win, place, show and exacta) on a single graded stakes race each week.
Each league, led by a Vision 2020 group member, kept score throughout this year's racing season, ending with the Breeders' Cup.
This fall's first run was a success on all fronts. With more than 7,700 website hits and 350 participants, the group looks forward to the launch of version 1.0, which will coincide with the Triple Crown schedule in 2012.
"We consciously chose a small pilot group, because we want to figure out what appeals best to the non-horse racing enthusiast," said Sanan. "We're focusing on quality right now."
The goal is to make horse racing accessible. Racing forms are notoriously confusing, but by focusing on one race in a simple format, Vision 2020 aspires to appeal to the uninitiated.
Vision 2020 is the first group in the nation, to its members' knowledge, focused on the growth of young professionals in the horse racing industry.
The group plans to connect with university student groups, but also to younger fans, with in-school programming, Kentucky Horse Park events and curriculum guidance. Furthermore, the group hopes to expose young and interested professionals to horse racing and to the abundance of industry organizations that need young leadership, said Craig Brogden, general manager of Machmer Hall in Paris, Ky.
"As the next generation's leaders, we have to be educated and prepared," said Sanan.
"We're not in a position to be complacent," added SKO's Nicholson. "We know that we have a declining and aging fan base. Young people aren't interested. The horse industry needs to take an active step to bolster the fan population."
What is it about horse racing that keeps them fighting for a declining industry in a tough economy?
"It's a true love of the horse for me," said Vision 2020 member Katherine Wheeler, an assistant manager at Royal Pegasus Farm who has ridden recre-ationally her entire life. "I thought I'd be getting my doctorate in history right now, but I can't see myself doing anything else."
There's something for everyone at a horse race: thrills for the gambler, pageantry for the socialite and a lively contest for the competitor.
"I've never taken anyone to the races who didn't have a good time," said Sanan.
"And you get to experience a diverse set of social personalities," Brogden said. "You can experience horse racing with high society in the clubhouse or with fans in the stands."
Real challenges remain. Next to the lack of knowledge, the short-lived stardom of many equine athletes, which will make more money as sires, can lead to fan drop-off. But the group makes no excuses.
"We've done a poor job of maintaining our brand," said SKO's Nicholson. "And there's always another great story with the next racing star - not to mention the jockeys. We've got to capitalize on that."
Vision 2020 is active on Facebook and has a website perfect for the young, curious enthusiast.
"We can't stress enough how great the sport is," said Jones. "And if we can reach out and give new fans that experience, we've got a good chance of making a positive change. "
For more information about Vision 2020, contact Jenny Gordon at jgordon@ kta-ktob.com or (859) 381-1414.