The British Horseracing Authority (BHA) has published an update to Project Beacon, the in-depth enterprise that hopes to identify areas the sport needs to improve on if it wants to continue growing.
The BHA describes Project Beacon as: “The most in‑depth piece of customer research ever undertaken by the sport.
“The research identifies the customer groups with the greatest potential for growth, alongside those the sport must work hardest to retain.
“It also provides detailed insight into who these people are, what motivates them, what barriers they face and how best to reach them.”
Originally, the research found that welfare concerns were one of the biggest concerns for potential customers.
Since then, the BHA has pushed for enhanced media investment into HorsePWR, with the welfare education campaign appearing on bus stops, billboards and even YouTube.
Influencer-led content was also created to cover the lives of retired racehorses, while the Horse Welfare Board published videos on horse training courses.
This is a particularly important sector for the BHA to address, especially considering the public outcry regarding Gold Dancer at Aintree earlier this month.
Brant Dunshea, BHA CEO, said: “Beacon gives us the clearest picture we have ever had of who our customers are and what they need from the sport.
“What is most pleasing is how quickly the insight has been embraced across the industry.
“This collective commitment makes me hugely optimistic about the progress we can deliver together in the months ahead.”
Last month, the BHA was vocal in its opposition to the UK Government’s decision to maintain the current Horserace Betting Levy rate, following a review process that lasted nearly three years.
As part of its plans to build an emotional connection between potential punters and horseracing, the BHA launched the Going is Good campaign to target predominantly Millennials living in urban centres to push the social element of a day out at the races with family and friends.
The campaign focuses on making memories and taking pictures for social media; and attendance has since risen 4.5% YoY.
There was also a 10.1% increase of General Admission tickets sold, with 32% of these being from target group audiences.
Similar to racecourses in Asia and France, the BHA is now pushing for UK venues to introduce new experiences for punters.
These include better catering options, nightlife experiences, animatronic horses for people to try and more seating around the venues.
In the coming months, the BHA hopes to introduce family days, music nights and opportunities to meet the jockeys.
Raceday TV also reported a record Cheltenham Festival, with more than 100 million video views across social channels
