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Assiniboia Downs has long had a reputation for being one of the more cutting edge racetracks in the world.
While at the Polo Park grounds, it was the first track in Canada to start horses from a mechanical starting gate. It was also the first track in the country to offer wagering over the phone and televised racing.
Today, with competition coming from every which way, the Downs marketing staff has been busy coming up with new, creative ideas to draw in the fans.
Take the Texas Hold 'Em poker tournaments that take place Fridays and Saturdays.
"It's not hard to see that Texas Hold 'Em is the 'it' game right now," said Downs director of operations Darren Dunn. "We certainly wanted to ride some of that wave."
The Downs has also begun handicap seminars before and after races in an effort to educate Manitoba bettors. And the Downs diva is another creation they hope will allow the track to stand out from the pack. Inspired by Ohio's Beulah Park and their twin blonde bombshell handicappers, the Downs diva has been holding handicapper Dean Fletcher's selections on the TV broadcast. There has been a new diva each week since mid-June and the champion will be crowned Labour Day weekend as voted for on assiniboiadowns.com.
"We're looking to get the attention of racetracks all over North America (on the simulcasts)," said Dunn. "We want to make a little noise. There are so many tracks that want to take your money, it's hard to convince somebody ours should be one of the selections. So, we're looking for an extra 'x-factor' to separate us a little bit."
They're also looking to separate themselves from other Winnipeg summer entertainment staples.
"It's very competitive in the Winnipeg market for the entertainment dollar," said Dunn. "We're a summer sport so (we're competing with) the Blue Bombers, the Goldeyes, the Folk Fest, Folklorama. It's a very short period of time to capture people's imagination. We have loyal fans that follow us on a regular basis but we're always trying to pick up the fringe interest."
There was, of course, a time when the track had little or no competition. The Downs was the place to go to make some easy money.
"That's an easy one," Dunn said in explaining how the track's handles have diminished considerably over the last decade or two. "It's largely attributed to the expense of gaming in the province -- the introduction of VLTs and two gigantic casinos ... We virtually had the whole pie and now we have a slice. But we think it's an important and entertaining slice."
The Downs has wanted to expand into a full-service gaming facility for years to ensure its long-term viability. Can the track survive without one?
"Sure we can," said Harvey Warner, president of the Manitoba Jockey Club. "But if you consider what we are now, there is a likelihood of major changes down the road. A change in purses and a reduction of race days for example."
Warner noted that above all else, racing is what matters most.
"Is there going to be a huge increase in a year? No," he said of the Downs' marketing direction. "But once people get in and see what we've got going, we're hoping it will breed new fans."
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