Slots: The State Has Delivered Now, Will The Racing
by Timothy Capps
A former executive vice president of the Maryland Jockey Club and executive director of the Maryland Horse Breeders Association, Tim Capps is currently teaching at the University of Louisville in the College of Business, Equine Program.
|Loans to gaming companies always carry a unique risk premium even if good economic circumstances because of the political risk attached to such entities. A sluggish economy and wary lending community will certainly cause some prospective licensees to pause, and the percentages of revenue flowing back to the operator are low enough to make the numbers crunchers nervous, so it will be interesting to see who surfaces once the licensing body is open for business. Had the referendum been on the ballot in, say, 2004, its passage would have led to a land rush to get into the licensing pool. Now, even though Maryland (and the District of Columbia and Northern Virginia) has a demographic to kill for, the uncertainty in the economy and financial world will likely pare down the list of applicants considerably.
However, where the color of money is visible, there is always interest, so one can presume that there will be a fair number of would-be slots operators bellying up to the bar.
Let's make a leap of faith and assume that the applications are reviewed with alacrity (it is in the state's interest to do so) and licenses are awarded during the 2009 calendar year or not later than the first half of 2010. When does the money start flowing? It is certainly feasible, as has occurred in other jurisdictions, for licensees to set up temporary facilities to get their slots operations underway while building the permanent sites next door. That, in fact, has happened in Pennsylvania, and could in Maryland if the operators are so disposed. An early start-up would be desirable for everyone and the state, the operators, the bankers and the horse people expect that to happen in at least a couple of places.
Projecting how quickly revenues start to flow and how much money will be generated is purely conjecture, but even under the most conservative estimates to which we were privy several years ago, there should be at least $1.5 billion a year in gross gaming revenues available once the facilities are operating at full tilt, likely much more.
What does this mean? Gross gaming revenue (GGR) is the amount that is taken off the top of every dollar wagered through the machines, then allocated according to statutory provision. At the $1.5 billion level, more than $900 million would be retained by state and local government, including the portion retained for administration of the system. This would leave about $500 million for the operators, with up to $100 million going to racing purses and breeders' funds.
For breeders, horse owners, trainers and others whose revenues are a function of purses and breeders' incentive funds, the implications are clear. With 80% going to Thoroughbreds and 20% going to Standardbreds, purses would more than double within a couple of years, and the breeders' fund would more than triple in size.
All of this means that there will be considerably more incentive to breed and own racehorses in Maryland, especially the locally-bred products. Combine that with the heritage the state has as a breeding and racing state that is second only to New York in longevity, and it is virtually certain that the "horse" side of the racing business in Maryland will become a very attractive place to be. An important economic ripple effect to all this is that Maryland's central location in the mid-Atlantic area and its reputation for producing the highest quality racehorses in the region will make it a magnet for owners in other states when they are shopping for racehorses (or breeding stock).
The racing side is a bit trickier because so much depends on how the revenues are utilized and the willingness of the entire industry to take advantage of what is an unparalleled marketing opportunity.
The facilities at the tracks need to be upgraded badly to compete with the stadiums, arenas, malls and other entertainment venues in the area, such as the Inner Harbor in Baltimore. Significant monies need to be allocated to marketing and customer service to attract customers and assure that they have a good experience.
Central to all of that is the product itself, and Maryland racing, like horse racing everywhere, needs a makeover. There is too much mundane racing that will attract no one other than the participants and the die-hard enthusiasts, of whom there will always be a limited supply.
As we have been reminded in recent political campaigns, you can dress up a pig, lipstick and all, and it is still a pig. Maryland doesn't need more racing, it needs better racing, which starts with more big event days. The stakes schedule at the Standardbred tracks was never competitive, and has to be made more so to attract higher class horses and give marketers something to talk about.
The Thoroughbred stakes schedule has been so eviscerated in recent years that it looks like something from the '70s. A new and highly embellished stakes program, creatively written to maximize Maryland's strengths in the region, would help set the stage for routinely having major racing events that can be attached to other promotions to sell the notion that Maryland racing is back in the big time.
An example would be to bring back the old Washington, D.C., International at Laurel, an event that if thoughtfully scheduled could be developed into the centerpiece of an international cultural festival.
The real test for Maryland racing, then, lies in how the industry will choose to use the resources it will see coming its way over the next three or four years. If those dollars are simply fed into the old racing "model" that evolved during a long period of scarce and declining resources, then nothing of lasting value will be accomplished.
Alternatively, if the track operators, horse breeders and owners in Maryland can find ways of effectively planning and cooperating in designing an imaginative marketing model for their business and it really IS all one businessthen they have an opportunity that will not come their way again to make the sport of racing in Maryland what they all would like to think it can be.
The history of relations among these stakeholders groups would not lead one to be sanguine about either their collective vision or ability to cooperate, but history does not HAVE to repeat itself, and one can only hope that pedestrian thinking and flights of ego do not lead to mishandling an historic opportunity. The state's racing people have long told elected officials they could revitalize the sport of racing in Maryland if given the appropriate tools.
The tools are about to be delivered. Will the racing industry do the same?
© The Equiery 2010