Excitement High at Pimlico

When horse racing fans at Pimlico Race Course turn their eyes to the new high-definition television screens to watch a race they no longer have to squint. And when they look at those screens to check the post positions or minutes to the next race they no longer have to search frantically to find the information, thanks to the new clearly designed graphics.

Those are two of the changes that have come to the track this spring and created a buzz and an air of excitement at Old Hilltop.

With changes at the track and some increased advertising, attendance is up and so is the handle, said Tim Ritvo, chief operating officer of the Stronach Group, which owns the Maryland racetracks.

“We’ve not gone all out yet with our advertising,” he said. “We’re just getting started. We don’t want to over-market. Once we have some serious renovations done, we’ll market more. We want people who come to enjoy the experience and tell others about it. That’s the best advertising we can get.”

Ritvo said fans “aren’t coming in droves” just yet, but those who are watching the races at Pimlico have indicated they like what they’re seeing – the high-definition televisions and the new graphic designs, which are like the ones being used at Gulfstream Park and other Stronach Group tracks.  The consistency among the tracks is creating a familiarity for customers, with clear, easily read information. 

“We’re moving in the right direction,” Ritvo said. “We’ve seen a lot of customers praising us for the changes we’ve made. The changes we’re making are long overdue. People are telling us they love the new screens, love the high-definition and like the graphics.

“We think the sport is very visual and now the high-definition pictures are much clearer – it pops and makes a really good visual.”

Ritvo pointed out the Sports Palace at Pimlico also has seen renovation that is about better visuals.

“We’ve taken down some walls that had been blocking the track,” he said. “Customers can now see the races live.”

Outside the clubhouse, more suites have been added in the Preakness Village and along the track increasing capacity for the higher-end customers on Black-Eyed Susan and Preakness weekend. Ritvo said that will also create more room for everyone else.

“One other package we’re working on is enhancing our customer service,” he said, pointing out the goal is for a first-rate team to be in place to ensure customers will have a worry-free experience.

“Listen,” he said, “we want to definitely raise the bar. We want better handles, better attendance, better feedback. We’re getting there, but it’s so early on. We have to continue to upgrade. We have to consistently have good field size and continue to improve our product. We do that, and everything else should fall into place.”

Just where the major upgrades to facilities will go – Pimlico or Laurel Park — is still to be determined. Ritvo said it has become apparent “one facility is better than two or three, but everything else is on the table.

“We want one facility to be racing 12 months out of the year. Whichever facility that is will get the lion’s share of the money.”

Ritvo said, as he has in the past, what emerges as Maryland racing will take into account what the customers, horsemen and the industry are looking for.

But right now, still early in the process, it is hard for Ritvo to keep the excitement and anticipation from building in his own mind.
 
“We’ve got a lot of work to do,” he said, enthusiastically  “But we believe Maryland will be the focal point of mid-Atlantic racing.  Everyone will want to race their horses here.”