JOURNAL OF MARKETING DEVELOPMENT AND COMPETITIVENESS
An Industry in Decline: Can U.S. Horse Racing Turn the Corner?
Author(s): David Lynn Hoffman, Debora J. Gilliard, Sally Baalbaki-Yassine
Citation: David Lynn Hoffman, Debora J. Gilliard, Sally Baalbaki-Yassine, (2020) "An Industry in Decline: Can U.S. Horse Racing Turn the Corner?," Journal of Marketing Development and Competitiveness, Vol. 14, Iss. 1, pp. 23-37
Aricle Type: Research paper
Publisher: North American Business Press
Horse tracks once were at the height of their popularity when it was one of the few options for disposable income and use of leisure time. However, horse tracks have declined in popularity, have seen decreased revenue, an aging target market, and are less attractive to younger generations who are tethered to their cell phones. Given the increasing regulation, market trends, and decreasing revenues can the industry turn the corner to a better home stretch?