Concerts, microbrew festivals, carnival games, chili cook-offs, salsa dancing contests ” it seems like the fiercest competition this year at the Del Mar races will be the horses running against a slew of other events to be crowned the “mane” attraction.
The Del Mar Thoroughbred Club (DMTC) launches the 2006 racing season next Wednesday, July 19, and a lot more than small jockeys in loud shirts is in store for the thousands that will pass through the gates for the 43-day run of the races.
“It’s not just horse racing. People come for the scene,” said Craig Dado, vice president of marketing for the DMTC. “Where else do you hear guys say, ‘Hey, let’s go find some girls at the track’?”
Dado said that five years ago, the DMTC made a conscious effort to reinvent the track’s image and reach out to a younger demographic. By including headliner concerts and events geared toward 20- and 30-somethings, the Del Mar track is bucking the trend of declining attendance, and growing in a business that is generally shrinking. Attendance at Del Mar is up 20 percent in the past five years since the campaign began, Dado said.
The most popular promotional attraction is the “Four O’Clock Fridays” concert series that brings thousands of music fans to the track to see performances by a number of big-name acts.
Scheduled to play this year are The Flaming Lips (July 21), The Violent Femmes (July 28), Common Sense (Aug. 4), Pinback (Aug. 11), Alice in Chains (Aug. 18), Matt Costa (Aug. 25) and Louis XIV (Sept. 1) The concerts are free with admission.
Two additional Saturday concerts, Billy Idol (Aug. 12) and Jimmy Eat World (Aug. 26), will be held in conjunction with microbrewery festivals.
The infusion of young patrons is boosting revenue for the DMTC. Dado said that betting is up 10 percent on Fridays, and attributes it not necessarily to the younger attendees coming for the concerts, but to the big race players who like the feel of a younger vibe in the crowd and bet more on these days.
This season, as always, opens with the trademark “One and Only Truly Fabulous Hats Contest.” Winners with the most glamorous and outrageous hats can win cash prizes in addition to this year’s grand prize, a Hot Spring Envoy Spa.
From the carnival-type atmosphere of the infield pavilion to the private, dress-code-enforced Turf Club, the DMTC attempts to reach out to as many as possible. Even those who do not gamble can find much to do at the track.
Weekends are family friendly as the infield fills up with free activities for the kids, including a petting zoo and game zones. Sunday, July 23 is a special family fun day with skateboard exhibitions, carnival games, pony rides, face painting and inflatable games and toys.
For those who have a limited knowledge of racing, a Newcomer’s Seminar is held almost every day one hour prior to post time in front of the Plaza de Mexico Stage. Newcomers learn how to read a program, betting strategies, racing tips and how to make selections.
In addition, Donut Day will take place on Saturday, July 29, and Saturday, Aug. 26, from 8 a.m.- 10 a.m. Fans are invited to enjoy free donuts, coffee and juice while they can ask the jockeys questions about their profession.
The Del Mar 2006 season runs July 19 through Sept. 6., every day except Tuesdays. First post is 2 p.m. daily except for Four O’Clock Fridays, when it is at 4 p.m.; Aug. 18, 25, and Sept. 1, when first post is at 3:30 p.m.; and 1 p.m. on Sunday, Aug. 20, for the $1 million Pacific Classic Day.
Admission varies according to area of access. For information, visit www.delmarracing.com.