subject: Building A Better OTB [print this page] Building A Better OTB Building A Better OTB
Most Off-Track Betting (OTB's) are drab, poorly lit venues in which horse players and casual horse racing enthusiasts go to make a few wagers. They seemingly only reach capacity on the days of the three Triple Crown races, Kentucky Derby, Preakness, and Belmont Stakes. With the advent of ADW (advanced deposit wagering) available on-line, it would appear that OTB's are in their final days. As part an alluring entertainment offering, there are ways to build a better OTB experience.
Off Track Betting ownership must make investments in their facilities to attract valued horseplayers and novice horse racing enthusiasts alike. There has to be an ambience that draws people in. Ownership must compete with other entertainment venues and offer patrons an experience that will bring them back in. Patrons should feel comfortable filing in to lift a pint or two, spin a few yarns, and wager a number of races with friends or guests.
The OTB should have the look and feel of actually being at the racetrack. Several steps can be taken to achieve this.
1) The OTB should have great lighting for patrons to be able to get through the past performances, let alone the food they purchase.
2) Seating should be comfortable with tables sprinkled in around the perimeter of rows of betting carrels.
3) A breakfast component should be offered. It doesn't have to be fancy, simple pastries or doughnuts and good coffee should be the main foodstuff. A larger facility could offer simple short order entree's to draw people in.
4) The horse race viewing area should have high quality flat screens free from the glare of the lighting system. It should generate excitement.
5) The OTB should have a sports bar / lounge area with comfortable seating as well as fast friendly service.
6) Lunch and Dinner should be offered. Good food served. Wings, burgers, beef sandwiches, and pizza are the staples of any avid horseplayer.
7) Betting Totes should be easily accessible in all areas of the facility.
8) A welcoming and great teller area should make all patrons feel good about their visit to the OTB.
9) Serious thought should be given to additional revenue streams. A gift shop is a must. Straightforward development of a limited number of SKU's comprised of hats and shirts as the bulk of the items available.
10) In addition to the usual offerings of the simulcast program, The Daily Racing Form and other "tip" sheets. OTB ownership should make available for purchase single cards of various tracks. Many handicappers like to play specific tracks and would prefer not to rifle through the entire simulcast program to find a race they desire to wager. The technology is certainly available to be able to purchase single cards from the main purveyors of past performances, DRF, Bris-Net, and Equibase. Certainly, some sort of affiliate agreement could be made with those entities to offer up a better handicapping tool.
OTB Owners need to work hard to create an exciting entertainment value for their existing patrons while attracting new customers. The ideas delineated above can add greatly to creating the type of experience that will have consumers add horse racing to their overall entertainment matrix. Isn't it time to build a better OTB?
