Del Mar Launches Miss Cougar Contest To Promote Social Scene

Miss Cougar Contest One Of Many Efforts To Promote Track's Social Scene

Del Mar Thoroughbred Club recently announced a competition for the title of Miss Cougar 2009 as a "promotion for its Cougar II Handicap Race," according to Tanya Mannes in a front-page piece for the SAN DIEGO UNION-TRIBUNE. The contest is "one component of a multipronged strategy to promote the racetrack's glamorous social scene." Del Mar is "among many tracks trying to drum up excitement among people who don't normally think about horse racing." NTRA Senior VP/Communications & Industry Relations Keith Chamblin: "While not every track can get away with a Miss Cougar contest, no track has more to market than Del Mar. They should be applauded for being innovative." Mannes notes Del Mar has the "highest percentage of female fans in the industry, making up 40[%] of its customers," and the track's slogan, "Cool as ever," is "prominently displayed on billboards throughout San Diego, depicting not horses but glamorous women in hats and sunglasses." The track also is "targeting value-conscious customers and families with free admission, half-priced hot dogs or free plush pony toys on certain days." The efforts "seem to be working," as the track drew 13,245 fans yesterday, "up from 9,213 the same day last year." Tom Wold, who attended Del Mar yesterday, said of the Miss Cougar contest, "We want to meet the winners and console the losers." But Judy Willon, who also attended yesterday, said the contest is "kind of tacky" (SAN DIEGO UNION-TRIBUNE, 8/6).