Consistently finding Affluent new owners the Holy Grail of Thoroughbred racing.

There are many legends surrounding the search for the Holy Grail with Chrétien de Troyes Arthurian anecdote being probably the most recognizable. According to the story Arthur’s knights searched for many years before Perceval found it at the abode of the Fisher King.


In the business of buying and selling race horses being able to consistently attract new affluent owners is akin to finding the Holy Grail. Quite obviously the affluent are the Holy Grail because not only do they have the means to pay a premium for quality horses they also have the means to pay all the bills.


But ask most within the Thoroughbred community and they’ll tell you that consistently attracting the affluent is just as difficult as finding the Holy Grail. They’ll tell you things like “until we get our house in order attracting new owners will be difficult.” Or, if it were easy then racing wouldn't be in the decline that it is. 


But what if I told you the affluent fit not only the financial but also the personality demographic to become owners?  Here are some facts about affluent males which back up my statements:


1) Lamborghini’s sell from 240k to 1.4million yet the 1.4mill sell out fastest and have the longest waiting list. Myth: women buy with emotion men buy with logic. Truth: women mature, men just get older. 


2) Men spend a lot of money on symbolic validation on their success, status, and prosperity. Example men aren’t clotheshorses they would shop at Wal-Mart but will train themselves to appreciate fashion in a means of self-validation. This buying for validation – what the are suppose to buy, where their suppose to patronize – extends to almost every product and service.


3) Status for men is more of a matter of competition and comparison. Affluent men will compete fiercely against other within their class for status through things like best new toy.


4) They seek approval, recognition, respect – some from only their peers others from the world at large all from those they do business with.


OK so let’s look at the facts: the affluent will spend big bucks to show off their success while competing against each other to gain respect. If this doesn’t scream Thoroughbred race horse owner then you’re not paying attention.  


A few more tidbits of information, at last count there were more than 11 million households with an annual income of one to nine million dollars. The ultra-affluent (defined as an annual income of over nine million) who also fit the demographic profile spend even more extravagantly. Some examples of their spending habits are that they spend on an average annual basis 30k on wine, 200k on jewelry, and 250k on clothes.  


The facts are that there is a huge untapped market of new affluent owners. They have the money, they fit the demographic profile so why aren’t they owners? Perhaps those charged with finding them don't know where to look or how to attract them. 


That's the real trick knowing where to look and how to market to them. I have spent over twenty years in the field of marketing and sales with much of that time being dedicated to becoming an expert in selling to the affluent.  I would be glad to speak with anyone who would like to learn how to find that Holy Grail. If you're interested in expanding your business you can contact me at: oddsonfavorite@live.com

Consistency AND Value

When looking to breed those are words everyone wants to hear and Indian Charlie delivers both. Standing at Airdrie Stud at a fee of 70K, or 63K, if paid before November 1, 2010, he’s worth every penny.

Look at his progeny: which includes 4 Champions, Grade 1 stakes heroes Indian Blessing, Fleet Indian and Pampered Princess, and 76 stakes horses with over $26M in earnings through December 2008.

His recent stakes performers include two time Champion INDIAN BLESSING, a multiple Grade I winner in 2008 as well as the jaw-droppingly fast Mr Nightlinger, a multiple graded stakes winner that is widely viewed as the nation's top turf sprinter. Siring an Eclipse champion in each of the last three years, Indian Charlie has arrived as one of the nation's most important proven stallions at stud (Aridrie Stud web site). Much like him his prodigy posses both speed and attitude (he’s bit me several times).

Look at the numbers: last year his yearlings sold for a total of $5,346,000 and average of $121,000 and a med of $85,000 with a 2008 fee of $50,000. Simply put he’s money - and when looking to breed your mare you just can’t get much better than that.

Look at him: physically imposing possessing both a well muscled and balanced body he’s a very nice horse. If you go see him I can guarantee you’ll be impressed, but don’t forget the peppermints he can get a little testy otherwise.