An unbiased appraisal offers hope for the future.

Who’s the customer? What’s the SWOT on horse racing? Can you marry the horse industry and the tourism industry in Maryland (other than during Preakness week)?

Graduate students from the Accelerated Master of Tourism Administration (AMTA) program at George Washington University recently responded to those questions. In order to graduate from the master’s program this spring, the students were required to examine the horse industry in Maryland and come up with a proposal to bring our industry into the 21st century.

There were 27 students. A diverse group—smart and energetic—and, most important, unbiased. These were fresh eyes. Most had never visited a race track or a horse farm. They participated in George Washington’s distance learning program from locations spread across the country. The AMTA program addressed three specific areas: destination, event and sports management.

SWOT—strengths, weaknesses, opportunities and threats. The students used these compartments to quickly define the areas to target. They zeroed in on horses, status quo, excitement and competition. It was amazing to me how this group of dynamic young people could spend just a few days of hands-on activity at the track and a breeding farm, and then come up with proposals that made any sense at all. Yet they did.

The students did not have time to consider gambling regulation or the political paradigm that impacts the racing industry on every level. They had a simple task—figure out how to popularize horse racing, find ways to make it appealing. It was clear that they had checked their preconceptions at the door. They analyzed the numbers, the audience, the facilities and destinations, and came up with some perceptive plans.

Upon presenting their projects, three groups, as judged by public relations, tourism, and horse industry professionals, made the final cut. All three had identified the oh-so-obvious weaknesses—a need for new revenue to upgrade facilities and advertise and promote. However, they also found some valuable strengths of particular interest to us—the live horses and the bucolic farmland used to produce them. And they had identified the customer, and it is them.

These students had a brief tutorial on a business—a complicated industry, actually—that takes many of us years to understand. They soon realized that without appealing to them, the business cannot compete, and certainly will not flourish. Yes, they said, the industry needs money and promotion. They also believe that the necessary components—the horses, the history and the excitement—are there to build on. In fact, several participants said they will go to the track again and already wanted to visit more farms. Tourism and horses—I think this marriage can work!