News Story: Presentation to the Pennsylvania Horse Racing Commission

Coverage of Stu Kirshenbaum's presentation to the Pennsylvania State Horse Racing Commission, January, 2021

January 27, 2021, by Tom LaMarra, USTA Web Newsroom Senior Correspondent

Harrisburg, PA — The Standardbred Breeders Association of Pennsylvania on Jan. 25 reported that 2020 marketing efforts were successful despite the impacts of COVID-19 on the racing industry at large.

The organization made a presentation to the Pennsylvania Horse Racing Commission, which oversees roughly $2 million in annual marketing funds for four horsemen’s groups and two breeders’ associations. Mike Simpson, a vice president at Hanover Shoe Farms, said the industry “benefited from creativity” in marketing given “the unique challenges of 2020.”

Stu Kirshenbaum, owner and executive producer of Keystone Films, said the marketing plan for the SBA of PA had two goals: to speak to the Standardbred industry at large to underscore Pennsylvania’s place at the top of the industry, and to engage with the general public and educate people on the economic impact of the breeding and racing industry in the state.

The plan included earned media such as leveraging relationships and contacts to pitch story ideas; on-location shoots at Hanover Shoe Farms and Diamond Creek Farm; videos geared toward the Standardbred Horse Sale, which this year was held in Timonium, Md., because of COVID-19 restrictions; and 30-second commercials that aired on TVG and CBS Sports Network in connection with the Hambletonian and Breeders Crown.

In addition, the SBA of PA social media platform was overhauled as was the organization’s website (standardbredbreederspa.com), Kirshenbaum said.