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ABSTRACT:
This study ascertained demographic characteristics of thoroughbred racing patrons and described patrons' differences in perceptions of track conduct by attendance frequency, household income, gender, and ethnicity. An instrument was developed based on numerous professional sport demographic surveys and administered to subjects (N-198) as they entered the raceclub grounds. The market segments likely to patronize this typical local raceclub differed drastically from those identified earlier relative to large, historic tracks. Further research should establish if findings from this study contrast those that have been available to date because of this raceclub's smaller size and lack of national, historical reputation or if demography of raceclub patrons has begun a shift toward newer market segments. If thoroughbred racing has a changing patron base, there is need for complete market research regarding how best to serve the new publics who will be patronizing raceclubs as the next century approaches.
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