The Kentucky Derby is a great product: a big field of top-class thoroughbreds, pageantry galore, prestige, energy, high stakes, big money, and world-class athleticism. It’s like any great playoff or championship game in sports. But it’s an exception. The day to day product in horse racing rarely resembles this race or event. Though in fairness, we shouldn’t expect it to. Still, if the everyday experience doesn’t improve-meaning larger, more competitive fields and an environment where customers (both frontside and backstretch) feel respected and valued-then it will be difficult to attract a substantial number of new fans in the long term. I love using the restaurant business as an analogy for improving our sport. You can run a commercial and showcase the most visually appealing food imaginable, but if customers show up to your restaurant and the food falls short, many won’t return…or at least won’t come back as often as you’d hope they would. And they certainly won’t take time out of their day to learn more about your product. We love great stories. We love heartwarming ones. We enjoy rooting for likable individuals who work hard to achieve their dreams. We love witnessing those people achieve their dreams. Promoting these stories is essential. We can learn so much from content creators and influencers. Their creativity is engaging and fun, and it just goes to show how many talented people there are in our sport. But like a movie, a strong trailer only gets people into the theater. If the film itself doesn’t deliver, audiences won’t stick around. The same principle applies for any business: the product must match the promotion. Every effort should be made to deliver the best possible experience. Rather than focusing solely on enhancing marquee events like the Triple Crown, the industry should prioritize improving the day-to-day racing product at every level, from premier tracks to the smallest fairs. Because promotion will only go so far if new fans arrive expecting a thrilling experience and leave disappointed.