The comprehensive Godolphin site also includes a very good 'junior section'.

There is the usual history lesson, a spoonful (or three) of propaganda, but also a couple of games which include a 'tacking up' exercise and also an opportunity to design your own set of racing colours.

(By the way, check out the stable complex the horse being tacked up is standing in!)

MMSalesRing.com (through Let It Ride.com) are yet again beating down the door of racing technology. This time it's to show free replays of Britain's Group One races over the Internet.

Apart from the general interest factor for those who follow the international race cards, the service will no doubt come in handy when sifting through the dozens of choices for the Godolphin Seven Stars early next year!

For race replays closer to home Telstra BigPond will trial live streaming & video-on-demand of metropolitan Sydney & Melbourne racing, available to all broadband internet users through BigPond Sport. The trial commences tomorrow with Victoria Derby Day at Flemington.

Speaking of links - there are regularly updated (and monitored) portals around that specialise in just providing links. A good example is Big Fella's Thoroughbred Racing and Breeding Links. The site provides a very comprehensive directory of links to Australian and International thoroughbred racing and breeding sites. Major categories include stud farms, organisations, racetracks, clubs, trainers, form, betting, syndicators and bloodstock agents. It's well worth bookmarking if you do a lot of research work or need to find something quickly.

Just when you thought it was good being advertised on someone else's website ...

The specific page that I am about to refer you to exists on the Studfarm.com site. The page (ostensibly) lists Thoroughbred Studs & Farms around the world.

Putting aside the fact that it is a rather limited list, I was, as always, interested to see what appeared for Australia. Yarraman's name was the stand-out error. The spelling was just the start ... check out what line of business they're apparently involved in!!!

There are a few other interesting entries: Widden has apparently relocated
(!) and the links for Benalla, Jarama, Lyndhurst, Tyreel, The Independent Stallion Station, Newhaven, Wakefield, Northfields (and isn't the latter in NZ anyway?!), Furlong and Glengarry are no longer valid.

Moral of the story (I guess there has to be one) is it can be a useful exercise keeping tabs on who is linking to your website and whether the site/link remains valid. To find out who is linked to you:

1. You should have a list (somewhere) of the people who sought your permission to add a link to your site.

2. To uncover the 'mystery linkers', try running a company name search (eg. Yarraman Park) across the major search engines (Yahoo, MSN, Google for eg). Make sure you check entries beyond the first few pages (and make sure you use at least 2 search engines as each will have different results). Once you discover the sites that link to you then, if you're happy with their site content and feel that being on their list will attract 'hits' to your own site, then there are no problems. If you don't wish to be associated with their site however then a polite email asking them to remove the link is well within your rights.

The headline in the latest Australian Stud Book newsletter reads:

HOW CUTE IS YOUR BABY?

"Would you like your pride and joy to feature in the next issue of the Australian Stud Book Newsletter? If so, please e-mail a digital photo of your mares and foals and they could play a starring role, like the little fella above!"

... I like it! Good marketing appeals to the emotions. Foal photos certainly fit that category.

"We run a horse business," the client insisted.

No, I gently reminded them, you actually run a PEOPLE business.

They frowned at me at this point.

I could see we had some work to do (so I brewed some coffee before continuing). I certainly agree, at first glance their business does appear to be about horses because that's what drives the hours 4 am - 8 pm seven days a week (and that's NOT during foaling season!).

The problem with thinking that you're in the horse business however is that any strategic thinking you then do doesn't take account of your ACTUAL business - the people/clients I just mentioned. So, if you're not appealing to those people in your strategic marketing (remember the "4 P's" - product, price, place and promotion) then it's fair to say that any marketing you do engage in will be so out of sync with your business targets that it will be a complete waste of time and money.

Yes, you do look after/breed/raise/sell/buy horses. But who pays for the horses to eat the grass, who chooses the stallions to serve the broodmares, who covets the yearling in the sales ring and who chooses the trainer to (hopefully) make the horses run fast? It's not the horses ringing in to check on their foals (although no doubt some farm managers probably wish that were the case!), pay the bills and effect your bottom line when their owner chooses to move them (and their 39 'mates') off your property/out of your stables.

You're in the 'people business' and the marketing you do should be geared to that end.

Thus, if you're solely focused on total number of clients and ignore actual revenue (average annual revenue per retained customer), market share, accrued growth, customer loyalty (average likelihood that customers will use you again) and have utterly no idea what drives your clients when making buying decisions, why they stop using your services, how your 'brand' is perceived in the market, or where you want your company to be in 5 years (and how you plan to meet any gaps (capital, infrastructure, expertise - amongst others) to get there ... Perhaps you need to be engaged in a management level think-tank about your strategic initiatives, business plan, and how marketing dove tails with both.

It's a question I often get a startled response to - but it needs to be asked: When was the last time you considered the views of your clients (the human ones) before making a decision to stand a stallion/buy a new property/set your service fees/set your sales reserves/pursue certain bloodlines/choose yearlings/write an ad spec for the advertising agency/run an ad in the paper/update your website/write your website content/draft the visiting policies or communication strategies for your farm? Too often in this Industry I see the situation where it is all done in reverse: have good horse, will stand him at any stud who can take him ... Now hang on a sec, why is the ad campaign not working, why are there no clients bringing mares to him or why are the mares we are getting not the ones we need?

The farms/businesses who have systematically asked themselves the hard questions are reaping the benefits.

The commercially savvy businesses don't assume the clients are the horse experts (just as I wouldn't expect an airline operator to ask me to refuel and fly the plane even though I have a pretty good idea of where I want to fly to). But equally they don't waste money on initiatives that I am not interested in/that don't add value to either of us longer term (e.g. by 'selling me' more leg room on the plane or better food when I actually just want a cheaper seat or a more direct route to my destination). They are also sensible enough to know that I can't just be expected to go along with their decisions (because in that situation I'll just change airlines once someone comes along that can better meet my needs). Instead they realize that for me, the client, to engage with them 100% and invest with them on a repeat basis, their service/product has to be tailored to my needs. Thus the airline operators spend a lot of time working with me, the consumer, to find out my needs, why I use them, how I perceive their brand, whether I am a 'typical' customer, how often I use them, what value I give the business relationship, how much I spend, what I could be potentially spending [personally and in terms of referrals] and what issues could effect my spending).

If you're in tune with your customers the strategic initiatives and growth targets will be much easier to map - and your product/service much easier to market. And the profits will follow.

I would suggest you underestimate the synergy between strategy and good marketing (and so many, many people do) at your peril.

I was somewhat intrigued by a news release from Reuters last week that mentioned "Self-destructing DVDs". Apparently a small business in Atlanta plans to change Hollywood's thinking about movie distribution with a novel marketing plan that includes using disposable DVDs (they 'self-destruct' 48 hours after the plastic wrapper is broken).

The aim of the DVD's is apparently to increase the hype for the film (as all advertising should), spur greater ticket sales and challenge the video pirates who love flogging me dodgy copies in those side alleys of Bangkok or Beijing. Low-budget movies that open in only a few cities yet compete against national releases of major movies backed by multimillion-dollar advertising campaigns have been particualrly taken with the idea. Fans who are aware of the movie but can't find it in their city can also turn to the DVD.

Now, what has this got to do with thoroughbred marketing? Well, we may be drawing a long bow here, but apart from the fact that it's important to stay abreast of the developments in the field, it's very easy to get imaginative with a concept such as this. Just think about it for a moment - can't you just see the major auction houses 'pre-releasing' sales catalogues in this format one day in the future or small studs adopting the novel/inexpensive approach to promote their new website/stallion/yearlings etc (because let's face it - very few of us will ever watch a promotional DVD more than once - and what would entice us to sit down to watch it more than the fact that once that plastic wrapper is broken ... the clock is ticking!).

The designer of the disposable DVD was quoted as saying "It is hard to get big marketing dollars ... You have to do something to break through the clutter."

His words are as applicable to the Industry that concerns us - as it is to the one that concerns him.

Well, well - did you see the Doncaster sales results? Not only did the gross and average fall but according to the Racing Post “trade did not live up to last year’s buoyant equivalent session, with a steep drop in turn-over, average & median”.

Yesterday I discussed the issue of increased foal crops and the flow-on effect to catalogue size and vendor response. Lo and behold what does Doncaster managing director Henry Beeby come out and say about the Doncaster result? “The impact of over-production was being felt ... The fact is the number of horses has increased year on year & sooner or later numbers must out-strip demand.”

Interesting stats indeed.

I sometimes think there are a few people in the industry who would do well to consider a quote I came across today: "YOU DON'T FIND GOOD HORSES, THEY FIND YOU"

Well said.

Josh Pons (Eclipse Award winning author) also summed it up beautifully when he said "I doubt if there's another business on earth where top people, invariably humbled by experience, so readily cite luck as a crucial element of success"

There will be many who shrug off the recent Tatts results (UK) as just "one of those things".

I actually think there is a significant message in there that Australian breeders need to take heed of.

Forced to comment on the marked dissimilarity between the 2004 and 2003 results Tatts chairman Edmond Mahony commented: "After a decade-long period of growth, we have seen the foal crops increase dramatically & the sheer numbers are now taking their toll.

"The total spend on yearlings at Tattersalls over the last 2 weeks has been just over 65,000,000 guineas (A$175m), a total only bettered twice; but this year the pot has had to be spread much more widely.

"We have never catalogued such enormous numbers of yearlings, with 240 more than last year & a massive 36% (555) more than in 2002. These are sobering figures, & despite good demand for smart individuals in both Parts 1 & 2 of the Sale, & significant contributions from throughout Europe & further afield, the past 2 weeks have given all of us involved in the British & Irish bloodstock industry plenty of food for thought.

"The reality is that, while the foal crops have been rising steadily, we have been experiencing a period of relative economic stagnation, prize-money levels have plateaued, interest rates are on the rise, the property market has slowed & oil prices have gone through the roof. Combine these dynamics with a British & Irish foal crop which has increased by nearly 2,000 in the last 2 years, & it is little wonder we have seen a correction in the market.

The UK isn't alone in increasing foal crops. In the US 34,539 foals were registered in 2001; 32,235 in 2002 and 34,025 in 2003 (going against this trend a report by the Jockey Club last week indicated that 2004 covers were down 3.1% from 3,342 in 2003 to 3,239 this year). If you go back to 1975 (the year Affirmed was born) 28,271 foals were registered. The preceding year Seattle Slew was 1 of 27,586 foals registered and in the Class of 1970 (think 'Secretariat') 24,361 were registered. To put it all in perspective it wasn't until 1956 (11 years after Citation was born) that the registered foal crop exceeded 10,000.

Now, many will say that the barometer of market health is of course Keeneland and we all know the heady fireworks that resulted in that part of the world last month. BUT - how sustainable are such figures?

The auctioneers, the agents and the vendors would have us believe 'forever'. I'm not so sure.

Go back to Bill Oppenheim's column from The Thoroughbred Daily News which I reprinted in full in a post on 11 October. He stated: "These are pretty sobering figures, not least if you are going to be setting stud fees for next year, or thinking about paying them. Here's another set of sobering statistics: of the 512 yearlings sold last week in October Part 1, I reckon over 100 of them were bought by Maktoums and associates. John Ferguson, Shadwell and Darley signed for 67, and between Charlie, Anthony Stroud and anybody else who might have been buying for them, I'd say they'll have comfortably broken the 100-yearling mark. That's one of every five sold. Add in Demi's 24, and the game's two biggest operations bought over 25 percent of the yearlings sold last week, and spent over 40 percent of the money. Take the Maktoums out of the equation, and the value of horses in Europe would drop 40 percent overnight. Perhaps just as ominously, 23 of the 24 bought by Demi O'Byrne were by Coolmore stallions, and 17 of the 31 bought by John Ferguson were by Darley/Maktoum stallions--though they did also buy 10 by Coolmore sires."

On the 13 October Bill published another article in The Thoroughbred Daily News which stated: "The problem was not simply that prices [at Tatts] were lower than expected, but also that expectations-- based on things like the name of the sire and other costs of production--were higher than prices. That can be a result of aggressive consignors in a strong market, but last Friday's 'spike' to 38 percent not-solds was not due so much to an excess of greed as to a shortage of buyers at those price levels.

"...the feeling seemed to be, you were better off selling at a loss than you were keeping the horse, since you were liable to just lose more on it. It's an uncomfortable (if not grim) sort of economic reality, but there you are. There will certainly be some breeders rethinking whether their bottom-level mares should be bred, and even if so, whether they really merit breeding to some 'flash' stallion if the resulting yearling isn't even going to bring the stud fee. You can actually about break even selling yearlings in the 20,000-25,000 guineas range, but only if you can do that breeding to £5,000 stallions, incur manageable costs in the boarding, breeding, and preparation of those yearlings, and get a clean run with decent conformation and no huge vet bills. But a number of Monday and Tuesday's yearlings were bred on £10,000 or even £20,000 seasons. In those cases, no way are breeders making money. At this stage of the game, they're just relieved if they can get them sold."

Are the results from Tatts just a one off? Some would say 'absolutely' as they wave a number of 2004 sales results at me - Easter, Magic Millions, Karaka, Deauville, Fasig Mid Atlantic, Ocala Mixed, Florida, Del Mar, New York ... to name just a few.

Well whilst the 'top end' may be safe (although how the market average responds to a lack of Danehill stock post 2005 is anyone's guess), I also think that the average can wildly distort the reality. Consider Japan for just a moment. At the Select Japanese Foal sale in July this year, Sunday Silence was gone and one buyer, Fusao Sekiguchi, decided that the sale needed to post record results to send the right message to the Industry. So what did he do? He outlaid more than US$10.5-million during the two-day period.

His stoic attempt to (as he said) "support the bloodstock market in this country" is indeed admirable. But one doesn't need to be a genius to determine that the results may have been very different indeed if he hadn't unilaterally decided to spend more money than any single buyer in the seven 7 year history of the sale.

Flying in the face of such results, recent press has, in fact, urged us to INCREASE the foal crop. This is despite the fact that the ink hadn't yet dried on the NSW Racing report which states that NSW owners are paying $200-250 million per year on costs & are receiving only $91 million in prize-money & rebates, thereby subsidising the industry by $100-150 million per year. Nor does it take account the massive increase in catalogue size for sales such as Magic Millions (and interestingly, despite the number of horses catalogued stretching to the '1000+' mark, some vendors still aren't getting their horses accepted despite good breeding/conformation and are now facing the sobering reality of offering a yearling at a more 'unfashionable' (read as 'significantly lower average therefore less chance of making a return') sale.

Let's go back to the 'fashionable' catalogues for a moment. Even with the current broodmare numbers I'm somewhat intrigued as to how buyers will respond to an expected glut of horses from certain sires/studs at the 2006 yearling sales (the US Jockey Club Report mentioned above also revealed that in 2004 the number of stallions covering at least 100 mares increased 8.3% from 108 last year to 117 —a record—this year. Australia's final stats for the current breeding season will reveal some worrying similarities I suspect). A number of scenarios are possible:

- the market will hold true and in doing so prove that I have utterly no right to be casting any doubt on the subject!

- supply may well exceed demand for progeny of certain sires which, on the positive side (well, for some people) may well toss the ball into the buyer's court and drive down the average (enough to strike the fear of God into vendors and auctioneers alike)

- if the market does drop then service fees may also need to be adjusted (so add some fear to the stud owners/syndicate members as well)

- a number of breeders (particularly if they have over-bred their mare in taking advantage of a number of enticing deals this year) may find (unfortunately) that market realities can sting at times.

- vendors of well bred, well conformed yearlings whose sires covered limited books in 2004 may find that the supply/demand argument works to their advantage.

In contemplating the US market and comparing Australia to it (and then to Europe) I think we overlook Bill's words (particularly considering the domination of some of the stud farms Down Under) at our peril: "The breadth of the market in America, and the lack of depth to the market in Europe--have been ruthlessly exposed at Europe's yearling sales the last three weeks".

Yes, spin selling (aka marketing) plays an increasingly important role in the selling of horses. Just don't get so caught up in our hype that you don't see the wood for the trees.

Heady prices and 'record profits' make for great press (I've written about them myself) but I remain to be convinced that the market isn't set for a readjustment in the not too distant future.

There are some good websites out there. Then there are the ones that make you think "these people REALLY knew what they are doing".

Mill Creek Farm in the US is one such business and the site dedicated to their stallion Mayakovsky a case in point.

The 'look/feel' of the site is excellent (the photographs a particular stand out) and it is written in pro-marketing language ie. it appeals directly to the reader's emotions rather than just any person on the street. (See for example the menu headings "Excitement", "Meet Mayakovsky")

A unique diffentiator on the site is the ability to do a hypothetical mating (online - no need to wait for a report) which produces not only a very detailed pedigree but a photo gallery of all the major players in the pedigree. It's certainly something we've never seen before.

"Perhaps this farm is turning the corner: Offspring in stakes races, a freshman sire with potential, SOME of our clients making money."

J Pons Country Life Diary p189.

You don't actually require a definite position on the betting exchanges debate to take offence at what's been happening lately. But for the students of marketing ...

Abusing the Role of Marketing to Return Australia to the Dark Ages - Lesson One

Lecturer: Special guest - Andrew Ramsden (Australian Racing Board Chairman)

Background: The "Race that Stops the Nation" is in less than 3 weeks. The 'international raiders' (and the world media) have arrived in Melbourne,Victoria.

Task: Your task (you seem willing to accept it) consists of the following:

1. You will use your position as the spokesman of the leading representative body of Australian Racing to attract media attention and guarantee front page headlines. You will achieve this by threatening to exclude British horses from competing in future Spring Carnival races on the dubious grounds that it's their fault (don't forget to also penalise their breeders, owners, jockeys, stable hands) that betting exchanges exist in the world. (Bonus marks will be awarded for students who can somehow link the 'evils of betting exchanges' to the 'strong probability' that an Australian ban will be imposed on British horses if Betfair is not outlawed, as well as those students who can stridently (albeit falsely) assert that "British racing is riven with corruption").

2. You will use the platform of Victoria's Spring Carnival to pander to (misinformed) public discontent with overseas horses arriving to contest the Cup (please ensure you do not utilize any form of media to remind the mob that their country also frequently sends horses overseas to challenge all number of international events in their own right).

3. Using inflammatory, baseless and spurious hyperbole you will do everything in your power to ensure that henceforth Australian racing officials (and the Industry generally) will be seen as 'absurd', 'sensationalist', 'ludicrous', 'short sighted' and with 'an appalling ignorance of what powers British Racing has over betting exchanges (nil)'.

4. From a marketing perspective (and in consideration of the huge number of people involved in promoting the Melbourne Cup, Spring Carnival and Australian Racing Industry generally) you shall ensure that you make a mockery of the significant investment made by Victorian Racing in promoting the Melbourne Cup as the premier two-mile race in the international calendar. (Part B of this question also requires thinking up a suitable explanation to the Cup's sponsor Emirates Airlines who may be a tad disconcerted at sponsoring a race "that the global Godolphin team could be excluded from participating in simply because they were based in Britain during the Northern summer".

2. Assumptions you can make: Australia obviously does not wish to be treated with any measure of respect by the international racing community.

Essential reading for this module: Arthur Miller's The Crucible. Alternatively Bill Saunders excellent (and well considered - unlike a lot of the current media) article in CyberHorse

PS - Way to go Andrew. You give more than marketing a bad name.

Great to see that 1990 W.S Cox Plate-Gr.1 hero Better Loosen Up (Loosen Up - Better Fantasy by Better Boy) will lead out this Saturday's Cox Plate field. The 19-year old won 17 of his 45 starts - amassing in excess of $4.77 million in stakes.

I'm starting to think there are owners out there who name their horses with the sole intent of causing the occasional race caller to seriously re-consider their day jobs!

The Thoroughbred Times notes today that "Aclassysassylassy will attempt to become the second juvenile filly to sweep the Florida Stallion Stakes on Saturday." (YOU try saying it quickly when you have 20+ other horses to include in the next 15 seconds)

The (appallingly) named 'Poop Deck Pappy' in Queensland is another that comes to mind.

Thank goodness horses can't talk ...

Speaking of names, I note that the seven year old Mooball survived a protest and held onto second in the Listed SEYMOUR CUP at Seymour last Sunday.

Why would I mention this? Well, Mooball has always been somewhat of a favorite of mine. His name and his sire (Sanction) combined in my life some decades ago in a rather bizarre chain of events.

My family was returning to the (then) home in Brisbane from our annual holiday in Byron Bay. Dad was asleep in the front passenger seat of the trusty Mazda, and my brother had ceased taunting me long enough to make the obligatory bovine sound effects to indicate what town we'd just entered at a good clip (Mum always was a tad heavy on the accelerator ... she'll deny that of course). Given it was a Sunday and a one-horse town, Mum chose to pause - but note, not come to a COMPLETE stop (these road rules are devils for the detail) at the disused railway crossing - then on we went.

Like all children warned NOT to ask "how much further?" for at least another 15 minutes I needed some distraction. What better than the police car rapidly closing the gap between us - a fact I helpfully pointed out to my mother who promptly told me not to be silly. A few minutes later (having waved to the police man who didn't wave back like all nice policemen should but rather started making a number of harsh gestures at me) ... I figured I should perhaps pass that information along to my mother as well.

My brother sides with my interpretation of events at this point.

Nevertheless, there was a siren. More shocking was the string of expletives - a first I might add - from my mother. My Dad woke up. The policeman asked for a license. And we were VERY quiet for the remainder of the trip. You didn't want to do too much talking in our house (or the car for that matter) when Mum was cranky.

And all because a policeman focused on some revenue raising one sleepy summer morning at Mooball.

Creative selling tips for today:

If you're a stud master, when was the last time you called a broodmare owner who sent a mare to one of your stallions to see how the pregnancy is progressing? Similarly if you see one of the mare's progeny go through the sales ring (and it sells well) - or wins a race - why not ring and say "hey, great result!" The client will be impressed that you remember their mare (particularly if they are a small breeder). That way when it does come time to pitch a new business opportunity to them it won't be seen as such a hard sell.

If you're writing an article/press release why not interview a handful of clients or 'experts' for some of your quotes - 98% of people love to see themselves/their name in print whilst others get a kick out of knowing that their trainer/horse stud has such 'good connections'. Similarly don't always focus on the 'most exclusive' clients. Not everyone owns a ferrari or 140 mares ... but equally they may have 3-4 mares that, if they like you enough, they may send back year after year after year.

Promoting your stallions? (and making all those existing "parent" clients as proud as punch at the same time?) - foal photos are the go. Ensure the foal is a few weeks old so legs have straightened, hindquarters have filled out and there's some fat layering those ribs. Either send the photos by email, post them on your website or print them out the old fashioned way and pop them in an envelope with your next invoice.

For 'first off' broodmare owners the news of a 'new arrival' can cause as much delight as if it were the human equivalent - so if they are quite obviously over the moon with the news why not splash out and send them a "congratulations" card - they'll love you for it!

Trainers - word of mouth referrals and results get the clients in the door. If you're winning races you need to be promoting the fact via your website or other media channels and you need to be telling your clients about it. They'll be telling others ... and it can make it a bit easier for you during those lean spells that everyone has from time to time.

A report in today's Sydney Morning Herald (reporter Craig Young) heralds the arrival of a much awaited foal from the mighty Sunline (the $11 million earner) by champion Rock Of Gibraltar.

"Considered one of the all-time great racetrack performers with 13 group 1 wins to her credit, Sunline, who was retired from racing two years ago, was mated with the history-making European blue-blood Rock Of Gibraltar 10 months back.

"Rock Of Gilbraltar, a son of Coolmore Stud's deceased super sire Danehill, won a world-record seven consecutive group1 events in a short racetrack career.

William Inglis and Son director Jonathan D'Arcy said the filly foal, a bay just like Sunline, would be valued at "upwards of $1million"."

Jonathan's valuation may not ever benefit an auction house however as when asked if the filly would be sold Craig reports "Steve McKee said: "I don't know, the normal thing to do is to keep the first filly born in case something goes wrong with the mare."

Sunline foaled down at Cambridge Stud in New Zealand on 18 October and she will be served by Zabeel later this season.

Photos of the foal can be viewed on the home page of The New Zealand Thoroughbred Breeders Association site ... and today's Sydney Morning Herald.

Jeremy Morris (Bloodstock & Marketing Manager for Victoria's Chatswood Stud) gets the thumbs up for the speed of today's press release.

Within an hour of the race result being posted the email was drafted, sent and in the in-tray.

A good result for the stallion, Genuine, who already has more than 160 winners to his credit in Japan and now his first 2 year old winner in Australia. Equally good marketing by the stud.

If you're looking for statistics for stallions (runners/winners/%), jockeys (wins/%), trainers (runners, wins, %) then you really can't go past the excellent research tool available at the Virtual Form Guide (part of the Cyberhorse site).

Just look under the 'Directory' menu halfway down the left hand side column.

Today's mail included a hefty box of November Keeneland catalogues that would no doubt have caused the postman some grief and a Darley catalogue ... hang on - a DARLEY CATALOGUE??????? Isn't the breeding season almost finished??? Errr, yes. It would appear that Darley have decided to release their 2005 book nice and early - just in case I wanted to do some early planning.

Good grief.

The arrival of the book did however coincide with the first indicators of the US/UK sire fees for 2005 from a variety of other media sources (Darley went to print so early they didnt/couldn't include service fees ... stay tuned for those)

Elusive Quality (sire of 2004 Gr1 Kentucky Derby & Gr1 Preakness Stakes winner Smarty Jones) will stand for US$100,000 in 2005 at Gainsborough Farm in Kentucky.

Kentucky’s Three Chimneys Farm has reduced the 2005 stud fee for 2001 Horse-Of-The-Year Point Given by 33%, from US$75,00 down to US$50,000. He's on a bit of a slide - his initial season fee of US$125,000 went to US$75,000 for 2 years running and now it's down again.

Fees for 6 other Three Chimneys-based stallions remain unchanged: Rahy US$80,000; Dynaformer US$75,000; War Chant US$60,000; Sky Mesa US$30,000; Albert The Great US$10,000; Atticus US$5,000 and Silver Charm’s fee is still to be advised. The new kids on the block are Smarty Jones (US$100,000) & Yes It’s True (US$25,000).

In the UK Cheveley Park's Pivotal (Polar Falcon-Fearless Revival, by Cozzene) has sired 12 stakes-winners in 2004 & will stand at £65,000 (62.5% up on last season's £40,000). The Royal Stud's 11-year-old Royal Applause (Waajib-Flying Melody, by Auction Ring) will stand at £20,000 (up 33% from last season’s £15,000). And Dr Fong (Kris S-Spring Flight, by Miswaki) will stand at £16,000.

At times such as this it is often interesting to flick back through the files from last year and see what service fees were 12 months ago as it gives a fair indication of what dreams are in full fruition, what others are on the cusp of materialising ... and which others are being shot down in flames. With that in mind ...

First season sires booked to stand in the US in 2004 at fees of $US5000 and more were as follows:

ALDEBARAN (Mr. Prospector) Darby Dan Farm $50,000
BOOKLET (Notebook) Glencrest Farm $6,500
CACTUS RIDGE (Hennessy) Walmac International $6500
CENTURY CITY (Danzig) Wintergreen Stallion Station $12,500
CHANGEINTHEWEATHER (Gone West) Pin Oak Stud $7500
CRAFTY C.T. (Crafty Prospector) Contemporary Stallions $5000
D'WILDCAT (Forest Wildcat) Windfields Farm $C10,000
DAVID COPPERFIELD (Halo) Hopewell Farm $5000
DECARCHY (Distant View) Magali Farms $5000
DREAM RUN (Cherokee Run) Lakland North LLC $5000
EASYFROMTHEGITGO (Dehere) Millennium Farms Private
EMPIRE MAKER (Unbridled) Juddmonte Farms $100,000
ESSENCE OF DUBAI (Pulpit) Hartley/De Renzo Thoroughbreds $7500
FLATTER (A.P. Indy) Claiborne Farm $5000
FUSAICHI ZENON (Sunday Silence) Magali Farms Private
HARLAN'S HOLIDAY (Harlan) Airdrie Stud $17,500
HOLD THAT TIGER (Storm Cat) Ashford Stud $15,000
KAFWAIN (Cherokee Run) Darley at Jonabell $10,000
LIDO PALACE (Rich Man's Gold) Lambholm South $8500
MACHO UNO (Holy Bull) Adena Springs South $15,000
MILWAUKEE BREW (Wild Again) Adena Springs Kentucky $15,000
MINESHAFT (A.P. Indy) Lane's End $100,000
MORLUC (Housebuster) Buck Pond Farm $5000
NAJRAN (Runaway Groom) Hopewell Farm $7500
POSSE (Silver Deputy) Vinery Kentucky $10,000 PROUD CITIZEN (Gone West) Airdrie Stud $12,500
REPENT (Louis Quatorze) Cloverleaf Farms $5000
ROCK SLIDE (A.P. Indy) Maryland Stallion Station $7500
SAY FLORIDA SANDY (Personal Flag) Buckridge Farm $5000
SEEKING DAYLIGHT (Seeking the Gold) Maryland Stallion Station $6500
SKY MESA (Pulpit) Three Chimneys $30,000
SLIGO BAY (Sadler's Wells) Adena Springs Kentucky $10,000
SUNDAY BREAK (Forty Niner) Gainesway $8500
TRUST N LUCK (Montbrook) Vinery Kentucky $8500
VAN NISTELROOY (Storm Cat) Ashford Stud $7500
VINDICATION (Seattle Slew) Hill 'n' Dale Farm $50,000
VOLPONI (Cryptoclearance) Hopewell Farm $10,000
WHYWHYWHY (Mr. Greeley) Spendthrift Farm $7500
WISEMAN'S FERRY (Hennessy) Empire Stud LLC $5000
YANKEE GENTLEMAN (Storm Cat) Airdrie Stud $10,000
ZAVATA (Phone Trick) Walmac International $7500

A few standouts:

Aldebaran (who won 3 Gr1 events between 7 furlongs & 1 mile among 5 victories in 8 starts during 2003) retired to Darby Dan Farm (1 of 5 Eclipse Award winners who retired to stud in 2004) and stood for US$50,000 with his book limited to 125 mares.

Empire Maker, a son of Champion Unbridled out of the great broodmare Toussaud, retired from racing to stand the 2004 season for a fee of $100,000 live foal at Khalid Abdullah's Juddmonte Farms near Lexington, Kentucky.

Storm Cat, the most expensive thoroughbred stallion in the world, stood for a US$500,000 fee for the 3rd year in a row in 2004.

Mineshaft’s sire A.P.Indy (whose 2003 fee of US$300,000 was below only that of Storm Cat's US$500,000) stood for the same amount in 2004 at Lane's End.

Lane's End Farm also announced a 2004 service fee of US$225,000 for Kingmambo (up US$25,000 from 2003).

Fees for other Lane's End stallions were: US$50,000 for Dixieland Band, Gulch & Lemon Drop Kid; US$40,000 for Came Home; US$30,000 for Dixie Union; US$25,000 for Belong To Me & Smart Strike; US$15,000 for Pleasant Tap; US$12,500 for Stephen Got Even; US$10,000 for Lil's Lad, Pine Bluff & Silver Ghost; US$7,500 for King Cugat; US$5,000 for Fit To Fight & Parade Ground.

Gone West who stood at Mill Ridge Farm (whose yearling colt out of Touch Of Greatness brought the top price of US$3.8 million at the 2003 Keeneland September sale ... looks cheap compared to this year's prices!!) stood for US$125,000 in 2004.

In the UK last year:

Machiavellian and Green Desert commanded the highest service fees among stallions at stud in the UK in 2004. Whilst his fee was listed as “private” it was potentially as high as 100,000 given that Green Desert was the highest priced of those stallions with an advertised fee at 85,000 pounds.

The highest fee of a sire new to the UK ranks was 35,000 pounds set for the proven shuttle stallion Red Ransom who re-located from America to Sheik Mohammed’s Dalham Hall Stud at Newmarket for the northern hemisphere season.

The notable first season sires who began service in the UK in 2004 included Kingmambo’s G1 winner Dubai Destination (Dalham Hall Stud) and Oasis Dream Green Desert’s brilliant conqueror of Choisir in the G1 July Cup at Newmarket who retired to Khalid Abdullah's Banstead Manor Stud.

Other major new UK sires in 2004 included Nayef (Gulch), Storming Home (Machiavellian), Domedriver (Indian Ridge), Bollin Eric (Shaamit), Olden Times (Darshaan), Where Or When (Danehill Dancer), Carnival Dancer (Sadler's Wells) Reel Buddy (Mr Greeley) and Zindabad (Shirley Heights).

Prix de l'Arc de Triomphe winner Helissio (Fairy King) also returned to the UK from Japan.

2004 UK Stallions
(Service Fee - 12,000 pounds+)

Machiavellian Dalham Hall Private
Green Desert Nunnery 85,000
Singspiel Dalham Hall 50,000
Pivotal Cheveley Park 40,000
Rainbow Quest Banstead Manor 35,000
Red Ransom Dalham Hall 35,000
Fantastic Light Dalham Hall 30,000
Selkirk Lanwades 30,000
Dubai Destination Dalham Hall 25,000
Oasis Dream Banstead Manor 25,000
Cadeaux Genereux Whitsbury Manor 20,000
Sakhee Nunnery 20,000
Nayef Nunnery 15,000
Royal Applause Royal Studs 15,000
Dansili Banstead Manor 12,500
Domedriver Lanwades 12,000
Lomitas Dalham Hall 12,000
Observatory Banstead Manor 12,000

The winner of the HBPA GOVERNOR’S CUP HANDICAP on 10 October was none other than the bay horse NOMOREBILLS (by Master Bill ex Blinka by Waquoit)

Dettori teamed with the Godolphin-owned Firebreak to take out this evening's Victor Chandler Challenge Stakes (Group 2) at Newmarket in the UK.

The field included a rare racing anomaly: three entries who might better be termed 'the arctic triumvirate' given their names - Polar Bear, Polar Ben and Polar Way.

... It was no doubt an interesting lesson in precision (and a few aspirin post-race) for the race caller!

[info supplied by JRB]

Tony Vasil once considered giving away his trainer's licence, after the administrative hassles involved with running a racing stable began interfering with his ability to train his horses.

Fortunately for all concerned Tony adopted an alternate route which was to involve himself with the Aquanita Racing Group- a company that provides management support services to a select group of trainers (or as one of the trainers has described it: "the time and the freedom to devote our time to what we do best - training winners, free from the distractions that running an integrated business can often create.")

Tony's decision was vindicated in the company's sterling results for the 2003/4 racing season and again today when star colt Elvstroem (Danehill/Circles of Gold) scored his third Group One win in a heart stopping half neck victory over Makybe Diva in one of Australia's premier staying events - the 2004 Carlton Draught Caulfield Cup, in front of the largest crowd since 1974.

From a branding perspective the horse's win supports all the trainers under the Aquanita banner - John Sadler, Robert Smerdon, Dan O'Sullivan, Liam Birchley, Richard Jolly and Tony Vasil.

As Peter Oliver Chief Executive of Aquanita Racing said in a recent press release: "Part of Aquanita's success is that we operate as a team with everyone supporting their colleagues."

Giving you some idea of how many people are involved behind the scenes just check out their management/staff page.

It also demonstrates how the Aquanita approach (which, interestingly, mirrors the Hong Kong Jockey Club's policy of allowing trainers to train - and the Jockey Club to manage general admin and finances) can be immensely beneficial for all concerned.

(As a [relatively unrelated] aside - Elvstroem's full sister Hvegar placed in the $75,500 SKYY BLUE PLATE at Caulfield on the same day as her older brother. Quite a day for the pedigree page!)

This morning's classic is courtesy of RaceNet

After seeing it (and having a laugh!) the question had to be asked ... did the journalist perhaps have a few dollars on the horse she accidentally calls 'Lucky Donkey'?!

[As our editor John Baxter commented "I think she meant "Lucky Jockey" !?!?!" ]

"Symons saddles up a talented two-year-old

Quirindi trainer Ian Symons has only been licensed for six months, but he's got himself a classy little two-year-old in Upsized (Dale Spriggs). The Catbird colt has plenty to learn about racing but he showed enough natural ability to beat his more fancied rivals this afternoon, in the $45,000 City Tattersalls Gourmet Club Plate (1000m), at Randwick.

"I had a winner two years ago when I was training before but then I gave it away to be a professional endurance rider," said Symons.

"I was pretty succesful in the Endurance riding and I ended up selling horses to Dubai for $210,000.

"Then I thought it was time to get back into racing and got my licence back six months ago. "I've got eight young ones in work but this little horse is the best one I have.

"He'll go for a spell now and then I'll bring him back for the Inglis Scone Challenge.

"I bid to $8,500 at the Scone Inglis sale and he got passed in at $9,500.

"Then they came back to me and said I could have him for $9,000 but I said no, $8,500!

"This is great, the adrenalin is just unbelievable right now! added the delighted trainer.

The well supported Lucky Donkey (Brad Pengelly) led the way with Jodhabai (Jim Cassidy), but just when it looked like Jodhabai had the upper hand, Upsized sprinted home down the outside to score a length and a quarter win from Jodhabai with Lucky Jockey (SP $2.20) hanging on for third a further three quarters of a length away.

By: Jo Adams - Saturday, 16 October 2004 "

You need to stay abreast of the major issues. You want regular updates from websites that interest you. You want to keep track of an innumerable number of websites. Yet you don't want spam clogging your in-tray and you want to choose what you read.

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It will deliver an alert email when the site is updated ... saving you having to check. And if you ever want to opt-out ... you just click on a button. Simple.

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Your marketing campaign (and dinner party guests) will love you for it. Sign up today! It's free.

Eldon Park do a bit of cross marketing on their site .... stud to the left ... Spa Retreat to the right. It's probably a useful piece of information to tuck away if you love horses and your spouse hates them (or vice versa!) and you can't agree on a destination for a weekend away.

Yes, you read it correctly - it was in the recruitment section of a recent edition of the South China Morning Post. A major hotel chain in Asia has apparently given the title to their new Head of PR.

Sounds to me like they've just hired the new head of machinery instead.... (what WERE they thinking?!)

Thank goodness 'Marketing and PR manager' or 'Business Development Consultant' still seem to be the business card titles of choice south of the equator.

Peter Horwitz, president, Thoroughbred Racehorse Owners Association (NSW), Sydney has contributed an excellent article to the rights debate which appears in today's Sydney Morning Herald. Peter's article examines the confusion which so often arises between owners and trainers as to what their individual rights are.

"Putting the onus on owners' decisions October 15, 2004

A little help would be much appreciated in the costly business of racehorse ownership, writes Peter Horwitz.

Max Presnell's excellent article in last week's The Form headlined "Owners should own, trainers train" has prompted me to comment on this issue.

Firstly, I should set the record straight and say that 95per cent of trainers (and owners) are doing it tougher in NSW than ever before and any help Racing NSW could give them would be a good thing. Your article last week, and my comments here, are not directed at that 95per cent.

It would appear that there are some in racing who fail to understand the meaning of "equity" or "ownership". With the relationship between owners and trainers, a point to make is that the owner gives a trainer permission to train a horse - the trainer does not give an owner permission to own. This confusion of roles is highlighted in the media, which often refers to Gai Waterhouse's horse Grand Armee rather than Alan Bell's horse Grand Armee.

Turning to the recent topic of owners' or trainers' liabilities, owners who select trainers to train their horse do so knowing the training liabilities they are incurring. But trainers cannot incur liabilities on behalf of owners that are not "known mainstream" training liabilities. Otherwise, where is the line in the sand drawn? Theoretically, an owner could be sent bankrupt if a trainer can legally incur unspecified liabilities on behalf of an owner (or anyone else).

Fortunately, common law does not allow this, however well-meaning and noble the intentions are.

For example, suppose you own an investment property and decide to seek professional advice and management from "Property Experts Pty Ltd". Property Experts find you a tenant. Very good.

But then Property Experts decide your property should be painted beige. They go ahead and get it painted and you're sent a bill for $25,000. You weren't asked but, hey, they're the experts.

Now, you may not have $25,000 - you may even wonder why it was painted it at all - so who's right and who's wrong? This crude example is only to clarify that "owners should own, trainers train".

I think the modern-day version should be "owners should make owners' decisions, trainers make trainers' decisions". Perhaps Racing NSW could articulate and specify these rights in some detail (a standardised contract?). It would be a great help to owners and trainers (and there are plenty of examples of trainers' rights being abused).

While on this subject, there was a recent announcement of a sponsor paying a trainer a large annual sum to promote his product. Sounds good so far. An enterprising move many would say.

Does he plaster the sponsor's signs all over himself, his staff, his stables? Again the question of equity arises. Are the staff employed knowing this is part of their employment contract, are the stables his or the AJC's, and is this covered in their rental agreement?

And finally, the question of the horse - can sponsors' products be promoted via the horses' rug, etc? In the building example, the managing agent could not promote a product on the face of your building without your permission. And the agent would have zero rights to any income from same. And can you imagine the furore and embarrassment if, theoretically, the boss of Coles arrived at Randwick on race day to find his horse had a rug on promoting Woolworths?

So, my answer is a definite NO. The owners of the horse, and they alone, should make that "owners' decision". In fact, any sponsorship money should go to the owners, assuming it is the horse attracting the sponsor, rather than the trainer. If it really is the trainer then great, he has every right to plaster himself all over with the sponsor's logo etc.

Beyond that, the trainer should seek written permission or do a deal with horse owners. With horse owners in this state losing on average 70¢ in every dollar, every little bit helps."

Peter Horwitz, president, Thoroughbred Racehorse Owners Association (NSW), Sydney

A farm that appears to agree with me is Woodlands judging by their 12 October website update.

"Lonhro's lovin it!" shouts the headline.

If some of you had prudently wondered if the author was, in fact, referring to Lonhro's new appreciation of paddock life (or his ability to sleep in til 10) the article boldly proceeds to rob you of such G-rated fantasies.

"Last year’s Australian Horse-Of-The-Year Lonhro (Octagonal-Shadea, by Straight Strike) has commenced stallion duties ...and is an extremely keen participant in the barn & among the most fertile horses to stand at Woodlands", reports manager Peter Flynn. 92% of mares covered thus far have apparently recorded a positive test. Among those with early positive scans are Faith Hill, Seances, Forum Floozie, Regrowth, Yvonne, Ponton Flyer, Latte, Manana, Lady Mulan & Mamzelle Pedrille."

It's fair to say that the majority of studs, whilst certainly promoting their stallions, tend to keep the whole issue of the um... well, you know, 'act itself' a little more circumspect. They tend to adopt the Victorian approach of 'if we don't DIRECTLY mention it then our clients will hopefully not ask us too many questions about it, we can all just pretend that that gorgeous foal just APPEARED 11 months later ... and thank god for that'.

Widden aptly demonstrates this approach in a recent news release that reads: "Anabaa off to great start to season. Proven international sire Anabaa has covered several outstanding mares at Widden this season, including dual Oaks winner Grand Archway and Tyrises - the dam of Group One Galaxy runner-up Taikun."

'Cover' - Such a lovely turn of phrase. It sounds as if we should be setting the table for tea!

Thumbs up to Woodlands for adopting a rather more risque approach on this occasion. It may have surprised a few people - but ultimately, creative marketing tactics often achieve that effect.

(UPDATE: 15 October 2004 - Lohnro may be rising to the task (no pun intended) but alas Platinum Scissors appears to be having a few problems in the fertility department. Today's Breeding & Racing Daily News
reports "Arrowfield Stud's 1st season sire Platinum Scissors (Danehill-Shantha’s Choice, by Canny Lad) has been stood down for the rest of the season after experiencing fertility problems. Arrowfield boss John Messara confirmed to The Sydney Morning Herald: 'Platinum Scissors had 125 mares booked for his 1st season, but from the initial 33 mares covered only 5 tested positive. We have advised all our clients with bookings to the stallion & they have made alternative arrangements. The results of his tests do not look good & his future is in doubt.' Platinum Scissors is insured against fertility problems in his 1st season.")

Okay, okay, so it's a very BRIEF tour (alebit about 12 seconds) but at least I found one. Inverness Stud in NSW provides the video clip.

The clip is hidden within the section on the site that lists (wait for it) the ads they ran recently in the press (!). I can't say that I have EVER seen a website refer to its advertising campaign before and I am not entirely sure why they include them (unless they're trying to get some extra mileage out of the graphic designer fees ... they are nice ads after all!).

Spotted during this evening's "internet surfing hour" - a glaring spelling mistake on the front page of a website that belongs to a large(ish) NSW stud farm. I'm sitting here wondering if the reference to Moonee Valley racetrack as "Monnee Vally" is the result of some sort of subliminal interstate rivalry or some such thing?!

In my first post that discussed syndicators (21/9/04) I talked about the importance of differentiators.

Well, 'success' is always a useful one!

One company currently enjoying a magic run is Slade Bloodstock

Some of their horses snaring recent headlines include Alinghi (G1 winner and crowned Australia's Most Popular Racehorse at the Racehorse of the Year Awards at Crown Palladium in Melbourne earlier in the season), Chut and Fullazz. Other stakes performers include Coats Choice and Aldarch.

Beyond the performance of the horses it's fair to say that there are a few media supporters (both online and traditional media channels) contributing to the hype. There is also sideline PR courtesy of the Magic Millions and Inglis who offered various horses as yearlings, champion trainer Lee Freedman training the horses plus the Slades being regular (and open to their identity) 'posters' on the MSN Horse Racing Community Forum.

It all means Slade Bloodstock is not just a regular in the winners circle of late, but they remain a topic of regular discussion and never appear to be far from the public eye.

Some might say the hype borders on being magisterial at times. It's certainly Marketing 101 'thoroughbred style' (with a few twists). Love it or hate it - it certainly seems to be doing the trick for the individuals behind the now famous gold, white and black silks.

One of the NSW stud farms certain to benefit from the past week's race results is Yarraman Park. Inglis reports that Yarraman will offer the half-brother to Alinghi at the 2005 Australian Easter Yearling Sale as well as the half-brother by O’Reilly to Saturday’s Caulfield Guineas victor Econsul.

In the time honoured competition of who can say who offered which horses at sale - Inglis get today's award.

Tara Madgwick reports in the Inglis press updates that Inglis sold the first five home in today's Group 1 Thousand Guineas with ALINGHI (2003 Premier $80,000) leading the way from HOLLOW BULLET (2003 Premier $10,000), BALLET SOCIETY (2003 Easter $95,0000), KYLIKWONG (2002 Select Premier $10,000) and ASTRODAME (2003 Easter $170,000).

Not a bad result!

Speaking of Inglis - I note that they've launched a new look website - well worth a look.

UPDATE 13/10/04 - Testa Rossa is certainly firing. His 2 year old filly Tevella ran second in her first start in today's $75,500 Adairs Stks (L/R) at Caulfield.

I imagine quite a number of broodmare owners will be doing a late rush to this stallion's book as a result. Where does he stand again? Ah yes, Yallambee Stud in Victoria. One only hopes he has the opportunity to STAY there and allow the stud farm and the State of Victoria to benefit rather than shifting him to NSW (as seems to be the habit in recent years whenever a good stallion appears from the ranks: Mossman, Encosta de Lago, General Nediym come to mind ...)

The colonials (in terms of them being born and raced in Australia) made quite a showing in today's 2 year old races actually: Arrowfield's Redoute's Choice sired Fullazz, the winner of the aforementioned race at Caulfield. The third filly past the post was Red Hot Mamma - sired by General Nediym. In the 2 year old equivalent colts race (the Hardy Amies Stakes [L/R]) the colonial sires Rory's Jester and Dangerous sired the 2 placegetters.

..........................................................................................................................................................

October 3 2004, 9.33pm

Oh what a start to the 2 year old racing season if you're a proponent of the colonial sire!

Warwick Farm 25 September

In the $75K BREEDERS’ PLATE (LR) for 2 year olds colts and geldings over 1000m, colonial stallions sired the first 3 across the line: SNITZEL (Redoute's Choice ex Snippets’ Lass), Banished (Snippets – Black List) and Al Samer (Redoute’s Choice ex My Lady’s Key (USA)). The time was also run in race record time: 57.43s. The first four horses to cross the line were all purchased from the Magic Millions auctions.

Toowoomba 25 September

The first 2 year old race in Queensland, the $40,000 Hopeful Plate (1000m), saw Iglesia's son Foolish (ex Augustine) take the honours.

Flemington 2 October

The $100,000 Maribyrnong Trial Stakes-LR over 1000m was the first 2 year old race in Victoria. Not phased by the appearance of the blue-blooded (and impressive trial winner) Danerich (Danehill ex Millrich – winner of the G3 Sweet Embrace Stakes and placed in the G1 Golden Slipper Stakes) who had beaten him home 4.5 lengths in a trial on September 17, the race belonged to the son of Testa Rossa -Rossa Glory (who also happened to be the first Melbourne runner for Testa Rossa). In a nice touch, Rossa Glory is trained by Ray Lawson. Ray's son Dean prepared Testa Rossa for his six Gr.1 race victories. Rossa Glory was purchased from the Inglis Premier Sale.

(Of note, another Testa Rossa filly ROSAMIA (ex Novajinsky) ran 3rd in the Fitton Insurance Hopeful Plate at Toowoomba on the 25/9)

The year is 2000. I could have walked into any yearling auction in Australia and plucked an Encosta de Lago colt/filly out of the ring for the average price of $38,121. A bargain in retrospect. This year, the same bright-eyed, nervy youngsters wouldn't have spared me much change from $100,000 (and that would have been if I'd decided to dabble at or just under the average price).

Less than two months into the 2004/2005 racing season the son of Fairy King is yet again tripping over the legendary Danhill's heels on the general sires table. To 10 October Encosta de Lago had 100 starters for 22 winners (and 4 stakes winners) and $1,604,170 in prizemoney. His current standout performers include Emlozza, the darling of the media pack - Alinghi, Delzao, and Besame Mucho.

Encosta is now safely esconsed at 'the stud' in 'the breeding capital of Australia'. His service fee is also 10 times what it was in 1997 yet if you weren't aware of that fact you'd probably get some clue from the 'fee on application' notice in the sires annuals. Personally I feel slightly put out on behalf of Blue Gum Farm (and the Victorian breeding industry generally) - they nurtured Encosta's stud career for the first seven years after all.

And what prompted this post? I received the latest broodmare listings from Randwick Bloodstock Agency yesterday. They are offering a mare in foal to Encosta de Lago (on a mid December cover no less). She is a solidly bred mare - a good page without being extraordinary. You'll need to part with $192,500 to get her.

How times change.

Ever wondered what elements comprise the so-termed 'perfect' marketing mix? Well here's the list you wanted:

Direct Mail
Internet Marketing
Email Marketing
Advertising
Telephone Marketing
Direct Sales
Strategic Alliances
Up-selling existing customers/clients
Referral Systems
PR

Most people choose 1 or 2 as their predominant focus with another 2-3 as their back-up. That's ok, but if you really want to increase your profits why not add a couple more to the mix. It doesn't need to be too many if you feel you're not confident with marketing per se. It also doesn't need to be terribly expensive. There are loads of ways to get coverage without spending a million dollars.

In case you were wondering where some of the Great and Good are buried (I know - macabre thought - but it's actually a useful marketing exercise in terms of educating the general public about the past deeds of these great race horses ... another group of people just have an unhealthy preoccupation with such things!)

I'm currently halfway through Josh Pons Country Life Diary: Three Years in the Life of a Horse Farm. It's wonderful. It's no wonder he's an Eclipse Award winning author. I have no idea how he managed to write the book given the chaos that normally constitutes the daily timetable at a commercial farm but I'm profoundly glad he did. His observations will strike a note of distinct relevance to those of you who have ever lived or worked on a farm.

If you want to buy the book you can do so from a number of sources - Exclusively Equine(on special for US$9.99 plus postage at the moment) or Amazon(US$15.95 or from US$3.99 second hand) . EBay also has a copy for US$2.99 ... with 3 days of the auction still to go!




If you're looking for a current day 'diary' of sorts, I stumbled (or did they stumble? Well, someone stumbled...) across another weblog by the name of Perfect Peace Farm (sounds nice doesn't it?). It's a new horse farm in south eastern Virginia and they have Arabians as well as thoroughbreds. The owner posts reasonably regularly and some of his observations are priceless (the one titled 'Pony Express' on 17 September is brilliant ... and the September 11 posting certainly gives some food for thought!)

Wondering what registers exist in what countries?

Here are a few major ones. There will be innumerable smaller publications that I miss (apologies to those publishers).

In the USA the following 2 are well worth a look -

The Thoroughbred Times Interactive Stallion Directory is exceptional - 5,400 stallions of whom 391 are represented by full statistical pages and 218 of those by color photo pages. A large number also have video footage. Where stallion pages are updated daily that fact is also indicated.

Of equivalent value (and quality) is the Stallion Register(a Bloodhorse publication). Includes more than 2,500 stallions and excellent statistical reports.

In the UK - Weatherbys lists a comprehensive stallion directory (which interestingly appears at two separate URLS) - see also The Stallion Book There is also The British Horse Racing Stallion Directory that lists 400 stallions that stand in the UK.

In New Zealand - The New Zealand Thoroughbred Breeders Association has a list of all stallions at stud

In Australia - The Australian Bloodhorse Review publishes the Stallions site. Australian Breeding & Racing
also has a sires directory. Australasian Turf Monthly chose to produce a CD-rom this year (which was good actually except that like most CD's - I tend to only ever look at them once and then file them in 'a safe place' ie. they get discovered 5 years later because I have absolutely no recollection of which pile of paper they were added to).

And if you want to cheat and just search by country, the Ozhorse lists stallions in Australia, New Zealand, South Africa, Zimbabwe, Great Britain, Ireland, France, Italy, Germany, USA, Canada and Japan. Unfortunately the site is only current to 2003. Still, some interesting historical data in there.

For the global view you really can't go past the comprehensive Thoroughbred Internet site - it hosts a wealth of information and is easily searchable.

Australian Breeding & Racing Magazine
Australian Breeding & Racing Magazine has just released its 2004 Thoroughbred Internet Directory. It includes a number of Australasian websites in an easy-to-read alphabetical format.

When asked what he hoped the project would achieve, editor Ric Chapman responded "The thoroughbred industry is one that thrives on information and the Internet has been embraced by the industry because it is a most effective visual way to facilitate information exchange." Demonstrating the popularity of the initiative Ric reports that "We had 22 sites in this feature last year and 60 this year. There will most likely be over 100 next year clearly vindicating our decision to help spread the information news."

The following article appeared in yesterday's edition of the Wall Street Journal for the Thoroughbred industry - The Thoroughbred Times. The article contains some sobering sales statistics from Europe. The comments about the Maktoums and Coolmore also put a few things in perspective (ie. their impact on world markets and prices generally). Bill's closing comments are well considered and worthy of a few moments of quiet thought.

FROM THE DESK OF Bill Oppenheim
(Sunday 10, 2004)

EU YEARLINGS DOWN 15 PERCENT TO DATE

Evidently, the first three days of Tattersalls October Part 1 lulled us all into a false sense of security that the figures weren’t going to look too bad when compared to those at this juncture in the 2003 European sales season. No sooner had we thought it, and said it, than the market collapsed.

The first three days showed a very respectable 76 percent reported as sold, with 79 percent reported sold on Thursday, Day 3; on Friday, Day 4, only 63 percent were reported
sold. Assuming, as we (and sales company officials, too, I believe) did, that Thursday and Friday were roughly equal, a 38 percent drop in average from Thursday (79,419gns) to Friday (49,426gns) definitely didn't fit the scenario we'd predicted.

It is obvious that the market suffered a big drop in money and buyers Friday, but before we speculate what that means for next week's six-day, 1,302-strong Tattersalls' October Part 2 sale, let's try and establish exactly what did happen Friday, and what we think this now means in comparison to last year. First, we need to consider the sale's actual format this year, with ‘Days 1-2' and a ‘Days 3-4' resembling Keeneland Books 1 and 2 at the September Sale. In other words, the top yearlings (corresponding to September Book 1) sold the first two days; and the next best group (corresponding to September Book 2) the next two days. But within each grouping, consignors evidently had some room to move around--if they had three slots Thursday and three slots Friday, then consignors would have input into which of their yearlings sold which day.

Sales company officials had informally estimated averages of 70,000gns and 60,000gns, respectively, for Thursday and Friday. In fact, Thursday's average was 10,000gns higher than that informal projection, and Friday's was 10,000gns lower. Part of what appeared to have been a collapse could in fact have simply been consignors, collectively, 'packing' Thursday at the expense of Friday.

In any case, it's an interesting coincidence that only the first three of October’s Part 1 and Part 2 combined 10 selling days ended up with prices the level of the first two days of last year's October Part 1 (78,100gns) and above, and that Goffs' itself catalogued the Orby part of the former Orby sale as 1 1/2 of their five selling days. I suspect that the 30 percent 'better yearlings' concept might be something we come back to when next week is done and in the history books.

If you add in Goffs' Autumn yearling sale last year to their 2003 Orby and Challenge figures, the number of yearlings offered in 2004 was similar to last year: at all three sales combined last year, 925 yearlings were offered and 831 reported as sold for a total (converted from Euros at the rate of 1 guinea= i1.575, or £1=i1.50) of 24,793,800gns and an average of 29,836gns. The corresponding gross this year was down 17 percent, the average was down 14 percent. Comparing Tattersalls' four-day October Book 1 this year with Houghton plus the first two days of October Book 1 last year (see below), the gross is down 11 percent, the average 15 percent. Week 1, Goffs--average down 14 percent. Week 2, Tattersalls--average down 15 percent.

A pattern is emerging. Last year, the 789 yearlings to sell in October Part 1 (after the first two days) and October Part 2, combined, averaged 21,522gns. If this week's average is also down 15 percent, October Part 2 will average around 18,300gns. If that proves to be the case, then the three-week orgy of Irish, then British yearlings will end up with almost exactly the same number of yearlings sold as last year's 2,115, and we can now project the final figures will show about a 13-percent decline from last year, with total sales of about 88,129,800gns (down from 101,182,300gns last year), and an average of 41,610gns (down from a combined and converted average of 47,840gns last year). Thanks to Tattersalls' Jason Singh for helping me work up and analyze these figures--though he is more optimistic about October Part 2 than I am.

GOFFS (converted to gns)

2004:
Offered – 921;
Sold – 806 (88 percent);
Gross – 20,585,800 (-17 percent);
Average –
25,540 (-14 percent)

2003:
Offered – 925;
Sold – 831 (90 percent);
Gross – 24,793,800;
Average – 29,836

TATTERSALLS OCTOBER PART 1
*2004:
Offered – 708;
Sold – 512 (up 3 percent);
Gross – 52,631,000 (-11 percent);
average –102,795 (-15 percent)

**2003:
Sold – 495;
Gross – 59,408,000;
Average – 120,717

*October Part 1
**Houghton plus first two days October Part 1

TATTERSALLS REMAINING (projected)
*2004:
Catalogued – 1302;
Sold – 800;
Gross – 14,640,000;
Average – 18,300

**2003:
Sold – 789;
Gross – 16,980,500;
Average – 21,522

*October Part 2
**Remainder of Part 1 plus October Part 2

These are pretty sobering figures, not least if you are going to be setting stud fees for next year, or thinking about paying them. Here's another set of sobering statistics: of the 512 yearlings sold last week in October Part 1, I reckon over 100 of them were bought by Maktoums and associates. John Ferguson, Shadwell and Darley signed for 67, and between Charlie, Anthony Stroud and anybody else who might have been buying for them, I'd say they'll have comfortably broken the 100-yearling mark. That's one of every five sold. Add in Demi's 24, and the game's two biggest operations bought over 25 percent of the yearlings sold last week, and spent over 40 percent of the money. Take the Maktoums out of the equation, and the value of horses in Europe would drop 40 percent overnight. Perhaps just as ominously, 23 of the 24 bought by Demi O'Byrne were by Coolmore stallions, and 17 of the 31 bought by John Ferguson were by Darley/Maktoum stallions--though they did also buy 10 by Coolmore sires. There is a lot of thrashing about and hand-wringing going on, and there's sure to be a lot more by the nd of next week because, after all, prices aren't going to go up from here on in, are they? The target, I would say, would be to equal last year's gross for the last 789 sold, right at 17-million guineas. In market theory, the solutions are very simple:

• Breed fewer horses, period

• Stop overbreeding bad mares to potentially good stallions just because you can get to them cheaply

• Find out what the business has to do to turn all these new-money sellers into new-money buyers

• Otherwise expand the number of buyers--but how?

Since the first two options are only going to happen when people start losing enough money to discourage them from being horse breeders, we have to try and solve the third and, certainly, the fourth.

There are two principal potential motivations for people owning racehorses: fun and glory (that's one), or money. Long-term, the industry must address these issues anyway and, by doing so, the motivations to buy yearlings could be restored, and expanded. But it's a big job, and the industry as a whole, nationally or internationally, is not really addressing the problem. It's thus being left to private (or unilateral, as the French proposals I mentioned the other day) initiatives, which are fine if they work, but have thus far been fairly limited in scope, compared to potential industry-sponsored strategies and programs."

[Note: emphasis in article added]

If you're interested in virtual farm tours (US farms) check out the Bloodhorse Bloodhorse site. On the right hand side of the home page they list a number of studs who offer this facility including Coolmore (Ashford Stud), Claiborne Farm, Country Life Farm, Crestwood Farm, December Farm, Highcliff Farm, Hill 'N' Dale Farm, Mill Ridge Farm, Northview Stallions, Overbrook Farm, Santa Escolastica Inc, Three Chimneys Farm and WinStar Farm.

Closer to home: they're not virtual stud tours (well, unless you count the background tree/grass/fence shots ...) but the large number of video clips offered on the Sire Cam site can be useful for assessing stallions (it would sometimes be helpful to know in advance how tall - or indeed how 'height challenged' - the stallion handler is as some of the 15.3hh stallions look GIGANTIC until you cross-check their height on their conformation page ... but nevertheless some video footage is often more helpful than a two dimensional air brushed photograph).

The young South Australian sire, Happy Giggle, secured his first winner in a 2 year old metropolitan handicap in Sydney on the weekend ... from no less than his first starter! Vigoria had 3.5 lengths on his opposition at the post and it's always the "one for one" and "easy victory" comments that make for such great advertising for a freshman sire.

Happy Giggle is a son of champion two-year-old sire Rory's Jester. He won four of his six starts as a two year old including the Group Two Maribyrnong Plate at Flemington, the Group Three Blue Diamond Prelude at Caulfield, Merson Cooper Stakes at Sandown and Maribyrnong Trial Stakes at Flemington.

Happy Giggle stands at Lakewood Stud alongside Bellotto, Allanan and Foxhound.

These days, branding (ie. increased awareness, recall, favorability and purchase intent for a product or service) should not be relegated to just mainstream advertising ie. magazine, TV and radio ads, corporate brochures, race sponsorship etc. The use of the Internet in terms of raising profile and encouraging sales is an integral part of the marketing mix not just via websites but also via online advertising.

A case in point: if you subscribe to some of the daily news bulletins eg. Stallions and/or Breeding & Racing or regularly visit The Australian Studbook site, RaceNet, AAP Racing & Sports, Racing Post [the list is never ending really] I bet most of you could tell me some of the businesses who advertise on these sites - whether or not you have ever bought anything from them.

A study by Dynamic Logic for the European Interactive Advertising Association analyzed 200 online ad campaigns quantifying the impact of branding. On average online advertising boosts brand awareness (+5.4%), ad recall (+45.3%), message association (+21.6%), brand favorability (+5.6%) and purchase intent (+4.9%). The study shows similar results for both U.S. and European online branding. These are numbers that prove the powerful impact of web and email advertising.

The results are also good news for advertisers who worry that they aren't getting adequate 'click through' rates for their online campaigns. The studies show that readers are still passively absorbing the ads/company names on a web page whether or not they are clicking-through ... positive subliminal references for the future as I like to refer to the branding exercise!!

Also mentioned in the Thoroughbred Times was the startling news that Taylor Made Sales Agency will reach the $1-billion mark in public auction sales at the upcoming Keeneland November breeding stock sale.

Vice president of sales, Mark Taylor is reported to have said "We are truly blessed."

.. I can think of a few other ways to describe it!!!

Demonstrating the irony of market whims, Royal Academy came out this week and scored his 100th stakes winner. It's been a good year for the stallion whose globe trotting shuttle commitments have included Ireland, America, Japan, Brazil and Australia. Six of his Australian progeny have also notched stakes wins in 2004 including Academe, Consular, Knight Academy, Recapitalize, Royal Mask, Royal Sash (plus the Australian export Bullish Luck [known in Australia as Al Moughazel] who won this year's Group 1 Hong Kong Gold Cup).

Royal Academy has always served decent books during his Southern shuttles (127 mares in 2003; 141 in 2002; 76 in 1999; 131 in 1998; 144 in 1997; 102 in 1996; 69 in 1995; and 91 in 1994) but fell from favour with buyers a few years ago (for a multitude of reasons none of which are ever easily determined) and his sales average slipped to $54,423 in 2002 for 27 yearlings sold (the last year his progeny appeared in the sales ring due to copping a few years off the Coolmore roster courtesy of [relatively speaking] a low book in 1999) and only 5 of those lots were offered at Easter.

It was a far cry from previous years and just goes to show how rapidly stallions get passed over for the heavily hyped (and often unproven) 'newer' stallions. A brief glance over Royal Academy's yearling sales figures for the years 1997 - 2001 demonstrates this all too clearly:

1997: 48 offered (of whom 29 were offered at Easter), 42 sold for average of $89,011.90
1998: 43 offered (of whom 22 offered at Easter) , 35 sold for average $110,071.43
1999: 63 offered, 45 sold for average $78,266.67
2000 71 offered, 61 sold for average of $68,549.18
2001: 74 offered, 51 sold for average of $70,480.39

A statistic to (hopefully) make those buyers who are obsessed with purchasing fast-to-hand 2 year olds feel mildly uncomfortable -the 'out of favour' Royal Academy currently heads all North American-based sires by number of stakes winners produced -ahead of A.P Indy and Storm Cat (the latter who stands for US$500,000).

Royal Academy stands for US$20,000 at Ashford and 'fee on application' according to the Coolmore site (clarified as $27,500 if you cross-check the Stud Book). It will be interesting to see how his yearlings sell in 2005.

Image from Coolmore site

Rob Burnet of Thoroughbred News interviewed Graeme Rogerson after the trainer's successful victory with Econsul in yesterday's Group One Carlton Draught Caulfield Guineas.

"Racing is for dreams ... I sell dreams and it has paid off," Rogerson said.

Econsul (ex Gypsy Soul, by Centaine) is from the first crop of the stallion Pins (Snippets). The colt was purchased by Rogerson at the New Zealand Bloodstock Select Colts Sale at Karaka for $NZ65,000. Rob Burnet goes on to say "For a dream, that price can now be rated as somewhat modest. Econsul has raced 12 times for three wins, three places, for stakes of $800,000."

The Australian Racing Fact Book states that in 2002 there were:

• 28,809 mare returns
• 17,676 live foals

In the same year at public auction the following numbers were sold:

• 4,057 yearlings
• 866 weanlings, and
• 339 two year olds.

Racing in 2002/3 saw:

• 20,702 races in Australia
• 36,525 starters
• Total prizemoney of $331,472,666

Only 42 horses out of this number would earn more than $500,000. Only 386 out of this number would earn more than $100,000.

Despite the results of the maths lesson, Rogerson's quote aptly sums up what makes yearlings sell for seven figure sums in this business, owners persevere with horse's innate skill to get injured (or just be slow) when you least expect it, and everyone ... and I mean EVERYONE who breeds or buys on a horse believe that THEIR horse is the next champion.

The marketer's dream - Smarty Jones - has arrived at Three Chimneys Farm and according to an article in The Thoroughbred Times the farm has had to "hire a full-time tour guide and make plans to build a new parking lot ... Molly Rosen leads free tours at 1 p.m. ET daily for 40 guests of the farm.

"Speaking to the Kentucky Thoroughbred Farm Managers’ Club on Thursday, Robert Clay said that the Saturday tours are booked through the end of the year, and that Smarty Jones has averaged about 250 visitors a week since he arrived at Three Chimneys on August 16.

"Obtaining Smarty Jones was a key break for us; just a tremendous opportunity," Clay said. "We’ll build a parking lot; we hired a tour director; we’ll get through this. It’s a privilege to stand a horse like this."

Ah yes, a product that markets itself ... alas, the rest of us have to do a fair bit more work to achieve the same effect!

I like their new-look website. In addition to the Broodmare Forum - which I mentioned last month - I also like the suggestion box.

The site states: "Racing NSW is keen to get as much input as possible from industry stakeholders to assist it in creating the best racing industry in Australia. All industry participants are invited to make suggestions as to how the NSW racing industry can be improved. If you would like to make a suggestion(s), please send your contribution to suggestionbox@racingnsw.com.au In your email to Racing NSW, please indicate whether you give permission for your submission to be published."

There are quite a few suggestions there already and no doubt more will follow in the coming months. It will be interesting to see if any are adopted.

In an article I published in September titled "Sponsorship - A Fair Cut?" (available at http://www.athloneassociates.com/thorgen.htm) I touched on some of the financial realities facing owners:

"To add weight to an owner's plight there are volumes of statistics to support the fact that the overwhelming majority of owners fail to break even let alone profit from their thoroughbred interests. In a recent submission to Racing NSW's Strategic Planning Committee for example, NSW Racehorse Owners Association president Rob Albon stated that "The greatest threat to a sustainable future for racing in NSW is inadequate returns to owners." Backing his statement was Racing NSW chief executive Peter V'Landys who has identified a collective deficit borne by owners of a staggering $100 million per year."

With such statistics in hand, Racing NSW are now committed to increasing the number of owners involved in racing. 'Operation Ownership' may not be the most creative of campaign titles but good marketing is (usually) simple marketing and the purpose of this campaign is clear.

The new look website sets the scene for those not up-to-date with the latest news. There is also an article by J Murphy in today's Sydney Morning Herald at
http://www.smh.com.au/articles/2004/10/07/1097089498825.html) on what the scheme endeavors to achieve.

Gee, if there are a few additional owners sharing the collective burden of debt my horses rack up each month that will be excellent. To what address can I send the invoices Peter?!?

I speak in jest. It's certainly hard to make money in this industry but I can't imagine anything bringing as much joy (even if some days it brings acute heart ache) as breeding/racing/owning horses. There's absolutely nothing like it. New owners are an essential ingredient in the future of this sport. I certainly hope the other States make as considerable an effort to attract new people to the sport as Racing NSW are doing.

For inane uses of time the following piece of research is right up there (before someone emails to tell me the same).

Nevertheless, distracted from another research project whilst looking at AAP Racing & Sports this afternoon I conducted a quick survey of popular names (any horse since 1982).

Here were some of the more interesting findings (depending on how you look at it of course!):

1,180 horse names include 'golden' (then I lost count)

Demonstrating that royalty is far from outdated there are 1,444 names involving 'princess'
(plus 9 spelt as 'princesse'), as well as no end of names including 'prince, king, queen, earl, duke, lady and lord'

Proving that possession is still 9/10ths of the law – the word 'my' appears in no less that 2,044 names.

Wishful thinking is not lacking in the ownership ranks: we see 267 names including the word 'fast', 25 with 'champion' and 262 with 'victory'.

Appealing to on high - 175 names include 'angel'.

Sticking with the 'wing and a prayer' metaphor – 150+ horses have 'hope' in their name whilst another 798 include 'luck'.

Reality, a general disillusionment (or a desire to jinx the unfortunate bearer of the name) sees 24 horses with 'slow' and 7 with 'hopeless' in their name.

Showing the Chinese influence – 92 names include 'dragon'.

For the plain weird there are 3 that include 'prawn', a 'budgie' and, of course, how could this end without a 'Partridge' … and the obligatory 'Pear Tree'?!

Right … now where was I again?

Glancing through the Inglis Ready to Run 2 yo Thoroughbred Sale catalogue and what do I find but Lot 41 - a chestnut colt by Spinning World out of Knight's Baroness (by Celestial Bounty).

It's not the colt's pedigree that intrigues me, rather, the nominations: 2005 Golden Slipper (nothing unusual there) PLUS (wait for it ...) Magic Millions qualified.

It's an interesting move by the Vendor (888 Thoroughbreds Pty Ltd - who I confess I haven't come across before).

I imagine it would leave a slightly sour taste in Inglis' mouth that they are promoting a horse that (all things being equal) may attract a bit more buyer interest as it is eligible for bonus races established by their leading competitor (note that Inglis don't offer a bonus race for graduates of this particular sale). Admittedly Inglis get the sales commission for selling the horse so I guess they come out ahead but still, it's free advertising for their Northern cousins.

(As an aside - if this horse wins any big races it will interesting to see which auction house rushes to claim the credit for selling the horse. An interesting sales pitch indeed!)