Racing for Change released further research findings from the 'Week of Free Racing' (26 April - 1 May) which show that new racegoers enjoyed the experience, intend to return but remain mystified by the complexities of betting.

The 'Free Week', which attracted an additional 40,000 racegoers to the nine participating racecourses, was used as an opportunity to find out more about those who are newcomers to the sport, as well as those who are lapsed or infrequent visitors. Information was collected from online applicants as well as via an independent research company which questioned 866 individuals in total, conducting interviews at all nine racecourses.

The online data showed that the majority of applicants were male (72%) and middle-aged but a significant proportion (19%) were younger adults (18-30yrs). Approximately two thirds of applicants already had some knowledge of horserace betting but the remaining adults were either new to betting or bet on other sports.

Of those questioned, just under a third were novice or first time visitors, just over a third were infrequent visitors and the remainder frequent racegoers or experts.

Visitors - frequency of race going

Expert (11+ times per annum) - 15%
Frequent (5-10 times pa) - 17%
Infrequent (1-4 times pa) - 38%
Novice/first time - 30%
Total - 100%

When respondents were asked, based on their raceday experience, whether they were likely to come racing more often in the future, 53% indicated that they were very likely to do so. A further 32% stated that they were quite likely to re-visit, a very positive overall endorsement for racing. Fewer than one per cent responded that they were very unlikely to do so.

The same individuals were also asked to describe the most enjoyable parts of their experience. In order of importance, a 'fun day out' scored highest, followed by 'atmosphere' and 'winning'. However, it is slightly worrying that the actual 'watching of races' and 'the horses' did not feature more highly in the responses, suggesting that more work is needed to promote racing's raison d'etre.

Most enjoyable parts of experience

1. Fun day out - 21%
2. Atmosphere - 18%
3. Winning - 17%
4. The weather - 12%
5. Watching the races - 11%
6. Meeting friends - 10%
7. The horses - 6%
8. It's free - 5%

The individuals surveyed were also asked if there was anything they had experienced that could be improved. More than half (57%) felt that nothing needed to be improved, suggesting that racing's core offering is good. However, this result needs to be treated with caution since entry was free. Of those with suggestions, cheaper drinks and more seating areas were most often mentioned.

Areas for improvement

1. None/nothing - 57%
2. Cheaper drinks - 12%
3. More seating areas - 5%
4. More seats/chairs - 4%
5. More varied catering - 4%
6. Catering quality - 3%
7. Cheaper food - 2%
8. More info re. where to sit - 2%

At Ascot on Wednesday 28 April, there was a first ever trial of bookmakers' odds being displayed in a decimal a format. This occasion was used for focus group research amongst both novice racegoers and infrequent visitors. The respondents were split into two groups, each given different levels of betting advice and provided with £30 each to bet.

The majority had had little previous experience of on-course bookmakers, although some had been in a high street bookmaker or bet on-line. The make-up of the research groups meant that they were not overly familiar with fractional odds. In particular, it was not obvious or immediately clear to many how much you would win, when a fraction was involved (such as 15/2 or 13/8).

Even those who understood fractions felt that it was not obvious to many how much you would receive back on a winning bet. Almost all respondents experienced initial difficulty converting fractions to decimals or vice-versa. The only exception was a racegoer who had experienced the introduction of decimal odds in Australia.

There was also general agreement that, if decimal odds were ever to be introduced, the 'steps' between the prices would benefit from being simplified, rather than exactly reflecting their current fractional equivalent (1.38 for 11/8 was seen as more complicated than 2.5 for 5/2). Decimals were seen as simple and straightforward to understand but some preferred the heritage of the fractional system. A number of respondents suggested that a display that alternated between fractions and decimal odds might be helpful.

Overall, a majority of respondents expressed a preference for decimal odds, seeing it as a way of modernizing the sport. However, they also felt that there was a more urgent need to remove other barriers to betting, such as 'complex' each way terms and details on minimum bet size. Many thought there would be merit in providing more detailed guides to newcomers.

The nine participating racecourses all reported significant growth in Tote turnover (average uplift 60%), suggesting that many first-time punters felt more comfortable with pool betting, helped by the Tote's on-course promotional efforts. The racecourses also reported significant increases in catering spend which helped to offset reduced gate receipts. In addition, the week provided the participating racecourses with many thousands of new e-mail addresses that can now be used for future marketing.

Ascot Racecourse conducted some additional research amongst its own visitors. The findings showed that the vast majority of customers visited as a couple and lived within one hour's travel of the racecourse.

Finally, racegoers responded favourably to the active efforts by racecourses to explain the day to newcomers, as well as several new initiatives including larger numbers on number cloths.

According to Rod Street, Chief Executive of Racing Enterprises Limited: "This has been a very valuable exercise in attracting new customers to the sport and collecting their contact details. We plan to share our findings with all racecourses so they can learn from the trial. We will also be highlighting a few ideas that might help individual racecourses to promote racing more effectively. However, it's much too early to speculate whether we would organise another 'free week', although there is obvious merit in coordinated national promotions."

Ian Barlow, Chairman of the Racecourse Association, said: "We have been very encouraged by the results of the 'Try Racing for Free' week. It has provided some excellent consumer data which racecourses will want to follow up. The participating racecourses rose to the challenge and were rewarded with great attendances. The Racing for Change team organized the initiative professionally and delivered much positive publicity for the sport."

Charles Barnett, Managing Director of Ascot, commented: "We were thrilled with the uptake for our free raceday - an increase of well over 10,000 on what we would normally expect on that day. We learned a huge amount from the exercise including how important it is to explain what comes so naturally to those of us embedded in the sport just a little bit better. It was good to launch our new format racecards in tandem with the free day and I think the fact that they were free was appreciated. Central to the exercise for us was our open evening specifically aimed at complete novices the week before racing - Ascot All Areas - that attracted 1,000 people, many of whom came back the following week."