Although Arthur Pegg, Vice President of Simulcast Sales for WatchandWager.com LLC (the company now owning Cal-Expo) and its parent company WatchandWager.com LTD, has a great deal of experience with horses and horse racing (his father, Peter Pegg, was a bloodstock agent), he hadn’t had much contact with harness racing until Cal Expo joined the WaW “team” 18 months ago.
But you can tell that Arthur “thinks” like a harness racing executive.
He has a copy of Guerilla Marketing “right in front of my desk.”
Guerilla Marketing, written by Jay Conrad Levinson in 1984, is a seminal book on modern advertising: it identifies the major players in a given field, the second-tier providers, and the smaller “others” trying to make their mark, and emphasizes that the “others” cannot employ the same marketing tactics as their larger competitors, that they must find innovative, “unconventional” methods of attracting and keeping customers, and that then “it must provide a product that delivers the promised benefits.” (The latter is the corollary of the adage “There’s no better way to kill a bad product than with good advertising.”)
Harness racing certainly can be defined as “outside the mainstream” in terms of modern wagering and entertainment, and Cal-Expo, 900 miles from Vancouver’s Fraser Downs and just over double that from the nearest U.S. track, Running Aces near Minneapolis-St. Paul, is an outsider within an outsider. Yet in the first year under the stewardship of Pegg and WatchandWager, “simulcasting sales for Cal-Expo were up 27%,” he reports. “People like the larger track with movement in the racing, larger fields when we can provide them, and competitive racing, and we are delivering that regularly.” (Not to mention the Pacific Standard Time product, putting out content late in the East Coast day, when there is little competition.)
WatchandWager.com is a subsidiary of WatchandWager.com LTD (the ultimate “parent company” is Webis Holdings PLC, traded on the London exchange), which offers an advanced deposit wagering platform for all forms of gaming. “In looking to expand to the U.S. marketplace,” Pegg continued, “the models showed that it was best to be associated with a racetrack as a ‘hub,’ and Cal-Expo was available and fit in our plans. So we began to operate the meet there in October 2012, and the company is U.S.-based in San Francisco.”And WaW has followed classic guerilla marketing tactics through its central website for gaming: “We offer more tracks than any other platform, and we offer more free programs than any site.” You can get a program for Solvalla on WatchandWager.com, but not Woodbine or Meadowlands – “We are working on trying to find a pricing model that is acceptable to all parties involved.”
“The customer is king for WatchandWager,” Pegg notes. “We go the extra mile for our patrons, and deliver value-added tools to them, such as the separate basic instructions on wagering that we have developed for five different breeds of horses on which we offer opportunity.”
Pegg himself has seen a lot of the U.S. en route to his present high position, achieved at age 33. A native of Virginia, Pegg graduated from Penn State University (100 miles from the nearest racetrack, Penn National), where “interestingly, I majored in meteorology.” But one can see a definite connection between the weather and the ponies: racetrack conditions play such an important part of racing, and what is “a 40% chance of rain tonight” but another way of saying “Rain this evening is 3 to 2”?
Pegg is also a graduate of the renowned University of Arizona Racetrack Management Program, steered that way by Lenny Hale, of NYRA and Maryland Jockey Club fame. He joined WatchandWager, where in short order he developed a job profile entailing ADW operations and business/product development, which includes overseeing simulcasting, licensing requirements and compliance, the company website, performance analytics, and …
…marketing. And he’s working with California harness veterans Chris Schick and Ben Kenney, subcontracting as operations overseers to WatchandWager as Golden Bear Racing, to help revive the fortunes of Cal-Expo, while the parent company tries to expand its “footprint” in the United States.
by Jerry Connors, for Harnesslink.com