Day At The Track

USTA in to partnership with

05:42 PM 10 Jul 2012 NZST
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Joel Benson
Joel Benson, a revolutionary online financial system developed for harness racing owners, trainers, drivers and vendors in the Standardbred industry, officially begins its launch July 10, 2012.

Joel Benson, founder of and five-year owner of the J L Benson Stables, worked nearly three years in developing the site as a means of utilizing technology to create a simple and efficient way to manage the finances of horse racing, “I was spending endless hours deciphering handwritten bills from blacksmiths and coding track checks,” Benson explained. “It was a nightmare and I didn’t want to store them in a shoebox!”

With race data supplied by the United States Trotting Association (USTA), Benson’s site tracks race records, purse receipts and records vendor bills to provide a true Profit & Loss statement for each horse.

“ provides horsemen with a detailed, easy-to-use format that will be an excellent service to them that utilizes USTA data to keep track of and manage their daily business,” said USTA Executive Vice President/CEO Mike Tanner in announcing the data licensing agreement.

Vendor’s bill owners online and automatically splits each bill by percentage of ownership. Also featured is an electronic fund transfer Automated Clearing House (ACH) system where horsemen receive payments directly into their personal bank accounts.

Direct deposit of purse checks from tracks, Stakes fees and claim payments will follow. Trainers even have a section where they can view the Equipment Card for each horse in their stable and be able to check or change it anytime.

“We’re going paperless,” said Benson. “No more paper bills, running to make deposits at the bank and an end to overnight cashier checks, wires and checks in the mail.”

Novice computer users will find easy print-out instructions along with a Red Horseshoe self teaching video on most every page.

“There is also a link on the log-in page,” said President Steven Wolf, “that allows anyone to view our test site. They can see what each working page looks like before they sign on and build up their own stable.

“The key to online financial site efficiency is for each horse owner, trainer, driver and vendor to become a member.” Wolf said. “That is why we have a free trial offer in place. Beginning Tuesday, July 10, all horsemen registering at will be entitled to use the site free of charge except for a one-time $20.00 set-up registration fee for the ACH banking account.”

Benson concluded, “We invite everyone to check out our system, kick the tires, test the data, give us a good training trip and appreciate how this site will save hours of valuable financial time every month, while maintaining the best records possible for stable management and financial accountability.”

Membership fees begin after the free trial offer ends on August 31, 2012 and fees will vary upon the number of horses serviced and membership category.

Future plans for include setups in other countries world-wide, the Thoroughbred and Quarter Horse industries and a V-2 version for syndication called

Joel Benson Bio

Joel Benson has been a marketing fixture nationally out of Ft. Lauderdale, Florida since he started his company, EventNetUSA, in 1976. EventNetUSA is a marketing/advertising company that centers on promoting consumer brand events nationwide for companies including L’Oreal, Nestles and Humana.

His sports marketing clients have included CBS Sports Line, National Football League Hall of Fame and he has represented pro athletes in the NBA.

As CEO of; Benson first became a Standardbred horse owner five years ago when he was presented with a race horse for his birthday. He currently is the owner of 25 horses, including recent Yonkers Raceway and Harrah’s Philadelphia Open Pace winner, Whackamole Hanover, top pacing mare, Best Around, and former stakes and Invitational winners Foreign Officer and Keep It Real.

While learning the owner’s side of the horse racing business, Benson created his own computer excel report for keeping track of his horses racing schedules and purse receipts but it took him hours to be able to update properly. Those concerns helped lead him to the development of three years ago.

Steven Wolf Bio

Hired as President of in November 2011, Steven Wolf has 30 years experience in the pari-mutuel and gaming industry. He is the former Senior Director of Racing Operations and Marketing Director at the Isle Casino & Racing Pompano Park and was the Director of Marketing and Public Relations at Freehold Raceway.

Wolf is currently President of the United States Harness Writers Association (USHWA) and President/co-founder of Pompano Has Heart, Inc., a disaster-relief charity. He was also Chairman of the Board of Directors of the Greater Pompano Beach Chamber of Commerce.

Wolf was twice honored as the USHWA Man of the Year, has won the Golden Pen Award and both the Clyde Hirt and Allen J. Finkelson Media Awards for outstanding marketing and media coverage for the industry. Working with his father, the late Manny Wolf, they operated the family racing stable, Leo Wolf & Son, Inc. that bred, owned and raced more than 300 Standardbred horses.

For additional information please contact Steven Wolf, President of at or (954) 467-9898 ext. 214.

by Ellen HARVEY

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