How The Everest has attracted a whole new generation to the races
The Everest is reinventing racing for a whole new generation of Millennials who will make up the majority of the 40,000 at Royal Randwick on Saturday. Here’s how they did it.
NSW
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The Everest is reinventing racing for a whole new generation of Millennials who will make up the majority of the 40,000 plus crowd at Royal Randwick on Saturday.
Official figures from the last full crowd before the pandemic showed that 78.2 per cent of general admission racegoers at The Everest were under the age of 35.
“The Everest has really taken off with young people who are making it their own,” Everest slot holder James Harron said. “It has taken on a totally different dynamic.”
The embrace of younger race fans is all the more remarkable in the light of a 2019 Roy Morgan survey that found a third of Australians who watched horse racing were over 65 years old. Just under 20 per cent were aged under 35.
“Younger people are all talking about it, wondering what everyone is doing and they are excited about the horses,” said Mr Harron, who has Giga Kick running in the $15 million race.
The Everest was the brainchild of Racing NSW chief executive Peter V’landys who pitched it against Victoria’s staid Caulfield Cup. In the last race before the pandemic The Everest, the world’s richest race on turf, attracted a crowd of more than 40,000 while just 28,000 went to Caulfield.
Young Professionals in Racing ambassador Molly Rose said the race, with its unconventional format of paid slots and big prize money, had captured the imagination of a completely new generation of race goers.
“Interest among young people has really picked up since the start of The Everest in 2017,” she said. The trend began on the very first running of The Everest in 2017 where 60 per cent of the 20,000 pre-sold tickets were bought by people under the age of 30.
Ms Rose said some younger people would argue with her because they mistakenly believed racing was cruel to horses. “The work that has been done with equine welfare is amazing, these horses are so loved they are treated like silk worms.”
For most of her friends she said the races was an amazing day out. “It’s just the fun atmosphere and the idea that they can come to the races and experience a variety of things including the new Winx stand and great entertainment,” Ms Rose said.
Talent agent George Moskos has been responsible for booking a string of artists for The Everest including Jason Derulo and Destiny’s Child star Kelly Rowland.
“It has been an amazing initiative to attract a younger generation into the sport,” Mr Moskos said.
The younger race goers attend as much for the concert after the races, performed free in the Theatre of the Horse parade ring, as for the races themselves. The choice of artist is critical.
“It is great to have an artist who will appeal to the younger demographic by putting on an amazing live show,” said Mr Moskos.
This year he has booked hot Australian DJ duo Peking Duk who will be releasing a brand new track for the first time on Saturday night.
That, according to New Zealand born trainer Bjorn Baker, guarantees an “electric atmosphere” on the day.
“The Everest gets young people involved with world class racing and that is where the future of racing lies,” said Mr Baker. He has two runners, Overpass and Shades of Rose, running in the race on Saturday and would like to have more in the future.
“I want to be involved in racing for a long time and you need the next generation to be interested to guarantee that,” he said.
Molecular diagnostics research coordinator Kimberley Ireland, 31, has only recently discovered the joys of racing. “It is the atmosphere, the betting on the horses, the dressing up. It is so much fun,” she said.
“When you dress up for the races it is more special, more grand, more glamorous and the boys have to dress up too. You don’t want to be in a photo with someone who does not make an effort.”
No risk of that with twins Curtis and Liam Gilleland, 20, who were racing regulars as children with their father Scott. “There never used to be people our age at the races but since The Everest it has just taken off,” Curtis said.
“I think fashion is a big part of it. The only other time you get to dress up is at a wedding or a funeral. The races are fun.”
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