Initial Results From Ownership Survey Released

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Press release from the National Thoroughbred Racing Association
The National Thoroughbred Racing Association today unveiled preliminary findings from consumer research on Thoroughbred owners. The study was commissioned by TheGreatestGame.com, a research, marketing, advertising, television and Internet-based program operated by the NTRA and sponsored by Keeneland and the Thoroughbred Owners and Breeders Association (TOBA), as well as other industry organizations, to identify, recruit and retain racehorse owners. Tom Nelson, vice president of MARC Research, presented the findings at the third annual Western Conference on Racing, held at Hollywood Park, in Inglewood, Calif.

Objectives of the research project include:

--Exploring owner needs, requirements and expectations in the
ownership experience;
--Understanding the owner's decision-making process for purchasing a
Thoroughbred;
--Identifying the "drivers" of long-term ownership and owner turnover;
--Discovering ways to enhance the ownership experience; and
--Exploring ways to attract new owners to Thoroughbred racing.

The NTRA also announced that Reed Farley has been named executive director of TheGreatestGame.com. Farley, a Thoroughbred owner and breeder, joined the NTRA in January 1999 and was named senior vice president-industry development and technology in April of that year.

Prior to his tenure with the NTRA, Farley was with IBM for 18 years and with Lexmark International, Inc., an IBM spin-off, for eight years. At IBM, Farley began as a sales representative and subsequently held numerous management positions including branch manager, district manager, area vice president and executive assistant to the president. He retired from his most recent position of vice president of sales and marketing at Lexmark to join the NTRA.

In his remarks, Farley stated that TheGreatestGame.com would launch a pilot program for prospective racehorse owners in California, in conjunction with Thoroughbred Owners of California (TOC). The pilot program, scheduled to begin in the next several weeks, will focus on educational initiatives and the enhancement of TOC's owner programs and services.

To obtain a copy of TheGreatestGame.com's preliminary report on ownership, contact Peggy Hendershot at NTRA Communications (212-907-9280). The NTRA will make an announcement when the complete report is available.

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