The National Thoroughbred Racing Association (NTRA) said vouchers worth $2.1 million, including a $1 million grand prize, have been mailed to more than 360,000 consumers as part of the NTRA Mystery Mutuel Voucher promotion Aug. 13.
The vouchers, the NTRA's 11th such promotion since August 2000, are redeemable Aug. 13 at participating racetracks and OTBs.
Mystery Mutuel Vouchers are coded tickets worth $2 to $1 million distributed in local markets via direct mail, accompanied by customized brochures. During the first 10 Mystery Mutuel Voucher promotions, more than $29 million in vouchers were circulated, resulting in double-digit increases in pari-mutuel handle and attendance at most participating sites compared to the same weekend date from the prior year.
The 13 sites participating Aug. 13 are as follows: Arlington Park, Churchill Downs, Delaware Park, Ellis Park, Emerald Downs, Fair Grounds, Hoosier Park, Harrah's Louisiana Downs, Monmouth Park, Mountaineer Park, Oaklawn Park, Sam Houston Race Park, and Suffolk Downs.
The Mystery Mutuel Voucher redemption coincides with major stakes, including the Arlington Million (gr. IT) at Arlington Park and the Sword Dancer Invitational Handicap (gr. IT) at Saratoga.
"Based on redemption rates that far surpass the marketing industry norm, we think the Mystery Mutuel Voucher promotion is one of the most effective direct mail initiatives in all of sports," said Keith Chamblin, NTRA senior vice president-industry relations and marketing.
The promotion features model lists for tracks to augment their mailings by NTRA, and volume-generated discounts on printing and mailing by Presort Services.
The NTRA is a broad-based coalition of horseracing interests, charged with increasing popularity of horseracing and improving economic conditions for industry participants.