At a time when public perception of racing is more scrutinised than ever, National Thoroughbred Week offers a unique opportunity for the public to experience the realities of the industry up close.
From observing morning trackwork to exploring equine welfare and post-racing career pathways, the initiative aims to bridge the gap between misinformation and reality, empowering policymakers and the public to form their own informed perspectives about the industry.
The initiative aligns with Together for Racing International (TfRI), a movement designed to share best practices across racing nations to promote equine welfare, community engagement, and sustainable industry growth.
The open-week concept follows in the footsteps of the highly successful National Racehorse Week (UK), which has made significant strides in how the industry engages with the public. National Thoroughbred Week will adapt this proven model to fit Australia and New Zealand’s diverse racing landscape, bringing together trainers, breeders, jockeys, owners, aftercare specialists, and fans to showcase the sport and its horses in the most authentic and direct way possible.
A trans-Tasman initiative to bring the industry together
Justine Sclater, Head of Welfare and Sustainability at New Zealand Thoroughbred Racing, has seen first-hand the concept successfully executed at New Zealand’s Open Farms week.
“It was so uplifting and rewarding to have conversations with visitors and see them leave with an insight into the dedicated care our thoroughbreds receive,” Sclater revealed.
“From trainers to breeding operations, everyone has a role to play. Whether it’s a local country stable or a major stud farm, we want every part of the industry involved. This is about full participation, and we’re here to bring it all together.”
This was backed up by Thoroughbred Breeders’ Australia’s Basil Nolan: “National Thoroughbred Week gives us all the chance to connect with the public outside the traditional racing audience. It supports the broader work Aushorse and TBA are doing to promote the breeding industry and ensure people understand the scale, professionalism and care that underpin it.
“Opening our gates and having honest, direct conversations with the public is one of the most effective ways to build long-term trust and interest. We’re pleased the industry will be working together to make that happen on a national level.”
With industry-wide participation, the pilot event is aiming to attract 10,000 attendees in its first year, with a goal to exceed 100,000 visitors by Year 3 as the initiative expands.
A natural next step in perception marketing
Vicky Leonard, the driving force behind Kick Up, believes the initiative is a critical evolution for the next step in improving the industry’s perception.
“Kick Up has been focused on tackling perception challenges online and through education, but change marketing also needs real-world action. National Thoroughbred Week is the next step - opening stable doors, creating hands-on moments, and showing people the reality of racing, up close and personal.”
“Trust is built through experience and when an industry isn’t open people believe it has something to hide. We’re giving people a direct and special experience.”
The event will run alongside Kick Up’s online Melbourne Cup perception campaign, inviting the public to step inside the industry in a real-life experience immediately after the height of racing’s visibility.
Part of a global movement
Nick Bawden, CEO of Racing SA, conveyed his strong support, explaining how the National Thoroughbred Week Pilot fits into a broader international push to make racing more open and accessible through the global initiative TfRl.
“We’ve seen the success of the UK’s National Racehorse Week with 35,000+ attendees in just three years.
“The National Thoroughbred Week Pilot presents to Australia the chance to further drive this initiative, tailoring this November event to our proud racing culture. “The Pilot is a way to showcase that our sport and industry’s practices around thoroughbred breeding, racehorse education, equine welfare and the dedication of the workforce to their horses, and importantly demonstrating their skills and passion directly to the public,” said Bawden.
“Racing SA is dedicated to championing the National Thoroughbred Week Pilot; through sponsorship, media partnerships, and community involvement, this promising event is set to become an annual fixture that positions racing as transparent, engaging, and accessible to all.”
How to get involved
National Thoroughbred Week is calling on trainers, breeders, aftercare specialists, and industry partners and stakeholders to take part in this nationwide movement.
Whether hosting an open day, sponsoring the event, or volunteering time, there are many ways to help make this initiative a success.
For more information, sponsorship opportunities, or to get involved, visit www.thoroughbredweek.com.au or contact info@thoroughbredweek.com.au
