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Coverage of Stu Kirshenbaum's presentation to the Pennsylvania State Horse Racing Commission, December 2023

December 28, 2023, by Tom LaMarra, USTA Web Newsroom Senior Correspondent (article copied below)

Harrisburg, PA — The Pennsylvania Horse Racing Commission has reached an agreement with the Horseracing Integrity and Safety Authority on its 2024 Racetrack Safety Program at the state’s three Thoroughbred tracks but as of mid-December had not finalized agreements on the HISA Anti-Doping and Medication Control Program and related laboratory services.

The PHRC most recently met Dec. 19 for its final meeting of 2023. It approved a motion to authorize staff to execute the Racetrack Safety Program agreement and to work toward finalizing the other two agreements. They are expected to be ratified at an upcoming meeting in 2024.

HISA earlier in 2023 announced a 2024 budget of about $78 million based on total racetrack assessments of $77.5 million. The final figure could drop by about $18 million based on credits for some states or tracks that handle various duties such as using their own staff for test barn operations and sample collection.

Pennsylvania’s total assessment is roughly $7 million, with $4.3 million of that assessed to Parx Racing. According to HISA documents, the state is eligible for $4.9 million in credits: $1.5 million for race-day sample collection and $3 million for laboratory and research services. The Pennsylvania Equine Toxicology and Research Laboratory is among the labs accredited and used by the Horseracing Integrity & Welfare Unit under HISA.

In other business at the Dec. 19 meeting, the PHRC hosted a presentation from the Standardbred Breeders Association of Pennsylvania on its 2023 and 2024 marketing plans. It is one of six organizations that receives a share of one percent of revenue from slot machines at most of the state’s casinos for marketing and promotional purposes.

Stu Kirshenbaum, owner and executive producer of Keystone Films, which provides services to the SBA of PA, said the efforts have been and continue to be focused on building the brand and enhancing the image of Standardbred breeding in the state and also its importance nationally and internationally. The industry accounts for job creation and has substantive economic impact on the Central Pennsylvania region, he said.

The marketing campaign includes having video crews at farms to produce advertisements and promotional materials and there are open houses at farms that continue to increase in attendance. The SBA of PA website also houses a video with a focus on the quality of care Standardbreds receive. The content receives thousands of views from domestic and international audiences, Kirshenbaum said.

Keystone Films also produces advertisements that air during coverage of major events in harness racing.

“When there is a major harness racing event we want to make sure our message and branding is part of that event,” Kirshenbaum said.

The SBA of PA is among the organizations that partners with the Pennsylvania Horse Racing Association, which oversees the statewide marketing program under the PHRC. Ashley Eisenbeil, director of marketing for the PHRA, noted that the state’s three Standardbred tracks each offer free past-performance programs online every racing day as part of their individual marketing outreach programs.

The PHRA website has a section called “Wager Warriors” which offers past performances for Thoroughbred tracks, usually one day per week, and individuals can sign up to receive them via email or text. Eisenbeil said the number of downloads continues to grow for both breeds, and that the PHRA plans a study in 2024 to assess the impact the free information has on pari-mutuel handle.

Coverage of Stu Kirshenbaum's presentation to the Pennsylvania State Horse Racing Commission, January, 2021

January 27, 2021, by Tom LaMarra, USTA Web Newsroom Senior Correspondent (article copied below)

Harrisburg, PA — The Standardbred Breeders Association of Pennsylvania on Jan. 25 reported that 2020 marketing efforts were successful despite the impacts of COVID-19 on the racing industry at large.

The organization made a presentation to the Pennsylvania Horse Racing Commission, which oversees roughly $2 million in annual marketing funds for four horsemen’s groups and two breeders’ associations. Mike Simpson, a vice president at Hanover Shoe Farms, said the industry “benefited from creativity” in marketing given “the unique challenges of 2020.”

Stu Kirshenbaum, owner and executive producer of Keystone Films, said the marketing plan for the SBA of PA had two goals: to speak to the Standardbred industry at large to underscore Pennsylvania’s place at the top of the industry, and to engage with the general public and educate people on the economic impact of the breeding and racing industry in the state.

The plan included earned media such as leveraging relationships and contacts to pitch story ideas; on-location shoots at Hanover Shoe Farms and Diamond Creek Farm; videos geared toward the Standardbred Horse Sale, which this year was held in Timonium, Md., because of COVID-19 restrictions; and 30-second commercials that aired on TVG and CBS Sports Network in connection with the Hambletonian and Breeders Crown.

In addition, the SBA of PA social media platform was overhauled as was the organization’s website (standardbredbreederspa.com), Kirshenbaum said.

Daily Ad Brief's Jeff Swartz interviews Stu Kirshenbaum, Owner and Executive Producer of Keystone Films. Stu's passion and extensive knowledge of the horse racing and horse breeding industry helped him and the organizations he partnered with to minimize the spread of misinformation and help reinform many Pennsylvania's about horse racing and breeding. 

"More 2 Advertising" with Stu Kirshenbaum from Keystone Films from Daily Ad Brief TV on Vimeo.

Brian Zipse, a lifelong fan of horse racing, passionately promotes Stu Kirshenbaum's article in his own writeup about the future of racing. 

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