Introduction. Strategic Plan - GRNSW 1

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1 CHASING 2020

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3 Introduction After a long period of separation between the regulatory and commercial functions of greyhound racing in NSW, the sport has experienced a period of stability following the dismantling of the Greyhound and Harness Racing Regulatory Authority and the return of its responsibilities to Greyhound Racing NSW (GRNSW). It is the first time greyhound racing in NSW has been self regulated and totally free of government influence. The sport is now in total control of its own destiny and has a strong foundation on which to build a sustainable future. A viable industry will not only require strong fiscal management and wise investment decisions, it will also involve the capitalisation of opportunities in the external environment that deliver community and commercial benefits to the sport. From 2007 to 2009 GRNSW has delivered ongoing increases in prize money and continued improvements in racing and club infrastructure. The sport in NSW, however, is now at risk of becoming motionless in an extremely competitive and continually changing wagering environment, with member participation levels, breeding activity, wagering revenue and on course attendance beginning to plateau in recent years. The last 10 years have seen significant structural change in the race wagering landscape, driven largely by the internet wagering revolution that has resulted in unparalleled growth in cross border betting. This technology shift has seen the move towards a national wagering market, and created exciting opportunities for greater competition within the industry. Although several challenges still exist such as the need for intercode funding reform GRNSW is committed to pursuing strategies that will enable NSW greyhound racing to capitalise on these opportunities through technology innovation and by presenting an attractive wagering product to customers. The Board believes there is a need to revitalise growth and has developed a strategic plan to guide our sport through the next decade. The plan aims to deliver ongoing improvements and support to both the greyhound professional and hobbyist. It was developed in close consultation with stakeholders and presents a shared vision and set of strategies that will ensure greyhound racing in NSW is prosperous and thriving in A shared vision alone, however, is not enough to guarantee success for our sport. To meet the goals and implement the strategies outlined in this plan, clubs, participants, administrators, and government will need to work closely together to drive the change that is required to move the sport forward. It is time for greyhound racing to embrace the challenges and opportunities presented by the external environment. The key challenge will be embracing the traditions of our sport while at the same time implementing new strategies that will enable us to maintain our competitiveness and meet business, sporting and community expectations. Greyhound racing in NSW can no longer rely on a closed industry model or an ageing membership and administrator base to provide a sustainable future. There is a need to attract and support the next generation of participants at all levels of the sport. In particular, the Board believes it is imperative to grow passive ownership in a bid to introduce new people to greyhound racing. We will continue to invest in and develop our clubs and participants, providing them with the tools, information and support they require to contribute to the growth of the sport. We are also committed to supporting our racing animals, by improving the welfare of the racing greyhound and increasing the awareness of the breed in the broader community. To become Australia s premier supplier of greyhound racing we will need to be innovative in the delivery of our services and product offering. To accomplish this, we will continue to build on our strengths and utilise our intellectual property, media rights and new technology to broaden our revenue base. This plan provides you with an understanding of how we intend to grow and position the sport for the future under five strategic pillars. The Board is committed to opening the sport s doors and providing everyone with an opportunity to be involved in the excitement and thrill of greyhound racing. We look forward to the challenges that lie ahead and will continue to work closely with industry stakeholders to pursue and implement strategies that maximise returns to the sport s participants and the broader community. Professor Percy Allan AM Chairman Strategic Plan - GRNSW 1

4 Strategic Plan Vision To be Australia s premier supplier of greyhound racing, delivering an attractive and innovative wagering product, focused on long term sustainable growth that will drive increased prize money returns to participants and appeal to consumers. Core Values Our plan and strategic vision is based upon the following core values: Innovation Integrity Teamwork Professionalism Performance driven Customer focus 2 Strategic Plan - GRNSW

5 Stakeholder Benefits Punter Participants Racing animal Clubs Community Business Government Wagering operators Improved race form and service levels leading to increased transparency and consistency Skills development and increased returns Improved welfare Ongoing funding and tailored support packages Creation of social capital Profitable partnerships Infrastructure development and continued revenue growth Attractive, competitive and transparent racing product Strategic Plan - GRNSW 3

6 Five Strategic Pillars Growth Drive sustainable growth in order to maximise returns to participants and the community Aspirations Grow passive ownership Ongoing innovation in technology to grow revenue and awareness of the NSW greyhound racing product Drive wagering sales to maximise industry revenue opportunities Deliver regular prize money increases in line with or above yearly consumer price index movements Image Perception is reality - portraying a positive image of greyhound racing to the community Aspirations Establish productive and effective long term business and social partnerships that deliver ongoing community and commercial benefits Promote and reinforce the GRNSW brand as a market leader in the delivery of innovative and high quality racing To be considered as an affordable, applicable, attractive and admirable sport Increase the profile and understanding of the sport and greyhound breed

7 Racing Our product is our life blood - it is traditional, thrilling, transparent and trustworthy Aspirations Continuous improvement in race programming and grading to ensure consistency and confidence for the greyhound punter and participants of the sport Ongoing program of improvement to racing surface standards Be the market leader in the delivery of information to greyhound punters Sustainability To ensure NSW greyhound racing is alive and well in 2020 and beyond Aspirations Improved welfare of greyhounds across the entire lifecycle To continue investment in TAB racing venues Deliver customer service at best practice levels that exceed industry expectations Provide industry leading education and accreditation opportunities to participants Governance Quality, transparency and innovation Aspirations Ensuring best practice levels in operating and financial management standards at all levels of the sport Innovation in information technology to improve internal systems, procedures and customer service levels Undertake regular consultation with key stakeholders to ensure they have input into the decision making process Relentless pursuit of best practice in integrity to ensure punter confidence in the sport

8 Growth Drive sustainable growth in order to maximise returns to participants and the community Aspirations Grow passive ownership Ongoing innovation in technology to grow revenue and awareness of the NSW greyhound racing product Drive wagering sales to maximise industry revenue opportunities Deliver regular prize money increases in line with or above yearly consumer price index movements Strategies Continued growth in revenue to drive regular prize money increases in line with or above yearly consumer price index movements GRNSW will pursue strategies that provide long term sustainable growth in revenue as a means to fund future prize money increases. GRNSW understands that prize money is a major driver of participation, and believes that ongoing prize money increases will: help our participants deal with the rising costs of racing; encourage new ownership; and, provide an ongoing incentive to breed and race in NSW. Further, GRNSW believes that ongoing increases in ownership and prize money will also drive long term growth in participation at all levels of the sport. Improved utilisation of broadcasting rights to capitalise on opportunities presented in the international market GRNSW will pursue a new media conversion strategy that explores the feasibility of streaming live audio and race vision online to international and domestic audiences. Innovation in technology to broaden our revenue base and attract younger generations to our racing product and sport GRNSW will become an innovator and market leader in the adoption of new technology to enhance product delivery, increase revenue and attract younger generations to greyhound racing. In particular, GRNSW will explore ways to better utilise the sport s intellectual property relating to the production, manipulation and distribution of race form data through advanced telecommunications and web based technology. Continued implementation of the GRNSW product expansion strategy to increase wagering sales and market share The GRNSW product expansion strategy aims to increase supply of TAB meetings wherever possible to maximise wagering turnover, exposure of NSW greyhound racing, prize money and racing opportunities for our participants. The strategy provides the opportunity to expand the core customer base of NSW greyhound racing by capitalising on scheduling changes occurring in other codes. It will also allow the sport to continue operating as it presently does should a national product fee be introduced at some point in the future. 6 Strategic Plan - GRNSW

9 GRNSW will develop targeted information and support services to remove current barriers to ownership in NSW, including: A public trainer accreditation model A detailed ownership guide Standard contract templates The exploration of a syndication service with linked support services What is greyhound racing? Many people outside of the sport do not understand: the process of preparing a racing greyhound; how often a greyhound races; the costs of owning a greyhound; and, how to become an owner. GRNSW will de-mystify the sport of greyhound racing by improving the availability and quality of information on thedogs.com.au website. GRNSW will also investigate the feasibility of establishing a syndication service to assist people with an interest in owning a greyhound to become involved in the sport. Develop a business development package to assist clubs to grow revenue and on course attendance GRNSW acknowledges that some NSW greyhound clubs can do with more assistance in the area of business development. In recognition of this, GRNSW will develop a business development package to outline a suite of strategies and ideas to assist clubs to grow revenue and on-course attendance levels. GRNSW will pursue policies that allow on-course bookmakers to compete on an even playing field with corporate bookmakers GRNSW recognises the important role bookmakers play as contributors to the colour and excitement of the on-course experience. GRNSW supports the liberalisation of the NSW wagering industry, including removal of the current legislative restrictions imposed on oncourse bookmakers to enable them to compete in the national wagering market. Grow revenue in segments of the national wagering market through strategic partnerships, advertising and promotions to increase interstate wagering on the NSW greyhound racing product The introduction of Race Fields Legislation allows GNRSW to charge wagering operators a fee for using our race field information. This provides an incentive and opportunity for GRNSW to pursue growth, as there is a direct correlation between the performance of the NSW greyhound racing product and the revenue we receive. Strategic Plan - GRNSW 7

10 Image Perception is reality - portraying a positive image of greyhound racing to the community Aspirations Establish productive and effective long term business and social partnerships that deliver ongoing community and commercial benefits Promote and reinforce the GRNSW brand as a market leader in the delivery of innovative and high quality racing To be considered as an affordable, applicable, attractive and admirable sport Increase the profile and understanding of the sport and greyhound breed Strategies GRNSW will undertake targeted advertising and promotional campaigns to drive increases in wagering revenue, passive ownership and on-course attendance by drawing on the strengths of the sport to market the product What do you know about greyhound racing? Greyhound racing has a low profile in the community and there is a general negative image associated with the sport. Many people have not experienced the excitement, entertainment and thrill of greyhound racing in any form. GRNSW will draw on the strengths of our racing product to develop targeted advertising and promotional campaigns to encourage people to connect and experience the sport as owners, punters or track attendees. Exploration of new and more effective partnership relationships, including the pursuit of sponsorship arrangements, relationships with industry personalities and connection with charities GRNSW will explore partnerships and sponsorship arrangements with business and industry personalities that deliver commercial and community benefits and that promote and increase exposure of the sport. GRNSW will also develop and implement new community programs in partnership with government, business and community groups in the future. GRNSW will continually develop and improve the thedogs.com.au website to ensure it remains an industry leader and a one-stop-shop for greyhound enthusiasts GRNSW will review the structure and design of thedogs.com.au website to ensure greyhound enthusiasts find it easy to navigate and use. GRNSW will also expand the services and content on thedogs.com.au, focusing on improvements in the areas of ownership and race form. Develop an integrated promotions package to assist clubs to advance greyhound racing in their community GRNSW recognises that some greyhound clubs in NSW can do with more assistance in the area of marketing and public relations. GRNSW will develop an integrated promotions package to outline a range of strategies and activities clubs can implement to advance greyhound racing in their community. The package will be designed to complement GRNSW s promotional and public relations activities. GRNSW will increase awareness and knowledge of greyhounds through showcasing of the breed via targeted media, thedogs.com.au, increased community engagement, as well as committing additional resources to a revamped and refocused Greyhounds as Pets program GRNSW believes there is a clear lack of knowledge and misunderstanding of the greyhound breed in the community. The negative image of greyhounds has a huge impact on the sport in many areas, in particular, on the ability to re-home greyhounds through the Greyhounds as Pets program. As a result, GRNSW believes it is imperative to increase public awareness of greyhounds and will look to showcase the breed through a number of different channels in the future. 8 Strategic Plan - GRNSW

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12 Racing Our product is our life blood it is traditional, thrilling, transparent and trustworthy Aspirations Continuous improvement in race programming and grading to ensure consistency and confidence for the greyhound punter and participants of the sport Ongoing program of improvement to racing surface standards Be the market leader in the delivery of information to greyhound punters Strategies GRNSW will utilise new technology and distribution channels to improve the delivery of race form and information to punters How will punters access form and race information in the future? The internet wagering revolution and technology shift has seen the move towards a national wagering market and has changed the way wagering products are delivered and accessed. There has been a migration from betting with on-course bookmakers and totalisators to betting online and over the phone with corporate bookmakers. GRNSW will explore technological solutions and new distribution channels to deliver complete race form and information to punters to ensure they are well-versed in our racing product. GRNSW will entertain and better inform punters and members through increased video and content on The Dogs TV and thedogs.com.au GRNSW will use The Dogs TV to: provide increased race commentary and previews for feature races; present focus pieces to create punter familiarity with greyhounds; and, deliver interviews with prominent trainers, breeders and owners to showcase the sport in NSW. GRNSW will also explore the feasibility of screening performance trial videos on thedogs.com.au to deliver complete information on NSW greyhound racing to punters. GRNSW will develop and implement standards and guidelines for consistent track preparation for trials and racing across the TAB sector to ensure punter consistency and improved animal welfare In recognition of inconsistency in track surfaces and ratings across the TAB sector, GRNSW will work with clubs to develop standards and guidelines for consistent track preparation. GRNSW will assist clubs to undertake an audit of track preparation procedures, policies and associated equipment. As required, GRNSW will invest in equipment to support the implementation of new track preparation standards which will enable liketo-like racing across TAB tracks. GRNSW will carefully consider future track improvements based on industry best practice, as well as scientific and professional research and advice. GRNSW will explore ways to enhance the collection of racing data and improve consistency in the provision of race results GRNSW will improve the collection of sectional times to provide more robust information to punters, as well as improve consistency in the provision of race results and form across the TAB sector. GRNSW will review the NSW breeder and owners incentive scheme to ensure a model that spreads rewards optimally amongst participants GRNSW is not convinced the current framework of Blue Paws is effective in promoting, developing and encouraging increased investment in the NSW breeding industry. GRNSW will review the scheme to ensure it creates long term benefits for the NSW greyhound industry. GRNSW will develop and implement a reporting of injury policy and procedure GRNSW will facilitate the reporting of greyhound injuries following racing and trialing through the provision of an online reporting portal on thedogs.com.au. The ability to access, monitor and regularly analyse injury data will help identify problems with track design and better inform future investment decisions in infrastructure. 10 Strategic Plan - GRNSW

13 GRNSW will develop and trial a new method of prize money allocation at TAB tracks to improve product attractiveness, encourage increased wagering and maximise racing opportunities for greyhounds There is currently a lack of distance races for greyhounds in NSW and this seems to have translated into a significant decline in the number of distance runners across the state. From a wagering perspective, distance races are more attractive to punters and historically result in larger betting pools. To improve product attractiveness, encourage increased wagering and maximise racing opportunities for greyhounds, GRNSW plans to trial a sliding scale of prize money allocation at TAB tracks which will see prize money levels increase as the distance raced increases. GRNSW will work closely with clubs to develop race programs that maximise field size and quality, wagering revenue and attractiveness for the punter GRNSW will provide clubs with a tailored framework for race programming based on accurate data reflecting the greyhound population surrounding NSW tracks. The framework will lead to coordinated race programming state-wide and facilitate the planning of racing schedules and placement of greyhounds for participants. GRNSW will pursue continuous improvements in grading to ensure consistency and confidence for the greyhound punter and participants of the sport Further reviews to grading will occur on an ongoing basis as issues arise and in conjunction with major changes in racing formats. Strategic Plan - GRNSW 11

14 Sustainability To ensure NSW greyhound racing is alive and well in 2020 and beyond Aspirations Improved welfare of greyhounds across the entire lifecycle To continue investment in TAB racing venues Deliver customer service at best practice levels that exceed industry expectations Provide industry leading education and accreditation opportunities to participants Strategies Drive welfare improvement and cultural change to ensure greyhound racing in NSW meets community expectations through: Improved licensing and regulation of breeders, trainers and rearing establishments Improved track preparation Race programming that maximises the racing life of greyhounds Increased re-homing of greyhounds Introduction of race day and club welfare policies Improved lifecycle tracking Encouraging responsible breeding practices Continued promotion of Greyhounds as Pets and the greyhound breed in general Project Welfare is a GRNSW initiative aimed at improving the welfare of greyhounds in NSW across all phases of the lifecycle. Through consultation and education of members, GRNSW will develop the above policies and practices to achieve best practice standards in relation to all aspects of greyhound welfare. GRNSW will develop a targeted infrastructure enhancement plan focusing on TAB centres in partnership with clubs, state and local government GRNSW will work collaboratively with: clubs to provide for the proper auditing, management and redevelopment of NSW tracks and facilities; clubs to continue to prevent a backlog of infrastructure renewals and to identify priority areas for future development; and, government to identify and prioritise projects which will deliver economic, commercial and community benefits. GRNSW is committed to strengthening the delivery of services to members of the sport and other stakeholders through innovation in technology and implementation of best practice customer service GRNSW has a strong understanding of customer requirements and will improve relationships with customers and service levels through the use of technology to integrate current business processes and systems. New technology will also enable GRNSW to manage member data efficiently and effectively, freeing up resources to provide increased customer service speeds and quality. GRNSW will develop and implement a new public trainer accreditation program to provide surety and transparency to new owners entering the sport of greyhound racing Due to a lack of information and assistance, and the closed nature of the sport, it is extremely difficult for new owners to network and make contact with trainers and other industry participants in NSW. In addition to these challenges, many people are suspicious of the character and reputation of greyhound trainers due to negative perceptions and stereotypes of the sport in society. The GRNSW public trainer accreditation program will provide increased certainty to new owners, ensuring trainers are reputable by requiring them to meet a set of standards and criteria. The program will also provide public trainers with support services that will enable them to engage professionally and regularly with passive owners. GRNSW will develop and implement training courses and information seminars to assist participants and club administrators to develop skills and knowledge in a range of different areas GRNSW will develop and deliver introductory courses and information seminars for trainers, attendants, owners, breeders and club officials in a range of areas including: racing rules; regulatory requirements; animal welfare; breeding practices; animal first aid; basic training methods; and, animal handling. GRNSW will also develop education tools such as videos to be viewed on The Dogs TV and industry fact sheets to be downloaded from thedogs.com.au. 12 Strategic Plan - GRNSW

15 GRNSW will support the next generation of participants through the exploration and creation of education, skills development and accreditation opportunities in partnership with training organisations There is currently a lack of training and development opportunities for NSW participants to learn the different aspects of greyhound racing or to receive recognition for skills and knowledge gathered through on-the-job experience. GRNSW believes it is imperative to support current participants and the next generation of the sport by providing opportunities to pursue education and accreditation to learn the intricacies of greyhound racing. Training and education will enable participants to keep their skills and work practices up-to-date and ensure the sport in NSW remains ahead of other greyhound jurisdictions. GRNSW will improve the information and support tools provided to participants, clubs, prospective owners and interested stakeholders on thedogs.com.au, including: The development of standard contract templates for training, breeding and ownership arrangements Owner, trainer and breeder case studies on the thedogs.com.au and The Dogs TV A revised and expanded cost index, including industry accepted rearing, breeding, break-in and training fees / deals A review and improvement of the public trainers listing Improved data collection in a range of areas to better inform evidence based policy making in the future GRNSW will improve data collection in a range of areas to better identify the needs of our customers, participants, greyhounds and key stakeholder groups. GRNSW requires accurate data to make well informed decisions and to develop appropriate policy responses to the issues facing the sport. This means not only collecting data and possibly investing in research, but also ensuring GRNSW has the skills to analyse and utilise the data it collects. GRNSW will investigate the feasibility of establishing a practical based training centre to educate participants and interested stakeholders in the future Local government regulations, the price of property and urban sprawl are making it difficult for many participants both new and current to secure land on which to house greyhounds and learn the skills of greyhound racing. As a result, the next generation of participants are likely to have a different set of needs and requirements when it comes to training and support services. GRNSW will explore the feasibility of establishing an integrated training centre in partnership with business, community and government to meet these new challenges. GRNSW believes it is critical for participants and stakeholders to have access to accurate and up-to-date information on greyhound racing. GRNSW also believes it has a role in showcasing the success of greyhound racing and in facilitating participation and networking in the sport. Strategic Plan - GRNSW 13

16 Governance Quality, transparency and innovation Aspirations Ensuring best practice levels in operating and financial management standards at all levels of the sport Innovation in information technology to improve internal systems, procedures and customer service levels Undertake regular consultation with key stakeholders to ensure they have input into the decision making process Relentless pursuit of best practice in integrity to ensure punter confidence in the sport Strategies GRNSW will become an innovator in information technology through the development of a new computer system for managing integrity and commercial operations GRNSW is developing an integrated computer system for managing commercial and regulatory operations, with the aim of improving operational efficiency, data management, productivity and customer service levels. The new system will be built on a platform that can interface with other GRNSW systems and integrate with future technological advances. GRNSW will work with clubs to develop and implement environmentally friendly policies and practices at NSW greyhound tracks Businesses and government today face increasing pressure to develop policies that are both good for the environment and good for business. GRNSW recognises that NSW greyhound clubs have a direct and indirect impact on the environment. GRNSW will lead environmental policy and practice in the greyhound industry by demonstrating to the community its good environmental stewardship and social responsibility. As part of this drive, GRNSW will explore and consider environmentally friendly policies, practices and projects that deliver both financial and environmental benefits. GRNSW will regularly engage with stakeholders on key issues, during policy development and industry reviews Stakeholder consultation is about initiating and sustaining constructive and inclusive external relationships over time. For stakeholders, the consultation process is an opportunity to obtain information, to raise issues and concerns, ask questions, and help shape future policy making. Greyhound racing is a participant driven sport and GRNSW recognises the importance of consulting on policies or major changes which will impact on stakeholders activities or operations. GRNSW believes that ongoing and effective consultation will allow us to deliver practical policies of benefit to our stakeholders. GRNSW will utilise new technology to ensure quality and increase productivity in regulatory operations Technology plays an important role in providing tools to increase productivity. GRNSW will reduce the number of manual tasks and processes within the organisation by embracing technology to improve the administration of internal and external systems, processes and procedures. GRNSW will continually refine, simplify and improve operating standards to ensure they accord with best practice whilst being appropriately tailored to the sport There is always scope to simplify and improve operating standards within the sport. GRNSW will assess key internal and external processes on an ongoing basis, such as club operating standards, to ensure they are tailored to stakeholders requirements and accord with industry best practice. Continually develop and adopt best practice in integrity operations : GRNSW will continue to develop and implement industry leading standards, procedures and policies across our regulatory operations. From 1 July 2011 GRNSW will aspire to conduct kennel inspections for all licensed persons once every two years, leading to improved greyhound welfare, increased education of participants and industry leading standards. 14 Strategic Plan - GRNSW

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18 CHASING 2

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20 GREYHOUND RACING NSW Building B, 1 Homebush Bay Drive, Rhodes NSW 2138 Australia Tel Fax