“We’re empowering participants to become confident, compelling ambassadors for horse racing, bringing transparency and positivity to the forefront of the conversation.”
Following the overwhelming success of its inaugural Media & Content Cohort Training in April 2024, Light Up Racing is thrilled to announce an expanded Fall 2024 tour with updated dates and locations. This unique training program is designed to revolutionize how the horse racing industry communicates and engages with the public. New sessions will be held at Santa Anita, California on September 29-30, and Fasig-Tipton (Saratoga) New York on October 3-4.
“This program isn’t just about learning skills—it’s about shifting the narrative,” says Vicky Leonard of Kick Collective, who will lead the training. “We’re empowering participants to become confident, compelling ambassadors for horse racing, bringing transparency and positivity to the forefront of the conversation.”
Each cohort brings together a diverse group of up to 25 participants from across the industry, including trainers, owners, media professionals, and influencers, all united by a shared commitment to promoting the sport’s brighter future. Over two days, participants will build their personal brands, hone their storytelling skills, and learn the art of creating engaging, impactful content that resonates with modern audiences.
Day 1 focuses on personal branding, social media strategy, and media interview techniques, while Day 2 dives deep into content creation and advanced strategies for maximizing engagement across platforms.
“Our goal is simple: to give participants not just tools, but the confidence to wield those tools effectively,” Leonard adds. “When they walk away from this training, they won’t just have skills—they’ll have a voice, a perspective, and a community standing with them.”
A Movement for Transparency and Engagement
This initiative represents more than just a training—it’s the launch of a larger movement toward transparency and openness in horse racing.
“When an industry stays silent, it creates a vacuum, and that’s when misinformation takes hold,” says Price Bell, Chair of the Light Up Racing Board of Directors. “This program is about inviting people in, both digitally and physically, and showing them the heart of our sport.”
The inaugural Media & Content Cohort Training received rave reviews, with participants praising the program’s engaging format and immediate applicability. Leah Alessandroni of Bonne Chance Farm, a participant in the first cohort, shared her experience: “I was pretty skeptical going into this training. That being said I was so impressed by the two day program LUR put together. It was educational. It was inspirational. It was empowering. My only other feedback is to do more of them as soon as possible.”
Building the Future, One Story at a Time
The importance of this training comes at a critical moment for horse racing.
“We are at a pivotal point in the industry’s history,” says Christina Blacker, FanDuel TV Racing Analyst and a member of Light Up Racing’s Board of Directors. “We have to take control of the narrative by sharing the real, human stories behind the sport. This program gives us the tools and the platform to do just that.”
Blacker is set to participate in the California cohort, eager to add her voice to this movement for change.
With excitement and demand growing, Light Up Racing is encouraging early applications for the Fall 2024 sessions. To apply and learn more about this unique opportunity to shape the future of horse racing communication, visit the Light Up Racing website.
This article was written for Paulick Report. Link to the original article here.
