Against the traditional elegance and the elite society that characterizes horse racing in the world, in Rio de Janeiro the ones that organize the activity want to reach all people and that is why they are campaigning so that people know that its doors are open for everybody.
Gávea racetrack is administered by the traditional Jockey Club associated with the Pari Mutuel Urbain (PMU), a French company leader in the field of betting worldwide and responsible for managing this activity in Rio.
Although access to Gávea racetrack has always been free and its clothing protocols have been flexibilized since 2016 so that anyone can attend the races, the stigma that revolves around horse racing keeps the collective imaginary a kind of invisible wall, recognize the administrators.
And while there is an average number of attendees to the most important races in Rio (between 11,000 and 15,000 people), the organizers want to increase that number and emphasize that the traditional equestrian activity is a fun space, where everyone can enjoy: from those who want to bet on a horse, to children who can participate in parallel activities specially organized for them.
"People who like football pay a ticket to attend their favorite team's matches, here you do not pay to enter the racetrack and watch the races, you can come with your whole family and, if you want to bet on your favorite horse, you just need a minimum of 2 reais (about 0.53 cents); which is what we want people to know, that the racetrack is a fun place for everyone," said Joseph Levy, CEO of PMU in Brazil.
Therefore, this year began a campaign to attract more public and there will be several events that will take place around the races to fulfill the objective. The Grand Prix of Brazil, which took place on June 10 at Gávea, opened the doors of that campaign with the adaptation of new spaces for indoor football, jazz concerts, gastronomic tastings and children's games, which accompanied the party equestrian. This Saturday, it will be the turn for the Breeders' Cup.
The clothing protocols, so strict in other international scenarios, maintained the flexibility that since 2016 applies the Gávea racetrack for horse racing. The use of bermuda shorts in the Social and Professional stands are allowed, and the demands of the costumes (to attend with a full suit and tie) will only be applied in spaces intended for members and special guests.
However, in no scenario is sandals or tops allowed, as well as shirts from football teams or politicians. "What we are looking for is to attract more people, and many people still believe that to come here they have to be very well arranged or formally dressed, be invited, or spend a fortune on bets. But none of that is true, no invitation is needed, anyone can enter," said Efe Gabriela Scholomer, communication manager of the Jockey Club.
Source: GMB / EFE
