A BOLD master plan to revive South Australia's horse racing industry has been revealed, based around a dramatic transformation of the Morphettville track.
The $20 million upgrade of Allan Scott Park – drawing inspiration from courses in Hong Kong, Dubai, Singapore and Ascot – aims to coax back a public that has deserted the sport in the past decade.
SA Jockey Club chief executive Steve Ploubidis said the redevelopment would include a new betting ring, track lighting for night racing, upgraded corporate, owners' and trainers' facilities, and a synthetic all-weather training track.
And in what he believes to be a world first, Mr Ploubidis said entry to the betting ring would be free, with views of the mounting yard.
The groundbreaking move is being closely monitored by racing clubs across Australia, which may duplicate it, if it proves successful.
The full plans and drawings will be presented to SAJC members during a special meeting on October 28.
The overhaul is being bankrolled by the $85 million sale of Cheltenham Racecourse this year – on an advance of the expected funds.
Mr Ploubidis said the plan would dramatically change the face of racing in SA and would reclaim the state's spot as a racing stronghold.
"It gives you a new lease on life," he said.
The key plank of the redevelopment was positioning racing in the entertainment business, he said.
That would increase the racing industry's ability to make money – which would be used to offer more prizemoney and the return of bigger races to SA.
In recent years, SA has slipped to fifth in the pecking order of racing behind Victoria, NSW, Queensland and Western Australia.
The ultimate insult was the downgrading of the Adelaide Cup to Group 2 status, along with the fiasco over the mothballed Victoria Park track.
"Racing all over the world is facing some serious challenges," Mr Ploubidis said.
"From the Diva Lounge, which is basically a nightclub at the track, to the convention centre – we didn't necessarily build all of this for racing. It's about entertainment and that's the industry we're in.
"You look at Flemington (in Melbourne) . . . it's a supermarket approach and for people to pre-purchase tickets the way they do.
"Our sole aim is to further improve our revenue stream, provide more for our patrons and ultimately continue to increase prizemoney."
He likened the change in SA racing to the development of football in Victoria – with the key word being "consolidation". Main features of the redevelopment include:
- * AN enclosed, climate-controlled betting ring with views of the mounting yard featuring multiple plasma TV screens, bars and food outlets. Entry will be free.
* A PERMANENT double-storey trackside function facility. Worth more than $2.5 million, it will negate the need to hire temporary structures for big race meetings.
* DOUBLING the size of the chairman's room, the most sought-after spot at the races.
* PROVISION of lighting for night racing, which is likely to be scheduled in a combined effort by all states.
* A SYNTHETIC all-weather training track and a new 25m-wide grass track inside the main track.
* A TRAINERS' and owners' room on level one of the grandstand, looking over the mounting yard in a bid to reward horse ownership which has been singled out as the core growth area of racing.
* A REVAMPED members' area on the second floor, which will provide a pillar-less ballroom accommodating up to 1500 people.
Mr Ploubidis said the range of initiatives could one day bring the return of Group 1 status for the Adelaide Cup.
"The end result could be that, with more prizemoney attracting better horses," Mr Ploubidis said.
"This is all about increasing revenue and profitability, which will bring an increase in prizemoney." The new training track is expected to be finished within a fortnight, while the whole redevelopment should come after next year's Adelaide Cup.
The SAJC has made arrangements to ensure race meetings will not be disrupted during the extensive building works.
Mr Ploubidis also predicted some of the state's 20-odd country and provincial clubs would struggle to survive as more consolidation took place in the industry.