The Sunday Mail
POMP and fanfare is expected when the 54th edition of the annual Castle Tankard horse race explodes into life this Saturday at Borrowdale Race Course in Harare, the traditional home of horse racing. To their credit, organisers have flavoured the major event with several activities to spice-up this year’s edition.
Events that include a fashion show titled “Rocking the African Print”, a paratroopers jump, dash-for-cash racing and entertainment from top musicians Winky D, Jah Prayzah, XQ and DJ Stavo will support the horse racing.
Organisers are expecting an incomparable event, one that will leave lasting impressions, matching the Castle Tankard’s rich history as Africa’s oldest sponsored horse race.
“The Castle Tankard horse race has left a formidable mark to reckon with in our horse racing fraternity. It has stood the test of time, and is growing bigger and better every year. It is a race with a history to our country. It is a race which has helped to develop communities around us through employment creation,” notes Delta Beverages marketing manager Patricia Murambinda.
But sadly, the event is not doing much in helping boost revenue generation in the country compared to similar festivals in South Africa. Zimbabwe plays host to a number of annual leisure activities like Tour de Tuli, Donnybrook Car Rally and the OK Grand, which can with proper marketing and structuring be easily shaped into mega international shindigs like the majestic Vodacom Durban July horse race competition that runs under the Durban Fun Season Campaign.
Officials in Durban aka eThekwini note that it has been through rigorous marketing strategies that Durban July horse race has been transformed to have an international appeal.
Durban July is now argued to be Africa’s biggest horse racing event.
According to the Durban Tourism official, the event used to attract less than 10 000 people in the past. But the figure has since swelled to more than 50 000 people at the Durban July racecourse in the past few years.
Authorities argue the event last year boosted KwaZulu-Natal’s local economy by over 440 million rand, most of which came from local and international visitors that drove or flew into Durban.
The revenue was generated in transport, accommodation, tickets, entertainment, restaurants and clothing for the event.
Interestingly, Zimbabwe is among the countries that have helped boost arrivals for the Durban July horse race event, yet we are failing to emulate their development patterns.
And the million dollar question is where are local organisers that host an event of equal if not better esteem, failing or coming short? Perhaps they need to increase their aggression on international marketing, attracting international jockeys, models or exhibitors for the horse racing event.
The event needs to attract tourists from different parts of the world. Such a craving can be created by making use of universal media platforms like the internet and satellite television. The Castle Tankard horse race should be promoted in the same way producers of Top Gear (BBC) market their event or the Durban Tourism Authority market the Durban Fun Season, which hosts the Vodacom Durban horse race.
Equally, the market campaigns should not only promote the event but also destination Harare by highlighting packages on offer, specials, events and information on all the city has to offer.
Besides the event coincides with some of the ongoing Harare International Festival of Arts programmes, which could have easily created a strong marketing ground by increasing the scope of activity. Other companies not in direct competition with the organisers can partner the event and bring in different forms of fun.
That said; May 7 will certainly thrill attending revellers for an assortment of reasons. While betting enthusiasts will have their eyes on the horses, some will focus on the fashion show. Models of different races both male and female are set to mesmerise the crowd at the Castle Tankard as they showcase the latest designs of the African print. The models will parade unique and exclusive designer wear made by local designers such as Tunga, Cathrine Hwata and Mr Wil among other designers.
“The fashion show will be coordinated by stylist Wilbert Rukato a life time achievement award winner in the modeling industry, owner and founder of Size4 modeling agency since 1996 and a founding member and the official spokesperson of the Modelling Industry of Zimbabwe. The models will come from established modeling houses,” adds Murambinda.
Besides the fashion show, esteemed entertainers Jah Prayzah and Winky D aka Gaffa will take turns to thrill revellers with their acts. Both artistes are currently enjoying a purple patch thus nothing short of fireworks is expected on the day.
