Vicky’s Notes
It’s not just what happens. It’s what happens next.
We all hope every racing event is smooth. But in this sport, with elite athletes operating at peak performance, things can and do go wrong. When they do, the way we respond is everything.
Take the recent case of Patches O’Houlihan at Woodbine to see transparent communications done well. He pulled up after winning the G2 Highlander and was vanned off.
Here’s how Woodbine communicated it:
- First update: within five minutes, calmly confirming he was pulled up and being assessed.ent with public values, because that’s how trust is earned.
- Second update: 17 minutes later, the next follow up.
- Third update: specifics of the injury confirmed.
For a long time, racing defaulted to the “never complain, never explain” model, Royal Family-style. Keep your head down, say nothing, and hope the headlines move on.
That approach might have worked in the broadcast era.
But in today’s world of smartphones, social media, and citizen scrutiny?
Silence looks like guilt.
Opacity invites speculation.
People expect transparency.
When something goes wrong, they want to see it acknowledged, and addressed. Not shouted from the rooftops. Just handled with care and available when they do a quick social media or google search to find a follow-up.
Woodbine’s approach shows that it’s possible to do just that. They didn’t sensationalise the incident, nor did they hide it. They told the truth, clearly and respectfully, and moved on. It’s good crisis comms, and it’s how trust is built.
Here’s an example of a post where the outcome wasn’t so positive.
So, what can we take from this?
🔹 Transparency builds trust. We say this a lot, but it’s worth repeating. People aren’t looking for perfection – they’re looking for progress and openness. If we want to build long-term confidence in our sport, we must meet those moments head-on and not hide from them.
🔹 Accountability doesn’t need a megaphone. You don’t have to push injury updates through your biggest, most public-facing channels. Woodbine channels their updates through a ‘Woodbine communications’ Twitter account. Sometimes a quieter, dedicated account is better, like a communications or stewards feed. It still does the job, without unnecessarily magnifying the moment. You can also use Light Up Racing to communicate through our channels, if you don’t feel comfortable releasing through your primary business brand – just send us a message!
🔹 However, the most powerful voices are personal. When owners, trainers, jockeys or other connections speak directly – with care, emotion and respect – they remind people that the horse wasn’t just a competitor, but a partner. That changes everything. It makes the issue human. And when things feel human, people don’t turn away, they lean in with empathy.
Here’s a guide if you’re ever in that position, and unsure what to say:
“We’re devastated to lose [Horse’s Name] today. She was so loved by the team at [trainer name] and gave us everything she had. Our hearts are with the staff who cared for her every day, especially [groom name]. Thank you for your kind messages of support.”
It’s ideal to post it with a photo showing care – perhaps a groom photo, or around the stable, rather than a racing image.
You’ll never regret showing heart.
Event Announcement
Communications Training Workshop
The 2025 U of A Global Symposium on Racing returns to Loews Ventana Canyon Resort, Tucson, from December 8–10. For over 50 years, the Symposium has brought together leaders across racing to tackle the industry’s biggest issues.
This year, Light Up Racing will be hosting a workshop before the main event begins, join Vicky for a limited-capacity media training workshop:
🗣 Calm. Clear. Credible: Responding When Racing’s Under Fire
A hands-on session designed to equip racing participants with the tools to speak up when it matters most – handling tough questions, navigating scrutiny, and representing the industry with confidence and clarity.
Monday, December 8: Limited spots available
Add the session when registering for the Symposium. Early sign-up recommended.
👉 Here’s the link to register
Resources
OwnerView Webinar Recap
Developing Young Horses
On July 1, OwnerView, presented by The Jockey Club, completed the fifth iteration of its 2025 virtual Thoroughbred Owner Conference Series with a deep dive into Developing Young Horses.
Panelists:
- David O’Farrell – Ocala Stud
- Eddie Woods – Eddie Woods Training Center (retired)
- Lindsay Schultz – Licensed Trainer
- Niall Brennan – Niall Brennan Stables
In this informative session, four industry leaders walked through the full development journey of a young Thoroughbred, from foaling through to its first breeze at the racetrack. The panel unpacked the critical early-handling steps, the breaking-in process, and how training centres and racetrack trainers collaborate to build confident, well-prepared racehorses.
Key themes included:
The importance of calm, consistent handling from day one
How breaking and early training has evolved to prioritise patience and trust
The gradual physical and mental development of young horses
Nutrition, gate work, and preparing for either the racetrack or 2YO sales
Why tailoring the approach to each horse’s maturity and personality is key
📺 Watch the replay: Click here
🗓 Next in the series: Buying at the Sales & Digital Sales – August 12, 2025rs.
📣 Community Resource
The Light Up Racing website has a PR Hub section. It’s a central library of ready-to-use resources: talking points, facts, templates, and media guides, to help anyone in racing speak confidently and clearly when tough topics arise.
Whether you’re a trainer, owner, breeder, or just someone who wants to set the record straight at your next dinner party, the PR Hub is there to back you up.
Know someone who loves horse racing but isn’t a member yet?
Invite them to join us here!
Together we can make a difference
LUR is an independent initiative powered by passionate people who believe in the future of racing. If you like what we’re doing and want to see more of it:
Donate now to help us expand content, resources, and reach.
Light Up Racing Directors
Price Bell
Dr. Jeff Berk
Christina Blacker
Roderick Wachman
