Signs at racetracks tell the story of horse racing's history, present, and uncertain future. They highlight historic moments and horses [like Barbaro] to boost the sport's prestige and appeal to nostalgia. Many signs also reflect racing's struggle to find new audiences and balance gambling with other attractions, showing a mix of optimism and pragmatism. Racetracks precisely direct patrons and enforce rules through abundant signage that has grown over time like a professor's expanding syllabus.

1. Signs of Racing
This winter I drove across the country and stopped at 13 racetracks, taking
photographs. Here is my experience, expressed in the signs at racetracks. They
tell a story of horse racing’s history and its present, its beauty and its oddity, and both
optimism and pessimism about its future.

2. Racetracks often use historical markers as ways of boosting their
status. Here Beulah Park, located just outside of Columbus, Ohio,
shows its historic past.

3. Beulah Downs guides patron traffic to the clubhouse.

4. I couldn’t tell if the Starting Gate Lounge at Beulah Park was constructed as a no smoking
area or became that way. In any case, the idea about naming something directly
after something on the racetrack is very common, as is the explicit nature of what is
permitted or not permitted.

5. The Kentucky Derby has become the horse racing equivalent
to the Super Bowl—for racetracks, who know national
events might drive people to the track. Beulah Park advertisers
their party here. [I want to know whether the cookies are “select”
or “selected.”] It also suggests a type of demand that only Derby Day
brings—a symbol of horse racing’s status as a whole.

6. At Turfway Park, there is a plant arrangement of its initials,
typical for many racetracks.

7. Barbaro is horse racing’s most recent anointed horse—both for his racing prowess—
he won the Kentucky Derby, and then for tragedy of his breakdown in the Preakness,
the optimism of his recovery, and then his tragic death.
Racetracks everywhere, even high-level tracks like Churchill Downs, often honor
popular horses. Everywhere Seabiscuit ran, for example, has a monument to him. Barbaro
captured many people’s imaginations, so it is no surprise that the track honored
him with a statue, even though other horses had more storied careers.

8. Like Beulah, Churchill has an historic marker, though its
is national. The appeal of history is a crucial part of the
modern racetrack’s appeal.

9. Another example of horse racing’s meta-consciousness regarding
their history. Here Churchill Downs prominently displays its
historical importance—the home of the Kentucky Derby for more
than 130 years.

10. The Kentucky Derby Museum at Churchill Downs shows that horse racing
has a sense of play. Here they display hats, which many tracks now sell
as a way of encouraging women to dress up. Women are the most desired
demographic at tracks; even if they are gamblers, tracks think that women
make the track seem more social rather than just focused on gambling.

11. At the Kentucky Derby Museum, a take on the old Horatio Alger recipe
for the American Dream, “pluck and luck.” Everyone—trainers, jockeys,
owners, gamblers—needs both to do well. And implicit in “talent and luck”
is the implication that horse racing is a metaphor for the American Dream.

12. This sign seems a metaphor for racing today—the horse sign mixed
with another type of gambling. It also seems as if this track should
have a fancier sign because it has “European-style” racing,
a grass racing surface.

13. At Kentucky Downs, like elsewhere in Kentucky, slots
are illegal. But they have found around it by using old
horse races as a way of generating randomness for a
slot-type machine, which are popular.

14. As it is at most sports events, drinking—and the combined
promotion of drinking with location—is often a big part of horse racing.
Users of Yelp specifically named this promotion as a reason they came
to Fairmont Park near St. Louis.

15. Racetracks can be a little sign crazy. “Skybox holders only please!
And don’t smoke!” [Fairmont Park]

16. Now closed, Eureka Downs (in Southeastern Kansas) tried
to run a brief horse racing meet without pari-mutuel wagering
but it didn’t go over well; General Manager Rita Osborn said
people got to the track, wanted to gamble, and said they
felt misled when they couldn’t.

17. Notice that “racetrack” is bigger in the signage at The Downs
at Albuquerque. It wouldn’t surprise me that if that was a
specific part of the casino-track arrangement to keep the racetrack
as the primary occupant even if the casino gets more action.

18. For some reason, signs seem more prominent at racetracks
than other places. Signs are almost always reactions to something
— someone did something “wrong” at some point and the sign
was erected. Racetracks are old, and sometimes it feels like one
is being scolded for some transgression that one would
have no intention of committing.[Downs at Albuquerque]

19. But is it open July 4th?
Signs are like a professor’s syllabus that keeps getting longer
because of all the transgressions students have committed.
[Downs at Albuquerque]

20. You take the escalator to the club house, and the elevator to the turf
club. The intention is simply to provide direction to clubholders.
But it sure seems like a metaphor. [Turf Paradise near Phoenix.]

21. It’s no surprise that the marketplace comes before racing in the
sign—a symbol of racing’s diminishing importance.

22. These signs at Turf Paradise provide a mixed message in terms
of alcohol consumption.

23. Santa Anita has a type of ornamental detail one does not often find in
sporting venues. This sign is also indicative of the type of mixed aesthetics
of the racetrack—Victorian mixed with LCD display.

24. Santa Anita’s betting windows look whimsical and fun.
Also notice that “Cash” comes before “Bet,” a psychological
effort to make bettors think they are going to win.….

25. Only the cocktails are keeping the luck from running out of the
upside-down horseshoe (Santa Anita.)

26. I love this photo because it sums up so many things about racetracks—
the beautiful detail of the window, the littler horses, the font. And then
the sign below that gives the racetrack the right to refuse service.
Welcome—BUT WATCH IT.

27. The Shoe—Billy Shoemaker, one of the sport’s greatest jockeys—
graces the wall at Santa Anita, another example of the sport
acknowledging its history.

28. This sign says a lot about the diversity of the crowds who come to the racetrack.
Notice the three upper class destinations—the two obvious ones, “Turf Club”
and “Club House,” and the less obvious one, “Will Call.” Then there are the signs
for MTA buses. Charter buses suggest group tours, likely with seniors. Notice too
the landscaping below the sign.

29. Many racetracks have dress codes. This one for the Vessels Club
at Los Alamitos near Los Angeles seems especially specific.

30. This sign at Hollywood Park in Los Angeles is typical of many racetracks.
Almost all racetracks allow you to move within the racetrack section
to section, as long as 1) you are properly dressed for the section
and 2) pay the fee.

31. This is the favorite sign I saw on my trip. I love the idea that there
is a study hall for people to sit quietly and study the program. And
it’s interesting that children aren’t allowed to disturb the studying….

32. One of the things I love about racetracks are the decorative
touches. Here at Hollywood Park, we see horseshoes on the
floor. It reminds us that in the end, that’s it all about the horses.