Haskell shows marketing savvy

A few years ago, Monmouth Park management was criticized for paying appearance fee money for star 3-year-old horses to run in the Haskell. As far as I was concerned, they didn’t need to apologize, or even defend themselves, for an aggressive business tactic.

Monmouth has hit a lot of home runs swinging for the fences. Previous Haskell winners include Big Brown last year, War Emblem, Point Given, Touch Gold, Skip Away and Serena’s Song.

Thus, it’s no surprise to see Preakness winner Rachel Alexandra commit to the Haskell on July 25. Her owner, Jess Jackson, is a good businessman. Belmont Stakes winner Summer Bird also has committed to the race.

If Monmouth can attract Kentucky Derby winner Mine That Bird, it would be the first meeting among three Triple Crown race winners of the same year since 1982 when Gato Del Sol, Aloma’s Ruler and Conquistador Cielo met in the Travers. (The answer to the trivia question “Who upset this trio?” is Runaway Groom.) For now, Mine That Bird is pointing to the West Virginia Derby.

Marketing dollars are in short supply in horse racing. However, if spent wisely, the return on investment to create a mega-event is worth it. Having Rachel Alexandra will guarantee a huge crowd to the Jersey shore track.

The way the Haskell field looks now, Rachel Alexandra will be an odds-on favorite. The only 3-year-old I can see warming her up is Munnings, who has won two sprints, the Woody Stephens and Tom Fool. He’s a fast horse, and his stock is rising.

Still, it’ll take something unforeseen for Rachel Alexandra to lose the Haskell. And if she does lose, the last thing I want to hear is Jackson say she didn’t like the Monmouth surface.

• CONTESTS — Here’s a final heads-up for the Gold Coast Summer Classic, set for July 23 to 25. In August, there will be two big-money handicapping tournaments: the $125,000 Guaranteed Race Handicapping Challenge at Wynn Las Vegas on Aug. 7 and 8, and Pick the Ponies from Aug. 27 to 29 at the Las Vegas Hilton.

• DEL MAR — Del Mar opens Wednesday with a major switch from a six-day to five-day race week.

Also, Lucky’s is doubling its twin quinella jackpot to $1,000 a day, a big overlay considering the limited number of betting outlets in town.

• HORSING AROUND — I just read “Off to a Flying Start: Horsing Around the Language” by Bill Tivenan and Cassandra Cook. This fun book sheds light on everyday expressions that originated from horse racing.

Richard Eng’s horse racing column is published Friday in the Las Vegas Review-Journal. He can be reached at rich_eng@hotmail.com.