Kawasaki Racecourse is Changing! Barbecues, Anime, and a Hardware Store: The Evolving Business Strategy of the Racecourse

I visited Kawasaki Racecourse the other day for the first time in a while and was taken aback. In what used to be a corner of a drab car park, a massive hardware store called "Kendepo" has opened. And what's more, right next to it, families were happily having a barbecue. Inside the racecourse, young people were taking commemorative photos, holding candy tins featuring Nasa Sachiko, a character from the anime "High School Fleet."

For a long time, "Kawasaki Keiba" has been a powerhouse of regional horse racing, representing the leading tracks in South Kanto. But now, Kawasaki Racecourse is undergoing a dramatic transformation from a mere "place for gambling" into a mixed-use leisure complex open to the local community. Behind this change lie both the harsh shifts in the environment surrounding the horse racing industry and the strategic groundwork laid by tacticians fighting for survival.

The Unexpected Synergy of a Hardware Store and DIY with Horse Racing

The first thing that catches your eye is the "Kendepo Kawasaki Racecourse Store," which had its grand opening last month right next to the off-track betting area. Why would a building supply centre, catering to everyone from professionals to DIY enthusiasts, set up shop inside a racecourse? According to insiders, there's a clear objective: "to make effective use of the car park during weekdays." The vast parking lot, previously almost empty on non-race days, is now often filled with customers visiting Kendepo. A new demographic is starting to filter through – people who might check out the weekend races while they're there for their DIY supplies. There's even word from racing fans that it's convenient for picking up maintenance items for their tack, creating an unexpected synergy.

The Barbecue Area Attracts a New Clientele

Even more noteworthy is the newly established "Kawasaki Racecourse Barbecue Area" inside the grounds. A former lawn area has been refurbished into a proper grilling facility with reduced smoke and odour. It's become a space where groups of friends and families can enjoy themselves without buying a single betting ticket, and it's so popular at weekends that it's hard to book a slot. On the day of my visit, a group of young people were grilling lamb while holding beers, casually watching the race coverage on the large screen. One woman's comment stuck with me: "I don't really know much about horse racing, but the atmosphere is fun, so we came."

An Anime Pilgrimage Site? The "Nasa Sachiko" Tin Causes a Stir

And then there's the collaboration with the anime "High School Fleet," which quickly became a hot topic on social media. The series is set in Yokosuka, so why Kawasaki Racecourse? As part of the "Yokosuka Marine Girls Festival" that began last year, a limited-time recreation of the "Yokosuka Girls' Marine School Pop-up Shop" inside Kawasaki Racecourse proved a huge hit, and it was from this that the famous "Nasa Sachiko Candy Tin" emerged. The tin's design is inspired by horse racing silks, a true fusion of racing and anime. Anime fans, who would never normally set foot in the place, are now visiting the racecourse specifically to get their hands on this tin – and while they're there, they might just buy a ticket. This is a clear example of the "anime pilgrimage" effect. There are many other charms they've yet to discover, like the fact that they could easily visit the nearby "Kawasaki Racecourse Komukai Stables" right next door to watch the early morning training sessions.

Kawasaki Racecourse's Strategy of an "Open" Facility

These initiatives are not just one-off events. They represent a strategic shift for a regional racecourse, which struggles to compete directly with the JRA (central government-run racing), to transform into a community-focused mixed-use facility – an "open" venue – as a means of survival. In fact, these new measures are said to be boosting the Kawasaki Racecourse's revenue throughout the year, including on non-race days. What we can expect next is the introduction of higher-value sponsorships targeting these diverse visitor segments. The possibilities seem endless: collaborations with outdoor brands in the barbecue area, or gambling marketing linked to workshops utilising the hardware store.

The evolution of Kawasaki Racecourse has only just begun. Let's list some of the new ventures:

• Kendepo Kawasaki Racecourse Store: Bridging the DIY and horse racing crowds.
• Barbecue Area: Attracting new families and younger demographics.
• Nasa Sachiko Candy Tin: Leveraging content to draw in anime fans.
• Komukai Stables Area: Showcasing the behind-the-scenes culture of racing through early morning viewings.

From a simple ticket-selling outlet to a local landmark. The challenge being taken up by Kawasaki Racecourse offers a thought-provoking case study, not just for regional horse racing, which is often said to be in decline, but for all types of facility-based businesses. Next time you're in Kawasaki, why not try enjoying a barbecue with a betting slip in hand? You're sure to see a new kind of view.