Kawasaki Horse Racing is Changing! BBQ, Anime, Home Improvement Centres... The Evolving Business Strategy of the Racetrack
I visited Kawasaki Racecourse the other day for the first time in a while and was surprised. In what used to be a drab corner of the car park, a massive home improvement centre, "TAKEN DEPO," has opened. And right next to it, families were happily having a BBQ. Inside the venue, young people were taking commemorative photos, holding candy tins featuring Yukiko Osana, a character from the anime "High School Fleet."
When you think of "Kawasaki Keiba," it has long been a powerhouse of local horse racing representing the Minami-Kanto region. But now, this Kawasaki Racecourse is undergoing a dramatic transformation from a mere "place for betting" into a multi-purpose leisure complex open to the community. Behind this change are the severe environmental shifts surrounding the horse racing industry and the strategic moves by visionaries fighting for survival.
Unexpected Synergy: DIY and Horse Racing with the TAKEN DEPO Outlet
The first thing that catches your eye is the "TAKEN DEPO Kawasaki Racecourse Store," which had its grand opening last month adjacent to the off-track betting area. Why would a building materials store, catering to everyone from pros to DIY enthusiasts, be located inside a racecourse? According to insiders, there's a clear objective: "effective use of the car park on weekdays." The vast car park, which used to be nearly empty on non-race days, is now filling up with customers visiting TAKEN DEPO. A new demographic is starting to flow in – people who, after a DIY trip, might check out the weekend races. We've also heard from racing fans that it's convenient for buying horse tack maintenance supplies, creating some unexpected synergy.
The New BBQ Area Attracts a Different Crowd
Even more noteworthy is the newly established "Kawasaki Racecourse BBQ Area" within the grounds. A former lawn area has been renovated into a proper grilling facility with reduced smoke and odour. It's become a space where people can enjoy themselves with friends or family without buying a bet, and it's so popular on weekends that reservations are hard to come by. On the day I visited, a group of young people grilling lamb while holding beers were casually watching the race broadcast on the large screen. The words of one woman stuck with me: "I don't really know much about horse racing, but I came because the atmosphere is fun."
Anime Pilgrimage Site? The "Yukiko Osana" Tin is Creating a Buzz
And what became an instant sensation on social media was the collaboration with the anime "High School Fleet." The anime is set in Yokosuka, so why Kawasaki Racecourse? Actually, as part of the "Yokosuka Marine Girls Festival" that started last year, a pop-up "Yokosuka Girls' Marine School" replica shop was set up inside the racecourse to great acclaim, and the "Yukiko Osana Candy Tin" emerged from that collaboration. The tin's design is inspired by jockey silks, a true fusion of horse racing and anime. Anime fans, who would normally never set foot in a racecourse, are now coming specifically for this tin and buying bets while they're here – a clear example of the "anime pilgrimage" effect. Many of them aren't yet aware of other nearby attractions, like the chance to watch morning training sessions at the adjacent "Kawasaki Racecourse Komukai Stables."
Kawasaki Racecourse's "Open Door" Facility Strategy
These initiatives are not one-off events. They represent a strategic shift for local horse racing, which struggles to compete with the JRA (central racing), towards becoming a community-focused, multi-purpose facility – an "open facility" for survival. In fact, it's said that these new measures have boosted Kawasaki Racecourse's revenue throughout the year, including non-race days. Looking ahead, we can expect the introduction of higher-value sponsorships targeting this diverse audience. The possibilities seem endless – for example, collaborations with outdoor brands at the BBQ area, or gambling marketing linked to workshops utilising TAKEN DEPO.
The evolution of Kawasaki Keiba has only just begun. Let's list some of the new initiatives:
- TAKEN DEPO Kawasaki Racecourse Store: Bridging the DIY crowd and racing fans.
- BBQ Area: Attracting new families and younger demographics.
- Yukiko Osana Candy Tin: Leveraging content to draw in anime fans.
- Komukai Stables Area: Showcasing the behind-the-scenes culture of racing through morning viewings.
From a simple betting venue to a local landmark. The challenge being taken up by Kawasaki Racecourse offers a thought-provoking case study, not just for ailing local horse racing, but for all types of facility-based businesses. Next time you're in Kawasaki, why not try enjoying a BBQ with a betting slip in hand? You're sure to see a new kind of scenery.