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Each year, the New Zeland thoroughbred horseracing industry must balance the negotiation of its image as an entertainment venue with seasonal racegoers. During the spring and summer high seasons, tens of thousands of emerging adults (age 18-30) visit metroppolitan thoroughbred horse racetracks because they offer favorable hospitality packages. Such activities are designed to reflect the entertainment values of the New Zeland thoroughbred industry during the 1960s, which flourished under such principles. Today, however, that image is beginning to create an unsustainable future for New Zealand thoroughbred horseracing. The purpose of this study is to evaluate the image of an old-fashioned industry as an effective attraction technique for events. Emphasis was placed upon the industry's image among emerging adults during the winter low season. A mixed-method approach evaluated how emerging adults perceive alternative images of a phenomenon. Although most respondents visited primarily to gamble, equally, they were not influenced by existing advertising or imagery. A closed-response survey (N=90) was conducted at six popular thoroughbred horse racetrack locations in New Zeland. This identified the way some emerging adults are making use of leisure time.
