MarketInk: San Diego Native’s National Horse Racing Marketing Career Started in Del Mar

MarketInk: San Diego Native's National Horse Racing Marketing Career Started in Del Mar

John Hernandez
John Hernandez

From the age of 8, John Hernandez’s parents took him every summer to Thoroughbred races at the Del Mar track.

“Mom and dad were big horse racing fans and I was hooked from a young age,” Hernandez told The San Diego Times.

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“As a kid, I would bring a large brown shopping bag and collect the abandoned betting tickets that were lying on the clubhouse floor. Then, back home in La Jolla, we would spread the tickets out on the kitchen table and check the results in the newspaper for the winners. We never found any, but it was a fun thing to do.

Today, Hernandez, a resident of Slater, Iowa (his wife’s hometown), is in his fourth decade working in the horse racing industry in a variety of marketing and promotional roles.

Since 2010, the San Diego native has been working at Prairie Meadows Racecourse in Altoona, Iowa, as a television host for internal and simulcast video feeds. He has also worked in marketing, social media, advertising and promotional videos at the track, which is owned by Polk County.

Prairie Meadows offers 84 days of racing from May through October, typically four days a week, with crowds ranging from 2,000 to 10,000 per day.

During the other months of the year, Hernandez worked as a freelance consultant at various US tracks, including Hialeah Park in Florida, Santa Anita Park in Arcadia, and Churchill Downs in Louisville. He has also worked with the American Quarter Horse Association and has contributed to publicity and marketing roles at several quarter horse racetracks, including Los Alamitos Racetrack in California. He also hosted radio shows about horse racing.

“Growing up in San Diego, I always expected to work in the racing business,” said Hernandez, who worked twice in marketing and media roles at the Del Mar Thoroughbred Club (1989-2005 and 2000 -2008). He also worked in Hollywood Park, Santa Anita and Del Mar (1981-1984) announcing race results on Los Angeles KNX 1070-AM and other radio stations.

After graduating from San Diego State University in 1977, where he served as sports director for KCR, the college radio station, Hernandez worked as a television sports anchor at California stations Bakersfield and Monterey. and in Anchorage, Alaska (1984-1988).

“At the station in Alaska, I hired a very ambitious young woman as an intern named Sarah Heath,” Hernandez said. “She later became Sarah Palin, Governor of Alaska and Vice Presidential candidate. I saw her about a year ago and we’ve laughed about our life experiences ever since.

In recent years, while working at Prairie Meadows, Hernandez also appeared on camera in television commercials that aired primarily in the Midwest. “I’ve acted as a bank customer, a liquor store customer, and a fisherman who recovered from a heart attack thanks to a hospital in Iowa,” he said. he declares.

Over the past five years, Hernandez has also added the role of tennis coach and instructor for high schools and tennis clubs in Iowa.

He also underwent immunotherapy treatments for two carcinomas in his lymph nodes, which will eventually need to be removed by surgery.

“I feel great, like I’m 30, even being on the ‘you’re at risk for cancer’ list,” Hernandez, 67, said. “I have no retirement plans. There is no reason to stop what I love to do.

“For the most part, I’ve never had to work a day in my life. I’m not rich, but I had a lot of fun. I have visited many different places and met a variety of fascinating people, which has made my life interesting beyond belief.

Advertising generates $7.1 trillion in sales in the United States

According to a recent study commissioned by The Advertising Coalition and conducted by IHS Markit.

The study found that advertising supported 28.5 million jobs in the United States, or about one in five jobs last year. In addition, the total impact of advertising and its multiplier effects represent 18.5% of the gross domestic product of the United States.

Bob Liodice, CEO of Association of National Advertisers, an advertising trade group, said in a statement: “This important study proves what we have known all along. The advertising industry is a growth engine for the American economy and plays an unprecedented role across the country in sparking, supporting and stimulating the economic activity that keeps our communities vital and vibrant.

The study looked at advertising spending in the United States and its contributions to the economy, such as advertising to drive sales, purchases of goods and services along the supply chain, and then the redistribution of wages by employees in the advertising sector.

“Advertising is not a luxury, but an absolute necessity,” said Steve Pacheco, president and CEO of the American Advertising Federation, a trade group of local advertising clubs, college chapters and national advertisers. “Businesses large and small, national and local, depend on advertising to communicate with consumers, drive sales and growth. The IHS study demonstrates what we’ve known for a long time, that when businesses succeed and grow, so does the vibrant US economy.

The study also indicates that every dollar of advertising spend supports nearly $21 in sales, on average, and that advertising helps generate $13.5 million in sales activity per minute. The study also found that for every million dollars spent on advertising, 83 American jobs are supported across a wide range of industries across the economy with the average salary for advertising-supported jobs at $73,000, or 12% above the national average.

A previous analysis of the economic impact of advertising by HIS Markit on behalf of TAC was conducted seven years ago in 2014. It showed that the advertising industry generated $5.1 trillion in sales to consumers. consumers and supported 20 million jobs in the United States.

The economic impact of advertising is expected to reach $9.5 trillion in business activity by 2026. At this level, advertising would support 31.9 million national jobs, or 12% of jobs in the United States.

Crowe PR’s latest client is dental technology company Sonendo

Based in San Diego Crowe Public Relations announced that its new client is Sonendoa dental technology company.

Crowe PR said its healthcare and technology teams will handle strategic communications, message refinement, media relations and thought leadership for Sonendo’s GentleWave system that saves teeth from tooth decay.

GentleWave treats tooth decay by cleaning and disinfecting the microscopic spaces between teeth without the need to remove tooth structure. The system, with over 800,000 patient procedures, is an effective and less painful alternative to traditional root canal therapy.

“We are thrilled to welcome Sonendo, a true innovator in dental technology, to Crowe,” said CEO Anna Crowe. “As the company continues its impressive growth trajectory, we look forward to supporting both the brand and its executives through communications, media relations and thought leadership initiatives.”

“Sonendo is dedicated to saving teeth and stopping the progression of tooth decay. With millions of root canals performed in the United States each year, the GentleWave procedure is a much needed improvement,” said Alma Salazar, Associate Vice President of Consumer and Professional Marketing at Sonendo.

“As we continue to expand our reach, one of our primary goals is to increase brand recognition among endodontists and consumers and drive continued adoption of the GentleWave system. To help us accomplish this, we are thrilled to partner with the Crowe PR team and excited to see what lies ahead for us.

Sonendo, founded in 2006, went public in October 2021. Crowe PR, with offices in San Diego and New York, specializes in consumer products, hospitality and health technology, with a focus on health and wellness, outdoor and sustainable brands.

Jim Buckalew
Jim Buckalew in the early days of television.

SDSU journalism professor Dr. Jim Buckalew dies at 88

Beloved college journalism professor, Dr. Jim Buckalew, who taught and mentored thousands of journalism students during his career at the University of Iowa (1963-1967) and San Diego State University (1967-1999), died May 24 of complications from Alzheimer’s disease. For the past three years he had lived in Lincoln, Mass. He was 88 years old.

James Kenneth Buckalew, born October 24, 1933 in Peru, Ind., was a high school championship debater before joining the U.S. Army in 1954. He graduated in 1958 from Indiana State University with a bachelor’s degree in journalism and worked as a teaching assistant at the University of Hawaii (1958-1960). The subject of his 1961 master’s thesis at Indiana State was on the potential of educational television in Hawaii. His 1967 doctoral thesis at the University of Iowa was on the role of television news anchors as gatekeepers.

While a college professor, Buckalew also worked as a reporter and anchor for television and radio stations, including WBOW in Terre Haute, Ind., KGU in Honolulu, WSUI in Iowa City, and KCBQ in San Diego. He also covered elections and sporting events and reviewed plays for local newspapers. He also served as a public announcer at SDSU basketball games and co-hosted a Thoroughbred racing TV show on Prime Ticket.

After SDSU, he continued to teach until age 80 at several Southern California colleges, including Mt. San Antonio College in Walnut, Citrus College in Glendora, and Pasadena City College in Pasadena.

His favorite pastime for most of his adult life was thoroughbred racing. He participated as a fan, handicapper and co-owner of horses named “Reason to Study” and “Study to Pass”. On several occasions he selected the winning horses on a “Pick Six” bet.

Buckalew is survived by one sister, his wife Margaret McLaughlin, two ex-spouses, five sons, one son-in-law, one daughter-in-law, three grandchildren and three step-grandchildren.

Funeral services with military honors will be held in June at the Massachusetts National Cemetery in Bourne, Mass. An online celebration of life should also be planned.

Memorial donations may be made to the Association for Journalism and Mass Communication Education, 234 Outlet Point Blvd., Suite “A”, Columbia, SC, 29210-5667.

I was one of thousands of people who benefited from Dr. Buckalew’s encouragement, inspiration and guidance. My first job as a journalist was from his recommendation. I will be forever grateful for Dr. Buckalew’s guidance and guidance which came at pivotal times in my life and ultimately indicated my calling.

Rick Griffon is a public relations and marketing consultant based in San Diego. His MarketInk column appears weekly on Mondays in the Times of San Diego.