Vice pres >February 13, 2015
By David Vance
Ramon Rionda has devoted an eternity to horse race in Latin America, and on the way he has witnessed an ever-changing landscape that has needed constant corrections with regards to business priorities. Like racetracks within the united states of america and throughout the world, terms like branding and packaging and item distribution—unfamiliar to rushing slightly significantly more than a decade ago—have end up being the focus that is primary South United states songs.
Rionda was raised within the sport as a result of their daddy's love for race and reproduction. Today, he could be effortlessly among the planet's race track executives that are busiest in their part as vice president of race for Codere, a significant international video video gaming business situated in Madrid, Spain.
All of it began for Rionda as being a 5-year-old as he would join their family members for the day of racing at Hipodromo de las America in Mexico City, as well as other songs throughout Latin America. Their daddy, Ramon Rionda Sr., ended up being an effective breeder and owner whom competed during the greatest degree. Commitment to your sport has permitted the son become earnestly mixed up in development of a business that is completely new from their times as a fan.
"I nevertheless love the horse racing—the pageantry, your competitors, the challenges—but the business enterprise model has brought for a footprint that is completely new" he stated. "Today, it really is about having a brand that is successful then packaging and dispersing it precisely. Competition for the video video video gaming and activity group of fans calls for a more innovative approach as being a practical company consideration."
Codere has over 57,000 video gaming machines global and it is an owner that is active supervisor of battle songs in Mexico, Uruguay, Panama, and Brazil.
Rionda is intimately mixed up in day-to-day challenges associated with the specific tracks, while additionally wanting to guide the growth that is overall of's race division.
"I'll acknowledge I never expected being this active in the day-to-day operations of a lot of tracks, while additionally attempting to start to see the big image in regards to development," he said during some slack from their travels to check out a Codere operation. "It really is extremely challenging, but it is something i like doing. With numerous operations, you will find numerous conditions that should be addressed on a basis that is daily.
"Fortunately, we now have solid management workers at every one of y our properties. They allow me personally to attempt to concentrate on brand brand new possibilities and make an effort to be proactive for the reason that respect. I could be forced to become more reactive and lose sight regarding the main target, which will be growing the business. without them,"
The expansion of simulcasting and account deposit wagering, as an example, in addition to undeniable fact that Codere's songs in Latin America all come under the exact same time areas once the united states of america, creates a much greater window of opportunity for possible development.
"All tracks—not simply when you look at the U.S. or Latin America—are up against the process to cultivate their business by adopting the options using the brand new technology. Your competition for the video gaming and activity dollar is genuine," Rionda stated. "which means we have to still keep our concentrate on key consumer service—the patron—while that is on-track acknowledging the really challenging opportunities for sharing our signals and getting quality rushing through off-track wagering and simulcasting and ADWs. It really is a fascinating mix that changes just about every day.
"As a business, item circulation is just about the goal that is primary and then we feel we have to introduce the areas to Latin race. We feel it really is a well-kept key in the united states."
With Latin breeders becoming far more active in the horse product sales in Kentucky, Florida and ny, and prominent breeders spending in major farm operations in Lexington and Ocala, Rionda is motivated by current development and increased understanding.
"It is my task to reveal our item to as numerous racing jurisdictions as you can, plus the convenience using the time areas causes it to be more available and much more appealing," he stated. "there is absolutely no question it is an universe that is expanding therefore being aggressive in areas typical towards the retail company additionally connect with horse race today.
Rionda recently made plans for the sign from Hipodromo de las Americas to be gotten via TwinSpires.com.
"that is an essential initial step," he stated. "the rise into the population asian wife that is hispanic the U.S. means our target demographics enhance substantially, meaning we are able to drive more possible battle fans to ADWs aswell as simulcast parlors and competition tracks through the entire U.S.
"Ideally, it becomes a win-win idea."
A normal week for Rionda is definately not normal. While wanting to orchestrate the continuing company potential from their workplace at Codere America headquarters in Buenos Aires, Argentina, their existence is obviously required at one of many songs. Which makes for an incredibly demanding travel routine, including occasions as he must travel to Mexico to satisfy with administration workers at Hipodromo de las Americas, or even Panama, where Hipodromo Presidente Remon is based. He additionally represents Codere's passions in the board of directors at Hipodromo Nacional de Maronas in Montevideo, Uruguay.
In addition, Rionda provides their expertise being a help supply for Codere Brazil's management operations, which will be run by handling manager Andre Gelfi. A city of 2 million people about 200 miles from Sao Paulo, to other racing jurisdictions worldwide in another pioneering move for the gaming giant, Gelfi recently announced an exclusive joint agreement to send the racing signal from Jockey Club Parana, in Curitiba.
"Like we stated, we now have extremely capable administration workers after all of your locations and therefore relieves lots of stress for me personally, but the majority of times it is simply necessary that we be on location if you can find conditions that require my own attention," Rionda explained.
Due to the travel needs, Rionda admits which he has trained himself to rest whenever you can in a somewhat reclined airplane chair or perhaps in an flight terminal. "It is maybe not a bad for me personally. It is what I have to do to obtain the working work done. It," he said so I just do.
Rionda, whom talks four languages fluently, life in Buenos Aires, Argentina, along with his spouse, Jennifer, and child, Sophia.
Rionda and Codere additionally the government of Panama recently hosted the Clasico del Caribe, probably the most prestigious races for 3-year-olds in Latin America, for the second year that is straight. Horses off their Latin nations compete yearly in case. This present year's battle attracted 3-year-olds that are top Panama, Mexico, Puerto Rico, Venezuela, Dominican Republic, and Panama. The 2013 competition ended up being won by Diamante Negro, representing Mexico.
"The passion stays for horse racing in Latin countries," he stated. "the process now could be to look at exactly how we can collectively expand our perspectives through imaginative advertising and shared company goals. We face the demands that are same industry synergy since the United States faces. It is as much as us to keep regarding the leading edge and locate an effective way by utilizing the characteristics of Thoroughbred rushing with all the technology that is new. The impact never ever stops to improve. for the reason that respect"