False advertising

You have to hand it to Ed Lewi. The guy knows how to pitch one hell of a promotion. The long-time Saratoga Racecourse promoter snared three of four local dailies and the local-yocal television news cast to watch what will likely go down as the lamest trackside promotion since NYRA gave Funny Cide a granola and carrot cake “Rolex” last season.

The pitch was simple: Five brides in full wedding attire will “race to the altar” for the chance at winning a wedding ceremony in front of thousands of cheering fans at the track on Labor Day. And they’ll be on thoroughbreds too.

Undoubtedly, there was more than one editor who got this pitch and started thinking, ‘desperate brides on thundering thoroughbreds at the Saratoga Racecourse, where do we sign up?’ That’s the only explanation for why any news agency –much less four of them –would take the bait on this shameless promotion.

In truth, the “brides” were exercise riders and the “race to the altar” was really a cheap knock off of the Today Show’s kitschy appeal to teaming ranks of the American Idol-crazed reality television addicts. But the result was a mention on the Times Union blog, a B-section blow-up photo in The Daily Gazette, a spot on the Capital News 9 and a full-length article in the Saratogian. Way to go, Ed. You still know how to knock ‘em down.

The real “Race to the Altar” is a rather pathetic display of how people will do just about anything to get their mug on national television, even if it means turning their wedding plans into reality game show. For those wise enough to avoid watching the Today Show, this segment features five couples competing at various corny tasks for an opportunity to have the American public design their wedding down to the rings.

The winning couple is the one receiving the most online ‘votes’ from viewers. It’s the sort of video crack that is eating away at conscience of modern society, where everything is boiled down to a frenzied race and a mindless vote. The NYRA version will focus on the same basic tenants of the nationally televised edition. The only one big difference is that it won’t be televised.

This sort of drivel was exactly what the racecourse didn’t need. In fact, the racecourse doesn’t need anything. Simply maintaining the tradition that has kept the venue open for centuries is more than enough to fill the stands each summer, even sans the corny game-show promos.

Under their present line of market-driven thinking, NYRA might consider having a guy in Funny Cide costume and the finalists from this year’s Hooters Swimsuit Competition dance around the infield between races. Come on Ed, you know it’s tempting. After all, they have about as much to do with the sport of kings as the "Race to the Alter."