For those wondering about the strategy of promoting the Meadowlands, here is a report from The Star Ledger regarding the 'gimmicks' being offered by the Big M which explains it all, in particular last Friday's events.
Do they all bet? No. Those that bet, will they bet a lot? Probably not. The point is you can't just depend on getting your existing customer base, at the track or at home, to wager more, you need to develop the next generation of customers. Of course, this does not mean you ignore your existing customers, just you can't go in one direction, you need to appeal to both groups, existing gamblers and potential gamblers.