Failed Richmond On line casino Marketing campaign Spent Over $400 Per Vote
This week’s failed Richmond on line casino referendum pushed by City One in partnership with Churchill Downs was a expensive defeat for the would-be builders, who spent closely on the marketing campaign.
The Richmond on line casino vote was extra strongly opposed in 2023 than an identical gaming referendum was in 2021. The would-be builders of the Richmond Grand Resort & On line casino spent greater than $10 million on the failed gaming push. (Picture: Virginia Public Entry Venture)
For the second time in three years, Richmonders had been requested by their Metropolis Council and Mayor Levar Stoney (D) to authorize a Las Vegas-style on line casino. And, for a second time in three years, metropolis voters informed their native leaders “no.”
The 2021 gaming referendum was narrowly defeated by a 51%-49% final result, with lower than 1,500 votes being the distinction.
City One, the media conglomerate that runs radio stations and tv networks tailor-made to the Black group, was chosen by Richmond officers as town’s most well-liked on line casino developer regardless of missing any type of related expertise. City One believed a extra coordinated marketing campaign touting the financial advantages such a resort would carry would tip the 2023 vote in its favor. It didn’t.
Expensive Defeat
City One and Churchill Downs collectively spent $10,684,473.30 on their “Richmond Wins, Vote Sure” political motion committee (PAC). The cash was spent operating commercials and social media adverts selling why Richmond residents ought to vote “sure” on November 7 for the $562 million Richmond Grand Resort & On line casino.
The backers mentioned the resort would ship 1000’s of good-paying jobs to Richmond’s Southside the place an financial resurgence is desperately wanted. Stoney pledged to make use of town’s tax earnings from the resort, projected at $30 million per yr, to raised fund early childhood packages.
Polling prompt that Richmond’s 2023 gaming referendum could be as shut because the 2021 final result. However a collection of controversial feedback from the on line casino’s supporters about their opposition fueled robust voter turnout within the extra prosperous neighborhoods that opposed the on line casino two years in the past.
City One’s 2023 on line casino pitch was extra strongly rejected, with the mission garnering lower than 39% of the vote. The on line casino help tally of 24,765 votes equates to City One and Churchill spending about $431 in marketing campaign {dollars} per vote.
In the meantime, the opposition, “No Means No On line casino” PAC, spent simply shy of $400K or about 10 bucks per vote.
Racial Divide
City One founder Cathy Hughes levied racial accusations in opposition to her on line casino opponents throughout a radio interview within the leadup to Election Day. The media mogul mentioned those that oppose the mission, even when they’re Black, extra carefully align with white folks.
Although you could have a home like theirs, a automotive like theirs, and your kids go to the identical faculties, they see you as a n*****,” Hughes mentioned.
Richmond’s wealthier neighborhoods, primarily these west of I-95 and north of the James River like The Fan District and Scott’s Addition, drastically opposed the on line casino. Of the 1,161 votes solid in The Fan precinct, simply 156 votes had been solid in help of the Richmond Grand.
In 2023, it wasn’t solely the extra prosperous communities that opposed the on line casino query. Of the 72 precincts in Richmond, simply 20 voted in favor of the gaming initiative.
