Horse racing in the United Kingdom (U.K.) is a mature market and in 1991 the Commons' Home Affairs Committee concluded:To prosper, racing must promote and sell itself on the domestic and international markets. New target markets need to be encouraged to attend. This study, completed for the Newbury Racecourse, Berkshire, England, used first-time race attendance to identify the most important factors to repeat consumption for 18 to 28-year-olds.