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When Brian Skirka first walked through the gates of Monmouth Park Race Track as a marketing intern during the track’s 2007
Breeders’ Cup season, he had no idea he was beginning what would become a two-decade journey shaping one of America’s most storied racetracks.
Today, as Marketing Director and Handicapping Contest Director, Brian is not only responsible for Monmouth’s promotions, advertising, and live events—he’s the creative force behind some of the sport’s most original ideas, including the now-famous Pick Your Prize Handicapping Challenge.
Brian’s passion for racing began early. At 16, his uncle introduced him to the thrill of the Haskell Invitational, and he was hooked. Soon, he and his friends were spending weekends at Monmouth, tracking their favorite horses on Equibase’s virtual stable.
Baseball was his first love—he played at the college level until an injury ended that pursuit. Searching for an internship during his junior year, he initially set his sights on the Trenton Thunder minor-league franchise. When that fell through, fate intervened. A chance conversation with the New Jersey Sports and Exposition Authority led him to an opening at Monmouth Park as assistant to the horsemen’s bookkeeper. “From there,” he recalls, “I moved into marketing—and I’ve never looked back. I can’t believe it’s been 20 years! It’s been extremely fulfilling.”
Among Brian’s many accomplishments, few have had a greater industry impact than the creation of the Pick Your Prize
Handicapping Challenge—a concept he designed entirely in-house to make handicapping contests more dynamic, transparent, and rewarding.
Traditional tournaments follow a rigid payout table. Brian’s idea was to let winners choose their own rewards from a prize board featuring cash, National Horseplayers Championship (NHC) seats, and Breeders’ Cup Betting Challenge (BCBC) entries. The result blends the strategy of wagering with the psychology of choice, transforming competition into a personalized moment of triumph.
“I wanted to create something that felt as exciting at the end as it did at the start,” Skirka says. “Winning shouldn’t just be about a number on a leaderboard—it should feel like you’ve earned your own path, your own prize.”
The format’s success was immediate. Within a few years, Monmouth Park’s Pick Your Prize Challenge became one of the best-attended live-money tournaments in the nation, attracting elite players from across North America both on-site and online through platforms such as Xpressbet and TVG.
“Brian’s concept redefined how racetracks think about contests,” says one veteran player. “He turned a niche event into an experience—something players look forward to all year.”
Today, the Pick Your Prize Challenge stands as a model for innovation throughout the racing industry—a showcase of Skirka’s ability to merge creative fan engagement with real-world racing excitement.
Now entering its next phase of expansion, Monmouth Park is growing under Brian’s marketing leadership and the vision of Dennis Drazin, Chairman and CEO of Darby Development LLC. Among the many initiatives in motion:
Portions of the profits from these ventures will be reinvested directly into New Jersey’s horse-racing industry—an example of how Monmouth Park’s growth strategy is designed to sustain the sport for generations.
For Brian, modernization isn’t just about new facilities—it’s about new audiences. One of his earliest marketing moves was to re-brand the Haskell from “The Summer’s Biggest Race” to “The Summer’s Biggest Party.”
That subtle shift in tone helped transform Monmouth’s fan base. In just seven years, the track’s attendance among 20- and 30-something fans jumped from 20 percent to 70 percent. The ripple effect spread beyond the Haskell: events like the Kentucky Derby Day at Monmouth Park recently recorded their highest attendance in a decade.
“The key is keeping it fresh and exciting,” Skirka says. “Thoroughbred racing has multiple audiences—serious bettors, casual fans, and families. Our job is to create experiences that welcome them all.”
Under his direction, Monmouth Park has evolved into a full-day destination experience. Visitors can enjoy:
The strategy works. Attendance and wagering are both on the rise, proof that Brian’s approach—balancing heritage with innovation—is resonating with fans old and new.
The Blu Grotto Restaurant has become a New Jersey dining destination.
From a teenager in the grandstand to the marketing mind steering one of America’s most historic racetracks, Brian Skirka’s journey is a study in passion meeting opportunity. Whether he’s emceeing the NHC Awards Dinner in Las Vegas, overseeing national tournaments like Kentucky Downs’ King of the Turf Challenge, or mapping the future of Monmouth Park’s fan experience, Skirka continues to shape the evolution of Thoroughbred racing—one idea at a time.
“At its heart, racing is about energy and excitement,” he says. “If we keep finding ways to share that with people, the sport will always have a future.”
As Monmouth Park’s email marketing partner, the team at Grey Matter Direct is proud to be able to help Brian in his drive to remake modern racing.
