Lamparter, the NJRC chief veterinarian, went to last year's Breeders' Cup in Kentucky to plan for this year's event in New Jersey. "I started my game plan from that point," she says. "It helped me decide how much planning I needed to do, how much coverage I'd need for my staff and to gain cooperation with all the groups that were going to be here."

For all equine practitioners

The AAEP On Call program sets an example for what equine veterinarians at local events around the country can do, even when there's no live telecast coverage, Bramlage says.

"I would say the general practitioner should look for opportunities at the local level, in the same way we plan for them at the Breeders' Cup," Bramlage explains.

"It works as the model for better communication with the industry," says McIlwraith, "whether it's clients, owners or people involved with horse racing."

"Make yourself available to the media for whatever information they might need. Don't hesitate to step up," Bramlage says.

Kane is a Seattle author, researcher and consultant in animal nutrition, physiology and veterinary medicine, with a background in horses, pets and livestock.