This Saturday, The 142nd running of America’s preeminent horse race will commence. And while "The Most Exciting Two Minutes In Sports," will be the main course of this weekend’s events, the royal treatment some fans may receive gives new meaning to the sport of kings. When I first attended the Kentucky Derby in 2004, the year of Smarty Jones, I was blown away by the incredible atmosphere surrounding this event. At the time, I had already attended just about every major sporting event around the globe and even without being a horse racing fan, the Kentucky Derby instantly became one of my favorite sports experiences. I realized
On September 1, 2015, Churchill Downs, the site of the Kentucky Derby, announced an $18 million renovation would begin. As promised, the renovations were completed prior to this year’s race and the outcome did not disappoint. According to Churchill Downs, track officials have committed $69.4 million to improvements on the facility over the last six years primarily effecting the venue’s most premium areas.
The Turf Club, located on the third floor of the clubhouse, has been described by Churchill Downs president Kevin Flanery as the venue’s “private membership club.” Aside from the 82,000 square foot additions increasing reserved seating capacity to 58,654 from 57,880, the Turf Club has been redesigned to celebrate the Kentucky Derby’s history. The club now features new tables, lounge seating, live entertainment, and additional race-betting kiosks.
Changes in The Stakes Room include leather bridles and racing quotes covering the walls and a fourth floor balcony cover with paddock and racetrack views. With its sleek, wrap-around couches, private elevator and canopy covered terrace, the Directors Room space looks more like a boutique hotel lobby than a clubhouse at a horse racing venue.
Churchill Downs even has its own speakeasy. As Forbes previously reported, a non-descript door leads its way into a 7,000-square-foot room and entrance requires an invitation from Kevin Flanery. Top-shelf bourbon cocktails designed by James Beard Award-winning mixologist Charles Joly are served in a bar reminiscent of The Great Gatsby.
The event is not only about what’s offered at Churchill Downs but who’s in town for the weekend’s events. Twin sisters Patricia and Priscilla Barnstable-Brown will host their 28th annual Barnstable Brown Derby Eve Gala, an event held the night before the Derby that helps raise money for the Barnstable Brown Diabetes and Obesity Research Center at the University of Kentucky. Model Kate Upton,
Although most attendees will not be able to access the ultra-premium seating or star-studded parties, racing fans will be able to partake in the pomp of the weekend’s events. Churchill Downs has also done a solid job in creating many different levels of hospitality for all types of budgets. It seems like each year they create a new and exciting viewing opportunity. They have also enhanced the digital experience that most fans have come to expect at major events. Churchill Downs’ General Manager Ryan Jordan announced on April 27 that the legendary horse racing venue launched a Churchill Downs Racetrack app, powered by VenueNext. Apple and Android smartphone users will be able to purchase tickets, find concession stands and restrooms, ping their car’s parking spot, and even order food and beverages from their seats via pick-up or delivery.
But with all the lavish accouterments added to Churchill Downs, the race itself has become less of a sporting event and more of a two-minute respite amongst the glitz and glamour that is taking placing just steps away from the track. Only time will tell if the increasing differences amongst those people willing to shell out the big bucks to experience the Kentucky Derby or sit in the grandstand to see the Kentucky Derby will officially overshadow one of America’s oldest traditions. The good news is Churchill Downs provides an experience for all fans on all types of budgets. It allows for everyone to sit back, relax, sip a mint julep or beer and appreciate the world’s most majestic horses, and, of course, silly hats.
Robert Tuchman is an executive at CAA Premium Experience a division of Creative Artists Agency. Previously he founded Goviva which was acquired by CAA. Prior to Goviva he started TSE Sports & Entertainment which was acquired by Pfingsten Partners. He is the author of Young Guns: The Fearless Entrepreneur. Follow him @roberttuchman.
