by Lucas Marquardt
Let's be honest. The announcement that Keeneland would host the 2015 Breeders' Cup World Championships was met with skepticism in some quarters. The issue wasn't the track itself. Keeneland, after all, is widely regarded as one of the best, prettiest tracks in the country. But one of its greatest attributes was, in this case, a perceived hindrance: its size. The largest crowd in its history came in 2012, when 40,617 packed in to see the GI Toyota Blue Grass. That's almost half the Breeders' Cup single-day attendance record of 80,452, set at nearby Churchill Downs in 1998. What's more, most would agree that days like that at Keeneland–with patrons shoulder-to-shoulder–can be uncomfortable for those not in love with their neighbors' elbows.
This was a popular topic of conversation at the sales this year, the “Will they…?” “Can they…?” etc. Tellingly, however, these conversations more often than not concluded with one participant shrugging his or her shoulders and offering something along the lines of, “I dunno, but if anyone can do it, Keeneland can.”
A more accurate statement, perhaps, is “Keeneland is doing it.”
Keeneland management and personnel are already in high gear in anticipation of the 2015 Breeders' Cup, to be held on Friday and Saturday, Oct. 30-31, and over the coming months, the TDN will regularly spotlight the behind-the-scenes work being done. This month, we're starting with the basics: crowd size.
Wisely, Keeneland and the Breeders' Cup aren't attempting the obvious–shoehorning as many people as possible into the grandstand in an effort to maximize attendance. Instead, Keeneland and the Breeders' Cup are emphasizing fan experience.
“We're not viewing this as a challenge, but as an opportunity,” explained Keeneland Chief Operating Officer Vince Gabbert. “Opportunities on how we handle the grounds. On how we handle patron concerns. On how we provide the level of experience we want to provide. We are focusing on the experience.”
To that end, Keeneland is limiting on-track attendance to approximately 45,000, with 28,000 guests within the Keeneland grandstand, 7,500 in trackside and paddock luxury chalets, and about 7,500 accommodated in such venues as The Keene Barn, The Hill and the Meadow. That will ensure a sellout crowd, the smallest in Breeders' Cup history for a Saturday, and mean there will be no walk-up sales on the day of the Breeders' Cup. But it should also ensure those on hand have plenty of room to move around and enjoy themselves.
“Regardless of where the seat is, it will be much easier to access food, wagering and restroom facilities than people experience on a busy Saturday,” said Gabbert.
As mentioned, Keeneland isn't just relieving pressure by limiting admission at existing facilities. It also is adding myriad seating and entertainment options, so that the immediate track area will boast several distinct destinations for fans to gather.
On a typical raceday, Keeneland has about 8,000 seats combined in its grandstand, luxury boxes and dining rooms. Augmenting these facilities will be two rows of elevated, temporary boxes off the front of the current grandstand, as well as a number of multi-story chalets in the clubhouse parking lot, the Louisville lot, and adjacent to the paddock. There will also be expanded seating capacity in grandstand areas that are not usually ticketed areas, such as the Mezzanine Bar. In addition, the Breeders' Cup will offer 10,000 general admission tickets.
As for pricing, Gabbert said the reduced number of tickets won't mean exorbitant prices. “It will be different than a normal Keeneland pricing, but all of our pricing will be at or below what other venues charge now for Breeders' Cup,” he said. “For instance, a box seat here will be less than a box seat at Santa Anita last year. We wanted to be in line with the market and give everyone an opportunity to experience this.”
Fans at Keeneland this fall may have already noticed some of the temporary infrastructure going into place, including the trackside chalets located in upper stretch. The Breeders' Cup chalets have their own food and wagering services inside of glassed-in, climate-controlled venues. Tiered balconies on the second floor provide views of the races, and each chalet includes rail access, so that fans inside can freely venture out to cheer home their horse.
“The chalets will create a little village among themselves,” said Gabbert. “They'll be very high-end in terms of how we finish them out, and even getting to and from them will be part of the experience.”
Farther up, located about diagonally from the quarter pole, will be the Bourbon Lounge, a massive trackside tent that will hold approximately 3,000 people. “This will be a high-demand ticket,” said Gabbert. “Tickets will be reasonable, there will be a phenomenal food and beverage experience, and fans will have the ability to come out and watch the races on the rail. The atmosphere will be fantastic.”
Those looking for a much more exclusive experience can aim for the Saddling Paddock Luxury Chalet, which will sit opposite the grandstand on the far side of the paddock and allow patrons an up-close-and-personal view of Breeders' Cup participants, both human and equine. Guests here will be treated to gourmet meals, and will also have trackside access to watch races.
If Keeneland is getting inventive to increase viewing areas around the immediate track area, it is taking advantage of one thing most other racecourses lack: a sprawling campus with attractive open areas. Keeneland sits on 1,100 acres of rolling Kentucky hills. Red maples and cherry trees dot the property, and in the fall, the changing colors add to the pastoral setting. Keeneland hopes to host an additional 7,500 on various parts of its campus on each of the Breeders' Cup days, including on The Hill, a broad lot located above the track designated for tailgaters. The Hill currently is open on Fridays and Saturdays during meets and features food trucks, live music, and a jumbo television screen, among other amenities.
“A great number of fans just stay up there all day and tailgate, and we anticipate it will be very popular over Breeders' Cup weekend,” said Gabbert.
Keeneland will also sell tickets for seating at the Keeneland Entertainment Center, giving fans other dining and viewing options, while the Thoroughbred Club, situated just off the Keeneland grounds, will offer both lounge and dining options.
To be sure, Breeders' Cup tickets will be in high demand. But Gabbert said there will be the opportunity for the average race fan to buy a ticket when they officially go on sale Mar. 1.
“Like a Super Bowl or a World Series, not everyone will have a ticket who wants one,” admitted Gabbert. “And, as with every Breeders' Cup, the Breeders' Cup will work through a priority list over the winter, between nominators and horsemen and participants. On Mar. 1, over half the tickets will be available to the public.”
Keeneland's plans to develop the fan experience for the 2015 Breeders' Cup will be the topic of future features in the TDN, including how the track and the city of Lexington are working together to host the World Championships.
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