Keeneland Announces Changes in Racing, Sales Operations

Keeneland is conducting a strategic realignment of its core racing and sales operations to strengthen its ability to execute its mission and better serve the needs of its global clientele, the track said in a July 23 news release.  

Keeneland president-elect Shannon Arvin will serve as interim head of sales while a search is conducted this fall for a new vice president of sales. Arvin, who as a partner with Stoll Keenon Ogden has served as corporate counsel to Keeneland since 2008 and as secretary and advisory member of Keeneland's board of directors since 2015, was named July 2 to succeed Bill Thomason as Keeneland president and CEO upon his retirement at the end of the year. 

Under the realignment, Bob Elliston will continue as Keeneland's vice president of racing. His previous title was vice president of racing and sales.

Geoffrey Russell will continue in his position as director of sales operations.

"With more than two decades of industry leadership experience, Elliston will focus his attention on advancing Keeneland's racing product, industry-wide safety and integrity initiatives, preparations for the upcoming Breeders' Cup World Championships and expanding Keeneland's mission to grow the sport," Keeneland noted in its release. 

"The demands of these two globally significant business lines require tremendous time and resources, especially as we navigate these unprecedented times and get ready for a fall season that includes two major sales, the fall meet, and Breeders' Cup," Thomason said. "We understand the uncertainty and the extraordinary challenges our customers are experiencing due to the COVID-19 pandemic. We want them to know that we are all in this together, and we are committed to providing the best opportunities for them to succeed in the sales ring and on the racetrack. This realignment enables Keeneland to deliver on this promise when our industry needs it most."

Carrie Brogden, who with her husband, Craig, will be offering a September yearling consignment in their Machmer Hall Farm banner for the first time after previously selling with other partners through Select Sales, said she believes separating the sales and racing management responsibilities is a positive move.

"It's hard to do two things great," Brogden said, noting that one reason for Select Sales to dissolve was because consigning to 12 sales in 2019, it had become so large she was unable to focus on the core mission of selling yearlings. "It's what we went through with our sales company. I love yearlings and that's my passion and what I'm good at. Having the mixed sales is a completely different facet. The sales side is completely different from the racing side."

With the Breeders' Cup and the upcoming Keeneland September Yearling Sale and November Breeding Stock Sale having additional logistical requirements related to the pandemic, Brogden said she believed it was a good time for the operational changes.

"I think it is a very positive business change," she said. "This year there will be all sorts of logistics with racing and sales, and I think it is going to be hard to do both great. With Breeders' Cup coming, it makes complete sense to split the two."

Consignor Reiley McDonald of Eaton Sales agreed.

"I think Keeneland has made the right move here, and they have reacted to a specific need in this environment, with the Breeders' Cup on their doorstep," McDonald said. "Both of those jobs are too much for any one person to do with complete effectiveness. Bob Elliston is a very good racing executive, and he can apply his skills to Keeneland racing, which is some of the finest in the country."

Arvin and Elliston both bring a wealth of expertise and passion for Keeneland to their roles, and they will provide a seamless transition for the Keeneland team and its customers, the release stated. In her position as counsel, Arvin has worked alongside the Keeneland sales and executive staffs on operational plans for the September yearling sale, safety protocols, online bidding, and beyond.

Elliston has led racing operations since 2016, bolstering safety and welfare protocols, introducing the position of equine safety director, and negotiating the return of the Breeders' Cup, which the track first hosted in 2015.  

As the world's largest Thoroughbred auction company, Keeneland conducts four sales annually, which last year grossed more than $627 million and includes the prestigious September and November sales. Keeneland recently launched its online auction platform, Keeneland Digital Sales Ring.  

"The Keeneland sales are an important economic engine for Keeneland and vital to the global Thoroughbred industry," Arvin said. "Over these next few months, I look forward to working alongside Bill, listening to our customers, learning from our sales team, and evaluating opportunities to further enhance Keeneland's premier sales." 

In addition to spring and fall meet operations and the track's multimillion-dollar stakes program, Elliston will continue to oversee initiatives critical to the health of the sport, such as safety and integrity innovations, elevating the racing experience for Keeneland customers, and expanding outreach to grow the sport for future generations. 

"As we saw during the recent summer meet, racing at Keeneland is second to none, and I am excited to be able to focus my attention on preparing for the fall meet and Breeders' Cup," Elliston said. "I am proud of the great strides we have made, particularly in the areas of safety and fan development, and I look forward to building on the foundation we have put in place." 

Keeneland will hold its September yearling sale Sept. 13-25 and fall meet Oct. 2-24. The Lexington track hosts the Breeders' Cup Nov. 6-7, followed closely by its November breeding stock sale from Nov. 9-21.