Keeneland BC to Have Focus on 'Experience'

Parts of the grounds at Keeneland in Lexington may look like mini construction sites right now, but if one takes a step back and looks at the whole picture, it's very clear: The place is getting bigger.

And that expansion is just what Breeders' Cup needs to do in order for Keeneland to accommodate this year's World Championships Oct. 30-31. But unlike previous editions where temporary facilities played a major role, the Keeneland Breeders' Cup will place an emphasis on premium options, not simply bleacher-style seats.

"These are all premium spaces," Breeders' Cup chief operating officer Bob Elliston said Aug. 4. "We're adding (accommodations) for about 8,000 people, and when you add in the temporary boxes in the grandstand, it brings the number up to about 10,000 people that will have dedicated food and beverage.

"What is being appended to the existing Keeneland experience is a first-class experience. We want to make sure it's as good an experience you would have in a dining room in the clubhouse."

The clubhouse parking lot that runs along the homestretch will be occupied by rows of chalets with walk-out access to the rail. Most will be two stories, but the one at the end of the far turn will be a rare three-story structure with excellent views of the racetrack. Also off the far turn will be the Maker's Mark Bourbon Lounge, a 3,200-person structure with access to the rail, and a lengthy chalet that will overlook the paddock.

As for the clubhouse—on regular race days a members-only area—two chalets will be built on the lawn that fronts the stretch for those who may be displaced by others indoors.

"A lot of clubhouse members are already active in the Breeders' Cup, so a lot of the clubhouse members will be in the clubhouse," Elliston said. "But we know some people who use the clubhouse will be displaced, so we will have space for them in the chalets."

Elliston said the added premium seating doubles the revenue stream for premium areas at Santa Anita Park last year when it hosted the Breeders' Cup.

Construction will soon begin on loge boxes that will be located just under the regular boxes that run the length of the grandstand. The boxes, which will provide another 1,560 seats, will be elevated to allow for access to the facility from the track apron.

As noted earlier, only people with tickets will have access to Keeneland on both days. Therefore Breeders' Cup is shooting for attendance of about 45,000 people on each of the two days, not including employees, backstretch workers, and those on the grounds to prepare for the Keeneland November breeding stock sale.

There will be about 36,000 people on the frontside and another 9,000 in tailgate areas on the property.

Keeneland vice president and COO Vince Gabbert noted ongoing work in the paddock for the benefit of horsemen and patrons. Smaller walking rings have been added in front of the row stalls at the back of the paddock so horsemen have an option before the horses are taken to the main walking ring. And the view of horses for patrons who line the rail around the main paddock will improve.

"(Keeneland director of racing) Rogers Beasley worked really hard with a lot of trainers to make sure they will be taken care of and give them the access they desire," Gabbert said.

The breakfast chalet for owners, breeders, and invited guests is being constructed between the far end of the grandstand and the racing office. It's not far from the horse path that leads from the barn area to the racetrack.

"The synergies of having that convenience are incredible," Elliston said.

Keeneland will race Thursday of Breeders' Cup week. Gabbert said Oct. 29 will be called "Prelude to Breeders' Cup" day during which officials will have a run-through in advance of the two Breeders' Cup programs. Tickets for the Thursday program will go on sale Aug. 17.

The Red Mile, with which Keeneland has partnered on a year-round simulcast facility and historical race wagering operation, will offer full simulcasts both Breeders' Cup days and serve to handle overflow.

Those who don't attend the Breeders' Cup will have the opportunity to experience the new seating and hospitality areas during the regular fall meet that runs Oct. 2-24. Keeneland will make available the loge boxes, paddock chalet, and clubhouse chalet.

Tickets currently are on sale for the new areas as well as dining rooms, reserved grandstand seating, and general admission.

The clubhouse chalet and paddock chalet are available Fridays and Saturdays at $80 per person, which includes admission, a lunch buffet, and a program. The six-seat loge boxes are available every day at $200 on Saturdays, $150 on Fridays, and $100 on Sundays, Wednesdays, and Thursdays.