Familiar Ground But New Churchill For Breeders' Cup

The Churchill Downs that will host its ninth Breeders' Cup boasts millions of dollars of improvements since the premier races last were held under the Twin Spires in 2011.

Among them are the Winner's Circle Suites that are trackside, the Starting Gate Suites near the quarter pole, the Grandstand Terrace and Rooftop Garden, The Mansion, and the 4K ultra-high definition big board—not to mention other enhancements to previously existing areas.

"Obviously we've tried to continue to elevate the fan experience," said Breeders' Cup CEO Craig Fravel, so the new facilities were "a pretty big factor in our decision, and since then they've continued to do some great things."

Fravel said the Breeders' Cup wants to reward tracks that make that kind of investment.

"The place is really spiffed," he said.

Since the clubhouse and grandstand renovations were complete in 2005, Churchill has invested more than $150 million in its plant through the completion of the Starting Gate Suites. Including all the projects Churchill has invested almost $280 million since the early 2000s.

"The renovations and improvements at Churchill Downs Racetrack were a huge part of the message that we delivered to the Breeders' Cup and their team, because we understand that they're all about great experience, and we believe that we've improved and enhanced customer experience through facility improvements," said track president Kevin Flanery. 

In addition to adding to fan experience, most of the projects provide the Breeders' Cup with opportunities for increased revenues. 

According to the Breeders' Cup website, a Winner's Circle suite that accommodates 20 is being sold for $19,900 for the two days (almost $500 per day, per person). By comparison first-floor clubhouse seats that were there prior to the suites are being sold for between $270 and $570, according to the website.

Churchill even has given the Breeders' Cup the figurative keys to The Mansion, where a seat for both days is $4,750. The Mansion, which opened in 2013, originally was marketed as Churchill's swankiest area, only to be used on Kentucky Oaks (G1) and Kentucky Derby (G1) days. Since then that policy has been relaxed.

"It wasn't a hard conversation" to get the keys, Fravel joked.

The Mansion was used as part of Churchill's sales pitch to get the Breeders' Cup to return, Flanery said. A reception was held there a couple years ago for the Breeders' Cup and its board on Stephen Foster Handicap (G1) night.

"We know that that type of first-class, concierge-level-type service is important to ... many guests, including the international guests that will be visiting us this weekend," Flanery said.

Even without the added possibilities presented by the new facilities, Churchill always had been among the best sites—if not the best—for the Breeders' Cup in terms of economics.

"From a business perspective it's always profitable here at Churchill, because of the footprint of the plant and ... horse racing's so important in our culture here in Kentucky that it's supported very heavily," said Breeders' Cup board member Elliott Walden, who is CEO of WinStar Farm.

"It's nice that Churchill Downs has the facilities now ... to be able to get more people in good viewing spots than it was 10 years ago, but it's always been profitable here in Kentucky," Walden said.

With attendance always being strong when the Breeders' Cup is in Kentucky, Walden said, "we're looking for a ... big two days."