Q & A With Breeders’ Cup President and CEO Drew Fleming

This past year was a good one for the Breeders' Cup. Returning to Keeneland for the first time since the pandemic year of 2020, the event generated a global wagering total of $189.1 million, which set a record, 3.4% higher than the previous mark. The Breeders' Cup also produced big numbers when it came to the total economic impact for Keeneland, Lexington and the surrounding community. It was announced Friday that a survey conducted by University of Louisville Economics Professor Thomas E. Lambert, Ph.D., showed that the Breeders' Cup was responsible for a total estimated economic impact of $81,846,897. It was the second-highest economic impact recorded in Breeders' Cup history, following the record set in 2017 at Del Mar. On the track, it was a spectacular two days of racing, highlighted by a memorable win by Flightline (Tapit) in the Breeders' Cup Classic.

How is it that the Breeders' Cup's momentum never seems to wane and what's ahead for racing's championship event? We posed those questions and more to Breeders' Cup President and CEO Drew Fleming.

TDN: The handle figures are particularly impressive as the Friday card yielded a record $66.1 million in handle and the Saturday card produced $122.9 million in handle, also a record. What has caused the growth in handle and what needs to be done to see that it continues to grow?

DF: We are very grateful to the horseplayers that have been supporting us and our Thoroughbred industry for a long time. At the Breeders' Cup, we take pride in the fact that we have the best horses in the world competing, which equates to really great betting races. Additionally, the Breeders' Cup, for many years, has been conducting its own global pool and we had 27 countries last year bet into the common pool. We had an additional six countries betting separately. One of the things that the company continues to invest in, not only in time but capital, is in the awareness of the Breeders' Cup as a whole. We felt we ran an effective awareness campaign last year, which caused an increased consumption of content as well as generating additional wagering dollars.

TDN: As they are proud of saying, Lexington is the horse capital of the world. There are racing fans all over the country, but it's just different in Lexington. How does that factor into the success of the 2022 Breeders' Cup?

DF: The moment you get off the plane in Lexington, Kentucky, horse racing is in the air. You go to a restaurant, a bar, a coffee shop, people are talking breeding, training, owning race horses. It's a way of life. The city was so welcoming. Unfortunately, in 2020 we weren't able to have fans due to the pandemic. We told the city we would be back as soon as we could. We were able to come two years later and deliver on that promise and they could not have been more thankful. The hospitality was everywhere. People were thrilled to have fans back and were also very thrilled to have the World Championships back in Lexington and to be able to showcase our industry.

TDN: The 2020 numbers aren't applicable because of the pandemic. Before that, the last Breeders' Cup at Keeneland was in 2015. The economic impact numbers from 2015 to 2022 increased by 27.8%. What was different about 2022 versus 2015 that the number increased the way that it did?

DF: A couple of things played a role. The brand and the demand for the Breeders' Cup continues to grow. Last year, we had people from all 50 states purchase tickets as well as 18 countries. Because the brand continues to grow we continue to see investment not only in the Breeders' Cup but in the surrounding areas when we are there.

TDN: It's not just Lexington. The entire state of Kentucky is horse-crazy and Louisville is also a great racing town. We haven't seen the Breeders' Cup at Churchill Downs since 2018 and it is not scheduled for there either this year or next. Is there any reason for that and what is the status of the event returning to Churchill Downs?

DF: Churchill is a great partner and we enjoy working with them and had a very successful Breeders' Cup there in 2018. Normally, we don't talk about future host sites until we have made a host site announcement. With the impact and the success of the past few times we have been in Kentucky, I anticipate that shortly in the future we will be back in Kentucky.

TDN: You had a superstar in the Breeders' Cup this year in Flightline. What impact did he have and can you address both the business aspects of the event and the excitement level that he brought to the event. Fifty years from now, people will still be talking about his win in the Classic.

DF: NBC compared Flightline's performance to Secretariat. Any time you have a horse like that there will be increased interest, not only for the Breeders' Cup but for the sport as a whole. It was amazing to see him deliver in the horse capital of the world. Being a hometown boy, seeing him come around the turn and the energy he generated was just amazing. It's something I will remember for the rest of my life. One thing about the Breeders' Cup that we are so proud of is that we know we're going to have the best horses in the world competing. In 2015, we had American Pharoah, who was the first 'grand slam' winner. That was also amazing. You feel humbled to be a part of that. As far as a monetary impact, that's hard to quantify. But we knew with him there would be increased interest and that was evident when he came into the paddock. It was like the Beatles were coming on stage.

TDN: Flightline aside, what were some of your favorite moments from this Breeders' Cup?

DF: There was not a dry eye in the house when Cody's Wish won. That was such a tremendous and compelling story. It's great when racing can tell feel-good stories like that. It was also great just having the fans come back after we couldn't have fans in 2020.

The horses break from the gate in the Dirt Mile | Coady

TDN: The Breeders' Cup Festival has become a big part of the whole experience. It's not just two days anymore. You have several events leading up to race day. Can you tell us a little bit of the history of this and how much has the Festival helped when it comes to things like economic impact?

DF: In addition to having the two best days of racing, the Breeders' Cup is a celebration of equestrian life. Like most major sporting events across the globe, it's important to have a festival component so that fans can come and see what a beautiful area the event is taking place in, be welcomed, have great hospitality and celebrate the equestrian lifestyle. We want them to walk away and say, 'Wow, not only was that two great days of racing, but it was a wonderful vacation, a wonderful experience and I want to come back.' In any of the cities that we are in, we work with the locals to develop that festival and to highlight key aspects of the region to our visiting guests.

TDN: NYRA is trying to get a loan from the state so that it can refurbish Belmont Park. You are on the record saying that if this gets done the Breeders' Cup would love to come back there. Your thoughts on a return to New York?

DF: We're incredibly supportive of NYRA and we will support any redevelopment at Belmont. We have a great relationship with the executive team at NYRA. I am having dinner Wednesday night in New York with (NYRA CEO) David O'Rourke. We wrote him a letter several months ago with the title, 'If you build it we will come.' The Breeders' Cup sticks to its word.

TDN: The Breeders' Cup has not been to Belmont since 2005, understandable because the current track is not a good fit when it comes to hosting an event like this. How much has the Breeders' Cup missed New York?

DF: We very much miss New York. There's so much energy up there and they are large investors in the game. We look forward to coming back. If they build it we will be there.

TDN: What can you tell us so far about what's in store for this year's Breeders' Cup at Santa Anita when it comes to new initiatives and things you can do to maintain the momentum?

DF: One of the challenging but also fun things when it comes to working for a company like the Breeders' Cup is that we are always innovating. We are continuing to move the ball forward on technological advancements in viewing and look forward to working with NBC, FanDuel and some other partners to continue to make sure that those who are watching have many different angles and experiences when it comes to watching the sport. Along with having great views of the San Gabriel mountains, we want to make sure that they have a world-class time when it comes to hospitality. We will continue to work to advance the culinary offerings and will have some exciting things to announce in the near future. We will also have some new ticket packages that we are putting the final touches on to make sure, again, that everyone has the best experience possible.

TDN: You brought up FanDuel. It's obvious that racing needs to find a way to attract the sports bettor and we need to have the FanDuels of the world offering betting on the Breeders' Cup and all racing on their sports betting platforms. Where do things stand when it comes to getting the sports bettors to follow and bet on the Breeders' Cup?

DF: Hats off to FanDuel for advancing the technology so there can be an aggregated wallet experience for the sports bettor. It's a tremendous marketing opportunity for our sport to be on the same bookshelf as the NFL, the NBA and MLB. Horse racing will be able to be cross-marketed from a wagering standpoint to those who are already wagering on other sports. This is one of the largest marketing opportunities we have had in a long time.

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Breeders’ Cup Festival In Del Mar To Kick Off Nov. 1

Breeders' Cup, one of Thoroughbred horse racing's most prestigious international events, announced Tuesday the lineup for the 2021 Breeders' Cup Festival presented by PNC Bank. This week-long series of events and activations will run Nov. 1-6, 2021, with events preceding and following the 38th annual horse racing World Championships which takes place on Nov. 5-6, 2021, at the Del Mar racetrack. In partnership with Del Mar Village Association (DMVA) and sponsored by PNC Bank, the Festival will bring residents and visitors together to celebrate Breeders' Cup while supporting local businesses and engaging with the community.

“In addition to featuring the greatest horse racing in the world, Breeders' Cup showcases the host city's best local food, entertainment and culture. We're excited to be back at Del Mar for a second time, and we look forward to offering our fans a rich selection of events and activities through this year's festival,” says Drew Fleming, Breeders' Cup President and CEO. “There are no better partners than PNC Bank and the Del Mar Village Association to help bring this festival to life and we hope to see residents of San Diego County and beyond enjoying our Championship races and festival events, all while supporting local businesses.”

The Breeders' Cup Festival will run from Monday, Nov. 1, to Saturday, Nov. 6, and includes a variety of free and ticketed events. Confirmed event highlights are included below:

  • Rood & Riddle Breeders' Cup Post-Position Draw (Monday, Nov. 1): The official post-position draw determines the starting gate positions (number) of each horse in each Breeders' Cup World Championships race.
    Location: Del Mar Racetrack (Paddock), 2260 Jimmy Durante, Del Mar
  • Del Mar Village Live Music (Tuesday, Nov. 2 – Sunday, Nov. 7): Local musicians will perform throughout Downtown Del Mar Village.
    Location: Del Mar Plaza Deck
  • Fashionable Fillies Goes West Benefiting The Jockey Club Safety Net Foundation (Wednesday, Nov. 3): A fundraiser in collaboration with Del Mar Village Stores & Boutiques will be held at the Del Mar Plaza and its surrounding shops from 3-5 p.m. For more information, tickets and sponsorships please visit Tinyurl.com/GoesWest2021
    Location: Del Mar Plaza, 1555 Camino Del Mar, Del Mar
  • Edwin J. Gregson Foundation Gala (Wednesday, Nov. 3): A celebration honoring champion trainer John Gosden will raise money to fund scholarships for children of backstretch employees. The event will take place at the Fairmont Grand Del Mar from 6-10 p.m. Visit www.gregsonfoundation.com or call (626) 447-2339 for more information. Please reserve seats early for this can't-miss event, as seating is limited!
    Location: 5300 Grand Del Mar Ct, San Diego, CA 92130
  • DMTC Bing Crosby Season Opening Day VIP Viewing Party & Breeders' “Cup” of Beer & Whiskey Wednesday (Wednesday, Nov. 3): In celebration of Del Mar's Bing Crosby Fall racing season Opening Day, Monarch Ocean Pub will hold a VIP viewing party from 12:30 – 5 p.m. and a barrel beer and whiskey tasting with small bites and live music from 6-9 p.m.
    Location: Monarch Ocean Pub, 1555 Camino Del Mar Suite 322, Del Mar
  • Festival Golf Tournament (Thursday, Nov. 4): Highlighting one of the area's most coveted golf courses, the Del Mar Country Club tournament will host up to 100 guests for a day of friendly competition.
    Location: Del Mar Country Club, 6001 Clubhouse Dr, Rancho Santa Fe, CA 92067
  • DMVA Breeders' Cup VIP Welcome Party (Thursday, Nov. 4): DMVA will host a Del Mar Village Breeders' Cup kick-off event from 6-9 p.m. presented by PNC Bank with music, curated cocktails, ocean views and Del Mar flavors. Tickets are available by invite only.
    Location: Monarch Ocean Pub, 1555 Camino Del Mar Suite 322, Del Mar

Additional events throughout the 2021 Breeders' Cup Festival include a poker tournament, a Tacos & Tequila Tuesday in Del Mar Village and daily Viewing Parties at Del Mar Village businesses with special Breeders' Cup cocktails. There will be fundraisers including an event in support of the Thoroughbred Charities of America (TCA). Details for all events are being confirmed and will be available on the Breeders' Cup Festival website, www.BreedersCupFestival.com, in the coming weeks.

In 2017, Breeders' Cup and the accompanying festival drew thousands to the San Diego region, setting the highest recorded economic impact for the championship event with $97 million in economic benefits.

“We are grateful to Breeders' Cup for returning to Del Mar and the economic support it brings to our community,” says Craig Dado, Del Mar Thoroughbred Club CMO. “This is a milestone event for our city and we look forward to repeating 2017's success.”

Breeders' Cup tickets are still available for purchase online at BreedersCup.com/Tickets or by calling the ticketing office at 1-877-849-4287. Fans are required to purchase tickets in advance of the event.

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Breeders’ Cup Festival Begins Nov. 1

The lineup for the 2021 Breeders' Cup Festival, presented by PNC Bank, was announced Tuesday. The week-long series of events and activations will run Nov. 1-6, 2021, with events preceding and following the 38th annual World Championships, which takes place Nov. 5-6, 2021, at Del Mar.

“In addition to featuring the greatest horse racing in the world, Breeders' Cup showcases the host city's best local food, entertainment and culture. We're excited to be back at Del Mar for a second time, and we look forward to offering our fans a rich selection of events and activities through this year's festival,”  Drew Fleming, Breeders' Cup President and CEO, said. “There are no better partners than PNC Bank and the Del Mar Village Association to help bring this festival to life and we hope to see residents of San Diego County and beyond enjoying our Championship races and festival events, all while supporting local businesses.”

Confirmed event highlights include:

Rood & Riddle Breeders' Cup Post-Position Draw (Monday, Nov. 1);

Del Mar Village Live Music (Tuesday, Nov. 2 – Sunday, Nov. 7);

Fashionable Fillies Goes West Benefiting The Jockey Club Safety Net Foundation (Wednesday, Nov. 3);

Edwin J. Gregson Foundation Gala (Wednesday, Nov. 3);

DMTC Bing Crosby Season Opening Day VIP Viewing Party & Breeders' “Cup” of Beer & Whiskey Wednesday (Wednesday, Nov. 3);

Festival Golf Tournament (Thursday, Nov. 4); and

DMVA Breeders' Cup VIP Welcome Party (Thursday, Nov. 4).

The post Breeders’ Cup Festival Begins Nov. 1 appeared first on TDN | Thoroughbred Daily News | Horse Racing News, Results and Video | Thoroughbred Breeding and Auctions.

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Breeders’ Cup Festival Announces Plans For Week Of World Championships In Lexington

Befitting a city that is the “Horse Capital of the World”, the 2020 Breeders' Cup World Championships at Keeneland will be a unique and exciting experience that pays homage to the Lexington community. The CHI Saint Joseph Health Breeders' Cup Festival has developed safe and diverse ways to highlight the city's creative and culinary culture during the November 1-7 Breeders' Cup World Championships Week.

“The city of Lexington set the hospitality bar high when we hosted the Breeders' Cup in 2015,” Mayor Linda Gorton said. “This year we will continue to bring out the best in our City, as we welcome our guests and showcase our international leadership of the Thoroughbred industry.”

All festival activities will follow health and safety protocols as mandated by the CDC and the Governor's office to mitigate the risks associated with COVID-19.

“Despite the challenges we have faced, we are still hosting a world-class event with our limited guests, as well as locals, and they will still have ample opportunity to enjoy this international event safely,” said festival chair Kip Cornett. “Thanks to the city of Lexington, along with our arts and restaurant communities, there will be a number of activities that allow everyone to responsibly participate and appreciate what the Thoroughbred industry means to Lexington.”

Starting on Wednesday, October 28, an impressive collection of 32 dining establishments will participate in an “International Feeders' Cup”, where local chefs will create dishes of the 16 countries who have participated in the Breeders' Cup. From Australia to Ireland, from Peru to Japan, these restaurants' salute to international cuisine can be found at FeedersCup.com.

World Championship week will then kick off with a “bang” with a downtown fireworks show at 6:30 p.m. on Sunday, November 1st. A musically-synched fireworks display will follow the same location and safety protocols from the July 4th show. Citizens who can't see the fireworks from their homes are encouraged to drive to an appropriate parking spot and celebrate from their cars. Viewing available from Rupp Arena's High Street parking lot. There is no charge for parking.

Starting Wednesday, the center of the city will feature roving musicians who will perform in numerous public spaces downtown. They will be joined by local artists who will be capturing the Breeders' Cup experience in live, plein air painting in various spaces throughout the hospitality corridor. Three life-size horse statues painted and decorated as part of the Painted Horse Trilogy will be on display in Robert F. Stephens Courthouse Plaza.

“There will not be a single performance area and we will be very careful to adhere to social distancing rules, but this gives our artistic community a chance to shine and be a part of the experience in 2020,” stated Cornett.

A number of events planned by the 2020 Breeders' Cup Festival Committee will occur when the Breeders' Cup World Championships returns to Lexington in 2022.

“During this unprecedented Breeders' Cup week, we are finding new and creative ways to honor our World Championships' participants,” said Breeders' Cup President and CEO Drew Fleming. “Lexington's local community of racing fans, businesses and members of the Thoroughbred industry are the backbone of the sport and deserve a second opportunity, in short order, to experience the World Championships and the Breeders' Cup Festival at their full potential and we are more than excited to return again in 2022.”

“Keeneland is honored to once again welcome the Breeders' Cup home to Central Kentucky, and to share two days of championship racing with our fans, albeit remotely, around the world,” Keeneland President and CEO Bill Thomason said. “We sincerely thank our corporate and industry partners for their support of this year's Breeders' Cup Festival. Though limited in scope, it still provides a wonderful opportunity to showcase the best of Lexington and engage the community. We are eager to celebrate the pageantry and excitement on Nov. 6-7, and look forward to its return in 2022.

The Breeders' Cup will also have numerous opportunities to take in all the excitement around the racing action. Starting with the draw for post positions and continuing through two days of amazing competition on Friday and Saturday, fans are encouraged to visit BreedersCup.com to learn how to watch, wager and enjoy all the excitement from their homes. From livestream events to the NBC coverage, the Breeders' Cup can be enjoyed and experienced throughout the whole week. Racing coverage will begin on NBCSN on Friday, November 6th, at 2:00pm ET. On Saturday, November 7th, coverage begins at noon ET on NBCSN before switching over to NBC at 2:30pm ET.

“We can't thank CHI Saint Joseph Health, as well as The Jockey Club, enough for making a modified version of the Breeders' Cup Festival happen this year,” closed Cornett. “With their help, we have found new and creative ways to enjoy our local culture and highlight the importance of the Thoroughbred industry.”

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