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New Horse Country Board President is VisitLEX’s Borden

Gathan Borden, the vice president of marketing for VisitLEX, Lexington's convention and visitor's bureau, has officially been named the new board president of Visit Horse Country. Borden succeeds founding board president Price H. Bell, Jr., who served in the position for the first seven years of the organization.

“Visit Horse Country has been a game-changer for the Lexington tourism product,” said Borden. “The outreach from the horse industry into the community has been powerful and has allowed us to truly share the Bluegrass in a way we never could before. I'm excited to be a part of helping Horse Country continue to develop fans of the industry and further cement Lexington as the Horse Capital of the World.”

Borden is a 14-year veteran of the tourism industry and has served on the Horse Country board since 2019. Borden, who was selected in 2021 as one of the “Top 25 Most Extraordinary Minds in Sales, Marketing, and Revenue Optimization” by Hospitality Sales & Marketing Association International (HSMAI), is a sought-after speaker on marketing topics and trends.

Bell, Jr. worked alongside his father, Headley, and with Brutus Clay and Dr. Luke Fallon to form the industry initiative that would grow into Visit Horse Country. All have been on the board with Dr. Fallon recently rejoining.

“No doubt the organization would not be what it is, or at all, without Price's generous dedication of time, contribution of boundless energy, and sheer will,” said Executive Director Anne Sabatino Hardy. “He's been a mentor and a tremendous leader. His fingerprints are all over the initiative, which has opened the gates to completely new fans over these last years.”

In handing over the reins, Bell, Jr. said, “As we move into the next era of Visit Horse Country, Gathan's marketing prowess, vision, and strategic approach is the perfect fit for this position. He's an expert in the tourism field and, as we seek to attract new fans to our sport, he lends invaluable perspective on how to leverage our experiences to the leisure traveler.”

In additional Horse Country news, Heather Higgins, VP of corporate partnerships for Breeders' Cup, and Harold Palmer, president of The Jockey Club Technology Services, were unanimously elected as board members.

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TRF’s Chestnut Hall Added To Horse Country Tours

The board of directors of Horse Country voted unanimously to add the Thoroughbred Retirement Foundation's Chestnut Hall facility in Prospect, Ky. to its membership roster.

“Since our first tours in 2015, the members of our not-for-profit organization have opened their gates to more than 150,000 leisure travelers, fans, clubs and schools in service of our mission of fan development for racing and equine sport,” said Anne Sabatino Hardy, executive director of Horse Country. “Aftercare is a critical part of the story of racing and experiential storytelling is an effective and compelling way to share our love of the horse, land and people. While we've supported TRF in previous endeavors, we're happy this new program allows us to welcome them to membership.”

Chestnut Hall represents the realization of a dream of local businessman, Bill Carstanjen, CEO of Churchill Downs Inc. to preserve the historic farmland. Carstanjen oversaw the restoration of the 25+ acre property to an active horse farm and sought out the TRF as his partner to provide a home for retired racehorses.

Among the small herd of retired Thoroughbreds who will welcome tour guests at Chestnut Hall is graded stakes winner Warrior's Club (Warrior's Reward). The 7-year-old, who won the 2018 G3 Commonwealth S. for the Churchill Downs Racing Club, will retire to the facility thanks to a grant from the club.

Chestnut Hall is the fourth TAA-accredited aftercare organization to join Horse Country. Tours are now offered at https://visithorsecountry.com/trf-chestnut-hall/ or https://www.trfinc.org/trf-sanctuary-farm-at-chestnut-hall/.

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Visit Horse Country Adds TRF Farm to its Membership

The board of directors of Horse Country voted unanimously to add the Thoroughbred Retirement Foundation's Chestnut Hall facility in Prospect, Kentucky to its membership roster.

Among the small herd of retired Thoroughbreds who will welcome tour guests at Chestnut Hall is graded stakes winner Warrior's Club (Warrior's Reward). The 7-year-old, who won the 2018 GIII Commonwealth S. for the Churchill Downs Racing Club, will retire to the facility thanks to a grant from the club.

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Horse Country Remains Operational Thanks To Community Support

When the pandemic arrived to the United States ten months ago, tourism was one of the first industries to experience significant consequences from necessary public health containment steps. Horse Country, a membership nonprofit supporting fan development through experiences aimed at leisure travelers, incurred significant losses due to pre-sold admission refunds and tour closures.

“Between refunds and not being able to offer tours, a year that had been trending to exceed 40% growth year over year turned into a budget net-negative,” said Price Bell, Jr., president of Horse Country's board. “The way we're currently structured, nearly all of our operating budget is derived from revenue sharing when members give tours. When that couldn't happen, we were looking at a pretty dire scenario. We cut every expense we could, including a temporary furlough of our team. Even as a limited amount of tours reopened in 2020, we would not have made it without the financial support of our industry, community and members.”

Fasig-Tipton, Keeneland, Breeders' Cup and The Jockey Club provided emergency support in the spring. The KTA-KTOB joined that group with a contribution over the summer, and Breeders' Cup has subsequently made an additional pledge of support. Claiborne Farm donated proceeds from tours in 2020, and other members have donated tour revenue. Spendthrift Farm made a contribution and has helped lay the groundwork for a future partnership between MyRacehorse and Horse Country.

Due to the organization's structure, Horse Country did not qualify for government support programs. At the suggestion of Bill Farish, Visit Horse Country partnered with the Bluegrass Community Foundation to launch a charitable fund supporting the growing charitable initiatives of the organization including services for TAA-accredited aftercare members of Horse Country which receive a complimentary membership, scholarship and field trip visits, community outreach such as Meet the Neighbors, and a new workforce development partnership with the Kentucky Chamber of Commerce.

So far, in a launch of the fund earlier this year, more than 70% of the initial goal of $150,000 has been raised, with major support coming from the W. S. Farish Fund, followed by the Duncan & Carol Taylor Fund, Headley & Nancy Bell, Priscilla Fallon, The Bakhaus Family Foundation, The Jones Family Foundation, Siena Farm and Godolphin, and others.

“The successful work of fan development through Horse Country is vital to our industry. For it to go away after the dedication of so many wasn't acceptable,” said Bill Farish of Horse Country member Lane's End Farm, and on behalf of the W. S. Farish Fund. “The financial health of Horse County is vital to the success of the effort. I'm thrilled to hear the match by the W. S. Farish fund has worked and that Horse Country will make it through this pandemic.”

“Like many this year, the key to our survival was creativity, and community support,” said Anne Sabatino Hardy, executive director of Visit Horse Country. “We pivoted to free virtual tours and reached millions. We reopened a limited number of tours at reduced capacity and they were often sellouts; private tours were a particularly attractive product this year. We are deeply grateful our industry, guests, members and community continue to be committed to Horse Country's mission, and excited about what we have to offer.”

Tours for 2021 will be offered on a limited basis beginning late December, though some members may not resume regular operations until later in the new year. Updates can be found at www.visithorsecountry.com or by contacting the office at info@visithorsecountry.com.

“We know experiences at member locations are effective at fan development, and owner development; it's been rewarding to see the support for creative new ideas and the purely educational and charitable work that has always been part of our mission, which can now grow. It's been a tough year, but we've learned a lot, made some changes, and look forward to continuing our work.”

For more information on supporting Horse Country's charitable fund with a tax-deductible donation: https://bgcf.givingfuel.com/horsecountry or contact Anne Sabatino Hardy at ahardy@visithorsecountry.com.

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