Take Me Out to the Ballgame: Letter to the Editor

If there are two sports whose paths have mirrored each other historically, it would be baseball and horse racing in America.

Both are tradition-driven and both enjoyed prominence for decades. And both recently have dealt with challenges, scandals and declining interest.

One sport though has chosen to embrace innovation.

Baseball has developed multiple changes over several years as they fought to gain fan, media and sponsor revenue. To our credit, racing has innovated in several spaces, specifically health and safety, but not so much in product presentation.

The last major product innovation in racing happened four decades ago with the creation of the Breeders' Cup.

Major League Baseball announced this week that they enjoyed their biggest year-over-year attendance increase since 1993. Because they listened. And they changed.
The energy is back in baseball. Media attention is back. And the fans are back in the ballpark and watching games on a bevy of media options.

Can we say the same of racing? Unfortunately, no.

But fortunately, it is not too late. As long as racing will step up to the plate right now and embrace meaningful innovation.

Need one example? There is a 100% chance that realigning the Triple Crown on a better schedule would result in more media attention, more wagering and a stronger safety message.

Earlier this year, leaders within the sport–Churchill Downs, Stronach, top breeders and others cried out for increased cooperation and collaboration.

There is no question that much of this was due to our safety crisis, but clearly the safety issue is only one of many that should–and must be addressed by a broad coalition of our industry.
That is if we want to remain relevant and follow a proven path, like our friends in baseball just showed us.

It took bold thinking and a never-give-up attitude by John Gaines to create the Breeders' Cup. And equally as important, it took thinking of the greater good by breeders and racetracks.

The evolution of racetrack ownership should make innovation much, much more possible than ever. You can count on one hand the entities that control the sport.

Throw in the Breeders' Cup and The Jockey Club and representatives from those seven could fit around a small dining room table!

There are 30 club owners in MLB involved in the decision-making process. Not to mention the Players' Association and others.

Undoubtedly, a Commissioner-led model greatly facilitates changes to baseball, but with so few involved to create meaningful innovation in racing, we can still change without requiring a Commissioner.

Want to truly pay homage to the 40-year anniversary of the Breeders' Cup? Create a “Gaines Commission” to study and implement strategic changes within racing.
Outside professional support would moderate our “think tank” project, at first with only representatives from the racing entities mentioned above.

As the commission begins to develop and agree on potential action, others (deservedly so) will be brought into the process. But for now, one step at a time.

Just as baseball went to a pitch clock, the Gaines Commission would be on the clock as well, directed to finalize their recommendations long before Breeders' Cup 2024.

Baseball changed and has been rewarded. Racing can do the same. Our changes will be different. Our changes won't be as easy.

But we don't have another 40 years to wait.

Kip Cornett is a Thoroughbred owner, bettor and sports marketer.

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$82m Economic Impact of Keeneland Breeders’ Cup Revealed

The 2022 Breeders' Cup World Championships at Keeneland Race Course generated a total estimated economic impact of $81,846,897 in Lexington, Kentucky and the surrounding areas. Determined by a recent study led by University of Louisville Economics Professor Thomas E. Lambert, Ph.D., the results represent the second-highest economic impact recorded in Breeders' Cup history, following the record set in 2017 at Del Mar.

The 2022 event also generated record global wagering of $189.1 million, the highest ever, which was 3.4 percent higher than the prior record of $182.9 million set in 2021. Records were also set for individual day wagering totals with Future Stars Friday registering $66.1 million and the Championship Saturday program amassing $122.9 million.

The economic benefits of the Breeders' Cup quantified in this study include:

• $30.5 million in on-track spending including wagering, concessions, parking, merchandise, and more
• $33.6 million in spending on hotels, retailers, food and drink, transportation, and off-track entertainment
• $10 million in track improvement investments for Keeneland Race Course, with $7.5 million in labor and material costs generated by the projects boosting the Lexington economy by an estimated $17.5 million overall
• $900,000 secured in state and local tax revenues and $5.3 million secured in federal tax revenues

“When the Breeders' Cup comes to town, Lexington has the opportunity to step into the international spotlight and demonstrate why we are known as the Horse Capital of the World–clearly, we're home to the best track in the world, Keeneland, and to the best Thoroughbreds,” Mayor Linda Gorton said. “However, the Breeders' Cup is about much more than bragging rights. The event has a significant economic impact that helps our hotels, our restaurants, and our entire community.”

“We are proud of the positive economic impact the 2022 World Championships had on the Lexington community, our hometown,” said Drew Fleming, President and CEO of the Breeders' Cup.

“After enduring a global pandemic, we held true to our word and returned to Keeneland just two years after the 2020 edition with an understanding of the needed boost the World Championships would give local businesses. Keeneland and Lexington are intimately connected to the history of our great sport, and it was wonderful to work with our highly engaged community to host an event that benefited everyone involved. I also enjoyed once again having the opportunity to work with Keeneland President and CEO Shannon Arvin, Festival Chairman Kip Cornett, the VisitLEX Tourism Board, and Mayor Linda Gorton to execute a successful weeklong event, welcome guests from around the world to the Horse Capital of the World, and collaborate with local businesses to foster economic growth opportunities for the region and community members.”

In tandem with the economic successes and community impact of the 2022 Breeders' Cup, the World Championships featured two days of best-in-class racing under the safest possible conditions to benefit horses, riders, participants, fans, and bettors. Ticket purchasers traveled to Lexington from all 50 states and from 18 different countries, contributing to a significant increase in traffic at Blue Grass Airport. Breeders' Cup also successfully promoted several charitable initiatives throughout the week.

“The results of this study show with certainty that Lexington fully embraces the Breeders' Cup,” Keeneland President and CEO Shannon Arvin said. “Breeders' Cup and Keeneland share a mission to conduct racing at the highest levels of quality, safety, and integrity, and to contribute to our community. It was a pleasure to work again with Drew Fleming and the team at Breeders' Cup, and we thank them, our industry partners, and Central Kentucky business and civic leaders who teamed with us to provide a warm welcome and outstanding hospitality to fans and racing connections from around the world.”

“Breeders' Cup 2022 was an outstanding weekend of racing, hospitality, and economic impact,” said Mary Quinn Ramer, president of VisitLEX. “We know there is no better place around the globe for championship racing than here in Lexington, the Horse Capital of the World, and we applaud Breeders' Cup's decision to bring the 2022 event to our city.”

Click here, for a copy of Dr. Lambert's study.

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Letter to the Editor: Kip Cornett

This Sunday is the biggest day in American sports–Super Bowl LVII. While I enjoy this annual ritual, I much prefer the first Saturday in May–or really any Saturday where there is great Thoroughbred competition to watch.

I grew up a bettor, then became a marketer and ultimately an owner in the sport. And all three of these experiences I've enjoyed immensely. And for the benefit of each, I applauded the efforts to finally, finally, finally bring Thoroughbred racing under the long-overdue establishment of uniform safety and integrity rules through the Horseracing Integrity and Safety Act.

I hate to say it, but I fully expected some corners of the industry to fight this. And they have. And they are only slowing down a train that badly needs to roll on to ensure the present and the future of our sport.

As a bettor I want a level playing field, as an investor I want to be protected–and as a marketer, my lifelong profession, I want a product I can proudly and honestly promote.

With the establishment of HISA to set and enforce rules for our sport and its participants, all three of those boxes could be checked.

To consumers under 40, the most important trait a brand can possess is “Trustworthiness”. It is at the core of building a relationship with a consumer. I would venture to say racing would score near the bottom of the sporting world with this next generation of owners and bettors.

No amount of advertising dollars can cure the damage caused when a brand cannot be trusted.

Competition for the entertainment dollar has never been more difficult. While I applaud some innovation in our fight for that dollar, if we continue to be seen–by our current customers, much less potential new ones–as a sport lacking fundamental safety and integrity, the clock will continue to run down on Thoroughbred racing.

The ongoing growth and acceptance of sports betting is a major opportunity for racing. And the more our brand is seen as doing everything we can to regulate and ensure integrity, the better our chances at getting a bigger piece of the sports wagering pie.

We have our best chance to change with the implementation and full industry support of HISA.

Uniting different interests and regulating any sport is never easy. And there will be bumps along the way that comes with any effort of this magnitude. But they can and will be addressed.

Watching the Chiefs versus Eagles on Sunday should remind us–that uniformity and proper regulation can truly lead to “Super” things. The NFL is certainly not perfect, but their journey to becoming the dominant sport in America can be traced partially to their willingness to unite and better regulate their game.

I urge anyone who desires a better future for our sport to support the efforts of HISA.

 

Kip Cornett

Chairman Emeritus

CORNETT

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Lexington’s Thoroughbred Community Makes Town Branch Park a Reality

Urban parks are well-loved destinations in America's most developed and highly-populated cities. Of course Central Park is the first that comes to mind, as well as perhaps Lincoln Park in Chicago or Golden Gate Park in San Francisco. These beautifully-designed pieces of landscape architecture serve as gathering places for the city's community and are often stopping points  for those visiting a bustling metropolis.

In a few years Lexington, Kentucky, with a population of less than 400,000, will get a state-of-the-art park of its own in the heart of downtown. Ground is set to break next year to transform over nine acres of asphalt parking lot adjacent to Lexington's Convention Center into a green oasis that will be called Town Branch Park.

The idea for the park was born 10 years ago as Lexington was in the midst of a major downtown revitalization project within the hospitality sector. Town Branch Park would be unique in that it would be privately funded by the community. While the city had raised $10 million or even $15 million for projects before, this one would require over $30 million in funding.

It was a lofty goal, but today the fundraising target is already well on its way to being met thanks in large part to Lexington's equine community.

Kip Cornett is the Vice President for External Affairs for the Town Branch Park project and is also on the executive community. He explained how Lexington's signature industry has stepped up to turn the park vision into a reality.

“At this point, 26% of all the dollars that we have raised have come from the equine industry and it's really been in an unprecedented way,” he said. “The industry has always been benevolent both within the industry and locally, but this is taking it to another level. It's a really good cross section of farms, individuals and organizations with donations that range from $10,000 to $3 million. We've had people who are willing to step up because they see the vision the same way that we do.”

When plans for the park were first  laid out, a key goal was to focus on bringing the Bluegrass countryside into downtown. That concept resonated with Spendthrift's Eric Gustavson, who has been a prominent supporter of the project.

“One of the things we were drawn to is the beautiful nature aspect of it in the middle of downtown–a big, sprawling park,”

Gustavson explained. “We were also drawn to the ability for our team at Spendthrift to be proud of being a part of the amazing project. I think it's going to be a crown jewel for the city. For tourists, the bourbon industry and Thoroughbred industry are big draws, but I think someday on their itineraries, you'll see people wanting to visit Town Branch Park.”

Imagery courtesy Town Branch Park

Spendthrift Farm has already committed to sponsoring the Great Lawn, a sprawling green space in the middle of the park that will resemble the rolling topography of Bluegrass horse pastures.

“Sponsoring the Great Lawn made sense to us,” Gustavson said. “With our racing and breeding industry being so related to the turf, we thought there was no better way to make that connection than to sponsor the Great Lawn.”

The Great Lawn, which will seat over 5,000 people, will be located next to the largest amphitheater in Central Kentucky called The Stage, which will be designed to host everything from local art organization and after-school programs to national touring acts.

“We wanted to make sure the park was very active and not just something that's pretty and is there for people to look at,” Cornett said. “There will be a reading room where folks can enjoy some quiet time as well as a café, a large children's playground and a dog park. It will be a highly-active nine and a half acres that we'll be able to do a lot of things with.”

Programs will include Zumba and yoga classes, author readings and book clubs, acapella groups and dancing lessons, movie nights and trivia nights, cooking classes, farmers' markets and more.

“We wanted the park to be very inclusive,” Cornett explained. “We see families, college students and senior citizens visiting. The overwhelming majority of the programming will be low cost or no cost. We want to make sure that there is a lot of different options for everybody. The folks behind the park have done a really good job of talking to people to make it their park. This is not 10 people who have gone into a room and said this is what it should look like. We've gotten a tremendous amount of feedback so people can tell us what they want to see.”

Lane's End's Bill Farish is a member of the Board of Directors for the park and said he is looking forward to the positive effects the project will have on the entire Lexington community.

“I've always been aware of private parks that have been built in other cities and how successful they've been at keeping them a lot cleaner and better policed than [public] parks,” Farish said. “What's great about it is that we have a blueprint from other cities that have done the same thing and we're able to find out what has worked and what hasn't. It's something that has had tremendously-positive effects on real estate values around other parks, which lifts everything up.”

To ensure that the park is welcoming to all community members, the Town Branch Board formed the Town Branch Park Partners, a diverse group of 29 community leaders that would reflect the greater Lexington community through their roles with universities, neighborhood groups, transit, urban design, safety and more to ensure that the park was safe and accessible for all.

“We want to make sure that the park is first class in how it's built, but also in how it's maintained,” Cornett said. “Once we've raised the money to build the park, we will set up a significant endowment and multi-year operating budget because we want this park to be looked on in five years exactly how it looks when we welcome the first visitors. ”

The park's name originates from the historic Town Branch stream, which was once integral to the founding of the city. The waterway will be cleaned and exposed and will run through the heart of the park along the amphitheater.

Upon completion, Town Branch Park will serve as the trailhead between the Town Branch Trail and the Legacy Trail, connecting over 22 miles of protected bike and pedestrian trails throughout downtown and into the countryside and ultimately leading to the Kentucky Horse Park.

“The Town Branch Park was really the last piece of the puzzle,” Cornett said. “We think it will be enjoyable for people whether they're here every day or they're visiting. A lot of visitors stay downtown and now they're going to have a world-class park in their backyard.”

He continued, “With our fundraising, we're not finished. But without the Thoroughbred industry we would be so far from our goal that it might be difficult to reach. I think it's a very positive sign that numerous farm owners are not just people who have lived here all their lives, but people who have only lived here a few years. They've said, 'This is my city and we're a very important industry within it so we need to step up and do this.'”

“My wife and I moved to Lexington four years ago and we're proud of our new town,” Gustavson said. “We love living on the farm and we thought there was no better way to show our support for our new city than to get involved with the Town Branch project. I'm so thankful for the people who have been so committed to making this a part of our city.”

“The whole revitalization of downtown that has happened over the last 20 years has been remarkable,” Farish added. “This project would just give it so much more momentum and would be such a positive thing for downtown. Lane's End is interested in anything that's a positive for the local community. We think it will enhance everyone's appreciation for downtown and for Lexington so we're very happy to be able to throw our support behind it. It's obviously taking a lot of support from a lot of people so we're very happy to do anything we can to help further the idea. It's a community-wide effort that I think benefits everybody.”

Town Branch Commons, composed of Town Branch Park and Town Branch Trail, connects with the Legacy Trail to provide over 22 miles of uninterrupted bike and pedestrian trails. | courtesy Town Branch Park

As funds continue to pour in, the team behind the Town Branch Park aims to welcome the first visitors by the end of 2024. Cornett said that, along with Spendthrift and Lane's End, over 20 Thoroughbred organizations have already shown their support for the project including Godolphin U.S.A President Jimmy Bell, who is also a Town Branch board member.

“It's wonderful to see so many in our industry step up to support this project, whether it's to help honor Mr. [Ted] Bassett or to ensure that this wonderful park becomes a reality for the community,” he said. “Many in our industry either come from or visit cities where parks like Town Branch already exist. I think they recognize the impact those parks have there and they want to provide Lexington the same opportunity through Town Branch. Anticipating the hundreds of programs and special events to be offered yearly to our community truly adds to the vibrant atmosphere this park will provide for one and all to enjoy. This Park will be transformational for Lexington and I'm very honored to be involved.”

“There's no question that sometimes people don't fully recognize what an economic engine the equine industry is in Central Kentucky,” Cornett said. “It's really the brand of the city. For the Thoroughbred industry to step up with a project of this magnitude is a great story.  I think [their support] is two-fold. They see the vision of bringing the countryside into downtown and they see it as an opportunity for Lexington to continue on its path of becoming an even greater city.”

Over $7.7 million has been raised by the equine community alone, including the following donors:

Spendthrift Farm

Mt. Brilliant Family Foundation

Coolmore

Keeneland

Bill Justice – Equine Realty

Mary K. Oxley Foundation (Jack and Debbie Oxley)

Everett and Jeanetta Dobson

Ann Bakhaus

Orrin Ingram

Bill Farish/William Stamps Farish Fund

Headley and Nancy Bell

Mandy Pope

Frank and Rita Penn

Unanimous Donor

John and Beth Phillips

James  G. “Jimmy” Bell

Helen Alexander

Sarah Stipanowich

Robert Clay

The Duke and Duchess of Devonshire

Reilly McDonald

D.G. Van Clief

Craig Bandoroff

 

For more information, contact Allison Lankford (Allison@townbranchpark.org) or Ben Shaffar (Ben@townbranchpark.org) or visit https://www.townbranchpark.org.

 

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