This series, cleverly named Derby Prep-onomics, is intended to evaluate each of the Kentucky Derby prep races which award Kentucky Derby qualifying points. Our goal is to evaluate the tracks that will host Kentucky Derby prep races to see what they are doing from a marketing and promotion standpoint. We will also hope to gauge the impact that hosting a Derby prep race has on the host track from an attendance, handle and publicity standpoint.
We apologize for the two week delay on publishing our Derby Prep-onomics review of the Lecomte at Fairgrounds which was held on January 17, 2015. We were hoping that during this time we would be able to unearth any information—either from articles or from calls to Fairgrounds—concerning the attendance, handle and perceived success of this Road to the Kentucky Derby Kickoff event. Unfortunately, such information never came, which by itself indicates a fundamental issue with Fairgrounds post-race handling.
That said, while Fairgrounds hasn’t returned calls or otherwise released any information following International Star’s exit from the winner’s circle on January 17, we will give Fairgrounds some credit—more than Santa Anita, at least—for its pre-race marketing. The Lecomte day was the headliner of several Graded Stakes contested at Fairgrounds. It also was billed as the “Road to the Kentucky Derby Kickoff Event.” What does that mean? Well, according to the website, at a minimum, it meant a free koozie. What else does that mean? Unclear. Fairgrounds website featured no further details, there was no follow up story, and there were no pictures or other reporting provided by Fairgrounds social media handles. We commend Fairgrounds for acknowledging and hyping the event as part of the Road to Kentucky Derby series, but the lack of information and follow up suggests that they missed an opportunity.
This is surprising when you consider the vested interest in Fairgrounds owner, CDI, to fully market the Road to the Kentucky Derby. While it’s our theory that all of horse racing can benefit from a thoughtfully marketed, cohesively presented, and well documented Derby Prep series, it is undeniable that the biggest beneficiary of a well hyped Derby Path is Churchill itself. Yet, it looks like CDI was asleep at the reins.
One credit to Fairgrounds, which I hope continues with the running of the Risen Star and Louisiana Derby, is it’s offering of a weekend racing experience. Friday night featured a Starlight Racing card, which followed by the stacked Lecomte card, provided fans with two racing cards at Fairgrounds in less than 24 hours. Racing fans looking for a destination weekend could fly in Friday night after work and catch two days’ worth of racing. By all accounts, Starlight racing has been well received at Fairgrounds offering music, drink specials and other events hoping to attract a younger crowd. I’ve always been a big fan of racetracks building out there bigger race days into a weekend offering—Blacked Eyed Susan Day, Oaks Day, Personal Ensign at Saratoga, etc.—and hopefully that is Fairgrounds intentions with the Starlight Racing.
The other angle for Fairgrounds, which unfortunately without information I’m unable to test, is the track’s efforts to promote and build interest for its own three race prep race series. The Lecomte was a very exciting and competitive race. What if anything is Fairgrounds doing to ensure that International Star stays down on the Bayou and competes in the Risen Star and Louisiana Derby. In all of these prep series–Gulfstream, Aqueduct, Santa Anita, Oaklawn, etc.–we believe there is a huge benefit to the track to be able to retain the same horses, market rivalries and hope a (International) star emerges. However, as of January 17, 2015, Fairgrounds had the leading Kentucky Derby point earner on its grounds, owned by arguably the most recognizable owner in the industry, and it wasn’t apparent that they had taken notice.
In sum, Fairgrounds demonstrated some effort to promote the Lecomte and begin marketing its Derby prep series. However, much more could be done and hopefully Fairgrounds will be more forthcoming with post-race marketing and information following the Risen Star and Louisiana Derby. Stay tuned.
