RENOVATIONS
It’s just not doable for me.”
One of the great sporting events has long been a world of contrasting styles, with a massive gulf separating the wealthy and famous preening on Millionaires Row from the T-shirt and jeans crowd in the infield. Major renovations completed in recent years, most of them geared toward well-heeled fans, seem to have put more distance between those worlds.
This year’s average ticket price to attend the Derby — a 2-minute horse race highlighting a full day of racing, partying and people watching — is $432, according to VividSeats.com. The Derby typically generates a brisk secondary ticket market as well.
The trend to offer high-end packages at sports venues reaches far beyond the Kentucky Derby. Any venue hosting a Super Bowl, World Series or even an All-Star Game creates an experience to cater to high rollers. New stadium construction often involves luxury suites, technology upgrades and other perks that cater to a highincome spectator. But such projects often face criticism that they squeeze out middle and lower-income fans.
Churchill Downs seems to burst at the seams on Derby Day, when more than 160,000 people pack into the venerable track and infield. Churchill’s parent company has pumped about $250 million into renovations since the early 2000s. The investment is meant to maximize revenue from the Derby and Kentucky Oaks, a race for 3-year-old fillies the day before the Derby.
This year’s $16 million upgrade modernized the second-floor clubhouse. The update includes a fresh Twin Spires Club Elite Gold Room exclusive to VIP bettors. It’s adjacent to an enlarged Champions Bar that includes covered balconies with table seating offering prime views of the paddock.
Such upgrades are geared toward fans willing to shell out big money for panoramic views, sumptuous buffets and access to betting windows and restrooms without lines. Options for premium seating seem almost as numerous as the field of Derby horses. Demand outpaces available seating, which has Churchill preparing for another expansion.