LOUISVILLE, Ky. (AFX) - Though months away, excitement already was building for the upcoming big event as the offseason crowd took in the attractions at Churchill Downs -- home of the Kentucky Derby.
There was no live horse racing, but there were fancy gowns, flowers, sweet treats and limos at a place known for Derby glitz. An expansive ballroom was turned into a bridal fair, where couples' thoughts focused on their anticipated trip down the aisle, not the 'Run for the Roses' on the first Saturday in May.
Between stops along the rows of booths, some participants soaked in the atmosphere. The twin spires -- the track's most enduring symbol -- were in full view.
'It's an incredible venue,' said Maria Moore, who manned a booth for the Louisville Wedding Association. 'If I were a young girl getting married, this would be an amazing place to have the wedding reception.'
For Churchill Downs, it's part of an emphasis on events ranging from rock concerts to business seminars to Boy Scout camp-outs during its offseason. Some couples get married in the track's winner's circle.
It's another transformation for the historic track that underwent a $121 million renovation completed just before the 2005 Derby. Before the renovation, Churchill held a handful of nonracing functions in the offseason. Now those events exceed 100 a year, and the track's social calendar is growing.
Participants at some events can get a bonus -- watching thoroughbreds work out.
'We think that gives us a distinct edge' in attracting events, said Catherine Delaney, director of group marketing and sales at Churchill.
For track President Steve Sexton, it makes sense to bring in offseason business. After all, the track has plenty of expenses during the eight months or so when there's no live racing. Churchill is open year round for simulcast wagering on races at other tracks around the country.
'When you have a large, fixed asset like you do with a race track, the goal is to try and use the asset as much as you can during nonracing times,' Sexton said.
Sexton said the goal is for sustained, double-digit occupancy growth during the offseason.
'That's a pretty aggressive target,' he said.
The track's most celebrated nonracing event occurred last September, when Churchill hooked up with The Rolling Stones during the ageless band's Louisville stop on its tour.
The concert was billed as a pairing of entertainment icons, and even Mick Jagger seemed impressed by the surroundings. During a break from strutting and singing on stage, Jagger pointed to the well-groomed shrubbery lining the turf track in front of him.
'This is the first time anyone has played in this particular gig,' he told more than 43,000 concertgoers. 'We've got the sacred hedge in front of us.'
The concert brought in lots of out-of-town Stones fans who made their first visit to Churchill, Sexton said. He hopes many will come back to watch racing.
'It certainly didn't hurt in terms of creating a perception that it is cool to be out at the race track,' Sexton said. 'Anything we can do to that extent, we're going to incorporate it into marketing.'
He said the track hopes to land other high-profile concerts.
Sexton said horsemen at the track were supportive of the concert, despite some inconveniences. For two days, they couldn't train horses because the track was shut down to prepare for the Stones.
At a meeting with horsemen to discuss the concert, 'the first question out of somebody's mouth after we told them what we're going to do is, How can I get tickets,'' Sexton said.
There were special accommodations made for the concert. The track asked the concert production staff not to use pyrotechnics that make a loud bang -- to keep from spooking the spirited thoroughbreds stabled on the track's grounds. Many horse owners had workers monitor the horses during the concert.
Veteran thoroughbred trainer Neil Howard said he didn't hear of any problems for horsemen because of the concert. Howard said Churchill doesn't need any lessons in putting on big functions, and he sees the offseason events as a way to broaden horse racing's appeal.
'Anything you can do, obviously, to bring in new fans is a positive,' he said.
And what's good for Churchill Downs should benefit the horsemen, Howard said.
With the proliferation of special events, Churchill's nonracing revenues have grown but still represent just a fraction of the track's income. Before the renovation, group sales revenues represented less than 1 percent of overall revenue; now it accounts for 5 percent.
Steve Altebrando, an analyst for Sidoti & Co., said it's a good idea for Churchill to attract more events, considering the horse-racing industry has been 'pretty stagnant.'
'They do have a first-class facility with that renovation and might as well take advantage of it to maximize revenue,' he said.
He was doubtful, however, that it would substantially fatten the track's profits. 'Whether that could meaningfully add to the bottom line, it's probably not going to be that significant,' he said.
At the bridal fair, Jason Bibelhauser said the special events would entice more people to come out for a day of racing. While brides-to-be fussed over details for the big day, some prospective grooms found a welcome diversion. They watched ball games and simulcast horse races in a room with an open bar.
Bibelhauser said it was a bonus for accompanying his fiance to plan their August wedding.
'She didn't really have to drag me out here because I know the facilities,' he said. 'Plus, if they're having a bar and drinks and I can throw down a few bets, then it wasn't that difficult.'
Sexton said Churchill's plans include attracting festival events for the infield, as well as large corporate gatherings with thousands of visitors.
Churchill figures it can take on any logistical challenge, since it is host to more than 150,000 fans each year for the Derby and is part of the rotation of tracks hosting the Breeders' Cup.
'That gives us a high degree of comfort,' Sexton said.
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