{"id":645,"date":"2011-11-21T16:44:56","date_gmt":"2011-11-21T21:44:56","guid":{"rendered":"http:\/\/equestrianinfluence.com\/horsehappenings\/?p=645"},"modified":"2020-01-14T12:26:19","modified_gmt":"2020-01-14T17:26:19","slug":"breeders-cup-impact-in-louisville-estimated-at-53-3m","status":"publish","type":"post","link":"https:\/\/equestrianinfluence.com\/horsehappenings\/breeders-cup-impact-in-louisville-estimated-at-53-3m\/","title":{"rendered":"Breeders’ Cup impact in Louisville estimated at $53.3M"},"content":{"rendered":"

\u00a0<\/p>\n

Spreading the Breeders\u2019 Cup World Championships over two days has roughly doubled the amount of money that the event is bringing to the Louisville area, according to a University of Louisville economist\u2019s study.
\n<\/p>\n

The Breeders\u2019 Cup, which returns to Churchill on Nov. 4-5, provided $53.3 million in new revenues across the region when it was held at the Central Avenue track last year, U of L\u2019s Paul Coomes found. The last study done by Coomes for the Breeders\u2019 Cup pegged the 1998 Cup\u2019s impact at $21 million, or about $28 million when adjusted for inflation.<\/p>\n

The 15 Breeders\u2019 Cup races are worth $25.5 million in purses. Since 2007, it\u2019s been run as a two-day event, and last year\u2019s cup at Churchill was the first there under the new two-day format.<\/p>\n

Making the race card a Friday and Saturday affair has clearly benefited the local hotel market, said Lisa Haller, executive director of sales and marketing at the Galt House Hotels.\u00a0<\/p>\n

\u201cWhen Breeders\u2019 Cup happens it\u2019s an infusion of demand to our city, so it\u2019s always a good thing,\u201d she said. \u201cThe fact that it\u2019s added to two days makes it even better.\u201d<\/p>\n

The event\u2019s overall economic impact makes it one of the biggest revenue generators for the Louisville tourism industry behind only the Kentucky Derby and the Ryder Cup, said Jim Wood, president of the Greater Louisville Convention & Visitors Bureau. Other professional golf events would come after that, he said.<\/p>\n

Coomes said he based the study on the financial results of the event, local monthly hotel room tax data, ticketing data, a license plate survey around the track and models that helped determine spending in other areas. The impact estimates exclude money that would have been spent regardless of the event being held locally.<\/p>\n

\u201cIt\u2019s similar in nature to the Derby,\u201d Wood said. \u201cThe pure horse racing aficionados, they love coming to the Breeders\u2019 Cup because you have all the greatest horses competing during the day.\u201d<\/p>\n

\u201cWe\u2019d love to have the Breeders\u2019 Cup every year here in Louisville,\u201d he said.<\/p>\n

Including this year and last, Churchill has been host to eight of 28 Breeders\u2019 Cups, but when it will return hasn\u2019t been determined.<\/p>\n

Breeders\u2019 Cup officials said they haven\u2019t made any decisions beyond next year\u2019s running at Santa Anita Park in California. Officials have been discussing the 2013 event with Belmont Park in New York.<\/p>\n

\u201cIt\u2019s hard to get much more regular than eight times in the history of the event,\u201d said first-year Breeders\u2019 Cup CEO Craig Fravel.<\/p>\n

\u201cChurchill is always in our thoughts,\u201d he said, but the Breeders\u2019 Cup\u2019s board is still working on a strategy regarding a long-term approach to future sites.<\/p>\n

The event has posted many of its best numbers at Churchill, which has provided its top six attendance days.<\/p>\n

\u201cWe\u2019re very proud of the fact that this track and this community really embrace this event, embrace horse racing, and draw the biggest crowds,\u201d said Churchill president Kevin Flanery.<\/p>\n

For years, Breeders\u2019 Cup officials have said Churchill is the biggest money maker for the event among the locations where it has taken place.<\/p>\n

Fravel said that remains true, but comparing it to Santa Anita in 2008 and 2009 is difficult because of the recession those years. \u201cProbably Churchill in terms of overall return is somewhat higher,\u201d he said.<\/p>\n

This year, Flanery said ticket sales are \u201cabout flat\u201d compared to last year. \u201cWe\u2019re very pleased with where we are. We feel like we\u2019ve held up really well given the economy and everything.\u201d<\/p>\n

The Galt House\u2019s Haller also said this year\u2019s demand is \u201cabout the same\u201d as last year. Wood said hotels should be nearly sold out for the weekend. Last year, occupancy was at 94 percent in Jefferson County hotels on both the Friday and Saturday of Breeders\u2019 Cup.<\/p>\n

\u201cDemand for the Breeders\u2019 Cup is always strong,\u201d Wood said.<\/p>\n

Because of that demand, the convention bureau successfully asked an association of middle-school educators, staff and parents to move its Louisville convention to the week after the Breeders\u2019 Cup to accommodate both events.<\/p>\n

\u201cThat\u2019s how important we believe the Breeders\u2019 Cup is,\u201d Wood said.<\/p>\n

The UofL study found that just over half of last year\u2019s attendees lived more than 100 miles away \u2014 Louisville-area residents accounted for 36 percent of the tickets sold, compared to 48 percent in 1998.<\/p>\n

Visitors filled 40,200 hotel room-nights in the 13\u2014county Louisville metro area, which includes Southern Indiana. Those room nights led to an estimated $7 million in hotel room sales in the area.<\/p>\n

Coomes looked at November hotel bookings in Jefferson County since 1990 and found that \u201cthere is a clear increase in November hotel activity in years when the Breeders\u2019 Cup is held in Louisville. More hotel rooms are sold, average room prices are higher, and occupancy rates are higher.\u201d<\/p>\n

Breeders\u2019 Cup spokesman Jim Gluckson said the event has made a more-concerted effort to attract guests from farther away and recently revamped its ticketing processes to better keep track of buyers.<\/p>\n

Coomes said the increased economic impact isn\u2019t surprising, giving the greater percentage of out-of-towners and just the amount of time since the last study.<\/p>\n

\u201cIt\u2019s a two-day event,\u201d he said. \u201cI\u2019m sure ticket prices are higher. Spending is higher. Hotel room spending is higher. Restaurant spending is higher.\u201d<\/p>\n

The study also found $7.8 million in direct spending on food and at restaurants and bars.<\/p>\n

Fravel said the 2010 economic impact study makes \u201csure everybody understands the value of the event and they begin to view (Breeders\u2019 Cups) in the same positive light as a Super Bowl would be or an all-star game,\u201d Fravel said.<\/p>\n

Kentucky law already exempts the Breeders\u2019 Cup days from the state\u2019s pari-mutuel tax, which is an incentive to keep the event in the state regularly.<\/p>\n

\n
Written byGregory A. Hall | The Courier-Journal<\/a><\/h6>\n

Oct. 28, 2011<\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

  Spreading the Breeders’ Cup World Championships over two days has roughly doubled the amount of money that the event is bringing to the Louisville area, according to a University of Louisville economist’s study.<\/p>\n","protected":false},"author":2,"featured_media":646,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_uf_show_specific_survey":0,"_uf_disable_surveys":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":false,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2}},"categories":[99,2044],"tags":[112,39,109,110,113],"class_list":["post-645","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-economic-impact","category-magazine","tag-breeders-cup","tag-equestrian","tag-equestrian-events","tag-kentucky","tag-louisville"],"yoast_head":"\nBreeders' Cup impact in Louisville estimated at $53.3M - 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