Wagering and attendance figures from the primary version of the California Crown recommend 1/ST Racing’s expertise at constructing a giant race day exhibits promise for Southern California.
1/ST Racing (Stronach Group) in 2017 launched a giant race day at its Gulfstream Park when it rebranded the Donn Handicap (G1) because the Pegasus World Cup (G1). Whereas that race has moved on from a novel construction that included large entry charges that helped generate a handbag of greater than $16 million in its second yr, the advertising strategy of mixing leisure, meals, and vogue with top-level racing to assist garner curiosity and draw potential new followers to the monitor has continued.
And a model of that advertising strategy was tried Sept. 28 at Santa Anita Park because the Superior Once more Stakes (G1) (beforehand the Goodwood Stakes)Â was rebranded because the California Crown Stakes (G1) and the assured purse was elevated from $300,000 to $1 million.Â
Whereas the race did not draw any horses primarily based out of state, prime Southern California horses confirmed up and delivered a memorable first version when Subsanador edged traditional winner Nationwide Treasure  by a head, with Santa Anita Handicap (G1) winner Newgate one other nostril again in third.
On-track deal with was up almost 18% to $1,345,794, and attendance greater than doubled to 21,812. The sturdy day of racing additionally linked with followers all through the nation as complete deal with reached $17,907,293, up 26% from final yr.
Southern California-based coach Richard Mandella, who despatched out Subsanador, was impressed. He complimented Santa Anita administration for making an attempt the brand new idea in California.
“Racing wants these items to succeed,” the Corridor of Fame coach mentioned. “I am unable to say sufficient reward for them placing on such a present. Racing has gotten too ‘on a regular basis.’ So to make a giant day, get pleasure going—that is what we have to do.”
Thoroughbred Homeowners of California president and CEO Invoice Nader mentioned the monitor did a great job of discovering new methods to convey individuals to racing.
“I gave it excessive marks,” Nader mentioned. “To introduce a brand new occasion on this aggressive panorama the place you are attempting to domesticate a brand new viewers requires an progressive strategy to broaden the expertise—not just for individuals new to our sport but in addition for the core viewers.
“The race-going expertise was terrific from the meals and beverage on supply to the a number of layers of leisure, the attractive climate, and the good racing. It was an entire bundle and one which I’m certain they’ll construct on. Music was a giant a part of the plan to enhance the racing with a Hollywood theme, and it was nicely executed and top-class. The after-party music was additionally a pleasant contact.”
The day’s 4 graded stakes paid out greater than $2.7 million in purses. Committing to large days usually contains powerful questions on how such a handbag dedication impacts the day-in and day-out purses, however on this case it might be 1/ST Racing making the dedication by itself.
“The purse funding for your complete day was coated by 1/ST Racing, which is a good profit to California racing and our purse account,” Nader mentioned. “That is one thing we sincerely admire. It’s at all times good to have large days with large races, particularly over a 12-month calendar the place you may have one thing out of the unusual that may be thought-about aspirational or a spotlight for homeowners, breeders, trainers, jockeys, and core followers. What’s to not like?Â
“It was additionally good for the Breeders’ Cup to assist set the stage for the World Championships 5 weeks later at Del Mar.”
Importantly, Nader believes the occasion introduced out that all-important youthful demographic.
“It was nice to see so many well-dressed youthful individuals in attendance, which is at all times good to see,” Nader mentioned. “Horse racing isn’t solely sporting leisure but in addition vogue and life-style on our premium days. On this market it’s worthwhile to go large to interrupt by the litter to make an affect, they usually went large and daring with their imaginative and prescient. It did draw a brand new demographic to the race day.”