The Breeders’ Cup announced the primary goals of what they are calling its new “strategic initiative” last week. The long-term objective is to increase the viability of the organization, lure additional foreign participation and encourage more nominations amongst breeders by looking critically at its nomination process.

The first component listed, however, created the most buzz. It read: Explore the feasibility of a single permanent host site location for the Breeders’ Cup World Championships.

Less than two months after using Santa Anita as a back-to-back host for the Breeders’ Cup, the board is now looking into holding the event at one location for many years to come. Initial reactions from racing fans on the web were mostly negative while some industry theorists understood the thought process. Steve Crist aptly wrote how a civil war could easily break-out should the site be either Belmont Park or Santa Anita, leaving Churchill Downs as the likely alternative.
 
The Breeders’ Cup always feels warm and fuzzy about Churchill Downs because on the spreadsheet Cup’s at Churchill Downs consistently out-performed other venues when the event was held on a single afternoon. There should be no surprise in those numbers, however, because Churchill Downs is in the heart of horse country and already has a massive, core fan base from the Kentucky Derby to call upon.

From an operations standpoint a permanent host site would eliminate a lot of the planning and leg-work necessary for setting-up the event at a new venue every year. Furthermore, a site like Churchill Downs already has the facility to handle a lot of the forgotten “must-haves” such as media resources and spacing.

From a marketing standpoint a permanent site would offer consistency and a way for the Breeders’ Cup to try new things and exploit the advantage of not having to create a new and local marketing plan each and every year. Long-term ticket sale plans (a favorite component of big event marketers) would be easier to establish. Furthermore, I’m sure financial arrangements with the host track would make it a win/win for both parties.

From a horseplayer perspective it eliminates the question marks of changing surfaces or the various quirks rotating tracks create (such as Lone Star’s short stretch). A site like Churchill Downs can also handle all of the current distances associated with the Cup.

Overall, the concept would allow the Breeders’ Cup to gain momentum and re-develop an already strong foundation into something bigger and hopefully better. All benefits which are hard to argue against.

But still, something doesn’t feel right… (more…)