Wagering and attendance figures from the first edition of the California Crown suggest 1/ST Racing’s experience at building a big race day shows promise for Southern California.
1/ST Racing (Stronach Group) in 2017 launched a big race day at its Gulfstream Park when it rebranded the Donn Handicap (G1) as the Pegasus World Cup (G1). While that race has moved on from a unique structure that included massive entry fees that helped generate a purse of more than $16 million in its second year, the marketing approach of combining entertainment, food, and fashion with top-level racing to help garner interest and draw potential new fans to the track has continued.
And a version of that marketing approach was tried Sept. 28 at Santa Anita Park as the Awesome Again Stakes (G1) (previously the Goodwood Stakes) was rebranded as the California Crown Stakes (G1) and the guaranteed purse was increased from $300,000 to $1 million.
While the race didn’t draw any horses based out of state, top Southern California horses showed up and delivered a memorable first edition when Subsanador edged classic winner National Treasure by a head, with Santa Anita Handicap (G1) winner Newgate another nose back in third.
On-track handle was up nearly 18% to $1,345,794, and attendance more than doubled to 21,812. The strong day of racing also connected with fans throughout the country as total handle reached $17,907,293, up 26% from last year.
Southern California-based trainer Richard Mandella, who sent out Subsanador, was impressed. He complimented Santa Anita management for trying the new concept in California.
“Racing needs these things to succeed,” the Hall of Fame trainer said. “I can’t say enough praise for them putting on such a show. Racing has gotten too ‘everyday.’ So to make a big day, get excitement going—that’s what we need to do.”
Thoroughbred Owners of California president and CEO Bill Nader said the track did a good job of finding new ways to bring people to racing.
“I gave it high marks,” Nader said. “To introduce a new event in this competitive landscape where you are trying to cultivate a new audience requires an innovative approach to broaden the experience—not only for people new to our sport but also for the core audience.
“The race-going experience was terrific from the food and beverage on offer to the multiple layers of entertainment, the beautiful weather, and the great racing. It was a complete package and one that I am sure they can build on. Music was a big part of the plan to complement the racing with a Hollywood theme, and it was well executed and top-class. The after-party music was also a nice touch.”
The day’s four graded stakes paid out more than $2.7 million in purses. Committing to big days often includes tough questions about how such a purse commitment affects the day-in and day-out purses, but in this case it would be 1/ST Racing making the commitment on its own.
“The purse investment for the entire day was covered by 1/ST Racing, which is a great benefit to California racing and our purse account,” Nader said. “This is something we sincerely appreciate. It is always nice to have big days with big races, especially over a 12-month calendar where you can have something out of the ordinary that can be considered aspirational or a highlight for owners, breeders, trainers, jockeys, and core fans. What’s not to like?
“It was also good for the Breeders’ Cup to help set the stage for the World Championships five weeks later at Del Mar.”
Importantly, Nader believes the event brought out that all-important younger demographic.
“It was great to see so many well-dressed younger people in attendance, which is always nice to see,” Nader said. “Horse racing is not only sporting entertainment but also fashion and lifestyle on our premium days. In this market you need to go big to break through the clutter to make an impact, and they went big and bold with their vision. It did draw a new demographic to the race day.”
