Drew Fleming, chairman and CEO of Breeders’ Cup Limited, deftly turned a routine question about fan development into a glowing promotion for November’s Breeders’ Cup World Championships in the opening session of the 40th Asian Racing Conference.
As a member of the first panel, Fleming addressed some 800 delegates from racing jurisdictions from the Middle East, Asia, and Africa at the Aug. 28 meeting in Sapporo, Japan. His remarks started with a rundown of how Breeders’ Cup attracts owners for its annual event.
“You look at the owners, it’s a very difficult business to make money in. They’re in it for the sport and the fun and then they come to the racetracks and we have to deliver on it,” he said. “We start at Breeders’ Cup from the moment you get off the plane. There’s a private car to take you to a luxury hotel. We provide breakfast each morning at the racetrack and this isn’t eggs and bacon. This is shaved truffles and a glass of champagne. You get to interact with owners from all over the world and see your horse train and have some fun.
“There’s parties each night. We have speakeasies. We have Michelin chefs that come to the races,” he said, warming to his topic.
He then switched directly to this year’s edition scheduled for Nov. 1-2 at Del Mar.
“One of the things we’re doing at Breeders’ Cup this year—it’s at Del Mar, ‘Where the Turf Meets the Surf,’ ” Fleming said. “We’re doing a play on that where we’re building a beach on the infield where we’re taking tons of sand where you can still dress up, maybe take your loafers off, have a cold glass of champagne, put your feet in the sand, and enjoy sunny Del Mar.
“We’ll also have a very high-end culinary experience with a Michelin chef so there’s something there for every price point.”
Asked if he intended that presentation as an advertisement to a receptive audience, he said, “Absolutely. We’re very excited to be back at Del Mar. We think it’s a wonderful spot and the more we can spread support for the sport and Breeders’ Cup at conferences like this where the world’s coming together, it’s good for all of us.”
