Kentucky Derby Is Courting Gen Z for Horse Racing’s Next Era

As the Kentucky Derby prepares for its 152nd running, horse racing’s crown jewel finds itself sprinting in two lanes: sticking to its storied tradition and rituals while also spearheading the modernization of its sport. If Churchill Downs succeeds, it could go a long way toward lifting the entire year-round industry of horse racing—one that’s been struggling for relevance outside of its tentpole Triple Crown races. “Horse racing was the only legal gambling sport in town for over a hundred years,” says Tom Rooney, president and CEO of the National Thoroughbred Racing Association.

“Then, with the legalization of sports betting, it really had to find a place to fit in or go away. ” In the Kentucky Derby’s case, that means marrying the race’s splendor with the rising desire for event-day experiences that appeal to younger racegoers and, of course, influencers. It’s what similarly coveted luxury sports events like The Masters and tennis’s US Open are dealing with, too—and it’s exactly what you’ll see Saturday.

‘Bucket-List Experience’ On the grounds, attendance this year will again reach about 150,000, according to the Churchill Downs ticketing office. That’s down from the record 170,513 that saw American Pharoah begin his march toward the Triple Crown in 2015, but it’s intentional. The reduction is by design, with hospitality projects around 151-year-old Churchill Downs adhering to a quality-over-quantity strategy.

Many of these racegoers will pay for a general-admission infield ticket, which is about $130—roughly the same as the past few years—and offers access to regular concession areas. Mint Juleps begin at $22; hot pimento cheese dip sells for $15. (The prices of these have remained relatively steady as well, but they’re still steep in contrast to another signature event: At Augusta National during The Masters, $27 will get you a beer and eight different sandwiches.