Thoroughbred horse racing in the United States is at the forefront of a renaissance that could dramatically change the way current fans engage with the sport as well as its effectiveness in attracting new fans.
Major renovations are underway at Belmont Park and has been implemented since 2014 at Churchill Downs are leading what could be a new era of fan experience for horse racing. These changes mirror a trend seen in Major League Baseball that began in 1992 with the Baltimore Orioles’ new Camden Yards ballpark. That innovative project, which focused on improved food and beverage offerings, more hospitality options and premium seating, and an overall better experience, kicked off sweeping changes across MLB parks over the next 30 years.
“In the same decades we’ve been looking at the design of major sports stadiums and arenas, the horse racing industry has invested heavily in technology around simultaneous broadcast betting and gaming,” Todd Gralla, director/director of equestrian services at Populous, a global architectural design firm, said Aug. 1 during the Jockey Club Roundtable on Horse Racing Issues held in Saratoga Springs, N.Y. “We’ve done a good job of integrating gaming and non-pari-mutuel sports betting into our horse racing venues. But horse racing has been lagging behind for three or four decades when it comes to the in-venue experience.”
Populous, then under the name HOK Sport, did the design work at Camden Yards and was also involved in the major renovation of Ascot Racecourse which opened in 2006. After Ascot, Populous began working on Churchill Downs on more than $400 million worth of facilities upgrades to date and is undertaking design work at Belmont Park.
“Other sports are realizing more quickly that the in-venue experience is critical to fan retention and growth, especially among younger fans,” Gralla said. “A traditionalist comes to the ballpark, sits in one seat, and watches the entire game. An experientialist buys a seat but wants to wander around the ballpark to see different viewing positions, different food and beverage options, and may never return to the seat they bought.
“Understanding these changes means making major investments in food and beverage, comfort, premium hospitality, unique experiences, key brand partnerships and technology,” Gralla continued. “At a time when the average lifespan of an NBA arena is 20 years, the average lifespan of our racing venues is more than 60. We know from our global sports and entertainment work that people want and will pay a premium for intimate connections and experiences they can’t get at home.”
The Belmont Park redevelopment, due to reopen in 2026, will create a 275,000-square-foot, five-tiered grandstand with seating for about 8,000 people. But the space includes many flexible configurations that can be expanded to accommodate a variety of racing and non-racing events. For example, the grandstand’s ground and temporary coverings can create space for up to 50,000 on-site guests.
In addition to more clubs, dining spaces and private rooms, the redesign also “unlocks” the infield and reclaims space along the track, giving the New York Racing Association more flexibility to adjust the facility to suit the scale of an event, such as when a horse is competing for a Triple Crown title.
With renovations finished at the Triple Crown tracks, Populous focuses on recreating Pimlico Race Track also.
Gralla said he has been involved in discussions about Pimlico’s future for seven years and is now working with the newly formed Maryland Thoroughbred Racing Authority to “determine the best strategy moving forward.”
“Over the last few weeks, we’ve been working out that strategy,” he said. “What’s unique about Pimlico is that it’s a complete redevelopment project, including a new track, racing operations and spectator facilities. The site will be cleared after the 2025 Preakness.
“This solution will likely be similar to the Belmont in that it will be scaled back but allow for flexibility to scale up for the Preakness and major events,” he continued. “Our plans include a low-stress off-site training center to help alleviate the pressure on the day-to-day racing facility. Design concepts will be shared soon.”
Populous is also working with Keeneland in its largest renovation project to date. The track is relocating administrative offices to free up space for expanded hospitality areas, new jockey quarters and new saddle stalls. A key element of the design is to make the renovations “look and feel like they’ve always been a part of Keeneland.” Gralla said this phase is the first in a series of hospitality improvements Keeneland plans to make.
Honeysuckle, Gulfstream ParkAnd Canterbury Park are other racetracks that Populous has been commissioned to design as well as a new racetrack project in Qiddiya, Saudi Arabia, which will be the new venue for the Saudi Cup (G1).
“This is our moment,” Gralla said. “We need to take the lead and drive this renaissance in horse racing. We have people in the industry with the ambition and vision to reimagine how people experience horse racing and get more people into the sport.”
