Executive Summary
Churchill Downs, the iconic home of the Kentucky Derby since 1875, hosts 80+ days of live thoroughbred racing each year, including Graded Stakes races, themed events, and the world-renowned Derby Week. With nearly 1 million visitors annually, the venue is more than just a racetrack—it’s a year-round destination that hosts over 600 special events, from elegant weddings and corporate conferences to prestigious dinners like the PGA Champions Dinner.
In 2024, Churchill Downs unveiled a transformative $200 million Paddock renovation, redefining the guest experience through innovative design and luxurious amenities. This project introduced immersive viewing areas, interactive spaces, and two exclusive clubs—Sports Illustrated’s Club SI and the Woodford Reserve Paddock Club—blending modern sophistication with timeless Derby tradition. The renovations transformed the paddock experience by adding more vantage points for viewing the horses and jockeys while adding ultra-premium spaces to enjoy race days, enhancing Churchill Downs’ appeal as a premier global stage for high-end sponsorships and unforgettable moments. The redesign also helps reduce congestion upon entry by streamlining how guests travel through the paddock and plaza areas.
Churchill Downs seamlessly marries history and hospitality, offering guests the chance to celebrate like it’s Derby Day year-round. From vow exchanges beneath the legendary Twin Spires to high-profile galas in breathtaking event spaces, each occasion is steeped in tradition and elegance.The new design enhances the visibility of the Twin Spires and restores much of its original character. It also has improved the audio and visual experience within the paddock’s adjacent plazas.
Whether you’re attending a race, hosting an event, or simply soaking in the atmosphere, Churchill Downs delivers an extraordinary experience that’s uniquely Louisville—and undeniably legendary.
Submitting Organization: Churchill Downs Racetrack, Populous
Photo Credits: Andrew Kung Photography / Churchill Downs Racetrack, Benjamin Norton Photography
Detailed Nomination
Since 1875, Churchill Downs has been synonymous with excellence in sports and hospitality. As the home of the Kentucky Derby, the venue delivers an unparalleled blend of heritage and innovation. Hosting 80+ days of live thoroughbred racing annually and drawing nearly a million guests through its gates, Churchill Downs is more than a racetrack—it’s a cultural institution and premier event destination. In addition to its legendary race meets, the venue welcomes over 600 public and private events annually. This rich versatility makes Churchill Downs a beacon of hospitality, tradition, and transformation in the sports and events industry. As a partner, Populous does not take the responsibility of creating new traditions at Churchill Downs lightly, so they worked closely with a curator to better understand the rich history of the brand.
Churchill Downs redefined the guest experience in 2024 with the debut of its $200 million Paddock renovation—the most significant capital investment in the venue’s history at the time. Designed to immerse guests deeper into the magic of race day, the project doubled the size of the paddock, enhancing crowd flow and introducing stadium-style viewing areas that offer unprecedented proximity to the horses and jockeys. After peeling back the layers of decades of renovations, the new design enhances the visibility of the iconic Twin Spires and restores much of its original character.
Populous and Churchill Downs worked in concert for nearly three years through the design and construction phase of the Paddock Renovation, transforming the space to be more impactful and memorable for racing fans and bystanders alike.
The renovation also brought to life two groundbreaking hospitality spaces: Sports Illustrated Club SI and the Woodford Reserve Paddock Club. These clubs are not merely venues; they’re experiential environments that merge modern luxury with Derby tradition. Guests enjoy curated menus, private betting parlors, and rare bourbon tastings. Paddock Club guests can experience access to the Paddock through an underground tunnel —privileges once reserved only for owners and trainers. Through these innovations, Churchill Downs has set a new global standard for VIP hospitality at sporting events.
The facility’s transformation has delivered measurable success. Attendance surged 24% year-over-year, with 861,414 visitors in 2024. Racing attendance alone rose to 739,133, up from 593,947 the previous year. Special event attendance increased by 48%, from 56,568 in 2023 to 83,632 in 2024, reflecting the growing appeal of Churchill Downs as a year-round destination.
The interior design aims to pay homage to the original Jockey Club, exposing historic elements such as steel structure, original brickwork, and decorative masonry elements. Custom millwork, antique mirrors, custom brass elements and custom wool carpets are used throughout the premium spaces.
The SI club has a unique, abstracted wood ceiling that references classic Kentucky barns. The Woodford Reserve Paddock Club takes on a refined aesthetic with large wood beams juxtaposed against inlaid ceiling panels of glistening brass wire fabric. Woodford Reserve distilling pots and barrel casks hint at the Speak Easy downstairs. Hand painted sign replicas provide wayfinding to escort guests. Framed replicas of flags from the spires, Sports Illustrated archival images and commissioned fine art from the venue’s permanent collection are scattered throughout.
Financially, Churchill Downs shattered records. Revenue in Q2 of 2024 increased to $228 million, with Derby Week adjusted EBITDA setting a new benchmark with $26–$28 million in growth over the previous record. All-sources wagering on the Kentucky Derby Day program reached a record $320.5 million, up from $288.7 million in 2023. The race itself generated $210.7 million in wagers—a substantial increase from the prior record of $188.7 million. The total Derby Week handle rose to $446.6 million, cementing Churchill Downs’ stature as a titan in both sports and entertainment.
These enhancements also unlock high-value sponsorship opportunities, positioning Churchill Downs as a marquee platform for global brands. By offering branded environments like Club SI, the facility bridges content, media, and live experience—blending tradition with contemporary brand storytelling in a way that few venues in any sport have achieved.
Churchill Downs Racetrack isn’t just a sporting venue—it’s a living legend that continues to raise the bar for fan experience, luxury hospitality, and industry innovation. Through bold investments, record-breaking metrics, and unwavering dedication to excellence, Churchill Downs not only honors its storied past but also leads the way in shaping the future of sports and event entertainment. This nomination celebrates a facility that has seamlessly merged the thrill of competition with the art of world-class hospitality.
