Kentucky Derby Case Study


The Kentucky Derby is one of the true iconic events in sports that draws international interest. The race had maxed out on general seating and decided to try and add a new high-end hospitality option. Because of the demand for the race, they had never had the need for a proactive sales effort for high priced inventory.


The Kentucky Derby asked Legends for help in developing a sales strategy to maximise the value of the newly develop “mansion.” Legends set up a nation wide sales campaign focusing on exposing Fortune 100 companies on entertaining at Churchill Downs.


Legends was hired to fully manage and sell newly created premium seating club “The Mansion,” where a new pricing and term strategy was developed, that ultimately delivered $6M in incremental revenue. Legends Global Sales team hosted sales events nation wide to drive a national corporate audience to the event, and sold out “The Mansion” generating over $11M in COI.

See also: Premium Sales