2024 Keeneland Community Outreach Report by Keeneland

KEENELAND

Community Outreach

KEENELAND

I Fan Development

Keeneland Kids Club

The Keeneland Kids Club was started in 2012 to support Keeneland’s mission of building the next generation of fans.

Counties Represented

6,998 HOUSEHOLDS

1 OF MEMBERS RESIDE IN KY

Through the ids Club, children and their families can e perience eeneland through e clusive events, educational opportunities, and communications, to grow their love of horses and racing. embership is free and includes several perks like a personali ed membership packet, birthday cards, invites to events, and more

4-7 AGES 8-12

AGES 0-3

45 STATES REPRESENTED

11,413

MEMBERS

84.5%

3,120 NEW MEMBERS IN 2024

Events

ids Club offers a variety of e periences throughout the year for members, both free and ticketed.

Hosted Events

• Sunrise Trackside

• Kids Club Family Day (spring and fall meets)

• Holiday Brunch with Buckles

2 Race Meet Promotions

College Scholarship Day

7,391 REGISTRANTS

3,177 NEW ATTENDEES

6,970 REGISTRANTS

3,649 NEW ATTENDEES

Kids Club

Family Day

Heroes Day

During the spring and fall race meets, eeneland honored members of the military (active duty and veterans), first responders, healthcare workers, and their families with free general admission, reserved grandstand seating, and access to the Family one in the orth Terrace. The Family one included complimentary meal and Coke beverages, sweet treats, and children s activities.

eeneland welcomed students for College Scholarship Day each meet with free general admission, pri es, scholarship giveaways and more Students attending could win one of ten $2,000 scholarships provided by TA and eeneland and two $10,000 scholarships provided by ane s nd Farm and various pri e packages provided by local businesses.

• 5,212 attended on Race Day

• 719 Industry Students

• 114 Universities represented RECORD-BREAKING ATTENDANCE

• 4,540 attended on Race Day

• 632 Industry Students

• 106 Universities represented

ids Club members and their families were invited one day each meet to enjoy a special day at the races by receiving free general admission, access to reserved grandstand seating, and free children s activities in the orth Terrace from a.m. - p.m. Children s activities included a variety of stations provided by local community partners, face painting, and a sweet treat.

Attendance

1,493 SPRING 1,528 FALL

Additional programming throughout the day included the 202nd Army and playing in the alking ing, the P A Chair on display in the paddock, a ag rollout on the track, camo saddle towel races, and special recognition of honorees throughout the day from each category.

efore the fall eroes Day, eeneland and City teamed up to deliver 0 lunches and bread pudding to the e ington A (Troy owling Campus) as a thank you and to promote eroes Day at eeneland.

Heroes in Attendance

2,460 SPRING

Check Donations

1,626 FALL

$3,500 TO SURGERY ON $2,500 TO VA’S BLIND & VISION IMPAIRMENT

FOUNDATION

Big Blue Day

eeneland teamed up with the U Alumni Association during the fall meet to host ig lue Day, celebrating the shared spirit and e citement of the brand partnership. U alumni, faculty, staff and fans enjoyed a memorable day at the races with activities and entertainment.

The day featured a performance by the U Alumni and in the alking ing, followed by the ational Anthem from alumni annah llis. The orth Terrace hosted themed activations including swag giveaways, a book signing, and a photo booth.

The highlight of the day came when Scratch and ildcat led the cheer team through the Paddock and onto the track, filling the venue with ildcat pride. ig lue Day perfectly blended eeneland s tradition with the energy of ig lue ation for an unforgettable e perience.

Teacher Appreciation Day

Closing Saturday of the fall meet, teachers, educators, and staff along with one guest could receive free general admission and grandstand seating in honor of Teacher Appreciation Day. During the day, Keeneland honored local Fayette County educators who have received distinguished honor and awards throughout the year. Through partnership with Coca-Cola and UPS, educators could visit the tent in the Paddock on this day to receive a complimentary voucher for a Coca-Cola beverage and sign up for giveaways.

834 EDUCATORS & STAFF IN ATTENDANCE

Jockey Autograph Signing

2024 marked the 19th year hosting the Jockey Autograph Signing event that allowed fans the opportunity to meet both current and retired jockeys. Posters, hats, goggles and autograph books were available for purchase to be signed, or for a donation, attendees could also bring their own items. All proceeds benefited the Permanently Disabled Jockeys Fund (PDJF).

FUNDS RAISED & KEENELAND DONATION:

$6,072 SPRING $5,623 FALL

WinsDay Challenge

The insDay Challenge, sponsored by alone s, is a betting challenge on ednesday that patrons pay 0 to play. Participants placed a mythical 2 in Place bet on the last si races of the day and 00 of the pool was paid out to the top 0 players, in addition to the alone s gift cards to the top .

Total Participation

628 SPRING 633 FALL

Sunrise Trackside

Saturdays during the race meets, patrons e perienced the sunrise, sights and sounds of Sunrise Trackside at eeneland. reakfast offerings were available to enjoy trackside while watching horses workout on the track. Children s activities took place underneath the grandstand with a horse meet greet at 0 a.m. in the Paddock. ini tours were available at the welcome stand in the Paddock.

3,145

SPRING ATTENDANCE OVER 3 SATURDAYS

The Hill

5,775 FALL ATTENDANCE OVER 4 SATURDAYS

pen on Friday, Saturday, and Sunday each meet, racing fans enjoyed a variety of amenities on The ill including food trucks, live music, a jumbo screen live-streaming the races, wagering options and more.

Through partnership with P, premium tailgate packages were available on Thursdays, Fridays, Saturdays and Sundays on The ill. undreds of groups were accommodated during the spring and fall meets.

Make-A-Wish Day

This fall marked the 17th year for ake-A- ish Day at eeneland, the culmination of a rewarding e perience for a special group of deserving children. ocal Thoroughbred farms and organi ations teamed up with eeneland to grant wishes for 0 children. Families were treated to a P e perience, complete with presenting a trophy after each race, meeting jockeys and e periencing all the e citement of a day at the races. Alumni were invited to attend the day with reserved seating in the grandstand and fans were encouraged to cheer on these children and support ake-A- ish hio, entucky ndiana by dropping donations or bidding on silent auction items near the eeneland Paddock.

$205,000 for Make-A-Wish funds was raised through this day at Keeneland.

3 Keeneland Tours

Visitor & Tour Data

14,871

50 4,375 71%

Public Tours offered to 14,871 guests who purchased tickets for tours.

isitors included guests from all 50 states and 10 countries.

4,375 students hosted for an educational tour e perience in 2024 ranging from th grade college.

71% of the guests answered they would highly recommend horse racing.

Visitor Data

• 19% of guests traveled from less than 00 miles

• 39% of guests traveled from 00-400 miles

• 42% guests traveled from over 400 miles

Net Promoter Score (NPS)

et Promoter Score ( PA) re ects how guests feel about a brand in aggregate after their e perience, as measured by et Promoter Score. The graph includes the percentage distribution of Promoters, Passives, and Detractors. ased on feedback from ,000 respondents, eeneland had an average score of 93

In 2024, Keeneland welcomed more than

14,000 guests from across the globe.

4 Community Activations

Keeneland engaged with the public to promote the Thoroughbred industry, Keeneland’s race meets, and Kids Club through activation at the below events:

• UK Sports Game Activations

• Downtown Lexington Partnership’s “Thursday Night Live”

Leadership Lexington

eeneland hosted eadership e ington for uine Day to e pose leaders in the community to the depth of the Thoroughbred industry and economic impact it brings to our region.

• Midway University’s Everything Equine Community Event

• Partner locations of the Keeneland Kids Club including, Kentucky Horse Park, Lexington Children’s Museum, Eckert’s Orchard, Ronald McDonald House, and Kentucky Children’s Hospital.

II Educational & Career Development

The Keeneland Library

83,500

The Library freely reached more than 83,500 youth and adults from every state and 18 countries through its education programs in 2024.

Highlights

The ibrary hosted 128 free educational programs for 12,672 community and industry stakeholders

The ibrary launched Starting ate Storytime in ay 2024, introducing more than 200 families to the Thoroughbred horse and its impacts through the ibrary s new monthly literacy-centered children s programs.

The ibrary developed and delivered 4 free in-community educational programs to 11,047 youth and adults through in-classroom talks, university lectures, community speaking engagements, history and heritage festivals, and industry panel series.

The ibrary presented 7 eeneland ibrary ecture Series events, drawing 586 attendees.

The ibrary curated and freely shared A Rite of Spring: The 100th Running of the Blue Grass Stakes e hibition from April through December.

The ibrary traveled The eart of the Turf acing s lack Pioneers to 13 hosting sites, freely reaching more than 70,000 youth and adults at schools, public libraries, universities, and community centers across entucky. The e hibit s free educational programs reached an additional 4,391 community learners.

The ibrary Director spoke on research, preservation, and education best practices at 6 regional and international conferences.

Keeneland Library Foundation

Foundation was awarded a 2 0 e Cultural rant to develop a new e hibit centered on atinos in the Thoroughbred industry to open fall 202 .

n 20 4, eeneland formed the eeneland ibrary Foundation, a 0 (c)( ) non-profit organi ation to support uni ue eeneland ibrary projects that preserve and share the Thoroughbred industry s past and present with an eye to the future. The eeneland ibrary Foundation s mission is to broaden eeneland ibrary s access and outreach initiatives through educational programs for youth and adults, e hibits, and targeted digiti ation and preservation projects of its one-of-a-kind, world-class collections.

Highlights from Keeneland Library Foundation 2024 efforts to support expanded Library education and access initiatives:

Foundation received funding from the ardner Foundation, agle Family Foundation, and eneral otors Foundation.

Proceeds from eeneland ibrary ecture Series continued to benefit the eeneland ibrary Foundation.

eeneland ibrary Foundation Donors 62 individuals and industry organi ations

Supporters of eeneland ibrary Foundation through gifted ac uisitions, in-kind contributions, and loaned objects for e hibitions 41 individuals and industry organi ations

5th Grade Field Trips

2,000

Keeneland welcomed more than 2,000 5th grade students from 26 public and private schools in Fayette County to participate in a two-hour interactive tour designed to expand their knowledge of Keeneland and the Thoroughbred industry in Kentucky.

eeneland has offered Fifth rade Field Trips in this format for 12 years.

Students watched a video in the Sales Arena and had a chance to participate in a mock Thoroughbred auction. e t, they toured themed educational stations around the grounds, where students learned more about eeneland and facets of the Thoroughbred industry.

veryone received a acing Sales book with information about eeneland, the history of Thoroughbred racing in e ington, the life of a Thoroughbred, the economic impact of entucky s Thoroughbred industry and more. Pages included Codes for more information.

Keeneland’s partners for the event were:

• Amplify Horse Racing

• Godolphin

• Hagyard

• Hooves of Hope

• Kentucky Derby Museum

• Life Adventure Center

• Locust Trace AgriScience Center, part of Fayette County Public Schools

• North American Racing Academy, affiliated with Bluegrass Community and Technical College

• Visit Horse Country

5 Career Fairs & Student Organizations

Through partnerships with various schools representing student organizations with students of all ages, Keeneland provided behind-the-scenes tours and opportunities to connect and engage. Highlighted below are a few of these groups:

Junior Achievement

Through Junior Achievement s i Town program and Career Speaker Series, students were offered a captivating introduction to the dynamic realm of the horse racing industry. n i Town, students immersed themselves in diverse roles within eeneland, gaining firsthand insight into the e citement of Thoroughbred racing. Additionally, throughout the year eeneland employees participated in speaking engagements at various schools, enlightening students about the array of career paths available within the industry.

Ed Brown Society

ach spring and fall race meet, eeneland hosts S College Scholars for aweek internship to learn more about the inner workings here at eeneland, offering them a comprehensive understanding of the sport and its many facets. n 2024, we hosted S Scholars that were provided behind-the-scenes e periences with perations, Community elations, uine Safety, Finance, and arketing.

Legacy Equine Academy

eeneland collaborated with The egacy uine Academy providing students with uni ue tour e periences, allowing the middle and high school aged students an insight into the business of the horse racing and sales industry, enhancing their educational journey.

Keeneland participated in various career fairs to engage with high school and college students.

Keeneland hosted various other organizations and groups for behind-thescenes experiences including Locust Trace AgriScience students, 4-H and FFA groups, Youth Leadership programs and others. These tours and engagements are designed to inspire and educate the next generation of industry leaders, fostering a deep appreciation for the heritage and future of horse racing.

Career Fairs

Keeneland Collegiate Opportunities

Keeneland’s collegiate opportunities provide students with a diverse program that a ords immersive experiences to learn about Keeneland and the Thoroughbred industry. The program fosters strong, professionally well-rounded candidates toward a goal of creating lifelong fans of Thoroughbred racing.

Internships

Keeneland internships enabled college students with a specialized focus to receive unique access and concentrated experience in their field of study through hands-on engagement and mentoring from skilled team leaders. In Fall of 2024, Keeneland hired 13 Interns in the various departments below for the 2024-2025 academic year:

• Administrative Services

• Catering & Hospitality

• Communications

• Digital Marketing

• Equine Safety

• Finance

• Horsemen Relations

• Human Resources

• Library Sciences

• Retail

• Sales Accounting

• Special Events

• Sponsorship

• Ticketing

• Track Maintenance

Ambassador Program

The eeneland Ambassador Program provided college students with an introduction to eeneland and the opportunity to be e posed to a variety of e citing opportunities and potential career paths in the Thoroughbred industry.

n Fall 2024, eeneland welcomed 20 students into the program. Several of those students were fortunate enough to secure full-time jobs at eeneland or with other industry organi ations.

Student Breakdown:

SOPHOMORES

Year-Round Programming

As one group, both the nterns and Ambassadors participated in year-round programming including professional development, team building, industry e posure, and networking opportunities.

Included Events:

− Behind-the-Scenes Sales Experiences

− Race Meet Promotional Event Execution

− Business & Dining Etiquette Luncheon

− Behind the Scenes Race Meet Experience

− Farm Tour

− Department Shadowing

− Invites to Industry Education & Networking Events

− College Scholarship Day Committees

− Various opportunities to support other departments with sponsor gifting, hospitality activations, special events, and more.

KEENELAND III Charitable Initiatives

In 1936, Keeneland Association was created as a model racetrack for the Thoroughbred industry. Toward our founding mission, revenues from Keeneland’s racing and sales operations are reinvested in the horse industry, funding purse money for our world-class racing program and supporting innovative marketing and research initiatives in the areas of equine safety and welfare.

Our founders also instilled a vision for contributing, not only to the betterment of racing, but to the Central Kentucky community of which we are an integral part. The areas of impact in which we focus our charitable giving includes the following:

• Causes related to the Thoroughbred industry

• Arts and Culture

• Community

• Education

• Health and Human Services

The Keeneland Foundation

The Keeneland Foundation provides grants annually to Kentucky-based 501(c) organizations with our priority focus being organizations in Central Kentucky.

Funding of the eeneland Foundation is directly connected to proceeds received from the eeneland Cross ate allery Sporting Art Auction and historically targets capital e pansion and e uipment purchases within our pillars of giving.

$241,328

In 2024, the Keeneland Foundation granted $241,328 to the following organizations including:

Asbury University

Breaking Free Ministry

Compose Arts

DV8 Kitchen

Ed Brown Society

Habitat for Humanity

Hope Center

Justin’s Place

Jubilee Jobs

Kentucky Cancer Link

Lexington Ballet Company

Lexington Children’s Museum

Lexington Children’s Theatre

Lexington Hearing and Speech

Lexington History Museum

Lexington Public Library

Lexington Rescue Mission

Mentors and Meals

Sayre Christian Village

Stable Recovery

Surgery on Sundays

Keeneland Giving

Keeneland Association supports various organizations year-round through charitable sponsorships, cash donations, and in-kind contributions.

$739,348

In 2024, Keeneland donated $739,348 to over 150 organizations.

$38,747

$60,848

In addition, Keeneland provided support through gift donations valued at $38,747 And ticket donations exceeding $60,848.

3 Charitable Events

Our founders intended Keeneland to be a gathering place for the entire community. With that vision, Keeneland is home to many charitable events throughout the year.

4 Community Involvement

Employee Engagement

eeneland employees are encouraged to take active roles servng on boards and volunteering with organi ations that align with their skills and interests.

n 2024, eeneland provided discounted event services totaling $87,864 to various organi ations. These services enabled nonprofits and community groups to host successful events, fundraisers, and gatherings furthering their missions and outreach efforts. Some of the organi ations that benefited from eeneland s support include

• American Veterinary Medical Association Trust

• Bluegrass Tourism & Marketing Association

• Commerce Lex Leadership Lexington Equine Day

• Concours d’Elegance

• Education & Labor Cabinet

• Her Knight Dance Inc.

• Horse Country

• Kentucky Thoroughbred Farm Managers Club

• Picnic with the Pops Sponsorship

• Sayre Spectacular

• Step Into Beautiful

• TCA Honored Guest Dinner

$544,782

In addition to special events, Keeneland hosted 9 run/walks in 2024 that collectively allowed groups to raise over $544,782 with over 7,770 patrons in attendance

Volunteer Time Off

ach full-time employee is allocated 16 hours of olunteer Time ff annually. This time can be used to support charitable causes or participate in community service initiatives that align with their personal passions.

Season of Serving

During the holiday season, eeneland embraced the spirit of giving and serving by offering several meaningful opportunities for employees to give back to the community. From participating in local toy drives to volunteering at food banks, there were many ways employees could spread kindness and cheer together during this special time of year. Through the Season of Serving, more than 50 eeneland employees collectively spent over 30 hours at various organi ations including

• The Ronald McDonald House

• Bluegrass Farms Charities

• Central Kentucky Riding for Hope

• The Salvation Army

• The Hope Center mployees donated toys for luegrass Farms Charities and hats gloves for the Catholic Action Center.

Employee Giving Contribution

n addition to volunteer time, employees may re uest

a $250 charitable allowance each year to a charitable organi ation of their choice, allowing them to support causes that matter most to them.

With this opportunity, Keeneland donated $7,328 on behalf of its employees.

Served on 55 Boards and 13 Committees

Served as members of 32 organizations

Served as volunteers for 27 organizations $7,328

Throughout the year, Keeneland employees: 55 32 27

IV Pillars of Giving

In 2024, Keeneland collectively gave $1,168,135 in five different pillars of giving including: Keeneland, a cornerstone of the Central Kentucky community, is deeply committed to giving back through our pillars of charitable giving.

By aligning our philanthropic efforts with these key areas, Keeneland strives to provide impactful support that enhances the well-being and vitality of the region. Whether through funding local nonprofits, promoting educational initiatives, or preserving the rich heritage of the horse industry, Keeneland’s dedication to meaningful community engagement remains at the heart of its mission.