KEENELAND
Community Outreach 2025
Annual Report
Overview
I Fan Development
1. Keeneland Kids Club ................................................ 3 2. Race Meet Promotions ............................................ 4 3. Keeneland Tours ....................................................... 6
II
Educational & Career Development 1. The Keeneland Library............................................. 8 2. Educational Experiences ......................................... 10 3. Collegiate Opportunities ......................................... 12
III
Charitable Initiatives 1. The Keeneland Foundation...................................... 16 2. Keeneland Giving...................................................... 16 3. Pillars of Giving.......................................................... 15 4. Stable Recovery......................................................... 17 5. Charitable Events...................................................... 18 6. Employee Engagement ............................................ 18
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COMMUNITY OUTREACH ANNUAL REPORT · 2025
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KEENELAND
Fan Development 1
Keeneland Kids Club The Keeneland Kids Club was started in 2012 to support Keeneland’s mission of building the next generation of fans.
120
COUNTIES REPRESENTED
8,188
HOUSEHOLDS
48
STATES REPRESENTED
14,756 MEMBERS
Through the Kids Club, children and their families
84.3% OF MEMBERS RESIDE IN KY
3,343
NEW MEMBERS IN 2025
can experience Keeneland through exclusive events, educational opportunities, and communications, to grow their love of horses and racing. Membership is free and includes several perks like a personalized
Events
membership packet, birthday cards, invites to events,
Age Breakdown
and more!
Kids Club offers a variety of experiences throughout the year for members, both free and
34.2% AGES 4-7
ticketed.
41.5% AGES 8-12
41.5% AGES 0-3
Hosted Events • Sunrise Trackside • K ids Club Family Day (Spring and Fall meets) • Holiday Brunch with Buckles
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2 Race Meet Promotions
Heroes Day One day during each Spring and Fall race meet, Keeneland Fan Development | Ages 18-24
College Scholarship Day
their families with free general admission, reserved grandstand seating, and access to the Family Zone in the North Terrace. The Family Zone included a
Keeneland welcomed students for College Scholarship Day each meet with free general admission, prizes, scholarship giveaways and more! Students
attended could win one of ten $2,000 scholarships provided by KTA and Keeneland and two $10,000 scholarships End Fall 2022 Dataprovided by Lane’sFun FactsFarm 2,916 Total Registrants
and various prize packages provided by businesses. 1,170local Onsite Attendees
STUDENTS ATTENDED
100+
246 Industry Students Registered 110 Universities Represented
4,000+
335 New Attendees
UNIVERSITIES REPRESENTED
(active duty and veterans), first responders, healthcare workers, and
One day each spring and fall race meets Keeneland welcomes students to enjoy a day of racing, prizes and scholarship giveaways, behind-the-scenes racing experiences, and more! Students receive free General Admission and access to North Terrace activities and grandstand seating in Section A. Students who pre-register for the event have the opportunity to win one of ten (10) $2,000 scholarships provided by the KTA and Keeneland and students who attend the race day in person and checked in were entered to win two (2) additional $10,000 scholarships provided by Lane’s End Farm and prize packages provided by local Kentucky businesses. The program focuses on growing the industry’s fan base by introducing them to thoroughbred racing in hopes it becomes a part of their college experience and a tradition that they continue into adulthood.
10,915
honored members of the military
Since its inception in 2002, over $500,000 in scholarships have been awarded and more than 30,000 students have attended the day In 2020, Keeneland opened registration to students who could not attend on-site broadening the reach nationwide.
students attended who had not attended the event before
complimentary meal and Coke beverages, sweet treats, and children’s activities. Additional programming throughout the day included the 202nd Army Band playing in the Walking Ring, the POW MIA Chair on display in the paddock, a flag rollout on the track, special logo saddle towel races, and special recognition of honorees throughout the day. Before each Heroes Day, Keeneland worked with event partners to provide surprise & delight offerings to local heroes at UK HealthCare, Lexington Police & Fire, and the Lexington VA.
2,460
ATTENDEES
Big Blue Day In partnership with UK Alumni Association, Keeneland hosted Big Blue Day in the Fall celebrating the shared spirit of the brand partnership. The blend of Keeneland tradition and the energy of
Kids Club Family Day
Big Blue Nation created an unforgettable experience
Kids Club members and their families were invited
Highlights of the day included the National Anthem
one day each meet to enjoy a special day at the races
performed by UK alum Darian Sanders, a UK Alumni
by receiving free general admission, access to reserved
Band performance in the paddock, and an on-track
grandstand seating, and free children’s activities in the North Terrace
pep rally featuring UK Cheer, Dance, Scratch, and
Children’s activities included a variety of stations provided by local
Wildcat.
community partners, face painting, and a sweet treat.
Winners Circle presentations recognizing UK partner
2,200
groups rounded out the celebration, while UK Alumni
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ATTENDEES
COMMUNITY OUTREACH ANNUAL REPORT · 2025
as fanfare throughout the grounds included photo opportunities, book signings, meet-and-greets with UK teams and athletes, and swag giveaways.
hosted alumni and faculty throughout the day.
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 educators who had 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.
729
EDUCATORS & STAFF IN ATTENDANCE
Sunrise Trackside Saturdays during the race meets, patrons experienced the sunrise, sights and sounds of Sunrise Trackside at Keeneland. Breakfast offerings
Jockey Autograph Signing 2025 marked the 20th year hosting the Jockey Autograph Signing event that allowed fans the opportunity to meet
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 in the Paddock. Mini tours were available.
8,914
ATTENDEES
both current and retired jockeys. Posters, hats, goggles
Make-A-Wish Day
and autograph books were available for purchase to be signed, or for a donation, attendees could also bring their own items. All proceeds enefited the Permanently Disabled Jockeys Fund (PDJF).
$12,109
DONATED TO PDJF
250LEX Day Keeneland celebrated Lexington’s 250th Birthday in conjunction with the Fall Race Meet during equine month. Together with 250LEX, fans experienced a race day that embodied the signature elements that make living in Lexington so special—its creative culture,
This Fall marked the 18th year for Make-A-Wish Day® at Keeneland, the culmination of a rewarding experience for a special group of deserving children. Local Thoroughbred farms and organizations teamed up with Keeneland to raise enough funds to grant 150 wishes! Families were treated to a VIP experience, complete with presenting a trophy after each race, meeting jockeys and experiencing all the excitement 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 Make-A-Wish® Ohio, Kentucky & Indiana by dropping donations or bidding on silent auction items near the Keeneland Paddock.
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MAW CHILDREN
150
WISHES
its bourbon heritage, and
A NEW RECORD FOR MAKE-A-WISH DAY AT KEENELAND
its deep connection to the
WITH ENOUGH FUNDS RAISED TO GRANT 150 WISHES
horse.
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In 2025, Keeneland welcomed more than
15,000
guests from across the globe.
3 Keeneland Tours Visitor & Tour Data
Visitor & Tour Data
11,073
2.7%
12.7%
59.1%
25.5%
INTERNATIONAL GUESTS
GUESTS FROM KENTUCKY
11,073 GUESTS HOSTED ON TICKETED TOUR EXPERIENCES
50
GUESTS FROM ALL 5O STATES
15
VISITORS FROM 15 COUNTRIES
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GUESTS FROM OTHER U.S. STATES
GUESTS FROM BORDERING STATES
Types of Tours Offered
KEENELAND MORNING WORKS TOUR
KEENELAND OWNER’S EXPERIENCE
SUNRISE TRAINING TOUR AT KEENELAND
KEENELAND BACKSTRETCH TOUR
BEHIND-THESCENES SALES EXPERIENCE
EDUCATIONAL EXPERIENCE AT KEENELAND
BEHIND-THESCENES RACING TOUR
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II
KEENELAND
Educational & Career Development 1
The Keeneland Library
185,628
The Library freely reached more than 185,000 youth and adults from every state and 36 countries through its exhibits and education and outreach programs in 2025.
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Highlights • T he Library hosted 143 free educational programs for 10,931 community and industry stakeholders. • T he Library’s Starting Gate Storytime
introduced 795 children to the horse
• T he Library opened its first bilingual exhibit, Raíces: The Making of Latino Legacies in Racing, in October. • T he Library traveled The Heart of the Turf: Racing’s Black Pioneers exhibit to 14
and the Thoroughbred industry through
hosting sites at schools, public libraries,
its literacy-centered children’s programs.
universities, museums, and industry sites
• T he Library developed and delivered 68 free in-community educational programs to 9,096 youth and adults through
in Kentucky, Florida, Illinois, Maryland, New York, South Carolina, and Virginia. • T he Library engaged with 62 industry
in-classroom talks, university lectures
organizations and 70 community
and workshops, community speaking
organizations to meets its patrons where
engagements, and industry panel series.
they are.
• T he Library presented 8 Keeneland Library Lecture Series events, drawing
662 attendees.
• T he Library presented Of Turf and Stone: Keeneland Through the Ages exhibit from January through September.
• T he Library brought a documentary screening, lectures, book signings, podcast episodes, and trackside outreach programs to Lexington’s Sister City of Deauville, France, reaching more than
5,000 international racing fans in July and August.
Highlights from Keeneland Library Foundation 2025 efforts to support expanded Library education and access initiatives: • L ibrary completed deliverables on a 250LEX cultural grant to support its newest exhibit centered on Latinos in racing that opened in Fall 2025. In 2014, Keeneland formed the Keeneland Library Foundation, a 501(c)(3) non-profit organization to support unique Keeneland Library projects that preserve and share the Thoroughbred industry’s past and present with an eye to the future. The Keeneland Library Foundation’s mission is to broaden Keeneland Library’s access and outreach initiatives through educational programs for youth and adults, exhibits, and targeted digitization and preservation projects of
• F oundation was awarded an America250KY grant to support its traveling exhibits. • F oundation was awarded funding from the Gardner Foundation, VisitLEX, Kentucky’s Society of Colonial Wars, and individual sponsors including Susan Naylor and Myla Edwards for exhibit and outreach initiatives. • T he Library sold 350 copies of the joint National Museum of Racing and Keeneland Library’s 450-page publication, Racetracks of America, with all proceeds benefiting the Keeneland Library Foundation. • P roceeds from Keeneland Library Lecture Series continued to benefit the Foundation.
its one-of-a-kind, world-class collections. COMMUNITY OUTREACH ANNUAL REPORT · 2025
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2
Through partnership, Amplify Horse Racing provides local and national students with immersive, on-site experiences at Keeneland during both racing and sales. Participants engage
Educational Experiences Through partnerships with schools, universities, and youth organizations, Keeneland provides yearround educational experiences designed to introduce students to the Thoroughbred Industry through behind-the-scenes learning opportunities.
with industry professionals through behind-the-scenes tours, mentorship, networking, and panel discussions while exploring career pathways within the Thoroughbred industry.
Each year, Locust Trace Agriscience Center students visit Keeneland for visits to learn beyond the classroom that showcase both the racing and sales sides of the Thoroughbred industry.
Bryan Station culinary students visited Keeneland for an inside look at the hospitality operations that support both race days and special events. Students explored kitchen operations, event preparation, and the planning
Experiences are tailored to each group’s interests,
required to deliver exceptional guest
age level, curriculum focus, and prior exposure to
experience
the industry, allowing students to engagement with a variety of topics including racing, sales, careers, marketing, hospitality, etc. and may include guided tours, activities, panel discussions, networking opportunities, and more!
College students from universities and technical schools visit Keeneland throughout the year to connect with industry professionals, explore career
In 2025, Keeneland welcomed more than 4,400 students—from
elementary school through college—for educational experiences across the
opportunities, and gain a behind-thescenes understanding of racing, sales, hospitality, and the many career paths within the Thoroughbred industry.
grounds
4,400+ STUDENTS
Keeneland partners with the Ed Brown Society each year to provide behind-the-scenes racing and sales experiences that highlight career opportunities across the Thoroughbred industry. Students participate in exclusive programs, including “Trackside Trek” during morning works, where they engage with jockeys, equine safety professionals, and other industry leaders.
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5th Grade Field Trips Keeneland welcomed more than 2,450 5th grade students from 34 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.
2,450 34 STUDENTS
SCHOOLS
Keeneland has offered Fifth Grade Field Trips in this format for 13 years.
Students watched a video in the Sales Arena and had a chance to participate in a mock Thoroughbred auction. Next, they toured themed educational stations around
Keeneland’s partners for the event were:
the grounds, where students learned more about
• Amplify Horse Racing
Keeneland and facets of the Thoroughbred industry.
• Godolphin
Everyone received a “Racing & Sales” book with
• Hagyard
information about Keeneland, the history of
• Highbridge Springs
• L ocust Trace AgriScience Center, part of Fayette County Public Schools
Thoroughbred industry and more. Pages included QR
• K entucky Derby Museum
• N orth American Racing Academy, affiliated with Bluegrass Community and Technical College
Codes for more information.
• Life Adventure Center
• Visit Horse Country
Thoroughbred racing in Lexington, the life of a Thoroughbred, the economic impact of Kentucky’s
• Hooves of Hope
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3 Keeneland Collegiate Opportunities Keeneland’s Collegiate Opportunities program, including internships and the ambassador program, provides students with immersive experiences to explore Keeneland and the Thoroughbred industry. The program develops wellrounded, professionally prepared candidates while cultivating lifelong fans of the sport.
Student Breakdown
34
STUDENTS IN COLLEGIATE OPPORTUNITIES
17
SENIORS
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5
DIFFERENT UNIVERSITIES REPRESENTED
JUNIORS
4
SOPHOMORES
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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 2025, Keeneland hired
10 Interns in the various departments below for the 2025-2026 academic year:
Year-Round Programming
• Communications
• Library Sciences
• Community Relations
• Retail
in year-round programming including professional development, team
• Digital Marketing
• Sales Accounting
building, industry exposure, and networking opportunities.
• Finance
• Special Events
• Horsemen Relations
• Sponsorship
• Human Resources
• Ticketing
Each year as one group, both the Interns and Ambassadors participate
2025 Events: • Behind-the-Scenes Sales Experiences
Ambassador Program
• Race Meet Promotional Event Execution
The Keeneland Ambassador Program, presented
• Behind the Scenes Race Meet Experience
by Lane’s End provided college students with an
• Horse Farm Tours
introduction to Keeneland and the opportunity to be exposed to a variety of exciting opportunities and
• Business & Dining Etiquette Luncheon
• Shadowing
potential career paths in the Thoroughbred industry.
• Invites to Industry Education & Networking Events
In Fall 2025, Keeneland welcomed 24 students into
• V arious opportunities to support other departments with sponsor
the program for the academic year.
gifting & activations, sales registrations, special events, and more.
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III KEENELAND
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: • C auses related to the Thoroughbred industry • Arts and Culture • Community
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• Education • H ealth and Human Services
1
Pillars of Giving
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.
$1,492,389
In 2025, Keeneland collectively gave $1,492,389 in five different pillars of giving including:
ARTS & CULTURE
$25,080
COMMUNITY
$273,394
HEALTH & HUMAN SERVICES
$124,279
EDUCATION
$145,023
THOROUGHBRED INDUSTRY
$924,612
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2 The Keeneland Foundation The Keeneland Foundation provides grants annually to Kentucky-based 501(c) organizations with our priority focus being organizations in Central Kentucky.
3 Keeneland Association Giving
Funding of the Keeneland Foundation is directly connected to proceeds received from the Keeneland/ Cross Gate Gallery Sporting Art Auction and historically targets capital expansion and equipment purchases within our pillars of giving.
Keeneland Association supports various organizations year-round through charitable sponsorships, cash donations, and in-kind contributions.
$236,719 In 2025, the Keeneland Foundation granted
$236,719 to the following organizations including:
$1,040,618
• Central Kentucky Riding For Hope • DV8 Kitchen Vocational Training Foundation, Inc.
In 2025, Keeneland Association donated
• Ed Brown Society
$1,040,618 to over 200 organizations.
• FoodChain Inc. • God’s Pantry Food Bank
• Kentucky Equine Adoption Center
$25,030
• Lexington Children’s Museum
In addition, Keeneland provided support
• Hearing & Speech Center • Hooves of Hope Equestrian Center, Inc.
through gift donations valued at $25,030.
• Lexington History Museum • Lexington Philharmonic
$87,004
• Light Up Racing • Nest - Center for Women, Children & Families • Ronald McDonald House Charities of the Bluegrass
Ticket donations exceeding $87,004.
• YMCA of Central Kentucky • Stable Recovery • Lexington Public Library
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4 Keeneland & Stable Recovery Launched Maintenance Cohort In 2025, Keeneland partnered with Stable Recovery to launch a dedicated Maintenance Cohort, a program providing on-site housing and full-time employment opportunities for men in recovery from addiction. The initiative, an extension of the Taylor Made School of Horsemanship, was created to equip participants with practical job skills, character development and the stability needed for long-term success. Members of the cohort joined Keeneland’s Maintenance team, gaining hands-on experience in track operations, horsemanship, stable management and safety procedures while participating in 12-step meetings and peer support throughout the program. Since its founding by Frank Taylor of Taylor Made Farm, Stable Recovery has graduated more than 100 individuals. The program and Taylor were recognized with the Special Eclipse Award for their service to the Thoroughbred industry.
“
Keeneland is excited to support the life-changing work being done by Stable Recovery. Stable Recovery and Keeneland share a commitment to social responsibility and to bettering the quality of life in our community. Together, we can create a legacy that transforms lives and strengthens our equine industry.
~ Shannon Arvin KEENELAND PRESIDENT & CEO
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5 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. In 2025, Keeneland was home to a variety of events to support local organizations. These services enable nonprofit and community groups to host successful events, fundraisers, and gatherings that further their missions and outreach efforts. Examples of supported events and initiatives throughout the year ranged across cultural, educational, and community-focused programs: • American Veterinary Medical Association Trust • Amplify Horse Racing • 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 • Sayre Spectacular • Step Into Beautiful • TCA Honored Guest Dinner
Run/Walks In addition to special events, Keeneland hosted 9 run/walks in 2025 that collectively allowed groups to raise over $544,782 with over 9,600 patrons in attendance
6 Employee Engagement Community Involvement Keeneland employees are encouraged to take active roles servng on boards and volunteering with organizations that align with their skills and interests.
Volunteer Time Off
Each full-time employee is allocated 16 hours of Volunteer Time Off 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, Keeneland 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 40 Keeneland employees collectively spent over 125 hours . Projects included: • Sandwich making for the The Hope Center’s Mobile Street Outreach team • Kentucky Equine Adoption Center’s holiday event support • Blue Grass Farms Charities Christmas Event • Holiday baking for the Ronald McDonald House • Toy Sorting at The Salvation Army • Toy Collecting for The Nest Reindeer Express and supplies donations for the Catholic Action Center.
Employee Giving Contribution
Big Brothers Big Sisters
In addition to volunteer time, employees may request
a $250 charitable allowance each year to a charitable organization of their choice, allowing them to support causes that matter most to them.
Keeneland employees participated in the annual Big
$9,292.21
Brothers Big Sisters Bowl for Kids’ Sake, forming teams to raise funds in support of the organization’s life-changing
With this opportunity, Keeneland donated
$9,292.21 on behalf of its employees.
youth mentoring programs. Together, employees helped
Throughout the year, Keeneland employees served on 51 boards and committees.
make a positive impact while enjoying a fun opportunity to give back to the community.
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Community Outreach 2025 Annual Report