Epsom's new general manager, Jim Allen, is working to restore the prestige and attendance of the Epsom Derby, aiming to elevate it to the level of the Kentucky Derby. For the 246th running of the Classic, the draw for the 19 runners was held with a renewed sense of occasion, even borrowing equipment from the Football Association. Allen, appointed last October, plans to review marketing, promotion, and infrastructure to attract more racegoers, as attendance has steadily declined from 48,000 in 2004 to under 27,000 last year.
Epsom aims to put showpiece Classic back at level of Kentucky Derby
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TL;DR: Key points with love ❤️Epsom's new general manager, Jim Allen, is working to restore the prestige and attendance of the Epsom Derby, aiming to elevate it to the level of the Kentucky Derby. For the 246th running of the Classic, the draw for the 19 runners was held with a renewed sense of occasion, even borrowing equipment from the Football Association. Allen, appointed last October, plans to review marketing, promotion, and infrastructure to attract more racegoers, as attendance has steadily declined from 48,000 in 2004 to under 27,000 last year.
- 1 2003: Last time Derby had 19 runners
- 2 2004: Derby attendance 48,000
- 3 2006-2015: Jim Allen director of racing at Arena Racing Company
- 4 Last October: Jim Allen appointed Epsom general manager
- 5 Last year: Derby attendance under 27,000; Derby draw with ping-pong balls
- 6 Wednesday: 246th Derby draw held with FA equipment; Jockey assignments confirmed
- 7 Saturday: 246th Derby race day
- Increased sense of occasion for the Derby draw
- Potential for increased attendance at future Derby events
- Strategic review of Derby marketing, promotion, and temporary structures
- Confirmation of jockey assignments for key horses
What: Epsom's new general manager, Jim Allen, is implementing strategies to increase attendance and restore the prestige of the Epsom Derby, aiming to bring it to the level of the Kentucky Derby.
When: Wednesday (draw ceremony), Saturday (race day), last year (Derby draw, attendance figures), 2003 (last time 19 runners), 2004 (attendance figure), 10 years later (2014 attendance figure), last October (Jim Allen appointed), 2006-2015 (Jim Allen's role at Arena Racing Company).
Where: Epsom (racecourse, town), Croydon (Jim Allen's hometown), Louisville, Kentucky (Kentucky Derby model), US (Jim Allen trained horses), France (Jim Allen trained horses).
Why: The Epsom Derby has seen a steady decline in attendance and prestige, prompting the new general manager to implement changes to revitalize the event and attract more spectators.
How: Jim Allen is focusing on improving the event's presentation (e.g., using FA equipment for the draw), reviewing marketing and promotion strategies, and integrating the town of Epsom more into the event's buildup, drawing inspiration from the Kentucky Derby.