The Greenbrier, Keeneland team up for cross-promotions; say it will benefit guests of both

The Greenbrier, Keeneland form partnership

MORGANTOWN, W.Va. — The Greenbrier is forming a long-term partnership with Keeneland, a Kentucky racetrack and thoroughbred auction house, to offer cross-promotions that executives said Wednesday should benefit both businesses and their well-heeled guests.

Greenbrier owner Jim Justice called Keeneland’s global reputation “unparalleled” and said the partnership is part of his ongoing efforts to attract more guests and make the White Sulphur Springs resort “the ultimate destination.”

“It’s two fine institutions that share a value system — appreciating the finer things — coming together for each other’s patrons’ benefits,” said Keeneland Chief Executive Nick Nicholson. “… When you purchase a million-dollar horse or when you win our top races, we’re going to send you to The Greenbrier.”

The properties will work to ensure guests of The Greenbrier have easy ways to get to Lexington and take part in sporting activities there, Nicholson said. For starters, the cross-promotions will include premium seating and other perks for Greenbrier guests who attend Keeneland’s spring and fall races.

“There will be a lot of things we think of through the years,” Nicholson said. “We look at this as a long-term alliance.”

The announcement comes two weeks before the opening of the Casino Club at The Greenbrier, an 89,000-square-foot underground gambling parlor set to debut July 2 with a black-tie dinner and a Lionel Ritchie concert. The casino offers roulette, blackjack, baccarat, craps, three-card poker and Texas hold ‘em, plus 320 slot machines. The private Greenbrier Royale room is for high rollers.

Justice, who bought the resort out of bankruptcy last year for $20.1 million, hopes the casino will help restore profitability and the coveted five-star Mobil Travel Guide rating The Greenbrier lost in 2000.

Keeneland has provided historic memorabilia for the casino’s equestrian-themed lounge, Twelve Oaks.

The Greenbrier is a National Historic Landmark that has hosted presidents, kings and luxury travelers from around the world since 1778. It has 721 rooms, including 96 guest and estate houses, as well as three championship golf courses and a 40,000-square-foot spa.

Keeneland, a 75-year-old racetrack, is home to the world’s largest thoroughbred auction company. It regularly sells horses worth tens or hundreds of thousands of dollars, and its September Yearling event is billed as the world’s largest horse sale. The 921-acre complex also hosts meetings of horsemen from around the world twice a year.

“The last few sales, we have sold horses to people from 50 different countries,” Nicholson said. “When you fly here from around the world and you’ve accomplished your business goals, frequently you want to see other parts of the region. You want a period of rest and relaxation after the intensity of the sale, and I can’t think of a better place for that than The Greenbrier.”

Online:

The Greenbrier: www.greenbrier.com/site/

Keeneland: www.keeneland.com/default.aspx